Yearbook - WealthEngineinfo.wealthengine.com/rs/wealthengine/images/BP-yearbook-2009.pdf · nAiot Pracit Best TlatcesisrtAitoffCt TAnetltaelsAcPatsrt sosistselnsint ltofsrtAnAsltlst

The Hudson Wing was opened in 2008

with a spacious 37-bed Emergency Department,

a 20-bed Critical Care Unit, and a 42-bed

inpatient suite.

Best Practices in Action•Yearbook•

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Arts & Culture

Greater Los Angeles Zoo AssociationMoving to a Data Rich Research Environment.................................................................................. 6

The Walters Art MuseumLeveraging WealthEngine to Build Community and Donors............................................................... 8

eduCAtion

Colorado State UniversityFinding New Donors and ROI with Reliable Analytics...................................................................... 12

Duke University, The Fuqua School of BusinessCreates a Routine Screening Process to Feed Monthly Prospect Pipeline ........................................... 14

Le Moyne College’s Research DepartmentClose Relationship with Development Officers Yields High Campaign Returns................................... 16

Northwestern UniversityFive-year Screening Strategy Propels Prospect Pool and Parents’ Fund.............................................. 20

Roanoke CollegeIntegrates WealthEngine Screening Data into Colleague Advancement to Streamline Workflow......... 22

Saint Mary’s CollegeUses Wealth Screening to Segment and Identify New Prospects....................................................... 24

Washington & Lee UniversityUses Peer Screening to Identify Major Gift Prospects........................................................................ 26

HospitAls & HeAltHCAre

Beebe Medical FoundationCreates Seamless Prospecting Workflow......................................................................................... 30

Penn MedicineUses Physicians to Advance Grateful Patient Program..................................................................... 33

Saint Barnabas Healthcare SystemUsing Prospect Research to Target Top Patient Prospects................................................................. 34

nonprofit

Cape Cod Commercial Hook Fisherman’s AssociationPuts Prospect Research to Work in a Tough Economy....................................................................... 38

TABle of ConTenTs

Arts & Culture

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www.wealthengine.com6

The Greater Los Angeles Zoo AssociationMoving to a Data Rich Research Environment

“WealthEngine.has.given.us.so.much.to.work.with,”.explains.Keith.Niles,.senior.database.analyst.for.the.Greater.Los.Angeles.Zoo.Association.(GLAZA),.the.fundraising.arm.of.the.Los.Angeles.Zoo.

and.Botanical.Gardens..“Basically,.we.now.have.a.wealth.of.quality,.actionable.data,.thanks.to.the.screening.we.performed.through.WealthEngine.”

GLAZA.has.traditionally.had.a.sizable.number.of.prospects.and.names;.in.fact,.the.membership.database.alone.holds.64,000.households.and.about.300,000.records..Meanwhile,.the.Zoo.staff.includes.only.one.prospect.researcher,.Michelle.Mesrobian..And,.while.Mesrobian.handles.the.Zoo’s.prospect.research,.she.is.also.responsible.for.donor.relations.and,.most.recently,.was.named.project.manager.for.the.Zoo’s.feasibility.study.in.preparation.for.an.upcoming.capital.campaign.

This.past.spring,.management.began.to.consider.research.approaches.with.two.goals.in.mind:.1).save.time.and.2).deliver.increased.return.on.investment..In.May.

2009,.management.selected.WealthEngine.and.engaged.its.screening.services.

The.Zoo.now.uses.the.results.of.this.screening.in.three.ways:

• To increase gift amounts from direct-mail respondents..The.Zoo.conducts.four.direct.mail.appeals.each.year:.the.President’s.appeal,.a.General.Conservation.appeal,.a.June.appeal.and.a.December.appeal..Mesrobian.says,.“To.date,.the.giving.has.gone.well.and.gift.amounts.have.increased..The.latest.appeal.included.a.match.challenge,.and.results.were.up.”.Niles.reports.the.Zoo.mailed.to.1,340.households.and.achieved.an.average.gift.response.of.$338—more.than.double.the.norm..Niles.adds,.“Our.average.gift.amount.has.typically.been.$150.”.

• To identify interviewees for the upcoming campaign feasibility study. The.Zoo.used.the.WealthEngine.screening.results.to.help.identify.600.potential.donors.that.have.been.invited.to.participate.in.personal.interviews..The.information.collected.from.those.participating.in.the.interviews.will.be.used.to.help.determine.the.fundraising.potential.and.goal.for.the.campaign.

• To help launch a planned giving program.The.Zoo.had.begun.its.planned.giving.program.early.this.year.with.the.first.mailing.of.a.quarterly.planned.giving.newsletter.to.7,400.households..Niles.says,.“The.WealthEngine.screening.helped.us.refine.and.better.focus.our.mailing.efforts..The.age.overlay.alone.was.huge.for.us.because.it.allowed.us.to.add.new.prospects.that.are.more.financially.mature.and.have.high.P2G℠.(Propensity.to.Give).scores..It.also.allowed.us.to.save.money.by.helping.us.clean.and.streamline.our.list,.removing.prospects.not.likely.to.give.to.the.Zoo.”

“The screening results were amazing. For example, we were immediately able to identify one-time small donors of under $100, but who had great capacity to give larger gifts.”

—Michelle Mesrobian, Prospect Researcher, Greater Los Angeles Zoo Association

Client Case Study


More Data for Better and Faster Fundraising ResultsNiles.finds.the.WealthEngine.data.invaluable.in.analyzing.past.donor.attributes.and.compiling.profiles.for.new.prospects..He.says,.“I.look.at.past.donors.and.their.attributes.and.then.analyze.the.prospect.profiles.we.receive.from.WealthEngine.for.similar.attributes.”.For.annual.appeals,.Niles.looks.at.charitable.giving.history,.stock.holdings.and.pensions,.real.estate.holdings,.political.campaign.donations,.and.gift.capacity.ranges..Again,.his.goal.is.to.identify.direct-mail.respondents.who.will.make.increasingly.larger.gifts.

WealthEngine.data.also.played.a.significant.role.in.helping.Niles.analyze.planned.giving.prospects..He.says,.“For.our.planned.giving.prospects,.I.look.at.data.from.WealthEngine.

such.as.P2G.scores,.political.donations,.and.age..Also,.gift.capacity.amounts.are.very.important.for.me.when.putting.together.this.prospect.list..WealthEngine.is.able.to.

give.me.all.this.information.and.more.”

WealthEngine: “Always Quick and Easy to Use”Mesrobian.uses.another.WealthEngine.tool,.FindWealth.Online℠,.when.she.needs.to.research.new.prospects..She.says,.“FindWealth.Online.is.the.first.place.

I.go,.when.I’m.given.a.new.name..It.has.a.great.interface.and.is.always.quick.and.easy.to.use.”.Typically,.she.will.use.FindWealth.Online.to.pull.a.profile.on.a.first-time.

donor,.a.new.Zoo.member,.or.an.individual.that.a.board.member.or.the.Director.of.Development.plans.to.meet.with.or.solicit..Both.speed.and.ease.of.use.are.requirements.

for.Mesrobian.in.her.busy.work.day—she.has.found.that.WealthEngine.delivers.both.

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The Walters Art MuseumLeveraging WealthEngine to Build Community & Donors

“I.use.WealthEngine.almost.every.day,”.says.Julia.Keller,.Manager.of.Individual.and.Corporate.Giving.Circles.at.The.Walters.Art.Museum.in.Baltimore,.MD..A.few.tools.within.WealthEngine’s.product.that.Keller.finds.most.valuable.are.the.LexisNexis.Real.Estate.data,.the.Circle.of.Friends.and.the.Propensity.to.Give.(P2G).ratings.

“WealthEngine.is.the.first.place.I.go.when.museum.leadership.asks.for.information.on.a.prospect,”.explains.Keller..“I’m.able.to.get.a.brief.summary.of.that.individual.easily.and.quickly.”.Keller.regularly.uses.WealthEngine.data.to.prepare.short.biographical.paragraphs.on.prospects,.so.board.members.and.fundraising.volunteers.can.know.more.about.the.prospects..Other.times,.Keller.will.use.WealthEngine.data.for.comprehensive.research.on.a.prospect:.where.he.or.she.lives,.net.worth,.and.how.that.net.worth.was.acquired.

The.mission.of.the.Walters.Art.Museum.is.‘to.bring.art.and.people.together.for.enjoyment,.discovery,.and.learning.’.We.strive.to.create.a.place.where.people.of.every.background.can.be.touched.by.art..Monthly.receptions.are.one.way.the.museum.works.to.achieve.this.mission—and.to.attract.new.donors.and.more.contributions..On.average,.30-40.donors.attend.each.reception,.with.some.drawing.100.guests.

When.Keller.first.came.to.Walters,.the.museum.held.these.receptions.for.current.members.at.the.time.of.their.renewals..While.the.museum.continues.to.invite.current.members.to.the.reception,.they.now.use.these.events.as.a.cultivation.tool.for.new.donors..Keller.says,.“The.receptions.are.designed.to.showcase.particular.parts.of.the.permanent.collection.as.well.as.special.exhibitions.the.museum.hosts.throughout.the.year..Because.of.the.exhibition.variety.and.our.efforts.with.WealthEngine,.we.can.encourage.a.larger,.more.strategic.universe.of.prospects.to.come.out.for.a.night.of.art.and.donor.cultivation.”

Keller.tailors.each.guest.list.to.the.specific.reception.theme..In.2000,.the.museum.had.surveyed.its.membership,.asking.each.member.to.identify.personal.favorites.in.the.collection..Keller.uses.this.information.to.identify.current.members.to.invite.to.a.particular.reception..Then,.using.WealthEngine,.she.works.to.identify.prospects.to.be.invited,.based.on.interests.and.giving.capacity..For.example,.for.the.current.exhibition.focusing.on.an.early.American.artist,.Rembrandt.Peale:.Portrait.of.John.Meer,.Keller.used.WealthEngine’s.FindWealth.Online.to.research.donors.of.nearby.organizations.with.American.art.interests..She.looked.at.each.prospect’s.giving.capacity.as.well.as.their.P2G.score..If.the.prospect.seems.to.be.a.good.match.with.the.museum,.Keller.will.also.use.WealthEngine.to.obtain.the.prospect’s.mailing.address,.so.the.individual.may.be.invited.to.a.particular.reception..Keller.used.this.same.technique.when.a.former.Cardinal.was.speaking.at.the.Walters..She.pulled.names.from.the.local.Catholic.organizations.and.hospital.donor.lists,.and.then.researched.them.in.WealthEngine.

Walters’ Monthly Receptions Increase Contributions by $30,000 and add 20-30 New Donors.

Client Case Study


“Any.new.donors.we’ve.attracted.from.these.events.in.the.past.four.years.have.been.vetted.by.WealthEngine,”.says.Keller..Her.work.and.research,.as.well.as.WealthEngine’s.data,.is.paying.off.for.the.Walters...Results.over.the.past.year.include:

•. The.Walters.has.realized.$30,000.in.new.or.increased.donations.from.those.who.attended.the.receptions.

•. 20-30.new.donors.were.acquired.•. The.December.2008.reception.realized.more.than.$2,000.in.sales.at.the.

museum.store.•. Many.individuals.renew.their.memberships.after.receiving.a.reception.invitation,.

even.though.they.do.not.attend.the.event.

Other Everyday Uses of WealthEngineLexisNexis.Real.Estate.data.is.a.powerful.and.versatile.resource.for.Keller..The.Walters.

has.a.current.database.of.about.60,000.names..Keller.uses.LexisNexis.to.update.current.donor.addresses..She.also.uses.it.to.find.the.addresses.of.new.prospects.

“The.P2G.score.is.an.important.analytics.tool.for.me,”.notes.Keller..“I.use.it.to.identify.the.prospects.we.should.target.first.”.Another.initiative.of.the.Museum.is.to.upgrade.members.of.the.Annual.Giving.Circles—moving.their.annual.donations.from.$150.to.$250..Again,.WealthEngine’s.ratings.and.scores.allow.the.Walters’.staff.the.ability.to.prioritize.the.most.likely.prospects.for.the.upgrade..

“When.working.with.the.board.and.fundraising.volunteers.on.peer.screening,.I.first.go.to.FindWealth.Online.to.develop.the.skeleton.of.a.prospect..The.Circle.of.Friends.

helps.us.to.identify.relationships.we.may.not.know.about,”.says.Keller.

The Economy’s ImpactHow.has.the.Walters.Art.Museum.been.responding.to.the.economic.climate?.Keller.responds,.“We’ve.tailored.our.message..In.December,.we.sent.a.‘state.of.the.museum’.letter..We.are.stressing.that.we.are.still.vibrant,.and.there’s.lots.to.do.here..We.are.free,.and.we.will.remain.a.free.museum..In.fact,.more.than.22,000.schoolchildren.were.able.to.visit.our.museum.free.of.charge.last.year.”

“The.Walters.Museum.is.a.community.museum,”.closes.Keller..“Sometimes,.the.economic.climate.prompts.people.to.give.more..In.down.times.I’ve.found.that.donors.want.to.continue.supporting.the.things.that.they.feel.passionate.about—like.our.museum—because.they.want.to.ensure.its.longevity..Many.are.giving.at.higher.levels.to.help.us.weather.this.recession.”

Together,.WealthEngine.and.Keller.are.helping.Walters.reach.more.prospects.and.donors.each.day.so.they.can.continue.to.bring.art.and.learning.to.the.Maryland.community.

eduCAtion

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Colorado State UniversityFinds New Donors & ROI with Reliable Analytics

In.these.tough.economic.times,.prospect.researchers.like.Jim.Beikler.and.the.research.staff.at.Colorado.State.University.are.using.WealthEngine.more.than.ever..Why?..Because.WealthEngine.delivers..Beikler,.who.has.used.a.number.of.screening.services.since.he.entered.the.profession.in.1984,.began.working.with.WealthEngine.in.September.2006.when.the.university.did.a.screening.of.the.more.than.237,000.individuals.in.their.system—the.first.comprehensive.screening.at.CSU.since.1992...The.institution.followed.this.screening.with.three.more.in.2007.and.one.in.November.2008;.systematically.screening.all.new.individuals.entered.into.the.system.

CSU SuccessesSo,.what.are.the.bottom-line.results.to.date?

• Two$1.5millioncommitments.Beikleradds,“And,botharefromindividualswewouldneverhaveconsideredtopprospectswithoutWealthEngine.”

• Oneplannedgift.• AnewpoolofprospectsfromtheNovember2008screening,madeupof6householdswithagivingcapacityof$5

million+,54householdsat$1million+,and186householdsat$.5million+.Onceagain,allnewtopprospects.• And,96ofthosehouseholdsindentifiedsincethefirstscreeningin2006withagivingcapacityof$5million+have

yettobefullycultivatedorsolicited…thinkofthepotentialhere!

Beikler.shares.some.of.CSU’s.strategies.for.effectively.using.WealthEngine.results...He.says,.“We’ve.made.WealthEngine.data.a.part.of.the.environment.for.our.front-line.fundraisers...Now,.whenever.a.gift.officer.signs.on.to.SunGard’s.Advance.to.get.constituent.information,.he.or.she.will.see.the.WealthEngine.data.integrated.right.into.the.constituent’s.record.on.the.front.screen..They.can.also.pull.the.information.into.web-based.user.defined.reports.right.on.their.desktops.or.mobile.devices.”

Data Validation“In.addition,.we.take.the.WealthEngine.data.and.check.it..Overall,.WealthEngine.information.is.on.target.70-80%.of.the.time.as.shown.in.our.manual.verification.of.over.5,400.individual.entities.with.a.high.level.screening.score...In.the.other.minority.of.instances,.we.add.in.our.own.research.and.change.the.rating..Our.front-line.officers.know.we’ve.done.our.homework,.they.see.all.of.the.information.and.they.have.a.stronger.confidence.in.our.prospect.pool,”.continues.Beikler.

Jim Beikler at the 2008 APRA Int’l. Conference.

Client Case Study


Not.only.does.CSU.validate.the.data,.so.does.WealthEngine..For.example,.our.analysts.have.found.that.in.the.few.instances.when.the.Estimated.Giving.Capacity.is.off.target,.the.majority.are.identified.as.under-valued.because.of.one.of.the.following.reasons:

• Assetsareheldinatrustorotherwisehiddenfrompublicview• Prospectsaged70+haveconvertedassetstonon-publiclyavailablesources• Addressorotherdatasuppliedbyclientwasinaccurateordated

A.very.small.percentage.is.over-valued,.often.due.to:

• Commonname• Familymemberswiththesamename• Financialservicesrepresentativeholdingothers’assetstemporarilyintheirownname(venture

capitalists,hedgefundmanagers,etc.).

Overall,.the.ratings.are.a.fast.and.essential.guide.to.defining.screening.results..These.analytics.can.be.used.as.the.foundation.for.successful.prospect.research.and.donor.cultivation.

Streamlined Communication StrategyCSU.has.developed.a.streamlined.means.of.communication.between.the.five.prospect.researchers.on.staff.and.the.approximately.50.front-line.fundraisers...Based.on.the.giving.capacity.and.P2G.(Propensity.to.Give).score,.Beikler.and.his.colleagues.will.flag.certain.individuals.as.‘hot.prospects.’.Once.flagged,.a.‘hot.prospect.alert’.is.sent.out.to.all.fundraisers,.so.a.gift.officer.may.request.assignment.to.that.new.contact.as.soon.as.possible...The.prospect.research.team.also.puts.out.an.internal.monthly.newsletter.which.identifies.all.assigned.and.unassigned.hot.prospects.

In.2007,.CSU.began.screening.both.new.parents.and.‘new.friends.of.CSU’.each.semester...Beikler.says,.“The.WealthEngine.screening.identified.dozens.of.high-end.people.we.didn’t.even.know.about.”.Again,.the.pay-off.was.well.worth.the.cost.of.the.screening.

What’s.ahead?..Beikler.sums.up,.“Together,.with.WealthEngine,.we.are.looking.forward.to.expanding.into.new.realms...We.always.look.to.do.what.we.do.best,.and.so.does.WealthEngine...It’s.a.great.partnership...We.know.WealthEngine.listens...They.will.change.to.meet.our.needs.and.to.align.with.our.goals.”

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The Fuqua School of BusinessCreates a Routine Screening Process to Feed Monthly Prospect Pipeline

Duke.University’s.The.Fuqua.School.of.Business.needed.a.new.approach.to.screening.their.database.of.13,000.alumni.records.during.the.silent.phase.of.their.campaign...Rather.than.screen.all.at.once.and.risk.using.outdated.data.and.ratings.during.validation.and.cultivation,.they.opted.to.categorize.the.alumni.by.state.and.screen.smaller.groups.on.a.monthly.basis...

Creating a ‘Hot List’The.process.is.“very.helpful.to.maintain.fresh.data,.provide.new.prospects.and.keep.us.on.track,”.says.Tracey.Martin,.Prospect.&.Research.Coordinator...“We.take.the.screened.data.and.prioritize.the.list.by.giving.capacity,.starting.from.the.$1M.level.down.to.$100,000,.briefly.scanning.the.bottom.of.the.list.for.anyone.we.know.to.have.a.higher.capacity...Once.we.have.segmented.the.list,.we.look.at.key.features.including.the.P2G.(Propensity.to.Give).score,.stock.holdings.and.quality.of.match.data...We.overlay.inclination.ratings.and.deem.those.with.a.capacity.over.$500,000.as.our.‘hot.list’.”.Anyone.with.a.giving.capacity.under.$100,000.is.forwarded.to.the.Central.office.for.annual.fund.and.reunion.year.development.

A Sustainable Return on InvestmentMartin.has.realized.an.impressive.return.from.the.first.five.states.screened:.

Screening Results Number of Alumni Records

Data from five states 2,647

Number of records returned from screening 1,441

Number of records previously never rated 1,182 = new prospects

Number of records with an increased rating 125

Number of records with a decreased rating 134

Number of records with a rating over $100K 937=65%

“In just a few months of routine screening, we have identified 1,182 new prospects. Our major gift officers are thrilled that we continue to replenish the pipelines with such strong constituents.”

—Tracey Martin, Prospect & Research Coordinator, Duke University’s The Fuqua School of Business

Client Case Study


“Comments.from.gift.officers.are.positive;.they.say.that.the.routine.screenings.help.them.identify.whom.they.should.target.first,.meanwhile.I.can.cut.or.lower.codes.on.others,”.notes.Martin...The.ongoing.influx.of.data.leads.to:

• Swiftdeliveryofrecords• Datathatiscurrentanddividedinto“manageablechunks”• AccurateinformationgatheredfromoverlayssuchasNCOA(NationalChangeofAddress)thatfind“lost”alumni• Valuableupdatesincludingemployment,homeandbusinessaddresses,stockandotherbiographicalinformation

Duke.University’s.The.Fuqua.School.of.Business.has.taken.a.proactive.approach.to.wealth.screening.and.uses.monthly.batch.screenings.to.quickly.validate.top.prospects.and.create.routine.workflows.that.feed.development.officers.a.fresh.pipeline.of.new.prospects.on.an.ongoing.basis...Each.month,.an.average.of.187.prospects.with.a.major.gift.rating.over.$100,000.are.pushed.to.development.officers—making.cultivation.a.routine,.actionable.and.manageable.part.of.the.advancement.workflow.

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Le Moyne College’s Research DepartmentClose Relationship with Development Officers Yields High Campaign Returns

Having.worked.at.Le.Moyne.College.for.over.20.years,.Deborah.Reinhardt.Youmans.has.learned.how.to.build.value.into.a.prospect.research.management.program...When.she.first.started.as.Director.for.Advancement.Research,.the.school.was.spending.significantly.on.prospect.research.and.screening.tools.but.wasn’t.applying.the.information.in.a.strategic.and.team-oriented.approach.to.realize.strong.returns.on.investment...Today,.her.strategy.involves.routine.donor.and.prospect.screenings,.ongoing.prospect.tracking,.and.more.importantly,.prospect.management.meetings.in.close.coordination.and.communication.with.development.officers...“The.bottom.line.is.that.everyone.involved.in.fundraising.has.to.work.as.a.team.and.that.requires.each.individual.to.take.responsibility.for.what.he.or.she.is.here.to.do...You.hold.yourself.accountable.for.the.role.you.play.on.the.team,.as.should.those.around.you,”.says.Reinhardt.Youmans.

At.Le.Moyne,.prior.to.any.solicitation.visit,.the.staff.assigned.(including.the.President.and.Vice.President).meet.with.the.Research.Department.and.agree.on.the.amount.that.will.be.asked...“Yes,.our.profiles.have.the.suggested.ask.and.all.the.data.and.analysis.to.back.it.up,”.says.Reinhardt.Youmans,.“But,.I.have.found.that.this.simple.process.of.meeting.prior.to.a.solicitation.helps.to.build.the.team.atmosphere,.boost.the.confidence.of.those.going.out,.and.forces.a.meeting.of.the.minds...You.may.need.to.role.play.Scenario.A.and.Scenario.B.with.the.staff.assigned,.while.at.the.same.time.trust.their.ability.to.make.the.right.judgment.call.during.the.visit.”

Routine Screenings Keep Campaign on Target from the StartLe.Moyne.screens.their.donor.database.every.two.years.and.freshman.parents.on.an.annual.basis...Reinhardt.Youmans.sets.her.own.internal.gift.capacity.rating.and.then.applies.WealthEngine’s.capacity.and.inclination.ratings.to.validate.matches.and.flag.variances.for.further.investigation...She.is.a.firm.believer.that.“screenings.should.be.used.to.confirm.top.level.prospects.and.identify.those.up.and.comers.for.the.next.campaign...If.you.are.using.a.screening.now.to.identify.new.major.donors.for.your.current.campaign,.you’ve.missed.the.mark.from.a.timing.perspective.”.

“We use routine screenings to identify new prospects and confirm targets. Screening results for our prospects are usually in line with our own gift capacity codes. In reality, there should be no surprises because those at the top of the gift pyramid are monitored closely. On the other hand, screening plays a vital role in the identification of those up and coming.

I would rather have my heart rate accelerate because a development officer on the road contacts me to let me know that the visit resulted in a gift coming in on target with our solicitation strategy, than the alternative. It is an affirmation that our process of calculating gift capacity ratings is right on the money.”

—Deborah Reinhardt Youmans, Director for Advancement Research,

Le Moyne College

Client Case Study


Tracking is Key “I.expect.Research.to.continuously.identify,.screen.and.qualify.prospects,”.adds.Reinhardt.Youmans...“But.that.is.only.one.piece.of.the.puzzle,.as.the.most.important.step.is.moving.those.potentials.into.the.pipeline.to.build.relationships...We.have.regularly.scheduled.meetings.where.those.identified.are.added.to.portfolios.based.on.the.region.assignments.of.our.development.staff...Portfolios.are.also.built.based.on.the.level.of.giving,.the.specific.passions.of.the.prospect.and.in.truth,.the.personality.and.skill.level.of.the.development.staff...We.include.all.relevant.development.staff.in.the.meeting,.as.that.heightens.not.only.the.team.atmosphere,.but.forces.open.and.honest.communication...You.learn.when.to.push.and.when.to.pull.as.those.added.to.portfolios.are.tempered.with.those.that.need.to.be.removed...If.you.as.a.researcher.are.credible,.your.involvement.and.advice.during.these.meetings.is.valuable.and.prized.”.

Le.Moyne.uses.two.different.approaches.when.reviewing.high-level.prospects...For.Major.Gift.prospects.($50,000-$249,000),.they.focus.on.the.specific.ask.amount.derived.from.screening.details.and.other.research.data...For.higher.level.Pacesetters.($250,000+),.they.identify.cultivation.and.solicitation.strategies.to.better.determine.“what.makes.them.tick.”

Tracking.helps.Research.evaluate.how.close.their.original.capacity.ratings.were.to.the.final.ask,.which.the.research.team.reviews.and.approves.before.it’s.made...Tracking.the.ask.amount.ensures.that.future.requests.are.well.planned.and.executed...“Close.to.90%.of.the.solicitations.we.make.are.returned.with.a.gift,”.shares.Reinhardt.Youmans,“because.our.donors.have.such.strong.loyalty.to.the.school.and.we’ve.experienced.such.a.high.return.from.our.prospect.tracking.process,.I.want.to.make.sure.that.our.expectations.are.clearly.on.target.with.every.gift.received.”

Le.Moyne’s.success.is.also.due.to.the.donor.relationships.nurtured.by.development.officers...“We.measure.a.development.officer.not.by.the.number.of.donations.they.generate.but.by.the.number.of.visits.they.make.to.a.prospect,.because.we.have.found.a.strong.correlation.between.the.frequency.of.visits.and.resulting.gift,”.says.Reinhardt.Youmans...The.industry.standard.is.generally.one.donor.for.every.three.prospects...Prior.to.May.2009,.development.officers.at.Le.Moyne.had.a.one.to.one.result-oriented.success.ratio.and.their.strategy.is.currently.generating.a.one.gift.per.two.visit.response.among.prospects.

Le.Moyne’s.current.prospect.tracking.process.is.based.on.several.closely.monitored.factors:

• Lengthoftheaveragecultivationcycle• Lengthfrominitialvisittotheask• Proximityofthesuggestedasktothefinalcloseandanyvariables• Commonoccurrencesamongprospects,atvaryinggiftlevels

Client Case Study


“In.the.short.term,.it.allows.us.a.snapshot.of.where.we.are.and.where.we.are.headed...In.the.long.term,.it.is.an.invaluable.tool.for.strategic.planning.towards.the.next.campaign,”.explains.Reinhardt.Youmans...“Our.research.and.screening.approach.has.given.us.more.than.2,500.prospects.with.a.gift.capacity.over.$100,000...We.are.fortunate.to.have.more.prospects.than.can.be.assigned.and.since.we’re.in.the.last.year.of.our.campaign.we.aren’t.wasting.time—these.are.the.people.to.visit.now,”.says.Reinhardt.Youmans...“Research.should.always.be.ahead.of.the.curve,.preferably.two.years.out,.and.we.need.to.start.building.the.relationships.now.in.preparation.for.the.next.campaign.”

Build Trust with Your Development TeamLe.Moyne,.established.in.1946,.has.a.relatively.short.history,.compared.to.the.other.28.Jesuit.colleges.and.universities...Le.Moyne.is.just.now.coming.into.its.own.as.a.strong.fundraising.entity.as.prospects.have.reached.the.higher.levels.of.giving...Le.Moyne’s.last.campaign,.Tradition.with.Vision.from.1996-2001,.resulted.in.the.achievement.of.$30.5.million.to.their.goal.of.$25.million.and.garnered.their.first.$1M.gift...Their.current.campaign,.Achieving.New.Heights.from.2004-2010,.has.experienced.far.greater.success,.as.the.tally.of.$90.million.to.their.goal.of.$50.million.is.currently.a.record.and.has.netted.their.first.$5M,.$4M,.$3M.and.$2M.gifts...And,.at.Le.Moyne,.says.Reinhardt.Youmans,.“the.gift.is.not.counted.until.it.is.officially.closed.by.payment.or.by.signed.documentation...We.were.also.fortunate.to.receive.a.$50M.bequest.in.fall.2008,.but.the.moral.of.the.story.is.not.the.amount,.it.is.the.fact.that.in.over.30.years.of.contact.and.stewardship.with.the.prospect,.no.one.dropped.the.ball...That.in.a.nutshell.should.be.the.outcome.of.prospect.management.”

“Against.all.generally-stated.campaign.strategies,”.says.Reinhardt.Youmans,.“we.moved.on.an.inverted.gift.pyramid,.meaning.that.we.hit.the.low-end.and.mid-sections.first...Excluding.board.members,.we.chose.to.leave.our.high-end.prospects.for.the.final.years.of.the.campaign...In.this.time.of.uncertainty,.we.recognized.that.the.‘perception.of.enough’.from.the.donor’s.perspective.can.outweigh.the.actual.reality.of.their.wealth...As.prospects.are.becoming.more.comfortable.with.the.current.economy.and.their.‘perceptions.of.enough’.are.adapting,.we.have.found.that.this.is.the.best.timing.for.solicitations.at.this.level.to.be.made...We.also.kept.moving.forward.during.internal.turnover:.as.our.President.left,.an.Interim.served.and.our.first.lay.President.came.on.board...In.addition,.we.experienced.two.changes.at.the.Vice.Presidential.level.in.our.division...You.have.to.keep.moving.forward.and.remember.the.mission.of.your.organization.”.She.advises,.“The.more.that.you.can.be.a.team.player.and.work.closely.with.your.development.staff,.the.better.your.response.will.be.as.you.build.trust.and.evaluate.whether.the.gift.capacity.and.actual.ask.amount.are.on.target,.time.after.time...The.technical.skills,.art.and.science.required.for.Research.should.never.be.prioritized.above.the.mindset.of.what.you.are.doing.this.for...These.are.some.of.the.tools.to.help.you.get.to.the.finished.product;.they.are.not.in.themselves.the.finished.product...Your.finished.product.is.a.loyal.and.well-stewarded.donor.with.the.recognition.that.it.took.a.team.of.individuals.to.make.it.happen.”

TM


Northwestern UniversityFive-Year Screening Strategy Propels Prospect Pool and Parents’ Fund NORTHWESTERN

UNIVERSITY

In.2003,.Northwestern.University.laid.the.groundwork.for.a.systematic.prospect.identification.and.management.program...At.the.time,.the.development.office.struggled.to.define.and.segment.the.university’s.prospect.pool—only.2,200.individuals.carried.any.sort.of.qualification.rating,.and.many.of.the.ratings.were.arbitrary.and.had.not.been.validated.by.the.research.department...As.Northwestern.prepared.for.their.first.major.screening.of.112,000.alumni.records,.they.carefully.defined.two.types.of.qualification.ratings.for.prospects:

1.. An.officer.rating.applied.by.a.development.officer.takes.into.account.the.officer’s.knowledge.of.the.prospect’s.inclination.and.readiness.to.give,.as.well.as.capacity

2.. A.research.capacity.evaluation.determined.by.the.research.department.is.based.on.wealth.and.asset.screening.results.and.other.prospect.data.sources,.and.is.then.validated.by.the.researcher

Following.the.screening,.more.than.10,000.prospects.were.identified,.defined.and.deemed.actionable...Within.three.months,.research.had.identified.and.validated.the.top.1,000.to.target...Today,.they.have.more.than.27,000.in.their.prospect.pool,.the.result.of.a.routine.screening.schedule.and.a.well-planned.system.of.prospect.identification.and.portfolio.management.

Five-Year Screening StrategyWhen.Northwestern.conducted.the.alumni.wealth.and.asset.screening.in.2003,.they.set.in.motion.a.schedule.to.screen.reunion.class.alumni.every.year.(approximately.17,000-20,000.records.annually).to.ensure.that.all.alumni.records.are.refreshed.on.a.five-year.basis...Rather.than.conduct.large.screenings.every.five.years,.this.strategy.ensures.a.live.feed.of.fresh.data,.as.well.as.a.proactive.and.manageable.workflow.for.the.research.team...Jennifer.Fry,.Director.of.Development.Research.and.Prospect.Management.at.Northwestern,.supervises.a.team.of.17.prospect.research.and.information.management.specialists.who.find.these.annual.screenings.“completely.essential.to.our.prospect.identification.strategy.”.

“We.started.by.screening.all.living.alumni.with.accurate.addresses.in.2003,”.explains.Fry...“We.had.some.issues.with.the.results,.so.we.decided.to.switch.screening.vendors,.moving.to.WealthEngine.in.2004.to.re-screen.the.14,360.unvalidated.records.remaining.from.the.larger.screening...That.year,.we.also.conducted.a.“found”.alumni.screening.of.31,000.alumni.with.newly.located.addresses,.to.strengthen.our.alumni.data...As.we.progressed,.we.began.to.venture.beyond.our.alumni.screenings.to.special.projects.that.support.the.requests.and.needs.of.university.initiatives,.such.as.a.grateful.patient.screening.with.the.medical.school.”

“Our return on investment is clear when you consider how we used screenings to double our Parents’ Fund within a year and more than triple it within four years. My advice is to focus on specific groups, rather than overwhelming numbers of records, and plan accordingly. Make sure the data doesn’t sit—allocate an adequate ‘quiet period’ to evaluate results and carefully record your findings. You’ll find that the strategy really works.”

—Jennifer Fry, Director of Development Research & Prospect Management,

Northwestern University

Client Case Study


Northwestern’s Screening Strategy Timeline

Adds.Fry,.“We.use.screening.as.our.first.point.of.reference.when.identifying.new.prospects...We.access.current.information.using.WealthEngine’s.FindWealth.Online.tool,.and.then.apply.our.own.formulas.for.the.research.capacity.evaluation.rating.”

Parent Screening ResultsIn.addition.to.alumni,.parent.screenings.are.a.critical.element.to.the.prospect.identification.program;.they.have.shown.a.dramatic.return.on.investment.over.the.past.five.years...Northwestern.only.screens.non-alumni.parents.(alumni.parents.are.picked.up.in.the.routine.alumni.screening),.averaging.approximately.1,600-2,000.per.year...Prior.to.the.first.parent.screening.in.2004,.the.Parents’.Fund.raised.approximately.$500,000.annually...Within.the.first.year.of.screening,.the.Fund.doubled...By.2008,.the.Fund.had.grown.to.$1.75M.and,.despite.tight.economic.times.in.2009,.the.Fund.has.held.steady,.closing.within.1.2%.of.last.year’s.total...

“The.ability.to.identify.new.parents.who.are.capable.of.major.gifts.has.been.a.huge.benefit.for.Northwestern...Prior.to.beginning.the.parent.screening.program,.it.took.much.longer.to.determine.which.parents.were.major.gift.prospects...This.meant.that.sometimes.we.didn’t.start.cultivating.parents.until.their.children.had.been.at.Northwestern.for.a.year.or.two,.or.were.even.about.to.graduate...By.screening.new.parents.of.enrolled.students.annually,.we.can.target.those.who.are.major.gift.prospects.and.connect.with.them.immediately.through.high-level.parent.welcome.events,.rather.than.play.catch-up.with.current.and.past.parents,”.explains.Fry.

Next StepsSpecial.project.screenings.have.supported.other.areas.within.Northwestern,.including.the.Feinberg.School.of.Medicine..Fry.and.the.medical.school.development.office.saw.a.need.for.access.to.hard.asset.data.on.grateful.patients.and.began.screening.in.2007...“Grateful.patient.screenings.have.helped.the.medical.school.become.more.self-sufficient.in.their.prospecting.efforts,.and.my.team’s.research.support.points.them.in.the.right.direction,”.explains.Fry.

Now.that.Northwestern.has.an.efficient.and.effective.program.of.prospect.identification.and.portfolio.management,.they.have.turned.to.analytics.to.broaden.their.scope.of.work...“We’ve.been.screening.since.2003.and.have.a.solid.base.for.our.prospect.research,.as.well.as.a.turnkey.process,”.says.Fry...“Our.next.step.is.to.apply.analytics.to.further.segment.and.clarify.the.prospect.pipeline,.as.well.as.target.our.most.likely.prospective.donors.”

2004-Present1,600-2,000 newparents of students

2005-PresentReunion year alumni

2007-Present18,000 grateful patients initially screened for the medicalschool has led to monthly screenings of new grateful patients as they come through the school’s partner medical group

2003112,000livingalumni

200431,000 “found”alumni with newlylocated addresses

200414,400 unvalidated prospects from the 2003 screening rescreened through new vendor

20097,000 unqualifi ed prospects who had previously been assigned to development offi cers without a research capacity evaluation rating

TM


Roanoke CollegeIntegrates WealthEngine Screening Data into Colleague Advancement to Streamline Workflow

Roanoke.College.has.been.a.client.of.Datatel.for.more.than.11.years;.first.using.the.Benefactor.donor.management.system.then.upgrading.to.Colleague.Advancement.in.2008..At.that.time,.Datatel.and.WealthEngine.partnered.to.integrate.WealthEngine.screening.data.into.Colleague.Advancement.which.has.since.created.a.seamless.integration.and.batch.screening.process.that.Roanoke.can.employ.completely.within.their.donor.management.system.

“The.integration.was.very.easy.to.implement,”.says.Robert.Sebesta,.Database.Analyst.at.Roanoke.College..“We.screened.our.complete.database.of.20,000.donor.and.prospect.records;.including.alumni,.parents.and.former.parents.who.have.given.within.the.past.three.years,”.adds.Carolyn.Walter,.Director.of.Development.Research...Walter.manages.the.integrated.upload/download.process.between.Colleague.Advancement.and.WealthEngine.that.has.streamlined.Roanoke’s.data.management.and.created.new,.proactive.research.

opportunities.for.development.staff..The.main.advantage.of.the.integration.is.to.routinely.refresh.donor.

records.to.reflect.current.information.(business.and.real.estate.changes,.stock.

values,.etc.).right.in.the.donor.database..

Fresh Data Leads to New WorkflowWalter.uses.the.screening.results.to.target.major.gift.donors..She.first.identifies.those.individuals.who.WealthEngine.found.to.have.promising.P2G.(Propensity.

to.Give).and.giving.capacity.scores..She.then.compares.these.scores.to.her.own,.pulls.the.matched.list.for.immediate.action.and.then.begins.researching.any.with.

a.variance.between.the.two.scores..From.Colleague.Advancement,.she.can.directly.access.live.updates.from.WealthEngine’s.online.service..

Access.to.fresh.data.has.built.new.workflows.for:

• Special Events—When.an.alumni.chapter.plans.an.event,.Walter.creates.an.expected.attendee.list.for.the.development.officers.who.review.and.plan.cultivation.strategies.

• Freshman Targeting—Parent.screenings.of.incoming.freshman.are.now.performed.every.spring..Walter.shares.the.results.with.development.officers.prior.to.freshman.arrival.and.they.connect.and.cultivate.during.freshman.“move.in”.and.while.parents.are.on.campus..

“The P2G and other ratings gave me a good comparison and were pretty much on target with my own. WealthEngine identified new prospects who turned out to be really great prospects; as well, I found some on my own. Using the two in tandem made my job easier to recognize top prospects, quickly validate and execute an action plan for cultivation, rather than research each one by one.”

—Carolyn Walter, Director of Development

Research, Roanoke College

Client Case Study


• Quick Updates—For.freshmen.who.registered.after.the.spring.parent.screening,.Walter.conducts.individual,.online.research.for.quick,.current.information..She.also.uses.the.online.tool.when.she.believes.that.a.parent’s.wealth.may.have.changed.

• New Campaigns—Using.the.P2G.score.from.the.screening.results,.Walter.identified.the.top.freshman.parent.prospects.and.segmented.them.into.groups.for.a.direct.mail.campaign,.sending.personal.invitations.to.major.gift.prospects.to.join.a.special.parent.council..Walter.also.sees.the.possibility.of.using.the.results.for.a.planned.giving.appeal.

• Reporting—A.valued.feature.to.Walter,.she.can.immediately.refresh.and.apply.live.screening.data.to.any.report.she.prepares.within.Colleague.Advancement..The.reports.feature.combines.the.detail.of.the.screening.results.with.key.internal.data.such.as.graduation.year,.school,.etc.,.so.all.relevant.data.is.concise.and.current..

Shared Access Makes Cultivation TimelyUnder.the.new.system,.every.development.officer.has.access.to.the.screening.data.and.can.instantly.view.a.prospect’s.hard.asset.information,.including.analytics.scores..Whether.at.their.desk.or.on.the.road,.the.development.officer.can.research,.target,.and.track.their.best.prospects.from.one.secure.database.with.reliability..Says.Walter,.“I.have.trained.the.development.officers.on.how.to.interpret.the.data,.giving.them.a.base.to.get.started—we.particularly.like.to.see.board.affiliation,.political.donations.and.other.identifiers.of.connections.and.disposable.wealth..The.WealthEngine-Colleague.Advancement.integration.is.very.helpful,.very.robust.and.makes.the.development.officer’s.research,.as.well.as.my.own,.more.timely.and.effective.”

TM


Saint Mary’s CollegeUses Wealth Screening to Segment and Identify New Prospects

Saint.Mary’s.College.had.done.a.wealth.screening,.but.it.had.been.years.before.and.no.one.was.involved.in.the.process,.Joni.Warner.explained..So,.Warner,.Director.of.Research.for.Development.at.the.college,.had.a.lot.of.decisions.to.make.as.she.began.to.investigate.the.possibilities.of.a.screening..She.knew.questions.like.these.would.need.to.be.answered:.What.is.our.plan?.What.will.we.find.most.helpful.in.the.results?

Ultimately,.Warner.(with.help.from.Sally.Boucher.from.WealthEngine’s.client.service.team).put.in.place.a.three-step.process.

• StepOne:.Interview.WealthEngine.clients.who.have.recently.completed.screenings.to.find.out.what.data.they.used.and.how.they.used.the.results.

• StepTwo:.Set.goals..Warner’s.goals.included:1.. Eliminate.those.prospects.from.our.pool.who.were.not.(or.did.not).qualify2.. Better.qualify.cultivated.prospects3.. Update.the.database4.. Identify.new.prospects.for.an.upcoming.campaign.

• StepThree:Determine.the.data.and.outcomes.that.the.college.wanted.to.see.as.a.result.of.a.wealth.screening.

Then,.time.for.using.the.results—and.for.success!.They.began.with.a.focus.on.major.gifts.followed.by.the.college’s.annual.fund.and,.finally,.planned.giving..

“A.big.part.of.our.need.was.to.identify.new.prospects,”.explained.Warner..“Weidentified124newprospectsthroughtheWealthEnginescreening..Then,.we.ran.a.report.to.determine.

where.these.prospects.lived..We.distributed.this.data.to.our.gift.officers.based.on.the.regions.to.which.they.were.traveling..This.turned.out.to.be.a.huge.asset.for.our.gift.

officers.”

Next,.Warner.ran.a.report.to.identify.ability.ratings.of.these.new.prospects.as.well..as.the.giving.officers’.existing.prospects..This.proved.even.more.beneficial.to.the.officers..With.only.three.gift.officers.at.Saint.Mary’s.College,.each.has.a.portfolio.of.300-400.prospects.

Saint Mary’s College

Joni Warner is Director of Research for Development at Saint Mary’s College

Client Case Study


Saint.Mary’s.College.is.a.Catholic,.residential,.women’s.college.in.the.liberal.arts.tradition..Founded.by.the.Sisters.of.the.Holy.Cross.in.1844,.Saint.Mary’s.promotes.a.life.of.intellectual.vigor,.aesthetic.appreciation,.religious.sensibility,.and.social.responsibility.

Warner.continued,.“We.are.also.looking.at.planned.giving.prospects..Using.the.WealthEngine.planned.giving.model,.we.have.been.able.to.identify.more.prospects.in.our.database.”.Just.over.a.month.ago,.the.Planned.Giving.Officer.sent.a.mailing.out.to.those.prospects.

As.with.any.new.application,.Warner.acknowledged.experiencing.a.learning.curve..Hers.was.“getting.it.into.our.daily.routine..It’sreallyimportantthatyoutouchtheWealthEnginetooleveryday..Also,.if.you.take.training,.you.need.to.start.working.with.your.data.right.away.so.you.can.immediately.try.out.what.you.learned.”

Warner.offers.this.advice.to.others.getting.ready.to.do.a.screening.(whether.for.the.first.or.tenth.time):

• There’s.never.going.to.be.a.“good”.time..Just.do.it!• It’s.in.your.best.interest.to.think.about.the.outcomes.you.want..

How.do.you.plan.to.use.the.data?• Ask.WealthEngine.for.references.similar.to.your.organization..Contact.them.and.ask.why.they.screened.

particular.people.and.how.they.used.their.data.• Determine.your.goals..Then,.develop.your.plan..And,.remember.that.your.plan.is.a.“living.document”.and.

can.be.modified.as.you.go.along.• Determine.what.data.will.be.imported.into.your.system..• Identify.additional.customized.reports.needed,.beyond.the.standard.ones.

When.asked.“Why.WealthEngine?”.Warner.explained,.“Since.we.were.‘first.timers,’.we.wanted.a.simple.product.that.would.offer.us.a.basic.screening..We.knew.we.didn’t.need—and.wouldn’t.use—all.the.bells.and.whistles.of.some.of.the.other.products.”

She.said.she.would.definitely.use.WealthEngine.again..“ThebeautyofWealthEngineisthatitstreamlineswhatwedoinourdevelopmentdepartmentandultimatelysavesthecollegemoney,”.she.said.

Prospect research helped support the construction and endowment of the new Spes Unica Hall, which

was completely funded by gifts and pledges totaling $19.4 million

from nearly 1,000 donors.

Saint Mary’s fundraising programs touch alumnae, current and past parents, faculty, staff, students, and friends; building strong support for their mission—educating women to make a difference in the world.

TM


&Washington & Lee UniversityUses Peer Screening to Identify Major Gift Prospects

For.22.years,.Debra.Darling.has.been.conducting.prospect.research—full-time.or.on.her.own.as.a.major.gift.officer...Currently.Director.of.Prospect.Development.at.Washington.&.Lee.University,.Darling.has.found.that.the.ratio.of.proactive.versus.reactive.research.she.chooses.to.use.depends.on.the.stage.of.a.campaign,.current.fundraising.priorities,.or.maturity.of.the.fundraising.program...While.she.believes.that.all.research.shops.should.be.proactive.at.least.50%.of.the.time,.certain.stages.require.a.higher.degree.of.activity.to.ensure.campaign.success...“We.are.at.the.beginning.of.a.capital.campaign.and.our.greatest.need.is.to.screen.our.constituents.and.identify.those.most.capable.of.major.giving.to.begin.strengthening.those.relationships.now...Our.proactive.work.today.will.help.us.determine.what.the.final.campaign.goal,.and.ultimately.the.outcome,.will.be,”.says.Darling...

Recruitment StrategyThis.proactive.research.method.includes.peer.screening.to.identify.new.prospects.with.a.high.capacity.to.give.who.haven’t.yet.been.approached.for.a.major.gift...“To.hold.true.to.a.multi-pronged.approach.for.prospect.identification,.peer.screening.is.important...We.feel.that.one-on-one.sessions.with.peer.screeners,.rather.than.via.groups,.is.the.best.way.to.get.great.information,.especially.given.the.size.of.our.school.which.facilitates.close.relationships.among.classmates.and.alumni,”.notes.Darling.

To.identify.peer.screening.volunteers,.Washington.&.Lee.targets:

•. Alumni.from.specific.professions.with.affluence..and.strong.social.networks:•. Finance.professionals—their.profession.is.to.know.clients’.and.associates’.net.worth•. Corporate.and.philanthropic.board.members•. Attorneys.who.graduated.from.their.law.school

•. Alumni.or.parents.with.gift.histories.and.volunteer.involvement:•. Class.agents.who.have.previously.been.solicited.for.the.annual.fund•. Reunion.committee.members

From.these.sources,.staff.identified.500.potential.screeners,.of.which.160,.approximately.one-third,.were.interviewed.within.the.first.six.months...Of.those.invited.to.participate,.only.two.have.declined.and.they.continue.to.work.through.the.remaining.two.thirds.with.success...Once.screeners.agree.to.be.interviewed,.she.begins.a.careful.coding.and.tracking.process.in.her.donor.management.system.as.peer.screeners.hold.

“Our first six months of peer screening resulted in the identification of 284 completely new prospects with validated gift capacity ratings over $100,000. We were also able to confirm and/or upgrade known prospects at equally high levels.”

—Debra Darling, Director of Prospect Development,

Washington & Lee University

Client Case Study


tremendous.potential.both.in.identifying.new.donors.and.in.increasing.their.own.contributions.to.the.school...The.screener’s.own.name.is.included.in.their.list.of.people.to.review.and.they.are.asked.to.rate.their.own.gift.capacity.

Darling.says,.“We.see.peer.screening.as.a.huge.cultivation.step.in.the.campaign...It.reconnects.us.with.people.in.a.way.that.allows.them.to.be.helpful.to.our.school.without.having.to.make.an.outright.donation.and.plants.the.seed.for.our.campaign.message.”

Interview ApproachDevelopment.officers.conduct.the.peer.screenings;.each.lasts.approximately.one.hour.and.includes.a.maximum.of.400.names...The.goal.is.to.get.“very.good”.information.on.individuals.on.the.list.who.are.close.associates.of.the.screener.thereby.creating.a.circle.of.friends...In.those.cases,.they.are.asked.only.to.suggest.gift.capacity.but.often.provide.additonal.clues.regarding.inclination.to.give.and.attitude.towards.philanthropy...For.acquaintances,.general.information.is.collected.on.current.employment,.home.address,.family.relations,.friends,.etc..The.peer.review.list.is.generated.from:

•. Fellow.alumni•. Profession.(i.e...fellow.investment.bankers)•. Undergraduate/graduate.major•. Student.activities.and.clubs.(fraternity/sororities,.

athletics,.etc.)•. Geography.of.friends.and.parents,.including.

seasonal.addresses

•. Parents.of.current.students•. Profession•. Geography.of.alumni,.fellow.parents.and.student’s.

friends,.including.seasonal.addresses•. Fellow.students.from.their.child’s.high.school.who.have.or.are.attending.Washington.&.Lee

Post.interview,.Darling.takes.the.data.collected.and.reviews.four.separate.gift.capacity.ratings.to.determine.the.best.rating.for.each.prospect...The.ratings.come.from:

•. Personal.opinion.of.the.peer.screener•. Knowledge.of.the.prospect.by.the.participating.development.officer•. Validation.from.the.prospect.research.department•. WealthEngine’s.wealth.and.hard.asset.screening.results

“Looking.at.all.four.ratings.is.a.powerful.tool—there.is.more.confidence.and.immediacy.for.action.when.all.are.at.the.same.level...I.know.to.dig.deeper.when.there.is.a.variance,”.says.Darling...“While.peer.screening.can.be.a.labor.intensive.process,.the.results.are.impressive.when.you.consider.that.we.found.284.new.major.gift.prospects.and.the.opportunity.to.successfully.cultivate.screeners.for.future.gifts.”

HospitAls & HeAltHCAre

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Beebe Medical FoundationCreates Seamless Prospecting Workflow

Beebe.Medical.Foundation.is.a.single,.280.bed.facility.in.Lewes,.DE..Their.implementation.plan.includes.targeting.grateful.patients,.immediate.analysis.of.recent.donors.and.integration.into.their.donor.management.system.(DMS)..Some.of.their.strategies.include:

New PatientsMonthly.screening.of.inpatient,.emergency.care,.cancer,.cardiac,.and.physical-therapy.patients.from.the.previous.month..They.exclude.those.under.30.years.old.and.any.charity.care..The.file.is.de-duped.against.patients.from.last.six.months.so.they.don’t.screen.or.solicit.the.same.patient.twice.and.then.they:

•. Mail.to.all.screened.patients.except.those.without.match.data

•. Track.the.response.rate.from.monthly.mailings.(consistent.at.1.3%.with.average.gift.of.$77)

•. Call.top.five.to.ten.screened.patients.in.addition.to.mailing

DonorsEach.week.the.development.staff.runs.a.report.and.meets.to.discuss.the.previous.week’s.donors.(see.sample.below)..The.report.contains.information.from.their.DMS.system:.donor’s.name,.giving.info.and.other.prospect.information..It.also.includes.their.prospect.research.data—RFM,.inclination.to.give,.giving.capacity,.P2G.(Propensity.to.Give),.influence,.etc.—to.help.identify.future.gift.potential.and.possible.known.relationships...Top.prospects.are.called.for.appreciation,.seeking.appointment,.or.other.action.

The Hudson Wing was opened in 2008

with a spacious 37-bed Emergency Department,

a 20-bed Critical Care Unit, and a 42-bed

inpatient suite.

“DMS integration is a great resource for me; I can find major donor prospects among my annual donors and choose who to call on immediately following their gift. The prospect research ratings are handy—there are many donors who we’ve chosen to reach out to personally after a small annual gift because the gift capacity rating is right in our report. I use a similar report for other prospecting lists, like when I travel out of the area.”

—Alex Sydnor, Executive Director Beebe Medical Foundation

Client Case Study


Sample Weekly Report DMS Information WealthEngine Data

Donor AAddressAddress Type: (Home, Business, Other)

Contact Information:

• Home Phone• Work Phone• E-mail

Last Donation: $20Type: Memorial Gift

Date: 7/11/2008

Largest Donation: $500 Date: 5/5/2004First Donation: $500 Date: 5/5/2004Donation Total: $520 No. of Gifts: 2

Giving Capacity: $11,137Inclination Rating: 1Influence Rating: 3RFM Recency: 71RFM Frequency: 60RFM Money: 73

P2G: 4 – 0 = Annual Fund Prospect

Donor BAddressAddress Type: (Home, Business, Other)



Last Donation: $100Type: Unsolicited

Date: 1/27/2009

Largest Donation: $100 Date: 1/27/2009First Donation: $100 Date: 1/27/2009Donation Total: $100 No. of Gifts: 1

Giving Capacity: $107,827Inclination Rating: 2Influence Rating: 4RFM Recency: 87RFM Frequency: 41RFM Money: 52

P2G: 2 –5 = Major Gift Prospect

Donor CAddressAddress Type: (Home, Business, Other)



Last Donation: $525Type: Golf Classic

Date: 10/4/2008

Largest Donation: $50,000 Date: 1/4/2007First Donation: $100 Date: 9/24/1999Donation Total: $73,140 No. of Gifts: 7

Giving Capacity: $1,322,000Inclination Rating: 1Influence Rating: 1RFM Recency: 98RFM Frequency: 85RFM Money: 83WE Inner Circle Flag: Y

WE P2G: 1 –0 = Major Gift, Capital Campaign or Planned Giving

Client Case Study


Penn MedicineUses Physicians to Advance Grateful Patient Program

The.University.of.Pennsylvania.School.of.Medicine.and.Health.System.(Penn.Medicine).is.a.five.facility.network.with.1,500.beds..In.2003,.Penn.Medicine.received.72.gifts.of.$25,000+.from.grateful.patients..Due.to.their.strategic.use.of.physicians.to.promote.their.grateful.patient.program,.that.number.increased.to.201.in.2008.and.accounted.for.half.of.their.total.gifts.over.$25,000.

Physicians can be excellent fundraisersFrom.Penn.Medicine’s.3,300.physicians,.the.development.department.looks.for.those.who.meet.three.key.characteristics:.they.are.caring,.have.access.to.model.candidates.and.are.interested.in.actively.supporting.Penn.Medicine.in.general..Currently,.75.“key”.physician.partners.are.actively.involved.in.Penn.Medicine’s.development.efforts...All.of.these.physician.partners.have.been.formally.trained.on.how.to.identify.potential.prospects.and.are.asked.to.dedicate.10-15.hours.a.year.to.fundraising...A.senior.physician.“leader”.—appointed.jointly.by.the.Dean.and.CEO—works.closely.with.this.leadership.team.of.physicians.and.strives.to.foster.a.culture.of.education,.interest,.and.support.for.the.grateful.patient.program..

Steps for success with physician involvement:•. Identify.and.engage.a.core.group.of.physicians.as.“philanthropic.partners”•. Support.physician.partners.as.you.would.your.top.volunteers•. Make.the.best.use.of.your.physicians’.time.and.regularly.report.on.development.activity•. Encourage.administrative.leadership.to.promote.and.recognize.physician.

involvement.in.philanthropy•. Create.development.plans.in.close.cooperation.with.physician.leaders•. Focus.physician.attention.on.securing.major.gifts.from.individuals.•. Use.vested.senior.physicians.to.build.culture.among.other.physicians•. Train.physicians.on.the.donor.development.process.in.your.organization

Concierge program helps launch the discussionPenn.Medicine’s.concierge.program.for.major.donors.supports.physician.efforts.by.providing.an.added.level.of.personalized.services.and.amenities.for.VIPs.and.friends...The.program.provides.comfort.and.peace.of.mind.to.patients.that.all.their.needs.are.met.and.that.their.care.is.seamlessly.coordinated.by.expert.staff.and.the.best.physicians...

A.critical.factor.to.success.in.using.physicians.for.prospecting,.however,.rests.with.the.execution.of.development.department.staff..Development.officers.need.to.be.responsive.in.the.cultivation.and.solicitation.of.a.grateful.patient.prospect.after.physician.identification.and.prospect.qualification..Using.quick,.online.research.and/or.frequently.screened.data.can.bypass.long.research.profiles.and.better.position.the.development.officer.and.physician.to.engage.the.prospect.in.a.timely.and.appropriate.manner.

During the past five years, Penn Medicine has found that most of its major donors are motivated by a personal or family experience with a specific disease so certain physicians are better positioned to engage their patients in discussions about philanthropic support.

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Saint Barnabas Health Care SystemUsing Prospect Research to Target Top Patient Prospects

Fundraising.for.any.nonprofit.organization.comes.with.a.common.set.of.challenges..But.those.faced.by.Laura.R..Tenenbaum.are.pretty.unique.since.she.supports.eight.foundations.at.once.

Tenenbaum.is.Director.of.Planned.Giving.and.Program.Development.at.Saint.Barnabas.Health.Care.System,.“New.Jersey’s.largest.integrated.health.care.delivery.system.”.She.has.been.using.WealthEngine.services.successfully.for.three.years.to.support.SBHCS’s.six.medical.center.foundations,.plus.two.others..

Tenenbaum.faces.special.challenges.in.her.position..First,.she.works.with.each.of.the.eight.foundations.when,.and.if,.they.request.her.services..She.explains,.“I’m.more.like.a.consultant.than.anything.else..I.must.be.brought.in.by.each.foundation’s.vice.president.”

So,.when.Tenenbaum.began.her.search.for.a.prospect.research.tool.in.2005,.she.needed.to.find.a.product.for.which.she.could.gain.consensus.from.all.those.foundations.and.vice.presidents.involved..There,.of.course,.was.also.the.need.for.a.reasonable.price.and.the.new.tool.needed.to.work.well.with.SBHCS’s.donor.management.system,.Raiser’s.Edge..With.its.competitive.pricing.structure.and.ability.to.integrate.with.Raiser’s.Edge,.WealthEngine.was.ultimately.selected.by.the.group.

Time.is.another.challenge.for.Tenenbaum.particularly.since.hers.is.divided.among.these.various.foundations..She.certainly.does.not.have.time.to.research.more.than.a.fraction.of.the.patients.who.are.admitted.to.the.hospital.system..Here’s.how.Tenenbaum.uses.WealthEngine’s.products.and.features.to.target.her.fundraising.efforts:

Routine Screening with WebExpressOn.a.monthly.basis,.SBHCS.submits.the.previous.month’s.patient.records.to.WealthEngine.for.screening..With.the.help.of.WealthEngine’s.Propensity.to.Give.(P2G).score,.Tenenbaum.can.more.effectively.develop.a.targeted.solicitation.approach.for.a.smaller.group.of.more.qualified.prospects..After.monthly.screenings.of.discharged.patients,.Tenenbaum.focuses.efforts.on.patients.with.a.P2G.rating.of.“1”.as.well.as.patients.with.apparent.connections.to.members.of.a.foundation’s.Inner.Circle..This.approach.enables.Laura.to.reduce.a.pool.of.9,000+.patients.a.month.to.a.more.manageable.group.of.100-150.qualified.prospects.

Saint Barnabas Medical Center—Livingston, NJ

What is the

p2G score?The Propensity to Give Score (P2G) prioritizes your prospects so you know who to target and how. These ratings are assigned using a fixed set of criteria and our analysis shows that individuals with better P2G scores (P2G 1’s and P2G 2’s) yield higher] personal contributions.

Client Case Study


Segment Best ProspectsTenenbaum’s.tactic.for.approaching.qualified.prospects.starts.with.a.one-page.letter.that.she.writes..The.letter.goes.out.under.the.appropriate.vice.president’s.signature,.focuses.on.the.fact.that.the.medical.center.is.a.community.hospital,.and.includes.an.overview.of.the.hospital.system’s.accomplishments.over.the.past.year..Enclosed.in.each.letter.is.a.four-color.publication.that.Tenenbaum.prepares.which.highlights.successes.of.the.organization.and.its.medical.team,.describes.what.the.foundation.does,.and.details.ways.that.friends.are.helping.the.foundation.

This.initial.letter.goes.out.about.a.month.after.the.patient’s.discharge..Five.weeks.later,.an.actual.solicitation.follows..Our.research.has.shown.that.contacting.the.patient.within.three.months.of.discharge.improves.the.likelihood.of.receiving.a.gift.

Inner Circle TargetingProspect.research.can.also.help.healthcare.organizations.establish.or.build.up.their.grateful.patient.programs.while.honoring.HIPAA.regulations..The.Diplomat.Program.is.an.example.of.how.SBHCS.is.using.WealthEngine’s.Inner.Circle.feature.to.cater.to.patients.and.donors,.while.still.remaining.HIPAA.compliant..The.new.Diplomat.Program.initiative,.launched.by.the.Monmouth.Medical.Center.Foundation,.a.member.of.the.SBHC.system,.was.developed.to.target.major.and.long-time.donors.as.well.as.members.of.the.Foundation’s.Inner.Circle.

When using WealthEngine, the Inner Circle refers to an organization's VIPs–indi-viduals who serve as board members, trustees, prior trustees, major gift donors, etc., who will provide assistance in your major gift fundraising efforts. When you identify your Inner Circle, WealthEngine will generate your Circle of Friends–a network of individuals who sit on corporate or philanthropic boards with your prospects and donors. Use these Inner Circle connections to prospect for new major gifts and to involve your VIPs in your fundraising efforts.

Your Inner Circle Top Donors

Top Volunteers

Trustees

Leadership

Patients.with.connections.to.the.Foundation’s.Inner.Circle.are.sent.a.highly.personalized.thank-you.letter.and.are.then.invited.to.notify.the.Diplomat.Program.manager.whenever.they.might.be.seeking.medical.care.in.the.hospital.system..The.Diplomat.Program.manager.helps.ease.the.patient’s.stay.in.the.medical.center.and.can.make.arrangements.for.the.comfort.of.family.members—little,.non-medical.touches.that.often.make.a.stressful.time.easier.for.a.patient.prospect.

Tenenbaum.summarizes,.“The.Inner.Circle.is.a.great.service.that.WealthEngine.offers..It.gives.us.a.reason.to.contact.an.individual.”.Monmouth.also.uses.a.donor.alert.system.to.identify.donors.when.they.are.admitted.to.the.facility.

Organizations.that.put.prospect.research.to.use.strategically,.as.does.Saint.Barnabas,.can.make.great.strides.at.developing.their.grateful.patient.programs..For.more.information.on.how.WealthEngine.can.help.you.jump.start.your.grateful.patient.program.visit.http://www.wealthengine.com/pub/[email protected].

nonprofit

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Cape Cod Commercial Hook Fisherman’s AssociationPutting Prospect Research to Work in a Tough Economy

“How.is.the.economy.affecting.your.nonprofit’s.fundraising?”.seems.to.be.a.common.question.as.we.continue.to.see.the.decline.in.the.stock.market.and.home.sales,.while.the.number.of.business.closings.grows..

Olivia.Scozzafava.of.the.Cape.Cod.Commercial.Hook.Fishermen’s.Association.(CCCHFA).says,.“It’s.even.more.important.now,.in.this.economy,.for.organizations.to.continue.to.develop.and.expand.their.circles.of.friends..Right.now,.it’s.not.necessarily.about.that.gift,.but.it.is.about.that.relationship..When.the.time.comes.and.the.economy.turns.around,.we.want.to.be.a.strong.presence.in.our.community.”

Resources.for.nonprofits.are.always.an.issue,.but.in.this.time.of.financial.crunch,.resources.may.be.even.more.limited..Scozzafava.adds,.“Our.resources.here.at.CCCHFA.have.traditionally.been.limited,.so.we’ve.always.strived.for.efficiency..Now,.as.we.increase.our.outreach,.efficiency.is.even.more.important..WealthEngine.is.the.tool.that.ensures.staff.and.volunteers.at.CCCHFA.are.focusing.our.efforts.on.those.who.have.the.greatest.funding.capacity.”

The.Cape.Cod.Commercial.Hook.Fishermen’s.Association.was.founded.in.1991.by.a.small.group.of.commercial.hook.and.line.fishermen..The.organization’s.major.fundraising.effort.is.the.development.of.the.Cape.Cod.Fisheries.Trust.which.works.to.ensure.a.lasting.future.for.sustainable.fishing.on.Cape.Cod.by.purchasing.and.managing.fishing.quota..Specifically,.their.fundraising.goal.is.$10.million.by.2011.

Scozzafava.shares.with.WealthEngine.what.steps.CCCHFA.is.taking.now.to.weather.the.economy.and.meet.its.goals..This.past.summer,.the.organization.hosted.numerous.cultivation.events..Scozzafava.relied.on.both.WealthEngine’s.donor.screening.capability.and.its.online.research.tool.in.an.effort.to.raise.money.and.save.resources.

“Basically,.WealthEngine.did.the.work.for.us..We.gave.them.our.data,.and.they.identified.the.500.top.profiles..Then,.we.knew.where.to.focus.our.efforts..We.were.also.able.to.follow.up.with.targeted.appeals.and.personalized.notes.after.the.events,.based.on.what.we.learned.at.the.events.and.from.WealthEngine,”.explains.Scozzafava..For.a.small.organization,.like.CCCHFA,.which.has.a.staff.of.less.than.10,.this.was.a.huge.savings.and.helped.contribute.to.the.success.of.the.cultivation.events.

And,.these.events.were.successful.beyond.cultivation..Scozzafava.says,.“One.attendee.gave.a.first-time.contribution.of.$10,000—and.we.are.now.in.discussions.about.future.gifts..A.number.of.other.attendees.gave.first-time.gifts.of.$1,000.or.$2,000..Again,.the.WealthEngine.screening.helped.us.focus.our.time.and.money.resources—and.we.got.results.

CCCHFA Board MemberKurt Martin; The Cape Cod Fisheries Trust’s (CCFT) mission is to ensure a lasting future for sustainable

fishing on Cape Cod by purchasing and managing fishing quota.

Client Case Study


“Dataquick.has.been.another.WealthEngine.tool.which.has.gotten.great.results.and.also.saved.us.resources,”.adds.Scozzafava..“We.had.street.addresses.for.taxpayers.in.our.area,.but.not.the.mailing.addresses..So,.we.would.constantly.get.returned.appeal.letters..Now,.we.are.able.to.mail.directly.to.local.residents.using.their.P.O..addresses.

“WealthEngine.works,”.continues.Scozzafava..“Other.products.may.appear.to.have.more.bells.and.whistles.and.they.come.with.a.hefty.price.tag.and.longer.learning.process..Our.organization.doesn’t.need.tools.that.use.more.of.our.resources—WealthEngine.is.sophisticated.and.user-friendly..We.need.a.prospect.research.tool.that’s.easy.to.use.and.that.helps.us.bring.in.money..That’s.WealthEngine.”

“When.things.do.turn.around,.it’s.going.to.be.an.absolute.storm.for.donors.and.prospects..At.CCCHFA,.we.want.to.make.sure.we.are.ready,”.sums.up.Scozzafava..“Now.is.the.time.for.networking.and.cultivating.those.relationships.”

www.wealthengine.com

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Yearbook - WealthEngineinfo.wealthengine.com/rs/wealthengine/images/BP-yearbook-2009.pdf · nAiot Pracit Best TlatcesisrtAitoffCt TAnetltaelsAcPatsrt sosistselnsint ltofsrtAnAsltlst