Finding Prospective donors
Using Traditional techniques

Duration
Two days. This is an on-campus program.

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As charitable organizations compete increasingly for donors, governments are cutting funding. In addition, nonprofits compete with myriad forms of advertising for donor attention, and identifying new major gifts prospects during a changing economic landscape is a constant challenge for a nonprofit shop.

In this course, students will review all aspects of prospecting - from finding foundation prospects to using relationship mapping. Hands on exercises working through a detailed workbook will provide both practice and real prospect lists for each student to bring back to the office. Coursework includes using the student’s own data to identify prospects.

Outline, day one:

Finding Funding from Organizations: Foundations and Corporations. In this section, we review key words in funding searches, along with competitive intelligence. An overview of the Foundation Center’s Foundation Directory Online will be included, with an exercise identifying competing nonprofits and interested funders. A short review of identifying prospective corporate donors is included.

Finding Funding from Governmental Organizations. In this section, we identify resources and search techniques for identifying government grants of interest for a nonprofit. Resources are shared and exercises offer practice in seeking grants.

Identifying Local Business. This section covers how to monitor local news for businesses whose owners and executives may be interested in giving to a nonprofit. Understanding local climate, local business leadership, and how to access business owners who would want to give, volunteer, or provide goods or services.

Understanding Upcoming Wealth. Wealth sources change over time, and this section covers how to interpret economic signals and other wealth indicators to build a picture of which kind of wealth holder would soon be of interest for cultivation and solicitation.

Outline, day two:

The Donor Pool and the Donor Lifecycle: This section offers exercises and discussion on how to find out the solicitation penetration of a given charity. An outline of how to determine the shape and characteristics of the prospect pool is discussed with exercises on client data (if available).

Self-Identifying Prospects. In this section, discussion and exercises are focused on ways to systematically notice prospects whose giving or engagement patterns indicate that they are becoming higher end gift prospects.

Indicators of Wealth This section covers data points that signal wealth, including a brief review of how to make the most use of a recent screening. Developing reports that find prospects with wealth indicators, including business ownership, living in a high-end neighborhood, and connections to foundations, is discussed with exercises focused on the client’s list.

Relationship Mapping This section covers how to build relationship maps so that gift officers can ask donors and volunteers to introduce them to connected prospects. Discussion of using LinkedIn and the NodeXL relationship mapping product are shown, with hands-on exercises. Discussion includes tracking business relationships and high-end club memberships.

Alerts Systems This section covers using alerts from various systems to get new information on prospects pushed to the charity’s research shop. Understanding terms of use for social media sites, search terms that hone in on key information, and setting up notices to automate the process are alls discussed. Students will build live alerts for their own use after class.

Donor Modeling and Data Mining: Uses and Design. Discussion and exercises focus on understanding how to design a donor modeling or data mining project for best impact and highest efficiency. Techniques and their relative outcomes are demonstrated with exercises on developing a modeling RFP included.

Other programs related: Finding Prospective Donors with Analytics

For questions and information contact Edgar Zavala, Director of Executive Programs at Edgar.Zavala@baruch.cuny.edu or (646) 660-6718.

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