Prospect researchers calling
the shots
How to drive fundraising in your
organisation and manage prospect
relationships
NSPCC
Helen Carpenter
Holly Cranage
Structure
• Who we are
• Moving to a consultancy approach
Prospect Management
- discussion
Prospect Research
- discussion
The NSPCC Team
The busy researcher
Working with all fundraisers
• Across the UK
• Focus on major giving (£2k)
• But… much wider remit
Our formula
Prospect Research
(understanding the prospect)
+
Information on NSPCC’s work
(understanding the organisation)
=
Insight and Confidence
A Donor’s Journey
1
2
3
4
5
6
7
8
Our formula
Prospect Research
(understanding the prospect)
+
Information on NSPCC’s work
(understanding the organisation)
=
Insight and Confidence
Prospect
Management
Bold recommendations
Buy-in from senior management
Buy-in from fundraisers
Prospect Management
• Train and direct fundraisers
• Produce reports and analysis
• Direct and bold recommendations
£2
k+
£1
0k
+
£2
5k
+
£5
0k
£1 +
00
k
£2 +
50
k
£5 +
00
k+
£1
m
+
£2
m
+
£5
m
+
£1
0m
+
£2
5m
+
Numbers
Gift levels
Gift Levels
350
300
250
200
150
100
50
0
Gift Level
Planned vs actual asks
250
Numbers
200
150
Planned
Actual
100
50
0
Q3 08-09 Q4 08-09 Q1 09-10 Q2 09-10
Date
Agreements secured from
Senior management
• Agreement One - accurate and up-todate records
• Agreement Two – solicitation stages
• Agreement Three - who should be on
our prospect management reports?
Sticky prospects
• identify and investigate which
prospects are ‘stuck’
• Fundraisers are moving prospects
through the stages
• We are identifying problem areas to
be investigated further
Fundraisers
• HOW?
• WHY?
Bold recommendations
Buy-in from senior management
Buy-in from fundraisers
Discussion
• How you manage prospects in your
organisation?
• Is this done in the research team?
• Do you use Raiser's Edge or a similar
relationship management system?
Prospect
Research
Its okay to challenge
Fundraising experts
Partners
Research Requests It’s good to talk
• Discussing
• Tailoring
• Challenging
Researching the request
What are you hoping to
find from the research?
What do you
already know?
Do you already have
solicitation plans?
When do you plan to
use the information?
Basic
Research
Researcher notes
Beautiful
house
with
grounds
Management
book
Lives in Norfolk
Partners in the solicitation
Identify
Research
Plan
Involve
Ask
Close
Thank
Steward
Discussion
• How do you approach prospect
research in your organisation?
• Challenges
• Successes
Conclusion
Persevere
Be bold