Major Donors Finding Big Gifts in Your Database and Online

by Hart, Ted; Greenfield, James M.; Gignac, Pamela M.; Carnie, Christopher

• ISBN13: 9780471768104
• ISBN10: 0471768103
• Edition: 1st
• Format: Hardcover
• Copyright: 2006-04-21
• Publisher: Wiley

Summary

Boost Your Nonprofit's Success! Written by a sterling group of experts for their nonprofit peers, Major Donors: Finding Big Gifts in Your Database and Online supplies all types of nonprofit organizations with the best strategies for navigating the ever-changing world of fundraising on the Internet. Truly international in its examples, research, advice, and knowledge, this book is rich with avenues and ideas about approaching prospective givers-and generous with cross-cultural tips about conducting cultivation and solicitation in various countries."At last, a practical book that helps us move our thinking in the critical future area of major gift fundraising. As one of the oldest techniques in the fundraiser's armory, we have sat for too long using the same frameworks and techniques; this book offers new thinking, new insights, and new approaches that will help fundraisers harness the potential of the growing band of high-net-worth individuals within their country and internationally. This book is packed with up-to-the-minute, practical information that will enhance existing major gift programs as much as it will help beginners get their head around where to start." -Tony Elischer, Managing Director, THINK Consulting Solutions"Institutional advancement is a deeply personal process that requires in-depth understanding of our supporters, to the degree to which specific aspects of our own priorities reflect our donors' personal aspirations and interests. Prospect research is indispensable to this process and to identifying possible supporters from thousands of possible donors-it would have been impossible for the University of Toronto campaign to have succeeded in the absence of our investment in prospect research." -Dr. Jon S. Dellandrea, Pro-Vice-Chancellor, Development and External Affairs, University of Oxford"Major Donors offers some of the best advice from some of the world's leading prospect researchers, and it will help you to become a much better fundraiser. It is a great resource and an important part of any fundraising library. When you follow the advice in this book, you will raise much more money." -Harvey McKinnon, President, Harvey McKinnon Associates author of Hidden Gold and How Today's Rich Give, and coauthor of the international bestseller The Power of Giving

Author Biography

Ted Hart, ACFRE, ePMT, is an Internet and fundraising strategist with close to twenty years of experience in communications, fundraising, and nonprofit management. He is founder and President of the international ePhilanthropy Foundation.

James M. Greenfield, ACFRE, FAHP, retired in February 2001, after completing forty years as a fundraising professional at five hospitals and three universities. He has written and edited eight books on fundraising management.

Pamela M. Gignac, Vice President, JMG Solutions Inc., has developed an extensive background in fundraising and prospect research in the areas of donor development, capital campaigns, and major gifts from individuals, companies, and foundations, as well as annual campaigns, and special events.

Christopher Carnie is the Chairman of The Factary Ltd (U.K.) and Managing Director of Factary Europe, specialists in providing tailor-made fundraising research for the not-for-profit sector.

Table of Contents

Foreword	xxi
Introduction	xxv
Prospecting for Major Gifts	1	(19)
Pamela Gignac
Ken Wyman
Introduction	1	(1)
Prospect Research: Background and Key Elements	2	(4)
History of Prospect Research	2	(1)
Definitions	2	(1)
The Role of Prospect Research	3	(1)
Case Study: The Campaign for the University of Toronto	4	(1)
Small Shop or Large Campaign: Anyone Can Do Research	5	(1)
Prospect Researchers and Fundraisers Together	6	(2)
What Makes a Good Researcher?	6	(1)
Fundraisers Are Researchers and Researchers Are Fundraisers	6	(1)
Researchers and Fundraisers Together Creating Strategic Partnerships	6	(2)
Big Gifts and Major Gifts	8	(2)
How Big Is a ``Big'' Gift?	8	(1)
Annual versus Major Donor	8	(1)
Integrating Major Gifts Fundraising	8	(2)
Prospecting	10	(1)
What Is a Prospect?	10	(1)
10 Steps that Lead to Prospecting Success	10	(1)
Research Techniques and Information Sources	11	(7)
Key Words Can Help You Focus	11	(1)
Seeking Answers to Questions	12	(1)
Information Sources	13	(1)
Six Degrees of Donor Development (Relationship Management and Spheres of Influence)	14	(1)
Calling to Find Out More	15	(2)
Prospecting Lists	17	(1)
Prospect Qualification	17	(1)
Where Do We Go from Here?	18	(1)
Conclusion	18	(2)
Knowledge Management, Data Mining, and Prospect Screening	20	(17)
Jeff Gignac
Chris Carnie
Introduction	20	(1)
Definitions	21	(1)
Knowledge Management	21	(7)
The Holistic Approach	21	(1)
The Model	22	(4)
Building a Prospect Pipeline	26	(1)
Becoming a Knowledge Manager	27	(1)
Introduction to Data Mining and Prospect Screening	28	(2)
What Is Data Mining?	28	(1)
Data Mining Results	28	(1)
Data Mining or Prospect Screening?	29	(1)
Tracking Prospects	30	(4)
Really Simple Syndication	30	(1)
What Is XML?	30	(1)
How to Get Started with RSS	31	(1)
How Can Nonprofits Benefit from This?	32	(2)
Conclusion	34	(3)
Why Bill Gates May Not Be Your Best Prospect	37	(14)
Peter B. Wylie
David M. Lawson
Three Important Concepts: Ability, Attachment, and Affinity	38	(8)
Ability	38	(1)
Volatility: The When of Asking	38	(1)
The Prospect's Sense of Wealth	39	(1)
Type of Wealth	39	(1)
Attachment	40	(1)
Affinity	41	(5)
How to Generate a List of High-Quality Prospects for Your Campaign	46	(5)
Isolating High-Ability Prospects	47	(1)
Isolating Prospects with High Attachment	47	(1)
Isolating Prospects with High Affinity	47	(1)
Isolating a Group of Prospects Who Belong to All Three Groups	47	(4)
Prospect Research Policy, Privacy, and Ethics	51	(20)
Stephen Lee
Susan Mullin
Policy, Ethics, and Prospect Research	51	(1)
The Role of Prospect Research	51	(1)
The Standing of Prospect Research in the Contemporary Context	52	(1)
Ethical and Professional Practice Considerations	52	(5)
An Imbalance of Power	52	(1)
Key Components of a Prospect Research Code of Practice	53	(1)
Major Donor Fundraising Code of Practice Including Prospect Research	54	(2)
Poor Compliance Equals Lost Donors	56	(1)
The Challenge of Data Protection Legislation	56	(1)
Data Protection Regulation: The European Approach	57	(1)
Implementation of the EC Data Protection Directive	57	(1)
European Data Protection Legislation: Key Requirements Impacting upon Prospect Research	57	(1)
Notification and Registration	58	(1)
Conformity with Data Protection Principles	58	(2)
Consent	60	(5)
The Practical Achievement of Consent	61	(1)
Personal Information Acquired from Third Parties	62	(1)
Retaining Personal Data and Archiving Personal Information	63	(1)
Personal Information Acquired via the Internet	63	(1)
Publishing (Posting) Major Donor Personal Information on the Internet	64	(1)
Personal Data Capture Undertaken within the EC by Organizations Located Outside the EC	64	(1)
Data Protection Regulation: The North American Approach	65	(2)
The View in the United States	65	(1)
The View in Canada	66	(1)
The CSA Model Code: Privacy Principles	67	(1)
Applying Privacy Principles to Prospect Research	67	(2)
Information in the Public Domain	68	(1)
Assuring Compliance with Regulation and Best Practice	69	(1)
The Role of Professional Associations and Intermediary Bodies	69	(2)
U.S. and Canadian Strategies	71	(14)
Pamela Gignac
Kristina Carlson
A Tale of Perspectives	71	(1)
It's a Small World	71	(1)
Strategies for Research and Approach	72	(1)
Prospect Research Strategies	72	(5)
Using Research to Develop Approach Strategies	73	(1)
The Approach Strategy	74	(3)
Sources	77	(3)
When to Use International Sources	77	(3)
Case Study: Researching a Major Donor	80	(4)
From Florida	80	(1)
From Canada	81	(2)
The British Angle	83	(1)
Privacy	84	(1)
Trends	84	(1)
International Strategies---Europe and Asia	85	(18)
Chris Carnie
Sarah Boodleman Tenney
Introduction	85	(1)
Europe	85	(6)
History	85	(2)
Getting the Basics Right	87	(2)
Companies: Types	89	(1)
Foundations: Types	90	(1)
Finding European Prospects	91	(2)
Foundations	91	(1)
People	92	(1)
Corporate Information	92	(1)
Getting Over the Barriers	93	(1)
Europe: A Valued Friend	94	(1)
As For Asia	94	(2)
Defining Asia	94	(1)
Global Trends Impact Major Donor Prospecting	95	(1)
Getting the Basics Right	96	(3)
Philanthropic Culture	97	(2)
Getting into Depth with Prospects	99	(1)
Specific Things to Know	99	(2)
Know a Method to Initiate	99	(1)
Know the Traditional Industries	100	(1)
Know the Families: It's Business	100	(1)
Know the Women	100	(1)
Getting Over Barriers	101	(1)
Other Places to Look for Information	101	(1)
Conclusion	102	(1)
Your Web Site---What Does It Say to Major Donors?	103	(8)
Howard Lake
Introduction	103	(1)
The Trend Continues	103	(1)
The Personal Approach	104	(3)
Giving in the United Kingdom	105	(1)
Few Major Gifts Made Online	106	(1)
Needs and Concerns of Major Donors	107	(1)
Attracting Donors	107	(2)
Key Elements of Major Gift Fundraising Online	109	(2)
An Internet Strategy for Major Donor Fundraising	111	(17)
Anthony Powell
Introduction	111	(2)
The Rise of ePhilanthropy	111	(2)
Understanding the Fundamentals of Major Giving	113	(1)
What Is a Major Gift?	114	(1)
Collecting Information and Learning More about Prospects	114	(6)
Overflow of Information	115	(1)
Three Major Gift Indicators	116	(2)
Following the Footprints in the Sand	118	(2)
Sharing Information and Building Relationships	120	(6)
How to Leverage Information to Drive Fundraising Results	121	(1)
An Integrated Strategy	122	(1)
Interactions and Web Activities	122	(1)
Reports and Analysis	123	(1)
Strategic Business Decisions	123	(1)
Coordinated Constituent-Centric Communication™	124	(1)
Automating Manual Processes	124	(2)
Conclusion	126	(2)
Using Gathered Information Effectively within Your Staff and Volunteer Teams	128	(15)
Nancy Johnson
Pamela Gignac
Introduction	128	(1)
Fundraising and Prospect Research Cycle	128	(2)
Personal Intelligence Gathering (PIG)	130	(1)
Prospect Screening and Review	131	(4)
Prospect Session Agenda	132	(1)
Prospect Lists	133	(1)
Contact Reports	134	(1)
The Importance of Information Relevant to Campaign Goals	135	(3)
Overall Benefits of Research	136	(1)
Tools That Can Do the Trick	136	(1)
A Word about the Internet	137	(1)
Can Using an Intranet Be an Effective and Efficient Tool?	137	(1)
Capturing Information	138	(1)
Other Ways to Keep Team Members Updated	138	(1)
Lessons Learned Using Screening Companies in the United States	139	(2)
Geographic Matches	140	(1)
What's in a Name?	140	(1)
Share Your Findings with Others	140	(1)
What to Watch Out For	141	(1)
Overall Pitfalls of Research	141	(1)
Conclusion	142	(1)
Moving from Prospect Identification to Making Friends for Life	143	(16)
Andrew Thomas
Ken Burnett
Panning for Gold	143	(3)
Moving from Desk Research to Solicitation	146	(1)
Prospecting	147	(3)
Enlistment	150	(2)
Making New Friends	152	(2)
Cultivation	154	(2)
Are You Ready to Ask?	156	(1)
Stewardship: Turning Donors into Friends for Life	157	(2)
Results Analysis and Performance Measurements	159	(18)
James M. Greenfield
Fundraising Is an Investment Strategy	159	(2)
Setting Objectives and Goals	160	(1)
Evaluating Prospect Research	161	(1)
Criteria for Results	162	(7)
Research Staff Qualifications and Skills Set	163	(2)
Areas of Responsibility in Data Management	165	(1)
Creating and Utilizing Research Data	166	(1)
Research Management	167	(2)
Evaluating Research Used in Major Gifts and Campaigns	169	(4)
Prospect Review Meetings	169	(1)
Rating and Evaluation Sessions	170	(2)
Tracking	172	(1)
Evaluating Donor Stewardship and Recognition	173	(2)
Stewardship of Donor Funds	174	(1)
Conclusion	175	(1)
Additional Resources	175	(2)
Challenges for Tomorrow	177	(10)
Chris Carnie
Introduction	177	(1)
Major Donors: Major Change	177	(6)
Money, and More of It	177	(2)
New Causes	179	(2)
New Donor Concerns	181	(1)
New Donor Societies	181	(1)
New Techniques	182	(1)
Prospect Research: The Next Revolution	183	(4)
The Old Days	183	(1)
Profiling, Fast	184	(1)
Profiling, Outsourced	184	(1)
Modeling	184	(1)
Knowledge	185	(1)
Prospect Luddites?	186	(1)
Appendix A The CSA Model Code for the Protection of Personal Information	187	(2)
Appendix B Data Mining and Prospect Screening Checklist	189	(2)
Appendix C Checklist for a Development Strategy	191	(2)
Appendix D Sample Contact Forms	193	(4)
Appendix E ePhilanthropy Code of Ethical Online Philanthropic Practices	197	(3)
Appendix F Potential Planning Measurements for Results	200	(3)
Appendix G Sample Job Description Text	203	(2)
Appendix H Data Grid for Estimating Giving Capacity	205	(1)
Appendix I Activity Reports	206	(1)
Appendix J Sample Contact Report	207	(1)
Appendix K Performance Criteria for Major Gift Staff	208	(1)
Appendix L Nine-Point Performance Index Analysis of Major Gift Solicitation	209	(1)
Appendix M Checklist for Major Gift Acknowledgment	210	(1)
Appendix N Prospect Research Online	211	(10)
Appendix O Donor Development and Prospect Research Recommended Additional Readings	221	(4)
Index	225