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

Healthcare Prospecting for Major Gift Officers (part 3 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.

Other advice

In a 2008 test, 80,000 mailed, half segmented, half not, those segmented increased average gift size from $82 to $120.

Upgrade ask amounts and frequency for those with higher capability ratings, and more recent giving.

What do you do with low capacity ratings? Drop those who do not respond to appeals or live in nonproductive gift codes.

For planned giving look at:

Birthday (60 and older)

Loyal donor (10 year giving or longer)

Multiple property owners

While I only know enough about prospect research, databases, and direct mail to be dangerous, it’s always fascinating to listen to the experts in these areas. As major gift officers, we need to keep our personal relationship skills high as we continue to work smarter through good prospect research.

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

Permanent Link: Healthcare Prospecting for Major Gift Officers (part 3 of a series)

http://majorgiftsguru.com/2009/11/healthcare-prospecting-for-major-gift_18.html