Target Analytics

© 2011 Blackbaud 1

Target Analytics

NOZA™ PH ILANTHROP IC CONST ITUENT SCREEN INGOC TOBER 2 0 , 2 0 11

BIOS OF DAV ID LAMB AND KATHLEEN ROGERS

• David Lamb is a Senior Consultant with Target Analytics: A • Kathleen Rogers is the Product Manager for NOZA

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Blackbaud Company. He has been a prospect researcher since 1989.

• David Lamb’s Prospect Research Page (www.lambresearch.com), a trusted and popular resource among prospect researchers.

• Lamb’s areas of expertise include prospect research, prospect management, fundraising, and database systems.

• In 1997 he received APRA's Service Award for outstanding service to the profession and in 2001 he was awarded the CASE's Steuben Apple award for excellence in teaching.

Philanthropy Data Services with Target Analytics: A Blackbaud Company. She is the architect of NOZA Exact Match Constituent Screenings, the NOZAsearch.com’ friendly user interface, and NOZA beta test program.

• Kathleen has 20 years of advocacy experience. Prior to joining Target Analytics, Kathleen worked with the founder of NOZA for 5 years and at Intel Corp. for 8 years; she held political campaign management and fundraising positions with WA State senators and elected officials; and was involved in healthcare reform.

• A Santa Barbara native, she received a Masters Degree in Public Affairs from the University of Washington. She is involved in local schools and campaigns, the Symphony as a past Board Member and is founder of the SB Arts and Culture Alliance.

• Growing competition for share of wallet

• Need to know what interests constituents and motivates them to give

• Capacity difficult to determine – most wealth is not public

NONPROFIT INDUSTRY CHALLENGES

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• Building major gift and mid-range pipeline

• Messaging for personal visits, annual fund, email & direct mail campaigns

Purpose: Qualification tool used to uncover wealth and community connection information

Coverage: Full coverage for public wealth – 20% to 85% of typical files.

Purpose: A capacity screening tool used to uncover prospects that generally remain “hidden” during a traditional wealth screening

Coverage: ~80% - 90% of screened records

Purpose: A screening tool used to uncover prospect’s affinity and scale of charitable giving

Coverage: ~8% - 30% of screened records

Deliverables: All matched

Finding Capacity to Give

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Deliverables: Public wealth sources including Real Estate, Stock insiders, Company ownership, Philanthropic Gifts, Wealth Indicators. Provided via ResearchPoint application.

Deliverables: A rating representing one of 18 tiers, grouped by age and range of liquid assets.

Deliverables: All matched information on a persons charitable giving and high level reports on your share of their giving

• Is this person philanthropic?

• Past giving is an excellent predictor of future giving

• Giving reveals interests and passions

• How does the donor divide the philanthropic dollar?

• Shortcut to qualifying a prospect without doing

UNDERSTANDING CAPACITY AND INCLINATION BASED

ON ACTUAL GIVING HISTORY

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• Shortcut to qualifying a prospect without doing additional prospect research

• Early years: large files of annual reports and arts programs

• Database version made searching easier – but coverage was limited

• NOZA vastly expanded the scope of database coverage (July 2006)

• Challenge: uncertainty about identity of the donor

ADVANCEMENTS IN PHILANTHROPIC SCREENING

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• Challenge: uncertainty about identity of the donor

• Ways to address the identity question:- Look for both spouses recognized as donors

- Look for right middle name or initial

- Look for congruency of philanthropic interests

- Look for nonprofits close to where your prospect lives or works

• Cut through the fog: NOZA Exact Match

• NOZA technology locates unstructured, publicly available charitable giving facts and converts them into an online searchable database.

• This allows NOZA users to search, download and save data anytime, quickly, easily and affordably.

WHERE DOES NOZA DATA COME FROM?

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save data anytime, quickly, easily and affordably.

“NOZA changed the way I look at giving potential.

I use it daily and could not live without it. We use

NOZA to look for the experience of philanthropy.”

Cecelia Hogan, Director, University Relations ResearchUniversity of Puget Sound

Author, Prospect Research: A Primer for Growing Nonprofits

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Author, Prospect Research: A Primer for Growing NonprofitsTwitter: @CeciliaHogan

WHERE DOES DATA COME FROM? NOZASEARCH.COM

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It is a process to match your constituents against the NOZA database of publically available giving data that has been matched against a national consumer index to obtain household addresses.

• Proprietary patent-pending ‘exact match’ algorithm:

- We use only the national consumer data verified in the last 24 months

- Only donors who match constituents’ home-addresses are provided

- Excludes the address if more than one possible match is found

HOW NOZA PHILANTHROPIC SCREENING WORKS

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- Excludes the address if more than one possible match is found

- Includes household level match plus giving data for others with same last name at the same address

- Like wealth data, all results should be thoroughly reviewed before use

• Free Test: A PDF summary report is returned with charitable giving information

• Paid Screening: Summary report plus: charitable giving information is appended to the donor list or donor prospects

NOZA SCREENING EXAMPLE – DISCOVER YOUR

WALLET SHARE AND FIND HIDDEN GEMS

Jane Doe

123 ABC Dr.

Anywhere USA

Actual Data for customer

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This organization’s $50 donor became

a new major giving prospect

as direct result of the NOZA

philanthropy screening.

She had been missed in past

Wealth screenings.

Minimum Gift Total :$226,403.00

“The NOZA screening will help us with donors who did not make past wealth screenings because of hidden giving capacity.”

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Stacy McCarthy, Parkland Foundation

NOZA SCREENING: SUMMARY REPORT EXAMPLE

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Benefits of NOZA Philanthropic Screening – Customer Feedback

Insight into capacity to give = raise the most money

• Find new hidden gems & assign best prospects to your major giving portfolio

• Ease of interpretation – capacity is benchmarked by actual philanthropic history

• People making large gifts to other orgs who do not show up on wealth screenings

• Mid-range donors – difficult to research

• When estimating major gift capacity, add up known giving over a multi-year period

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Insight into affinity = the motivations and passions of individual donors

• Easy-to-read charts and graphs show meaningful patterns, trends and exceptions

• People whose philanthropic interests are aligned with your mission

• Where else are they giving and how much?

• What causes are supported by your constituency – cultivation and naming opportunities

• Do not need to be full-time prospect researcher, the data is actionable for all giving staff.

• Data append can be imported directly into your RE, eCRM or other constituent database.

• Backed by the knowledge and experience of Target Analytics and Blackbaud

NOZA SCREENING: CUSTOMER POINT OF VIEW

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25% 50% 75% 100%

University of Louisville

“The NOZA screening has been very useful to our

strategic approach of how to best utilize our Annual

Fund/Major Gift prospects and prospect

research. We have found new donors from the

screening that were not previously identified through

our wealth screening tactics. We are very happy with

WHAT OUR CLIENTS ARE SAYING, CONT.

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our wealth screening tactics. We are very happy with

the results and excited to begin the implementation

process. We will definitely recommend the NOZA

screening to our Advancement colleagues.”

– Josh Hawkins

Executive Director

Fund for U of L

“We are thrilled with exact matches. The NOZA Screening will help us ensure we are sending out appropriate asks and cultivating the right donors. We are also looking to upgrade our current donors by learning who has a larger giving capacity.” Stephanie Hosey, PPNNE

WHAT OUR CLIENTS ARE SAYING

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“Thank you! I’m grateful…This is an exciting addition to screening options since the best indicator of future philanthropy is past philanthropy – NOZA is THE product for this.” Stephanie Steele, CWF

1. Constituent ID

2. First name (name fields must be parsed)

3. Last name (name fields must be parsed)

4. Home Address 1

5. Home Address 2

6. City

7. State

8. Zip code

READY TO TEST 500 NAMES? THE REQUIRED FIELDS:

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9. Total gift amount (Be specific, or use “$0” or “$1” to indicate donations received by your

organization. This is required in order to separate known donors from hidden prospects.)

Optional fields:

10. Top prospect flag (Note your major giving top prospects or highlight previous wealth screening

findings to look for hidden gems in rest of file)

11. Custom field (like board member or other code or attribute you would like to highlight in the results)

12. Phone number (if available)

Next steps: • Contact Your Target Analytics Account Representative.

• If you don’t know who your contact is, email solutions@blackbaud.comand request information on a NOZA screening and you will be contacted.

READY TO USE NOZA DATA TO MAKE AN IMPACT?

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• Request test file of 500 constituent records

- Will receive a summary PDF with top matches

• Schedule a time for your Fundraising Team to meet with us to review summary results and provide feedback

• Visit www.nozasearch.com to search the entire philanthropy database. Subscription access is required in order to receive a full NOZA screening and data append.

ABOUT TARGET ANALYTICS

Leading provider of donor insight & market research to non-profits

� 22 years of experience delivering data analytic driven solutions and market research to the non-profit industry

� Over 6,000 customers, spanning all non-profit vertical

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� Over 6,000 customers, spanning all non-profit vertical market segments

� Trusted steward of the non-profit industry’s largest cooperative donor database, with over 3 billion philanthropic transactions from over 70 million U.S. households

� 145 employees, locations in Cambridge MA, Charleston SC, Alexandria, VA and Miami FL

THANK YOU!

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THANK YOU!

QUEST IONS?

DAV I D . L AMB@BLACKBAUD . COM

KATH L E EN . ROGERS@BLACKBAUD . COM