breakthrough breast cancer

From Identify to Approach -

Expanding your major donor

database

Natalie Westfall

Prospect Research Specialist

Breakthrough Breast Cancer

Introduction

• Breakthrough’s Major Giving journey

• Six focal areas for developing our High Value

pool

• Conclusion

• Helpful tips and useful links

Major Giving at Breakthrough

• The Past

The capital appeal that launched the charity

Fundraising appeal boards

• The Present

A pool of potential

The Researcher/Fundraiser partnership

Identifying new opportunities

• The Future

A deep pool of high value prospects and donors

An expanded supporter network

Multi-tiered engagement

Building our prospect pipeline

Six focal areas:

Strategy

Culture

Identifying prospects

Prioritising prospects

Tracking progress

The database

Strategy

Setting objectives and targets

Defining performance metrics

Assessing resource

Identifying key activities

Major Donors can come from

anywhere

Major Donor team

Trustees

Leadership

Existing HV donors

Suppliers/

Advisors

Legacies

Direct Donors

Corporate

Community

Culture

Securing stakeholder buy-in:

Awareness - sharing our plan and identifying new

opportunities

Understanding - creating a Major Giving culture

across the organisation

Ownership - encouraging everyone to take ownership

of identifying Major Giving prospects

Identifying Suspects

• Suspects are potential prospects

• Database screening, research and screening

lists

We’re looking for:

•Affinity

•Wealth

•Philanthropy

Identifying Prospects

• Using research to qualify suspects to

prospects

We’re looking for:

•Affinity

•A warm link

•Capacity

•Motivations

•Interests

•Networks

Prioritising Prospects

• Important for:

Identifying our most likely donors

Effective use of Fundraising resource

Planning multi-tiered approaches

• Use:

Ratings and Rankings

A core prospect list

The database

Tracking Progress

• Agreeing frequency and format of reporting

• Agreeing core metrics to measure progress

and inform development

Volume

Movement

Value

Activity

• Acting on insight

The database

• The no.1 tool for data management

Confidence

Clarity

Consistency

Continuity

Accuracy

Conclusion

• We’re at the start of an exciting journey

• Getting everyone involved will be key to our

success

• Research will play an important role in our

mission to stop women dying of breast cancer

Helpful tips

• Profile your Major Gift prospect

• Share your plan and profile, and gather information

• Screen your database

• Create some core metrics for measuring progress

• Stay focused on your key activities

• Do some prospect research

Some useful Links

• http://www.institute-of-

fundraising.org.uk/groups/sig-researchers/about-

us/

• http://prospectingforgold.co.uk/training-and-

resources2/recommended-reference-sources/

• http://www.charity-commission.gov.uk/

Questions?

Email: Nataliew@breakthrough.org.uk

Telephone: 0207 025 0279