1. Target Analytics
HOW TO USE CHARITABLE GIVING HISTORY TO BOOST
FUNDRAISING RESULTS
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2. UNDERSTANDING CAPACITY AND INCLINATION BASED
ON ACTUAL GIVING HISTORY
• 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
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3. A TALE OF TWO PROSPECTS
Prospect #1 Prospect #2
• $600,000 home • $600,000 home
• A private company business • A private company business
affiliation found in Dun & affiliation found in Dun &
Bradstreet Bradstreet
• Philanthropic history is • 15 philanthropic gifts found
unknown - 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
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4. PHILANTHROPIC GIVING RESEARCH CHALLENGES
• 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
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5. WHERE DOES NOZA DATA COME FROM?
• 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.
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7. TWO WAYS TO USE NOZA
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
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8. LIVE DEMO OF STAND-ALONE SEARCH TOOL
www.nozasearch.com
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9. DATABASE BATCH SCREENING
• 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
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10. NOZA SCREENING: SUMMARY REPORT EXAMPLE
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11. DONATIONS BY CAUSE
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12. GIVING SCOPE
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13. GIFT AMOUNT
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14. 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
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15. 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
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16. NOZA SCREENING: CUSTOMER POINT OF VIEW
25% 50% 75% 100%
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17. WHAT OUR CLIENTS ARE SAYING
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
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18. 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
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19. What our customers 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 Nonprofits
Twitter: @CeciliaHogan
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20. What our customers are saying
“The NOZA screening will help us with donors who did not
make past wealth screenings because of hidden giving
capacity.”
Stacy McCarthy, Parkland Foundation
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21. READY TO SCREEN? THE REQUIRED FIELDS:
1. Constituent ID Optional fields:
2. First name (name fields must be 10. Top prospect flag (Note your major
parsed) giving top prospects or highlight
3. Last name (name fields must be previous wealth screening
parsed) findings to look for hidden gems in rest
4. Home Address 1 of file)
5. Home Address 2 11. Custom field (like board member or
6. City other code or attribute you would like
to highlight in the results)
7. State
12. Phone number (if available)
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.
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22. 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
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23. QUESTIONS?
DAVID.LAMB@BLACKBAUD.COM
SOLUTIONS@BLACKBAUD.COM
Thank You!
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