When peering into the deep of your donor base, it is critical not to “drown in a sea of opportunity.” There are many types of donors; how do you segment, manage and prioritize your time for a high-quality major gift portfolio? This course will teach participants to understand the passions and interests of individual donors and develop donor plans that meet the donors’ motivations.

1. Is that Jed Clampett or James Bond
Hiding in Your Database?
Daniel Neel & Vicki Claussen
March 13, 2012
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4. Today’s Speakers
Daniel Neel Vicki Claussen
President, Director of Partner Relations,
The Fundraising Resource Group The WealthEngine
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5. Is Jed Clampett Hiding in
Your Database?
&
© Copyright 2011. The Fundraising Resource Group, LLC. All rights reserved.

6. www.thefundraisingresource.com
Know Your Donors
“Don’t drown
in a sea of
opportunity.”
Doug Sherman
Founder and
President
Immaculate Heart 6
Radio

7. 7

8. THIS?
8

9. or THIS?
9

10. THIS?
10

11. or THIS?
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12. THIS? or THIS?
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13. Characteristics of a True Prospect
Capacity
Access
Relevance
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14. Capacity
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15. Capacity
What Would be Helpful to Know
Source of wealth
Real estate holdings
Pension Funds
Public investments
Liquidity events
Philanthropic history
Lifestyle
Who’s Who
Airplane/Yacht The Clampett
Mansion
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16. Capacity Sources
Comprehensive Data from 30+
Where Can You Find That Info
Personal Business & Philanthropic /
Asset & Income
Demographics Organizations Giving
 Acxiom Household  D&B – Business  Acxiom Household  Federal Election
Profiles Profiles Profiles Contributions
 Dun & Bradstreet  D&B – State Business  DataQuick Real Estate  State Political
 Hoovers Business Registrations  LexisNexis Real Estate Donations
Information  GuideStar Directors  Aircraft Registration –  Section 527
 Marquis Who’s Who  GuideStar Foundations FAA Organization
 Reuter’s Market Guide  Section 527 Political  Boat Owners – Coast Donations
 Airmen Certificate – Organizations Guard & State Reg’s  Donations to tax
Pilot license  Foundation Trustees  IRS Pension Holders exempt
 Physicians Profiles –  Reuter’s Market Guide organizations(IRS
AMA  SEC – Insider Stock Section 501 (C)(3))
 SSA Master Death (WealthID)
Index
 Do Not Mail Registry

17. Capacity
Results and Sources of Wealth
Ratings
P2G score 1-0
ECG $23,467,890
Annual Gift Range $50K-
100K
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18. Capacity
What You Need to Know
An Estimate of what
they could give if
properly inspired.
Next step determine
who can help you
answer “could they be
properly inspired”.
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19. Access
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20. Access
What Would be Helpful to Know
Relationship to your
organization’s inner
circle
Personal
connections
Business/Foundation
connections
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21. Access
Where You Can Get the Information
Guidestar Reports
Business Data Bases
Hoover’s
D&B
Market Guide
Personal connections
Links to your Inner Circle
Social Activity
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22. Find Access:
Circle of Friends
Marsden Family Foundation
Who can open the Leslie Marsden Jean Harding
door… Sam Marsden Wes Marsden
Identify connections
Link to your Inner Circle
Easily track who knows who
Create an invitation list to a Bosley
block party or who should
sit at the table for 8
Corporate Board Hospital Board
Joe Smith Sarah Manson
Jane Brown Charlie
Jennifer Davis Nate Turner

23. Find Access:
Circle of Friends
Who can open the
door… Circle of Friends
Dun & Bradstreet
Company Name Title
Oracle Cable Inc. Coulson, Charles Principal
Oracle Corporation Catz, Safra A President
Daley, Dorian Sr. Vice President-Gen Counsel-Secretary
Epstein, Jeff Chief Financial Officer
Henley, Jeffrey O Chairman Of The Board
Hurd, Mark V Co-President
Phillips, Charles E Chief Financial Officer
Quinlivan, Mark Chief Operating Officer
Wagner, Jan President
Oracle Systems Corporation Catz, Safra A Chief Financial Officer
Phillips, Charles President
Oracle USA Inc. Catz, Safra A Chief Financial Officer
Conway, Craig Principal
Jordan, Ann
Philliips, Charles Co-President

24. Access
What You Need to Know
Who can open the
door?
How do they want
to be approached?
What would most
appeal to them? Charlie
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25. Relevance
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26. Relevance
What Would be Helpful to Know
Reasons for giving
Propensity to give
Frequency of giving
Similar organizations
supported
Connection to your
organization
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27. Relevance
How You Can Get that Information
Other Charitable Giving
Crowd-sourcing
Perusing Annual Reports/
Website
Political giving
Model Likelihood to Give
RFM
Recency
Frequency
Amount of largest or total gifts
Ask
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28. Relevance
Putting Capacity and Relevance Together
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29. Relevance
What You Need to Know
What is their
passion?
Why you?
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30. The Value of
Research
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31. Finding Capacity, Access and
Relevance Details
Who are the best donors and prospects?
Analytics allows you to draw conclusions and make informed decisions.
What can be learned about these people?
In-depth, contextual information to better understand each prospects.
How to find more prospects just like them?
Leading tools to build a prospect pipeline and thoughtfully expand organizations
reach.
What strategies should be use to reach them?
Customized insight and advice to develop and execute your fundraising strategy
with precision, monitor it’s progress and measure it’s success.
Fully integrated. Scalable. Best in class. Your results
are ready.

32. Analytics: Provides Capacity,
Relevance Access
Transformational insight on donors and prospects so you can
build effective fundraising programs
Identify donors Segment and Use Data to Custom models
with the best prioritize clients drive cultivation to predict giving
ability & database and/or strategy for and determine
propensity to prospect lists each of your the right ask
give donor/prospect
pools

33. Wealth Appends
to Identify the Right Targets
Segment and target donors for every fundraising campaign…
Available with FindWealth 8 So You Can…
Capacity Wealth Insight Scores  Extract More Value
 Propensity to Give (P2G™)
 Analyze Data Faster
 Total Assets
 Net Worth  Fundraise More Cost
 Liquidity Effectively
 Annual Donations Estimate  Enjoy Greater Flexibility
 Make More Informed
Wealth Attribute Scores
Decisions
 Estimated Giving Capacity
 RFM
 Planned Giving—Bequest,
Annuity, Trust
 Influence
 Inclination: Giving
 Inclination: Affiliation
 Estimated Income

34. Propensity to Give (P2G) Score
Quickly Defines Capacity and Relevance
P2G successfully predicts 80% of major donors so 75% - 85% of your
you can spend less time validating data total giving typically
comes from donors
in the P2G-1 & P2G-2
P2G looks at: 30% - 35% scoring categories
5% - 10%
the predictive value of data sources
45% - 50%
the quality of match to those sources
15% - 25%
the estimated giving capacity
10% - 15%
< 5%
25% - 35%
< 1%
40% - 45%
25% - 30%

35. Custom Analytics to find out who
looks most like the Your Clampetts
Segment and rank order constituent base
Find new prospects that mirror the best donors
Identify new prospects with connections to the donor base
Develop strategies across the fundraising lifecycle
Apply data-driven strategy to all of your fundraising efforts
Planned Giving Annual Fund Likelihood to
Major Gift Model
Model Model Give Model
Next Gift Prospecting
Gift Pyramid Donor 360⁰
Amount Lookalikes

36. Access, Relevance, Actual
Capacity Values
Picture of Who’s Who, Business Reports

37. And Your Very Own
Ellie Mae
Berkshire Hathaway
Leslie Marsden Wes Marsdte
Sam Marsden Bill Gates
Warren Buffett
Buffett
Corporate Board Bill and Melinda
Joe Smith Gates
Jane Brown
Jennifer Davis
Foundation
Howard Buffett
Warren Buffett
Charlie
Nate Turner
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38. Anecdotal
Prospect Review
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39. Prospect Review
What It Is
Confidential conversations with
knowledgeable constituents
Discussion to discover the passions
and interests of prospective donors
Information gathering to prioritize
activities
Summary of all information to
develop donor plans
Validation of donor research
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40. Prospect Review
What It Is Not
Not a rating
system
Not intrusive
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41. Prospect Review
What It Does
Identifies prospects
versus “suspects”
Validates the
financial roadmap
Determines
priorities and
actions
Provides direction
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42. Prospect Review
Validating the Goal
$12 Million Objective
At least one good
prospect for each gift
Preferably a 3:1
Ratio for the Top 10
gifts
Cumulative value of 2
to 3 times the goal
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43. Planning & Approach
43

44. Planning & Approach
Using Research and Review
Segment the donor
base
Create portfolios
Develop donor
plans
Measure Results
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45. Planning & Approach
Segment the Donor Base
Top 10
Next 20
Upper 70
Remaining
100
All the rest
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46. Planning & Approach
Segment the Donor Base
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47. Planning & Approach
Create Portfolios - The Formula
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48. Planning & Approach
Create Portfolios – Who and How Many
Position % of Time Portfolio #
Director of 60% 50 - 60
Development
Major Gift Officer 100% 75 - 100
CEO 30% 20 - 30
Board Chair 10% 10 - 15
Others as appropriate
Total 155 - 205
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49. Planning & Approach
Develop Donor Plans: a Donor-Centric Approach
Based on research and review
Match donor passion and
interest
Plan activities
Plan approach
Determine “ask” amount
Document the plan
Ask for the gift
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50. Planning & Approach
Plan Activities
Qualify
Fulfill Connect
Invite
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51. Alerts for Money in Motion
Be more proactive and respond faster with Alerts…
Notification of a change in liquidity Assets
or financial position
Monitoring of news for a change in
a prospect’s business
NEW Technology Income
Significant Donation
Happenings s
• Alerts on executive management
changes (hiring, firing, promotions,
transfers)
• Alerts on changes in philanthropic
activities (large donations, new
foundation, etc.) Activities

52. Document the Plan
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53. Planning & Approach
Measure Results
Retain
Upgrade
New
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54. Planning & Approach
New Donors/Prospects
Creative, targeted list services that get to the heart
of your ideal prospect. Search for your best
donors/clients and generate a list worthy of
attention.
Expand your reach Build your pipeline Create targeted lists
with Circle of Friends with Prospect with Demographic
Networking Generator Appends
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55. Identify Look-Alikes:
Prospect Generator
Expand your reach and build your pipeline of prospects…
Find new prospects that meet
the profile of your best donors
• Generate a list of qualified prospects
• Identify key attributes of your best
prospects
• Instantly drill down to get a clearer
picture of their wealth, affinity and
giving
Your Best Donors
• Looking at the test file
• 88% matched in Political
Donations
• 92% have property
• 85% connected to Foundation
• 95% business connections

56. Planning & Approach
Upgrades from the Donor Base
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57. Planning & Approach
Measure Results
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58. This Only a Test
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59. Know Your Donors
Take the Test
 I know the characteristics of a prospect
 I understand the value of donor research
 I can interpret information returned from donor screening
 I know what anecdotal prospect review is
 I know what anecdotal prospect review is not
 I can use prospect research and review to validate financial
goals
 I can use donor research and review to develop donor-
centric plans
 I know what results to measure
 I will not drown in a sea of opportunity
59

60. 60

61. Is Jed Clampett Hiding in
Your Database?
&
© Copyright 2011. The Fundraising Resource Group, LLC. All rights reserved.

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