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Back in the
late 1980’s, I remember the daily perusing of area newspapers,
business journals and annual reports searching for the next big gift
giver to our radio station and college. Those were the B.C. days
(before computers). We occasionally came across warm leads and
pursued a relationship with the prospect through visits. A pile of
manila folders were filled with news clippings and personal notes
from meetings. It was a slow process but it was easier to build a
long term, personal relationship with a substantial donor through
this method than using direct mail, however personal that may look.
But today, by using various software and web-based tools, we’ve
multiplied our ability to identify prospects and the most
appropriate level of ask. Authors Peter Wylie and David Lawson offer
abbreviated steps we’ve used to brainstorm a good list of major
donor prospects in the book, Major Donors: Finding Big Gifts in
Your Database and Online:
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Isolating High-Ability Prospects:
Use a reputable vendor screening company to evaluate your donor
list using standard wealth indicator measures such as real estate
holdings, employment history, and sizes of gifts to other
nonprofit organizations. You will receive a list of those friends
who have the ability to make a large gift. You can identify these
high capacity donors using a variety of public records sites
online but this involves substantially more staff or volunteer
time.
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Isolating Prospects with
High-Attachment:
Next we evaluate those donors with longevity and frequency in
their giving patterns. Don’t you love analysis? You will also
review lifetime giving amounts to add some quality names to your
major donor prospect list.
3.
Isolating
Prospects with High-Affinity:
Lastly, we want to identify characteristics which make
the prospect a likely major donor prospect. Some
stations look for a business phone attached to a
donor record, whether a donor attended a
station-sponsored event, and whether or not they are
married. Your affinity variables may be a bit
different.
Following these steps, narrow in on prospects who belong to all
three groups. Then, follow the Apostle Paul’s example with the
Corinthian church as he communicated the opportunity to give for a
cause---the needs of the poor believers in Jerusalem (I Corinthians
16:1-4). As author Randy Alcorn points out in his book, Money,
Possessions and Eternity, ---when you share specific needs, ask
for response, and trust God for the results three people benefit:
the giver, the recipient and God. The leadership involvement of
these donors will motivate many others to get involved.
What is your experience in trying to identify likely major donor
prospects for your station? Have you found it hard to get
the research off the ground?
E-mail Mark Kordic
at mark.kordic@advocace.com
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With 24 years of
experience in corporate and non-profit leadership positions and
almost a generation of experience in listener supported Christian
radio, Mark Kordic helps radio stations across the country grow
income from major donors and pledges.
Before joining Advocace, Mark was the Director of
Media Advancement for CDR Radio Network-The PATH®, the media
division of Cedarville University in Cedarville, OH. At The
PATH® he successfully served in a number of marketing and executive
positions, helping fund network expansion. Kordic also previously
served as assistant pastor at Shawnee Hills Baptist Church in
Jamestown, OH.
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