Prospect Research: How to Use Philanthropy Data
for the Most Effective Fundraising
Presented by:
Kathleen Rogers
DeAndrea Russell
Aimee Fitzgerald
Wednesday, September 2, 2009
1:00 – 2:30 p.m. Eastern
Noon – 1:30 p.m. Central
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10:00 –11:30 a.m. Pacific
9:00 – 10:30 a.m. Alaska
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September 2, 2009
Kathleen Rogers
Prospect Research: How to Use Philanthropy Data for the Most Effective Fundraising
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Kathleen Rogers Director NOZAsearch Philanthropy Database Kathleen Rogers teams with nonprofits, fundraising consultants, AFP members and community organizations to benefit the nonprofit community by ensuring all have access to philanthropy data to build donor relationships and boost fundraising results. The architect of NOZA’s website design, new features, and beta test program, Kathleen brings customer feedback into NOZA and teams with customer relations and software engineering groups to ensure the site is easy to use and nonprofit customers are happy. Prior to joining NOZA, Kathleen worked at Intel Corporation in Marketing, Business Development and Strategic Relations positions and held campaign management and fundraising positions with State senate and other elected officials. Aimee Fitzgerald Research Consultant California Advancement Researchers Association (CARA), Association of Independent Information Professionals (AIIP) Aimee Fitzgerald has currently serves on the Board of Directors of CARA and is a member of the Association of Professional Researchers for Advancement (APRA) and AIIP. Founded in 2005, Fitzgerald Information Services is dedicated to helping nonprofits utilize a targeted approach to identifying giving capacity and inclination among their donor prospects. Company founder Aimee Fitzgerald previously served as Director of Prospect Research at both Pepperdine University and Loyola Marymount University, and was a research associate at the University of Southern California during its precedent‐
setting $2.85 billion fundraising campaign. Her for‐profit experience includes work for numerous corporations ranging from Grey Advertising to NBC Entertainment. She is also a frequent speaker at seminars and conferences for such organizations as the APRA, CARA, and the Special Library Association (SLA). The new Advancement Research Toolkit enables Aimee to share her 15 years of prospect research experience even more widely. DeAndrea Russell Manager Prospect Research US Fund for UNICEF DeAndrea Russell has worked in the field of Development for over 15 years with the last 10 years being concentrated in Prospect Research. She started her career at the United Negro College Fund during the organization’s $250 million capital campaign. She is currently the Manager of Prospect Research at the United States Fund for UNICEF an international children’s relief organization. Although DeAndrea was born and raised in New York City she loves her new life in Houston, TX that she established three years ago. She earned her B.A. in policy studies from Syracuse University. Go Orange! 9/2/2009
AFP Web/
Web/Audioconference
Audioconference
Sept.. 2, 2009
Sept
Prospect Research:
Using Philanthropy Data
In Your Fundraising Program
Kathleen Rogers, Director, NOZAsearch Philanthropy Database
DeAndrea Russell,
Russell Manager
Manager, Prospect Research,
Research US Fund for UNICEF
Aimee Fitzgerald, Founder, Advancement Research Toolkit
2009 NOZA, Inc. Reproduction with proper NOZA Attribution Only
Kathleen Rogers
Director
NOZA Philanthropy Database
Kathleen Rogers teams with nonprofits, fundraising
consultants, AFP members and community organizations to
benefit the nonprofit community by ensuring all have
access to philanthropy data for their fundraising programs.
The architect of NOZA’s website design, new features, and
beta test program, Kathleen brings customer feedback into
NOZA and teams with customer relations and software
engineering teams to ensure the site is easy to use and
nonprofit customers are happy.
Kathleen has 18 years of advocacy experience. Prior to
joining NOZA, Kathleen worked at Intel Corp. for 8 years in
Marketing, Business Development and Strategic Relations
positions; she held political campaign management and
fundraising positions with Washington State senators and
other elected officials; and was involved in healthcare
reform efforts.
A Santa Barbara native, she received a Bachelor of Arts in
Politics and Government from the University of Puget
Sound and a Masters Degree in Public Affairs from the
University of Washington. She is involved in local schools,
is a Santa Barbara Symphony Board Member and founder
of the SB Arts and Culture Alliance.
Kathleen is a CARA member and AFP member as
part of NOZA’s charter business membership.
1
9/2/2009
DeAndrea Russell
and
Aimee Fitzgerald
DeAndrea Russell, Manager, Prospect Research, US
Fund for UNICEF has worked in the field of
Development for over 15 years. 10 have been
concentrated in Prospect Research.
She started her career at the United Negro College
Fund during the organization’s $250 million capital
campaign.
She is the Manager of Prospect Research at the
United States Fund for UNICEF, an international
c
d e s relief
e e organization.
o ga at o DeAndrea
e d ea was
as born
bo in
children’s
raised in New York City and now loves her new
home in Houston, TX. She earned her B.A. in policy
studies from Syracuse University.
DeAndrea is a member of APRA National and the
Greater Houston APRA chapter.
Aimee Fitzgerald, Founder,
Advancement Research Toolkit , is dedicated to
helping nonprofits utilize a targeted approach
to identifying giving capacity and inclination
among their donor prospects. Aimee previously
served as Director of Prospect Research at
both Pepperdine University and Loyola
Marymount University, and was a research
associate at USC during its precedent-setting
$2.85 billion fundraising campaign. She is a
frequent speaker at seminars and conferences
o prospect
p ospect researchers.
esea c e s
for
Nonprofits use the new Advancement Research
Toolkit to take advantage of her 15 years of
research experience for their own nonprofits.
Aimee serves on the Board of
Directors of CARA and is a member of APRA
and the Association of Independent
Information Professionals (AIIP).
Learning Objectives
1. Understand Prospect Research
•
•
•
2.
Research fundamentals
Advanced research
Code of Ethics
Find Donors:
How to use Philanthropy Data for Your Fundraising Program
•
Search specific individual, corporate and foundation examples
•
Current Donors/Prospects
•
New Prospect Identification
3. Keep current with resources and trends
•
Research on a Budget
•
Understand Private Foundation (990-PF) Tax Records
•
Data mining and Visualization / Constituent Screenings
•
Additional Resources and Trends
2
9/2/2009
Welcome
If you need to…

fundraise in a down economy…

manage major gift solicitations…

better understand your donors motives for giving…

raise more major gifts from within your current constituents…

tell your story to more people to find new donors whose passions
align with your mission…
…Then you might be an accidental prospect
researcher.
Philanthropy Research 33-Day Pass
https://www.nozasearch.com/alliance.asp?AFPWebinar
Activate before 9/14/09
I. Understanding Prospect Research
To prospect research is to collect, analyze, record, maintain, use, and disseminate info
about prospective donors.
1.
2.
Gain essential information before a strategic and appropriate solicitation can be made.
All info is from the public record and must be applicable to fundraising.
Philanthropy data is critical to a strategic solicitation with a major gift prospect.
Research individual, corporate and foundation giving history to advance your mission
1.
2.
Identify prospects with affinity and capacity to invest major charitable funds
Determine whom to ask and how much to ask for
Just starting a new campaign?
“We have never really done any prospect research and we are about to start up a campaign to build up our endowment. So
we’ve got lots of work ahead! “
1.
The Goals of Research
2.
Research in the Fundraising Cycle
The Association of Professional Researchers for Advancement (APRA)
is an organization for fundraising research professionals.
A description of the profession is available at www.aprahome.org.
AFP and APRA have held joint member education workshops on fundraising research.
3
9/2/2009
Prospecting
The Goals of Research
1. Gain Fundraising Intelligence
identification, cultivation, solicitation and stewardship
2. Raise more money
3. Support critical mission & services
According to the Chronicle of Philanthropy / Campbell Rinker *

Organizations with higher usage = higher revenue
• 42% of nonprofits used prospect research tools in 2008
• Growing to 50% in 2009
• Finding philanthropic history using NOZA is one of the most used research tools.
* Source: Digging For Gold, Sept. 2008, with Campbell Rinker Marketing Research
Prospecting
And The Fundraising Cycle
Prospect
p
Research
comes into play at all
key phases of the
fundraising cycle:
1.
2.
3.
4.
Identification
Cultivation
Solicitation
Stewardship
Graphic Credit: Nat Caldwell 2008
Sr. Analyst, Prospect Research, Middlebury College,
Middlebury, Vt.
4
9/2/2009
Advanced Research:
A Prospect Profile

Biography: career, education, family history, awards, community service,

Philanthropic giving history

Hard asset data: Real estate, compensation, art, boat, stock.

Download the free research profile template
www.NOZAsearch.com/fundraising-resources.asp
www.NOZAsearch.com/fundraising©2007 NOZA Inc. The reproduction and distribution of this original manuscript is ENCOURAGED! However, we do
require proper attribution, as follows: NOZA Prospect Research Workbook www.nozasearch.com
Research Profile, cont
https://www.nozasearch.com/pdfs/research_profile_template.pdf
©2007 NOZA Inc. The reproduction and distribution of this original manuscript is
ENCOURAGED! However, we do require proper attribution, as follows:
NOZA Prospect Research Workbook www.nozasearch.com
5
9/2/2009
Code of Ethics
Copyright © 2004 APRA Revised August 2004
Prospect researchers balance an individual's
individual s right to privacy with the needs of their
institutions to collect, analyze, record, maintain, use, and disseminate information.
This balance is not always easy to maintain. To guide researchers, the following
ethical principles apply:
• Confidentiality
• Accuracy
• Relevance
• Self
Self--responsibility
• Honesty

Download the full APRA Statement of Ethics here –
www.aprahome.org/ProfessionalStandards/StatementofEthics
All from the public record. Must be applicable to fundraising.
II. Searching Philanthropy Data
Online Research Demo
www nozasearch com
www.nozasearch.com
We will search, view and save a snapshot of
philanthropic history
•
•
•
•
Search individual, corporate giving
Search by name, cause, region, or gift amount
Search foundation grants and 990
990--PF tax records
Where does NOZA data come from?
6
9/2/2009
Using Philanthropy Data
In the online NOZA demo we looked at donor affinity, capacity and propensity*

Affinity
Affi
it – involvement
i
l
t with
ith your organization;
i ti
gifts
ift tto similar
i il organizations,
i ti
or
regional affinity (corporate giving specific to area near you).
Capacity – the largest gift found and total number of gifts. Compare this to your
research of their assets and income. Annual gifts are indicator of income, major or
campaign gifts indicates assets and income. Planned gifts come from assets.
Propensity to give. In general, how philanthropic the person is. #of donations,
recipients, total funds donated. (Giving to others).
Research Philanthropic Giving History Before your Fundraising
Outreach.
*As explained by Lori Hood Lawson for NOZA eLearning, 2009.
III. Keeping Current
Resources and Trends

Researching
g on a budget
g
Understanding 990990-PF tax records
Data mining and data visualization
Additional resources / links
Trends / for further discussion
7
9/2/2009
Research on a Budget
10 Favorite Resources
1.
Free: Philanthropy Research 3-Day Pass. Activate before 9/14/09:
https://www.nozasearch.com/alliance.asp?AFPWebinar
2.
Free: NOZA Prospect Research Workbook
https://www.nozasearch.com/pdfs/noza
p //
/p /
_p
prospect
p
_research_workbook.pdf)
p )
3.
Free: Search Foundation Grants and Private Foundation (990-PF) Tax Records
4.
APRA Home Page:
www.nozasearch.com and www.noza990pf.com
www.aprahome.org
And your regional APRA chapters.
6.
TechSoup – bringing technology donations to nonprofits http://www.techsoup.org/stock/
CharityChannel – the oldest online nonprofit community http://www.charitychannel.com/
7.
Your own Local Library or Nonprofit Support Center. Eg:
8.
Wealth Indicator sites: Zoom Info, Forbes 400, JobStar, Hooversonline FECInfo.
5.
www.youranswerplace.com
Angela Vaughan’s Property Assessment Directory (Includes Estimating Net Worth and Understanding Real
Estate)) http://www.propertyassessmentdirectory.com/Home
p //
p p y
y
/
9.
GrantStation, AAGP, PSGA and funding announcements via GrantStation Insider.
10.
ERI Nonprofit Organization Information
http://www.eri-nonprofit-salaries.com/index.cfm?FuseAction=NPO.Search&Cobrandid=0
Research on a Budget, cont.
Free 990990-PF Tax Records
Download the help document by Aimee Fitzgerald at https://www.nozasearch.com/pdfs/Understanding_990_PFs.pdf
8
9/2/2009
Data Mining and Visualization
Prospect Identification for Advanced Researchers
Prospect Screenings
Nonprofit advancement professionals will
screen all constituents at once to:
•
discover hidden capacity (charitable
gifts to other organizations double in
size);
•
Use predictive modeling to identify
major gift potential and planned
giving likelihood;
•
Discover non-donors who give to
similar organizations.
In July 2009, NOZA announced an
g agreement
g
with
authorized screening
DonorTrends*, founded by Roger
Craver.
*
Other brands and names are property of their
respective owners.
“Support your organizations mega campaign
with the art of prospect information.”
David Lawson, Chief Information Officer
DonorTrends
[email protected]
Additional resources
Prospect Research Sites

APRA / the PRSPCTPRSPCT-L List serve on all aspects of prospect research
http://www.aprahome.org/APRACommunity/PRSPCTL/tabid/305/Default.aspx

David
a d Lamb’s
a b s Prospect
ospect Research
esea c Page
age (www.lambresearch.com
(www.lambresearch.com)
a b esea c co )

The Center on Philanthropy at Indiana University
• http://www.philanthropy.iupui.edu/

University of Michigan Prospect Research

compilation of links w
www.lib.msu.edu/harris23/grants/prospect.htm
ww.lib.msu.edu/harris23/grants/prospect.htm))

Stanford University (compilation of links and research issues
http://www.stanford.edu/dept/OOD/RESEARCH/))
http://www.stanford.edu/dept/OOD/RESEARCH/

NOZA Training Page: https://www.nozasearch.com/fundraisinghttps://www.nozasearch.com/fundraising-resources.asp

The Advancement Research Toolkit www.AdvancementResearchToolkit.com
Actual Books

Cecelia Hogan & David Lamb Prospect Research:
Research: A Primer for Growing Nonprofits. 2003.

The FundRaising School’s Selected Nonprofit Management, Philanthropy and Fundraising
Publications: http://www.philanthropy.iupui.edu/TheFundRaisingSchool/PrecourseReadings/TFRSbiblio.pdf
9
9/2/2009
The Advancement Research Toolkit
Source: www.AdvancementResearchToolkit.com
Trends
For Further Discussion

Prospect Research
• Best Practices in Prospect Development:
http://www.aprahome.org/Home/tabid/36/Default.aspx
• AASP Wiki site http://aasp.wikispaces.com/
The
•
•
•
Fundraising Climate: The economy and charitable giving
The Center on Philanthropy at Indiana University
Giving USA Foundation
The philanthropic legacy of Senator Edward Kennedy and others
Women in Philanthropy
• 2005 IRS Tax Return data show gifts from women topping gifts from men by
nearly $5 billion, a reversal in 8 years
10
9/2/2009
Questions?
Thank You!
Kathleen Rogers
Director of NOZA Philanthropy Database
www.nozasearch.com
[email protected]
805-456-7223
Aimee S. Fitzgerald, MLIS
Founder
Advancement Research Toolkit
www.AdvancementResearchToolkit.com
Timesaving Training - without Travel
[email protected]
(310) 259-6864
DeAndrea G. Russell
Manager, Prospect Research
U.S. Fund for UNICEF
713-963-9390 x28
[email protected]
11
9/2/2009
Back--up
Back
Senator Edward Kennedy’s
Philanthropic Legacy

Posted by Noza at 8/27/2009 10:00 AM
Categories: News
As with millions of other Americans – left, right and center – I was saddened to hear
of the passing of Senator Ted Kennedy. Now begins the mourning and celebration of
his life and legacy. While his personal philanthropy won’t be remembered to the
same extent of his other legacies, a quick search of NOZA’s database shows that he
indeed was generous of his personal wealth to dozens of nonprofit organizations. We
here at NOZA would like to commemorate the philanthropic mark left by the
Honorable Edward Kennedy by acknowledging some of the charities that he
supported directly with personal financial contributions.
Visit: http://blog.nozasearch.com/ for list.
Sending contributions to these organizations, in memory of Senator Edward
Kennedy, is a wonderful way to honor his legacy while at the same time supporting
the invaluable work of these charities.
12
9/2/2009
NOZA Mission
The number one reason people
d
donate
t to
t charity
h it is
i because
b
they
th
are asked.
Our mission is to help nonprofits raise
more money and spend less in doing
it.
NOZA In the Community
DonorTrends
13
9/2/2009
Where does NOZA data come from?
NOZA technology locates
unstructured,
unstructured publicly available
charitable giving facts and
converts them into an online
searchable database.
This allows NOZA users to search,
d
download
l d and
d save data
d t
anytime, quickly, easily and
affordably.
Source: Annual Report 2005 - 06
Coming Next –
September 17, 2009
Keeping the Plates Spinning:
Time Management and Goal Setting for
Development Professionals
MARC A. PITMAN, CFCC
FOUNDER
THE FUNDRAISING COACH
For a complete listing of the 2009 AFP Webconference Series,
please visit our website at www.afpnet.org in the education
and career development section.
14
CERTIFICATE OF PARTICIPATION
I was a participant in the AFP Webconference held
September 2, 2009
1:00 – 2:30 PM Eastern
Prospect Research: How to Use Philanthropy Data for the
Most Effective Fundraising
Presented by
Kathleen Rogers
Full participation in this session is applicable for 1.5 points in Category 1.B – Education of
the CFRE International application for initial certification and/or recertification.
Signed_______________________________________________
This is for your records only.
Association of Fundraising Professionals
Prospect Research: How to Use Philanthropy
Data for the Most Effective Fundraising
September 2, 2009
You may use this form to capture your immediate impressions. Please complete
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Association of Fundraising Professionals
2009 WEB/AUDIOCONFERENCES
Educating Fundraisers in the 21st Century
• JANUARY 15, 2009, THURSDAY
Recession-Proof Your Annual Campaign
Stanley Weinstein, ACFRE
• JANUARY 27, 2009, TUESDAY
Raising Big Money Through Golf Events in a Down
Economy
Phil Immordino
• FEBRUARY 5, 2009, THURSDAY
Developing Major-Gift Donors Who Deliver!
Laura Fredricks, JD, LLC
• FEBRUARY 26, THURSDAY
Introducing “Donor Touchpoint Management”―A
Marketing Approach to Donor Relations
Janet Hedrick, CFRE
• JUNE 25, 2009, THURSDAY * 3:00 PM EASTERN*
Making the Most of Email Marketing:
Optimizing Your Message for Today’s Medium
Allison Van Diest
• JULY 8, 2009, WEDNESDAY
Forty Ways to Maximize Fundraising Through Your Website
Allan Pressel
• JULY 23, 2009, THURSDAY
A Blueprint for Fundraising Success in Any Economy:
Creating a Sustainable, Comprehensive Development Model
Kent Dove, CFRE
• AUGUST 12, 2009, WEDNESDAY
Creating a Successful Fundraising Culture:
Twelve Tools for Motivating Your Board
Carole V. Rylander, CFRE
• MARCH 12, 2009, THURSDAY
The Seven Things Everyone Wants: What Freud and
Buddha Understood (and We’re Forgetting) About Online
Outreach
Katya Andresen
• SEPTEMBER 2, 2009, WEDNESDAY
Prospect Research: How to Use Philanthropy Data for the
Most Effective Fundraising
Kathleen Rogers
• MARCH 24, 2009, TUESDAY
Mobilizing Generation 2.0
Ben Rigby
• SEPTEMBER 17, 2009, THURSDAY
Keeping the Plates Spinning: Time Management and Goal
Setting for Development Professionals
Marc A. Pitman, CFCC
• APRIL 7, 2009, TUESDAY
Avoiding Legal Pitfalls: What Fundraisers Need to Know
Paula Goedert
• APRIL 23, 2009, THURSDAY
Twelve “Deadly” Mistakes of Major-Gift Campaigns and
How to Avoid Them!
Julia Walker
• MAY 6, 2009, WEDNESDAY
Weaving Ethics Into Your Organization's Fundraising
Paulette V. Maehara, CFRE, CAE
• MAY 20, 2009, WEDNESDAY
Giving Circles and Fundraising in the New Philanthropy
Environment
Angela Eikenberry and Jessica Bearman
• OCTOBER 8, 2009, THURSDAY
How Great Teams Turn Conflict into Strength
Diana McLain Smith
• OCTOBER, 28, 2009, WEDNESDAY
Getting Your Message to the Media on a Dime!
Kathy Compton
• NOVEMBER 5, 2009, THURSDAY
When the Tides Change: Update on the Economy
Paul Hansen and Marc Hoffman
• DECEMBER 9, 2009, WEDNESDAY
How to Have Conversations With Donors About Planned
Gifts
Kathryn W. Miree
• JUNE 10, 2009, WEDNESDAY
Evaluating Your Development Program: How Do You
Measure Up?
Linda Lysakowski, ACFRE
Web/Audioconferences will be held at 1:00-2:30 p.m. Eastern / 12:00-1:30 p.m. Central
11:00 a.m.–12:30 p.m. Mountain / 10:00-11:30 a.m. Pacific / 9:00-10:30 a.m. Alaska (*except on June 25, 2009)
FEES: $145 (U.S.) per member session; $295 (U.S.) per nonmember session
Special AFP Member Bundle - $99 per session when registering for 10 or more programs at one time!
AFP 2009 WEB/AUDIOCONFERENCE SERIES
Stanley Weinstein, Recession-Proof Your Annual Campaign
Phil Immardino, Raising Big Money Through Golf Events in a Down Economy
Laura Fredricks, Developing Major-Gift Donors Who Deliver!
Janet Hedrick, Introducing “Donor Touchpoint Management”—A Marketing Approach to Donor Relations
Katya Andersen, The Seven things Everyone Wants: What Freud and Buddha Understood (and We’re Forgetting) About
Online Outreach
March 24, 2009
Ben Rigby, Mobilizing Generation 2.0
April 7, 2009
Paula Goedert, Avoiding Legal Pitfalls: What Fundraisers Need to Know
April 23, 2009
Julia Walker, Twelve “Deadly” Mistakes of Major-Gift Campaigns and How to Avoid Them!
May 6, 2009
Paulette V. Maehara, Weaving Ethics Into Your Organization’s Fundraising
May 20, 2009
Angela Eikenberry & Jessica Bearman, Giving Circles and Fundraising in the New Philanthropy Environment
June 10, 2009
Linda Lysakowski, Evaluating Your Development Program: How Do You Measure Up?
June 25, 2009
Allison Van Diest, Making the Most of Email Marketing: Optimizing Your message for Today’s Medium
July 8, 2009
Allan Pressel, Forty Ways to Maximize Fundraising Through Your Website
July 23, 2009
Kent Dove, A Blueprint for Fundraising Success in Any Economy: Creating a Sustainable, Comprehensive Development
Model
August 12, 2009
Carole Rylander, Creating a Successful Fundraising Culture: Twelve Tools for Motivating Your Board
September 2, 2009 Kathleen Rogers, Prospect Research: How to Use Philanthropy Data for the Most Effective Fundraising
September 17, 2009 Marc A. Pitman, Keeping the Plates Spinning: Time Management and Goal Setting for Development Professionals
October 8, 2009
Diana McLain Smith, How Great Teams Turn Conflict into Strength
October 28, 2009
Kathy Compton, Getting Your Message to the Media on a Dime!
November 5, 2009 Paul Hansen & Marc Hoffman, When the Tides Change: Update on the Economy
December 9, 2009
Kathryn Miree, How to Have Conversations With Donors About Planned Gifts
January 15, 2009
January 27, 2009
February 5, 2009
February 26, 2009
March 12, 2009
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Can’t make a Webconference? Purchase the recorded session as a download or on CD.
Call 877-728-3904 or visit our website at http://webconferencing.afpnet.org
(Payment must accompany registration and must be paid in U.S. funds)
Method of payment (check one):
[ ] Check enclosed payable to Boston Conferencing
[ ] MasterCard
[ ] VISA
[ ] Am. Ex.
[ ] Discover
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3-digit code on back of card
Billing Address:__________________________________________ City________________________ State__________Zip______________