implementing prospect management: a case study at the university of southampton eleanor marsden
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Implementing Prospect Management: A Case Study at the University of Southampton Eleanor Marsden 2008. Eleanor Marsden Manager, Research and Prospect Management Office of Development and Alumni Relations. One Person Shop Researcher → R&PM team - PowerPoint PPT PresentationTRANSCRIPT
University of SouthamptonDevelopment & Alumni RelationsResearch & Prospect Management
Implementing Prospect Management: A Case Study at the University
of Southampton
Eleanor Marsden2008
University of SouthamptonDevelopment & Alumni RelationsResearch & Prospect Management
Eleanor Marsden
Manager, Research and Prospect Management Office of Development and Alumni Relations
One Person Shop Researcher → R&PM team
Implementation & development of custom-built PM system
Trials and triumphs!
Aim today:Overview of starting PM from
nothing → sophisticated system
University of SouthamptonDevelopment & Alumni RelationsResearch & Prospect Management
PM Principles & Benefits Recap
Communication = transparency
Set targets & clear strategies
Keep critical info always to forefront
Keeps donors engaged, valued and in best fit with institution → more likely to give again.
Use for all major donors (£10k+ over 5 yrs) – people and organisations
Maximum gift in minimum time= Unified fundraising effort
University of SouthamptonDevelopment & Alumni RelationsResearch & Prospect Management
Organisation, Organisation, Organisation leads to…
Inclination → Cultivation → Solicitation!
(‘How do I know what I think ‘til I see what I say?’ - E. M. Forster)
University of SouthamptonDevelopment & Alumni RelationsResearch & Prospect Management
Different ways to Manage Prospects1) A Prospect Tracking chart (Access, Excel etc)2) Purchase software / add-on3) Customised interface with existing database (= no
discrepancies)
→ University of Southampton: Custom-built interfacing online database:
Managed Partner System (‘MPS’)
University of SouthamptonDevelopment & Alumni RelationsResearch & Prospect Management
How it Works…
Information contained in
Donor Strategy database
INFORMATION & DATA
Information contained in Managed Partner System database
ACTIONS
University of SouthamptonDevelopment & Alumni RelationsResearch & Prospect Management
MPS Timeline August 2006
MPS evolving as an idea
June 2007 MPS in active development and testing
September 2007 MPS goes live
October 2008 MPS Phase 2 development ongoing
January 2009 New MPS launch
University of SouthamptonDevelopment & Alumni RelationsResearch & Prospect Management
A New Way of Working…
Entering information: Timely information R&PM monitoring and acting on info entered
Meetings: Monthly fundraiser strategy meetings
Inc. discuss connections, priorities, events, next steps
Monthly ‘Leadership Gift’ meetings Assign prospects and raise issues Introduce new potential prospects
Monthly summary reporting from R&PM division
University of SouthamptonDevelopment & Alumni RelationsResearch & Prospect Management
The Donor in MPS
University of SouthamptonDevelopment & Alumni RelationsResearch & Prospect Management
A Closer Look at the
Funnel Pipeline:
(The Donor Lifecycle at
Southampton)
University of SouthamptonDevelopment & Alumni RelationsResearch & Prospect Management
Key data (Terminology)
Relationship Manager: Usually a Development Officer primarily
responsible for the prospect.
MP Team: Director, Head of School, Dean or other
Officer helping the Relationship Manager’s cultivation strategy.
Preliminary Partner: Prospect not yet been assigned to a
Relationship Manager but has giving potential.
Managed Partner: I.e. Major Gift Prospect – has capacity
to give a gift of £10,000 over a period of 5 years / legacy.
University of SouthamptonDevelopment & Alumni RelationsResearch & Prospect Management
Criteria for a Managed Partner(AKA the ‘Clearinghouse’)
History of Giving to Southampton Recommendation by a Development Contact Vendor – Regular provider of goods or services
to the University. Affiliate – e.g. alumna/us, staff, local connection
etc
(Create a ‘team’ if Partner has multiple interests)
→ A “portfolio” of Partners per fundraiser
University of SouthamptonDevelopment & Alumni RelationsResearch & Prospect Management
What is a Contact Report? Password-protected web-based. Must comply with data protection. Emailed automatically to all ‘team’ members.
University of SouthamptonDevelopment & Alumni RelationsResearch & Prospect Management
Sample Relationship Manager List Report
University of SouthamptonDevelopment & Alumni RelationsResearch & Prospect Management
Sample Managed Partner Report
University of SouthamptonDevelopment & Alumni RelationsResearch & Prospect Management
Sample Progress Tracking Report
University of SouthamptonDevelopment & Alumni RelationsResearch & Prospect Management
Monthly Report
University of SouthamptonDevelopment & Alumni RelationsResearch & Prospect Management
Pipeline Report
(Based on the ‘Gift Pyramid’ principle)
University of SouthamptonDevelopment & Alumni RelationsResearch & Prospect Management
Issues Along the Way…
Constant Evolution, e.g. reports → Inevitable; will evolve as team / demands grow.
Time-Consuming Setup → Spent time as researcher and prospect manager
before hiring Researcher # 2; labour intensive to set up (testing etc)
Non-compliance / ‘Big Brother’ fears: (“Why should I bother using it?”) → Emphasis on training and benefits to DOs,
institution, donors, and fundraising initiative
University of SouthamptonDevelopment & Alumni RelationsResearch & Prospect Management
Benefits Care / Stewardship: Prevents multiple contacts
from different University parties to the same Partner.
Team Priorities: MPS sets out clear goals, targets, and planned actions for each individual.
Strategy: MPS helps Development Officers plan and define individual strategies for dealing with donors.
Timescale: MPS shortens the amount of time taken to secure a gift through rigorous organisation.
Accountability: MPS makes Development Officers accountable for actions taken with Partners.
Network: MPS links constituents in other schools and departments.
University of SouthamptonDevelopment & Alumni RelationsResearch & Prospect Management
The Future at Southampton
Introduced to Executive Committee, VC, Trustees etc in May 2008…
…‘Eureka’ moment!
Even more crucial: Growing team HEFCE matched funding Growing donor pool Growing competition for funds in ‘credit crunch’
University of SouthamptonDevelopment & Alumni RelationsResearch & Prospect Management
Revelation!
Outcomes:
Pipeline 2006 = c.£20m
Pipeline 2008 = c.£50m
(In use for a year; 2009 sees further development)
University of SouthamptonDevelopment & Alumni RelationsResearch & Prospect Management
Further Questions?
Eleanor Marsden
02380 59775607768 840 437