How to Find the Wealth in your Constituency

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Are your Prayers Working?
Or who is your Mr. Horace P. Bogardus
Vicki Claussen/Terry Fairholm
August 7, 2014
wealthengine.com
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Objectives
Wealth Screening Basics,
Evaluate/update your information
Journalism class
Selecting records for screening
Finding your Mr. Bogardus and his
friends
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Pre Campaign Activities WYN
Update your demographic information
Email, NCOA, Phone, lost Alumni
Contact History
Engagement ratings
Gift history
Enthusiasm
Wealth Ratings and Scores
Assets discovered
Quality of match on all the records
Value of the assets
Connections
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Wealth Screening WWN
Necessary for a batch screening
Full name
Complete address,
home is better than company but company
is better than nothing.
Suggested
Business information
Spouse information
Second addresses
Gift History
Inner Circle designation
Optional-any information you might want to include to help
segment the file when the results are ready.
Activities at School
Class Representative
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Wealth Screening- who and when
Everyone
Current Students Parents
Grandparents of current students
Past Parents
Alumni
15 or 20 years post graduations and at reunion time
All alumni now and at reunion time
Friends
Smaller targeted lists
New families
Special events
Class reunions
One at a time
Serendipitous Connections/Gifts
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Leveraging Big Data for Maximum
Results
WealthEngine leverages data from 60+ sources for insight
on business ownership, lifestyle and overall affluence
Demographics &
Contact Info
Business &
Organizations
Wealth &
Assets
Lifestyle &
Interests
Age
Birth Month/Year
Nationality
Marital Status
Presence of Children
Education and
Graduation Dates
Credit Card User
Ethnicity
Religious Affiliation
Occupation and Bio
Company Name
Start Date
Employees
Public/Private
Company
Sales Volume
Physician, Specialty
and Hospital
Information
Professional Awards
Certifications
Civic Information
Memberships
Net Worth Estimate
Cash on Hand
Total Assets
Household Income
Pension
Real Estate Value
Stock Transactions
and Holdings
144 Stock Sale
Intentions
Options
Charitable
Contributions
Investment Interests
Travel
Sports (i.e. golf, ski)
Spectator Sport
Interests
Arts & Culture
Hobbies
Leisure Activities
Political Affiliations
Private Foundations
Aircraft Ownership
Boat Ownership
Clubs
Automobiles owned
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WealthEngine Data
What You Can Find
Real Estate Holdings
Insider Stock Holdings
Assets: Aircrafts and Yachts
Compensation
Public Company &
Comparative Salary
Information
Published Indicators of
Wealth
Relationship Information
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What You Cannot Find
Cash or Bank Balances
Most salaries
Stock holdings, except
insiders
Anything the individual
wants to keep hidden
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Examples of Wealth Scores
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Evaluating Your Results
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Set the Selection Criteria
Ability to give a gift of $X amount. Across
all nonprofits the average major gift is $8,354
Engaged with your school
History of Philanthropy to you or to others
However everyone has to make his or her first gift
It’s possible to change ones propensity to give but not their
wealth*
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Research and Analytics Can Help
Your Existing Donors Hold the Key to Fundraising
Success
Who are my best
existing donors and
prospects?
What are their key
attributes?
How can I find
new prospects
just like them?
They Want You to be Informed
96%
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Report being mis-targeted by
marketing. “Outreach clearly shows
the org does not know who I am”
75%
prefer that marketers use personal
information to improve their
experience
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Wealth Screening- Results NW
You Have Options
Canned Model
Custom Model
You Can Dooo it
Who are my best
existing donor &
prospects?
What are their key
attributes?
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Semi Custom Model
What You Can Expect
60 Day Process
Deliverables
Excel work with project data
Screening results with wealth scores
Smart Donor List
Smart Prospect List 1
Smart Prospect List 2
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PowerPoint with project results
Detailed illustration of the solution
Recommendations for action
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Semi Custom Model SmartFundraising
Act on Information, Not Intuition
Action
Analytics
Delivers a plan for
action
Driven by data not
instincts
Empowers your team
with clarity
Optimize
Personalize
Consult
Get more from your
best donors and find
more like them
Donor & prospect
profiles for personal
engagement
Strategic
recommendations for
campaign execution
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Alignment
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What is a Statistical Model?
A statistical model is a formalization of relationships between
variables in the form of mathematical equations. A statistical model
describes how one or more random variables are related to one or
more other variables.
Said differently….
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Predictive Model Development Process
A Truly Custom Modeling Process
Model
Design
Data
Preparation
Model
Building
Understand
Client Goals
Define
Dependent
Variable(s)
Determine
Analytic
Approach
Aggregate
Data Sources
Frequency
Analysis
Create Build
& Validation
Samples
Correlation
Analysis &
Variable
Selection
Develop the
Algorithm
Residuals &
Variable
Reduction
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Performance
Analysis
Segmentation
Fit Assessment
& Lift Charts
Model
Validation
Model
Delivery
Scoring
Algorithm(s)
Implementation
Recommendations
Ongoing Support
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Look at your Existing Donors
Create a Picture: Extract Clarity from Complexity
1. Align your Gift History
and Engagement
Information
2. With their P2G scores
and Giving Capacity
3. Rank ordered and
placed into tiers
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Model Results:
Actionable Donor Segments
True
Believers
High
Touch
Angels
True believers are individuals who could be converted to leadership level
giving over the next several years.
Donors with absolute belief in the cause and mission of your organization. Very
supported with estimated gifts in the mid-range
Top donor group with high probability to give: make significant philanthropic
investments in your organization
Loyalists
Donors that contribute year after year, providing long-time steady financial
support. These are the donors that may surprise you with a planned gift!
Pyramid
Base
Lowest estimated gift amount and lowest probability to give. Little affiliation
or giving to your organization.
Foundational
Givers
The foundation of any fundraising effort: believe in your organization and give
multiple mid-size/mid-to-high donations
Wish List
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Higher estimated donation but not yet fully engaged with your organization’s
mission. You currently aren’t their foremost charity of choice
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Eventually Look at Your Existing
Prospects
Look at their Estimated Giving Capacity and signs of affinity as well as
signs they look like your donors
Divide into two or three targeted segments
Forerunners:
These are your future angels! Those prospects that have the largest
capacity and affinity to make donations to your organization
High Estimated Giving Capacity
Future Leaders:
This segment is the pipeline for leadership gifts
Medium Estimated Giving Capacity
Building Blocks:
This segment with moderate affinity and lower capacity are the
pipeline of future annual fund donors
Low Estimated Giving Capacity
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Results from a Screening
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You do want some Mr. B’s
Donor’s who can give more
Donors who will consistently give
Non donors who have capacity to
give…Prayer works if your prayers are
specific,
the right person
for the right amount,
at the right time,
for the right purpose
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Educational opportunities
http://info.wealthengine.com/AnnualFun
dWorkbook.html
http://info.wealthengine.com/Individual
GivingWorkbookDownload.html
http://info.wealthengine.com/Institute.h
tml
http://www.wealthengine.com/nonprofit
/community/educational-webinars
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Questions
Terry Fairholm
Partner
Advancement Partners
(614) 761-2363
terry@advancementpartners.com
Vicki Claussen
Vice President of Consultant Partners
240-722-4372
vclaussen@wealthengine.com
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