using philanthropic data to boost fundraising results

9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 1

Target Analytics

HOW TO USE CHARITABLE GIVING HISTORY TO BOOST

FUNDRAISING RESULTS


• Is this person philanthropic?

• Past giving predicts future giving

• Giving reveals interests and passions

• How does the donor divide the philanthropic

dollar?

• Shortcut to qualifying a prospect without doing

additional prospect research

UNDERSTANDING CAPACITY AND INCLINATION BASED

ON ACTUAL GIVING HISTORY


Prospect #1

• $600,000 home

• A private company business

affiliation found in Dun &

Bradstreet

• Philanthropic history is

unknown

A TALE OF TWO PROSPECTS

Prospect #2

• $600,000 home

• A private company business

affiliation found in Dun &

Bradstreet

• 15 philanthropic gifts found

- 2 gifts over $25,000

- 6 gifts to organizations with a

similar mission to yours

Variations on the theme

• Small wealth, big gifts

• Large batch of records of unknown origin – which to keep and which to

lose?

• Need to find corporation or foundation prospects for a particular project


• Philanthropy is a private matter

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

• Database versions made searching easier – but coverage was

limited

• NOZA vastly expanded the scope of database coverage (July

2006)

• Current database size: over 75 million philanthropic records

PHILANTHROPIC GIVING RESEARCH CHALLENGES


• 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?


1. Stand-alone subscription search tool

- Search criteria

• Donor name

• Recipient name

• Recipient cause

• Geography

• Date

• Gift amount

• Gift category

• Org scope

- Research individual, corporation and foundation donors

2. Database batch screening

TWO WAYS TO USE NOZA


LIVE DEMO OF STAND-ALONE SEARCH TOOL

www.nozasearch.com


• Screening compares your constituent name and addresses against a

list of people to make matches

• Challenge with philanthropic screening: uncertainty about the 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

• NOZA has married philanthropic gifts to a national consumer database

to provide donor names and addresses

- Only use the addresses verified in the last 24 months

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

screening results

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

DATABASE BATCH SCREENING


NOZA SCREENING: SUMMARY REPORT EXAMPLE


DONATIONS BY CAUSE


GIVING SCOPE


GIFT AMOUNT


NOZA SCREENING EXAMPLE

DISCOVER YOUR SHARE-OF- WALLET AND FIND HIDDEN

GEMS

Jane Doe

123 ABC Dr.

Anywhere USA

Actual Data for

customer

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


Benefits of NOZA Philanthropic Screening

• 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 non Target Analytics

wealth screenings

• Mid-range donors – difficult to research

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

• Insight into affinity = the motivations and passions of individual donors

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

• Find people whose philanthropic interests are aligned with your mission

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

opportunities

• Other Considerations

• Do not need to be full-time prospect researcher

• Data append can be imported directly into RE, bbCRM or other constituent

database.

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


NOZA SCREENING: CUSTOMER POINT OF VIEW

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

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

WHAT OUR CLIENTS ARE SAYING


“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

“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

WHAT OUR CLIENTS ARE SAYING


“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 Research

University of Puget Sound

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

What our customers are saying

http://www.amazon.com/gp/product/images/0763725803/ref=dp_image_0?ie=UTF8&n=283155&s=books


“The NOZA screening will help us with donors who did not

make past wealth screenings because of hidden giving

capacity.”

Stacy McCarthy, Parkland Foundation

What our customers are saying


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

9. Total gift amount (Be specific, or use

“$0” or “$1” to indicate donations

received by your organization.

- required in order to separate known

donors from hidden prospects.

READY TO SCREEN? THE REQUIRED FIELDS: 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)


ABOUT TARGET ANALYTICS

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

Over 20 years of experience delivering data analytic driven

solutions + market research to the non-profit industry

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 80 million U.S.

households

More than 170 employees, locations in Cambridge MA,

Charleston SC, Alexandria, VA and Miami FL


Thank You!

QUESTIONS?

[email protected]

[email protected]

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using philanthropic data to boost fundraising results

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