Prospect Research Seek and Ye Shall Find! Oliver Taylor, University of Manchester

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1 Prospect Research Seek and Ye Shall Find! Oliver Taylor, University of Manchester

2 Manchester and me University of Manchester: 8 th in UK, 54 th in world (Times Higher Education World University Rankings) Almost 40,000 students (largest in UK) Research strengths in advanced materials, energy, cancer global inequalities, industrial biotech Fundraising target of 150m between 2016 and % of our rated prospects alumni; I joined in 2015 after 12 years in prospect research at the University of Leeds

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4 Troubled times Etherington review 'did not go far enough', MPs conclude

5 G D P R General Data Protection Regulation Enters force 25 May 2018 Replaces DPA Strengthens data rights of individual

6 Prospect research is Prospecting some definitions humanising the process of fundraising (Chris Carnie, Find the Funds, 2000 still one of the best books written on prospect research btw!) the knowledge which empowers us to achieve our goals (seen at APRA conference, 2010) the means of identifying those donors who not only are passionate about an organization but also capable of making large, transformative gifts (Marc Keller, University of Pennsylvania)

7 Prospect research is using tools, resources, other people, your own brain (!) to work out which of your stakeholders are likeliest to be able to give you large gifts and finding enough out about them to give you the best chance of getting those gifts!

8 Prospect research is humanising the process of fundraising (Chris Carnie, Find the Funds, 2000 still one of the best books written on prospect research btw!) the knowledge which empowers us to achieve our goals (seen at APRA conference, 2010) the means of identifying those donors who not only are passionate about an organization but also capable of making large, transformative gifts (Marc Keller, University of Pennsylvania)

9 Prospect research is not necessarily as time-consuming as you might think! [insert generic picture of happy man]

10 Leadership gifts Gift level A numbers game? Number of gifts required Number of prospects needed Total sterling required Cumulative total 10,000, ,000,000 10,000,000 5,000, ,000,000 15,000,000 2,500, ,000,000 20,000,000 1,000, ,000,000 27,000,000 Major gifts 500, ,000,000 33,000, , ,250,000 39,250, , ,000,000 44,250,000 Special gifts 50, ,000,000 50,250,000 General gifts Campaign total 25, ,000,000 54,250,000 10, ,000,000 56,250,000 Up to 10,000 Many 3,750,000 60,000, ,000,000 60,000,000

11 Leadership gifts A numbers game? (2) Gift level Number of gifts required Number of prospects needed Total sterling required Cumulative total 10,000, ,000,000 10,000,000 5,000, ,000,000 15,000,000 2,500, ,000,000 20,000,000 1,000, ,000,000 27,000,000 Major gifts 500, ,000,000 33,000, , ,250,000 39,250, , ,000,000 44,250,000 Special gifts 50, ,000,000 50,250,000 General gifts Campaign total 25, ,000,000 54,250,000 10, ,000,000 56,250,000 Up to 10,000 Many 3,750,000 60,000, ,000,000 60,000,000

12 Finding new prospects Your own database is your friend, and a great starting point for in-house prospecting How well do you know it / him / her? - its fields - its tables - its reporting capabilities Data mining is simple, rewarding and fun! (honest)

13 Finding new prospects Leadership gifts Gift level 1,000,000 + Number of gifts required Number of prospects required Number of prospects identified Only 24 of these 49 prospects appear on any sort of Rich List! So how did we find them?

14 Finding new prospects Even long-forgotten tables in your database can hold the key to prospect discovery Hey, someone once thought this stuff was worth adding Ask, probe, experiment! What were they thinking? - why was this guy thought important enough to be invited to that event way back in 2006? What clues are there? - all these 54 records have the same contact coding, put on back in 2008, but why?

15 Finding new prospects Do you really know who s in your database? Run a search for anyone with a senior-sounding job title: President, Chief Executive, Owner, Founder, Chairman* (remember to use wildcards to make sure you get everyone!) ID Name Class of Organisation Position John C Churchen 1983 OCI Connect Ltd Chief Executive Myra B Lyle 1976 Synergize Ltd Chief Executive Officer Colin B Lambert 1989 Pointerson plc Chief Financial Officer * A list of the ones I use is available on request. Contact me on oliver.taylor-2@manchester.ac.uk.

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18 Finding new prospects Who s already giving look at me gifts? ID Name Gift Date Gift Amount Fund ID Gift Payment 8646 Fred J Trensom 07/08/ ALUMNIRES Credit card 7654 John T Rhodes 23/08/ ALUMNIRES Personal cheque 4323 Sara L Cottee 30/08/ ALUMNIRES Credit card Try searching your database to see who s already giving tidy sums to your annual fund, and how recently This query looks at everyone who made a single gift of 250 or more in the month of August 2017.

19 Finding new prospects Postcoding: Mouseprice s site ( still the most helpful and easy to search (just put in the first part of your postcode!) but there are others - Zoopla ( - OurProperty ( - Proviser (

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22 Finding new prospects Don t just do it the once Regular checks are key Especially if your institution has a lot of data movement

23 Finding new prospects At UoM, we maintain a suite of database checks Check Canvasser meeting notes check Business info added/changed Classnotes added to website LinkedIn Group joiners Non Alumni & Development gifts added Private bank donors New single givers to Annual Fund of 250 or more Wealthy streets Performed Weekly Monthly Monthly Monthly Monthly Monthly Monthly Every six months

24 Other ideas Event attendees / customers who s coming, how often, where from? People with titles can be red herring, but worth a look Forms of address Peer screening Past meeting notes Similar causes donor lists

25 Finding new prospects Results are guaranteed!* DISCLAIMER: of course, only a small percentage of them will be major gift prospects

26 Finding new prospects But it gives you a lot of leads to follow up make sure you make time for this! And, if you re starting out, and putting together a prospect pool from scratch, checks like these are a great way to gain early momentum and demonstrate to colleagues that you re on the ball!

27 Wealth screenings LAGOTTO SOLUTIONS

28 Wealth screenings usual procedure Some variation but the general idea is that you send off a batch of your data to be matched against the screening company s own database of the wealthy as a minimum, you ll probably need to have the names (!) and home addresses of the people you are sending; other info (like date of birth/spouse name) will get you a better match Consider getting your data cleaned beforehand to ensure best results Proud sponsors of this bullet point

29 Wealth screenings usual procedure Normally the company will do you an audit at either low or no cost, to see how many matches you have Procedure thereafter variable, but general idea is that you ll pay to view your matches on a per match basis Usually, different levels of report are available (at different prices!) for more, or less, detail on the names Costs vary, but, as a guide we paid 3,500 in 2015 for 370 matched names

30 Wealth screenings for and against cost-effective allows processing of huge swathes of data as well as finding new prospects, good way of adding info about those you already know usually good aftercare to help you make sense of results risk of being deluged in data results still need to be qualified by you don t take them entirely on trust risk that the data is not easy to integrate with your current database or systems still might be deemed too costly

31 Dr Beth Breeze, co-founder of the Centre for Philanthropy at the University of Kent Published February 2017, available at spssr/philanthropy/public ations/documents/goodasking.pdf

32 94% of respondents had carried out prospect research 92% of respondents agreed that carrying out research had enabled them to raise funds from individuals 88% agreed that research means a reduction in unwanted or irrelevant comms being sent out 75% said any new restrictions on research would damage their charity s ability to carry out its work

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34 Thank heavens for Tim

35 The law is the law. DPA Principle 1: Personal data must be processed fairly and lawfully. This is the first data protection principle. In practice, it means that you must: have legitimate grounds for collecting and using the personal data; not use the data in ways that have unjustified adverse effects on the individuals concerned; be transparent about how you intend to use the data, and give individuals appropriate privacy notices when collecting their personal data; handle people s personal data only in ways they would reasonably expect; and make sure you do not do anything unlawful with the data.

36 The law is the law. DPA Principle 1: Personal data must be processed fairly and lawfully. This is the first data protection principle. In practice, it means that you must: have legitimate grounds for collecting and using the personal data; not use the data in ways that have unjustified adverse effects on the individuals concerned; be transparent about how you intend to use the data, and give individuals appropriate privacy notices when collecting their personal data; handle people s personal data only in ways they would reasonably expect; and make sure you do not do anything unlawful with the data.

37 The law is the law. DPA Principle 1: Personal data must be processed fairly and lawfully. This is the first data protection principle. In practice, it means that you must: have legitimate grounds for collecting and using the personal data; not use the data in ways that have unjustified adverse effects on the individuals concerned; be transparent about how you intend to use the data, and give individuals appropriate privacy notices when collecting their personal data; handle people s personal data only in ways they would reasonably expect; and make sure you do not do anything unlawful with the data.

38 Bases for lawful processing of data under GDPR Article 6 EU GDPR "Lawfulness of processing" 1. Processing shall be lawful only if and to the extent that at least one of the following applies: (a) the data subject has given consent to the processing of his or her personal data for one or more specific purposes; (b) processing is necessary for the performance of a contract to which the data subject is party or in order to take steps at the request of the data subject prior to entering into a contract; (c) processing is necessary for compliance with a legal obligation to which the controller is subject; (d) processing is necessary in order to protect the vital interests of the data subject or of another natural person; (e) processing is necessary for the performance of a task carried out in the public interest or in the exercise of official authority vested in the controller; NB. Not a hierarchy! All are equal, but you must select the appropriate one Above all, you have to apply it consistently (f) processing is necessary for the purposes of the legitimate interests pursued by the controller or by a third party, except where such interests are overridden by the interests or fundamental rights and freedoms of the data subject which require protection of personal data, in particular where the data subject is a child.

39 Arguments for and against consent as your legal basis Means the people on your database are on there because they ve told you it s OK Needs to be granular; you may need separate consents for each area of your activity Reduces the scope for complaints, from the data subject or regulator Needs to be refreshed periodically (albeit you can define how often) May be especially suitable for new or very recentlyestablished charities How are you going to get it from everyone?

40 Arguments for and against legitimate interest as your legal basis Allows wider scope for data processing without needing consent Are all of the things you are doing genuinely justifiable? Actually reduces the risk of data errors through misinterpretation of what someone s consent wishes are No need for refreshing consents or needing to collect them for different parts of your data processing activity You are at greater risk of having to explain why someone is on your database You are going to need to write and communicate a privacy statement which explains what you do with data

41 Privacy notices Essential for compliance Must outline all the types of data you collect Must outline the reasons you have for collecting that type of data Must describe any processes that you intend to use that data for (e.g. wealth screening) Must make it clear how people can object / opt out / submit a Data Subject Access Request Be clear and transparent even at the expense of being concise Don t shirk from describing the things you do Use every opportunity to communicate it to your data subjects Don t panic.

42 Thank you! Oliver Taylor, University of Manchester