Introduces prospect research, how it fits into the fund-raising program, and discusses data-mining, wealth screening and prospect profiling. Also included is some information on prospecting in a recession.

1. www.AspireResearchGroup.com
Using Prospect
Research to
Boost Giving
Presented on
Using Prospect Research 13 Jan 2009
Page 1
to Boost Giving
Jennifer J. Filla
President
Aspire Research Group LLC
13 January 2009

2. Defining Prospect Research
Using Prospect
What is it? Privacy Concerns* Research to
Boost Giving
• Anonymous collection, • Appropriation Presented on
summary, analysis & • Intrusion
13 Jan 2009
presentation Page 2
• Public Disclosure of
• All public sources Private Facts
• False Light
APRA Statement of Ethics on www.aprahome.org
The ONLY purpose for the researched
information is to help you develop a deeper
relationship with your prospects and donors.
*(Source: Wites & Kapatan, P.A., Florida Litigation Guide, retrieved on 11/28/08 from:
http://www.floridalitigationguide.com/guide/35.php)

3. What makes a good prospect?
Using Prospect
Research to
Boost Giving
Presented on
13 Jan 2009
Page 3
– Recency
– Frequency
– Longevity
●
Income
●
Assets

4. Research in the Cycle
Using Prospect
Data mining Research to
Wealth Screening Screening confirmation Boost Giving
Peer Review Prospect Profiles Presented on
13 Jan 2009
Page 4
Database

5. Identify with Data Mining
Finding prospects inside your database
Using Prospect
Data mining analyzes the information contained in your database and Research to
Boost Giving
finds patterns that suggest or predict which types of people are more
likely to give at various levels. This method can use advanced Presented on
13 Jan 2009
statistical models as well as simple filtering searches.
Page 5

6. Data Mining
Querying on indicators
Using Prospect
Research to
Affinity and Inclination Wealth Boost Giving
• Recency, frequency & • Securities Presented on
13 Jan 2009
longevity • Occupation/company Page 6
• First gift is a big one or ownership
a pledge • Real estate
• Giving increases • Family tree
• Attendance at events • Luxury items
and/or volunteering
• Age
• Benefited from services
• Giving history – private
• Giving history – private foundation
foundation
Note on Planned Giving: Affinity + Age

7. Identify with Screenings
Prioritizing your Prospects
Using Prospect
Research to
• Vendor wealth screenings Boost Giving
Presented on
– Blackbaud Analytics
13 Jan 2009
Page 7
– DonorSearch.net
– Target America
– Wealth Engine
• Board and staff review

8. Using Prospect
Research to
Boost Giving
Presented on
13 Jan 2009
Page 8

9. Research for Wealth
Prospect Profiling
Using Prospect
Elements of a Prospect Profile Research to
Boost Giving
• Biographical Presented on
13 Jan 2009
– Age, family, education Page 9
• Giving
– Gifts, community involvement,
family foundations
• Occupation
• Assets
– Securities, real estate, collections, luxury items
• In the News

10. Impact of Recession
National Business Sector Trends
Using Prospect
Research to
Declining Recession-Proof Emerging Boost Giving
• Financial • Funeral homes • Info services Presented on
13 Jan 2009
– Banking • Tax accountants • Computer systems & Page 10
– Investments • Bankruptcy lawyers Software
– Mortgages
• Waste collection • Employment services
• Housing
– Real estate
• Debt collection • Mgmt, science &
– Construction • High-end personal technical consulting
• Automotive services like cleaning • Home health care
and lawn care
• Childcare services
• Bartering & trade like
CraigsList • Motion picture/video
• Soup & food staples Source: Inc.com, 2005

11. Impact of Recession
Florida Forecasts 2009-2011
Using Prospect
• Positive growth is forecasted for Education Research to
Boost Giving
and Health Services (2.5%). Presented on
13 Jan 2009
• Florida’s housing construction sector Page 11
bottoms out later and lower than expected
in the second quarter of 2009.
• Professional and Business Services and
Leisure and Hospitality both will contract
slightly on average (-0.03%).
Source: Florida & Metro Forecast by the Institute of Economic
Competitiveness, UCF College of Business Administration,
December, 2008.

12. Analyzing Giving Trends
Using Prospect
• Entrepreneurs are less likely than all other donors to give to Research to
Boost Giving
environment or religion. They are more likely to give to a
Presented on
foundation, for international aid or for human services. 13 Jan 2009
• Investors were more likely to give to education, Page 12
environment, foundations, and religion. They were not less
likely than people with other types of wealth to give to any
particular type of charity.
• Donors with wealth from real estate were more likely than
other donors to give to campus-wide initiatives and to
“service-related” fields. They were less likely to give for
science or technology, and no gifts were reported to libraries.
Center on Philanthropy at Indiana University. 2008. An Analysis of Million Dollar Gifts:
January 2000 – September 2007. (New York: CCS).

13. Determining the
Ask Amount
Using Prospect
Research to
Boost Giving
• Explore during cultivation why the Presented on
13 Jan 2009
prospect gives to you and/or others Page 13
• Review the capacity rating and the
history with your organization
• How close is the prospect? A first gift,
step-up gift, or stretch gift?
• Choose an amount that fits the prospect’s
ability and the organization’s need

14. True or False
Using Prospect
1. All information found in the public domain is Research to
Boost Giving
suitable to include in a profile Presented on
13 Jan 2009
2. You have to buy data mining and wealth Page 14
screening services
3. Research can learn how much is in a trust fund
4. If you use a wealth screening vendor, you
don’t need a profile before a major gift
solicitation
5. A loyal donor without any typical wealth
indicators is a good planned giving prospect

15. Free Resources Online:
Articles, Tip Sheets, Sample Profiles,
Presentations, Newsletters, Link Lists
Using Prospect
Research to
Using Prospect Research
Boost Giving
Presented on
to Boost Giving
13 Jan 2009
Page 15
by Jennifer J. Filla
President
Aspire Research Group, LLC
610.566.5113
jen@aspireresearchgroup.com
www.AspireResearchGroup.com
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