Healthcare Prospecting for Major Gift Officers (part 1 of a series)

Healthcare Prospecting for Major Gift Officers (part 1 of a series)

by Tom Wilson Major Gifts Guru

I captured this information from a session at AHP International (San Francisco, September 2009) – “Prospecting for Success: Creating a data-driven program that yields results” by Sally Boucher, WealthEngine & Nancy Lee, Director of Research, Jefferson Foundation, Philadelphia, Pennsylvania.

A major gifts program drives high ROI (Return on Investment). Average data for mature programs show an ROI of 80% for the entire program 80% according to Greenfield – Fund Raising: Evaluating and Managing the Fund Development Process. Aspects of a mature program are: Direct mail acquisition 15% ROI Special events 50% ROI Direct mail renewals 80% ROI Foundation / Corporate 80% ROI Major Gifts 90% ROI

As you look at prospective donors to identify and qualify them consider the following data:

• Job titles
• Wealthy zip codes
• Charitable giving
• Foundation assets
• Political giving
• Real estate (especially if they have multiple properties)
• Stock holdings

Predictive modeling works with organizations with a track record of giving. Look at your best donors: How many events have they attended versus nondonors? Zip code patterns – are there places where you can detect a pattern of stronger first gifts than from other areas? If so, then concentrate more of your work in that geography. With a large enough file with enough giving histories you can run your entire file to see who is most likely to give in the future.

This article is part of a series. To read the rest of the series, please click the links below:

• Healthcare Prospecting for Major Gift Officers (part 3 of a series)
• Healthcare Prospecting for Major Gift Officers (part 2 of a series)

Permanent Link: Healthcare Prospecting for Major Gift Officers (part 1 of a series)

http://majorgiftsguru.com/2009/11/healthcare-prospecting-for-major-gift.html