breakthrough breast cancer
DESCRIPTION
TRANSCRIPT
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/
