This article was first published as “Marianne’s Mining Minute” in the APRA Upstate New York chapter’s newsletter, 2010.
Reporting isn’t always data mining, but knowing what’s in your database can help you develop models of future prospects, whether or not you have the training and software to do statistical modeling. Take a look at these ideas to get you started on the next fiscal year, now that this year is wrapped up.
- Measure those whose giving is twice or more over last year. Measure pledges and outright gifts, and include in-kind gifts. Who are these people? They need to be cultivated more closely, whether or not you assign them to your major gifts program.
- Find those who gave stock gifts this year. The Dow Jones Industrial Average moved from just over 9,000 in July, 2009, to just under 10,500 today. Whoever gave you a gift of stock should be investigated by your prospect research crew.
- Examine those who moved up in your recognition levels, especially double jumpers. An indication of increased involvement includes moving up the donor list, especially if one moves from, say, silver to platinum, skipping gold altogether.
- Find those whose giving for the year is in the top 10% of all giving for your institution, or are among the top 100 donors. Who are they? Did you already know about them? If not, take a look.
- Build a report of donors who gave through private, family, or community foundations; through private businesses; or through a donor-advised fund. You’ll want to know them and cultivate them.
These short exercises will help you build a new pool of increasingly involved prospects over the summer so that your cultivation efforts can start right away. You can do this.