Target Analytics N O Z A P H I L A N T H R O P I C C O N S T I T U E N T S C R E E N I N G O C T O B E R 2 0, 2 0 1 1 2011 Blackbaud 1
BIOS OF DAV ID LAMB AND KAT HLEEN ROGERS David Lamb is a Senior Consultant with Target Analytics: A Kathleen Rogers is the Product Manager for NOZA Blackbaud Company. He has been a prospect researcher Philanthropy Data Services with Target Analytics: A since 1989. Blackbaud Company. She is the architect of NOZA Exact David Lamb s Prospect Research Page Match Constituent Screenings, the NOZAsearch.com (www.lambresearch.com), a trusted and popular resource friendly user interface, and NOZA beta test program. among prospect researchers. Kathleen has 20 years of advocacy experience. Prior to Lamb s areas of expertise include prospect research, joining Target Analytics, Kathleen worked with the founder prospect management, fundraising, and database systems. of NOZA for 5 years and at Intel Corp. for 8 years; she held In 1997 he received APRA's Service Award for outstanding political campaign management and fundraising positions service to the profession and in 2001 he was awarded the with WA State senators and elected officials; and was CASE's Steuben Apple award for excellence in teaching. involved in healthcare reform. A Santa Barbara native, she received a Masters Degree in Public Affairs from the University of Washington. She is involved in local schools and campaigns, the Symphony as a past Board Member and is founder of the SB Arts and Culture Alliance. 2011 Blackbaud 2
NONPROFIT INDUSTRY CHALLENGES Growing competition for share of wallet Need to know what interests constituents and motivates them to give Capacity difficult to determine most wealth is not public Building major gift and mid-range pipeline Messaging for personal visits, annual fund, email & direct mail campaigns 2011 Blackbaud 3
Finding Capacity to Give Purpose: Qualification tool used to uncover wealth and community connection information Coverage: Full coverage for public wealth 20% to 85% of typical files. Deliverables: Public wealth sources including Real Estate, Stock insiders, Company ownership, Philanthropic Gifts, Wealth Indicators. Provided via ResearchPoint application. Purpose: A capacity screening tool used to uncover prospects that generally remain hidden during a traditional wealth screening Coverage: ~80% - 90% of screened records Deliverables: A rating representing one of 18 tiers, grouped by age and range of liquid assets. Purpose: A screening tool used to uncover prospect s affinity and scale of charitable giving Coverage: ~8% - 30% of screened records Deliverables: All matched information on a persons charitable giving and high level reports on your share of their giving 2011 Blackbaud 4
UNDERSTANDING CAPACITY AND INCLINATION BASED ON ACTUAL GIVING HISTORY Is this person philanthropic? Past giving is an excellent predictor of future giving Giving reveals interests and passions How does the donor divide the philanthropic dollar? Shortcut to qualifying a prospect without doing additional prospect research 2011 Blackbaud 5
ADVANCEMENTS IN PHILANTHROPIC SCREENING Early years: large files of annual reports and arts programs Database version made searching easier but coverage was limited NOZA vastly expanded the scope of database coverage (July 2006) Challenge: uncertainty about identity of the donor Ways to address the identity question: - Look for both spouses recognized as donors - Look for right middle name or initial - Look for congruency of philanthropic interests - Look for nonprofits close to where your prospect lives or works Cut through the fog: NOZA Exact Match 2011 Blackbaud 6
WHERE DOES NOZA DATA COME FROM? NOZA technology locates unstructured, publicly available charitable giving facts and converts them into an online searchable database. This allows NOZA users to search, download and save data anytime, quickly, easily and affordably. 2011 Blackbaud 7
NOZA changed the way I look at giving potential. I use it daily and could not live without it. We use NOZA to look for the experience of philanthropy. Cecelia Hogan, Director, University Relations Research University of Puget Sound Author, Prospect Research: A Primer for Growing Nonprofits Twitter: @CeciliaHogan 2011 Blackbaud 8
WHERE DOES DATA COME FROM? NOZASEARCH.COM 2011 Blackbaud 9
HOW NOZA PHILANTHROPIC SCREENING WORKS It is a process to match your constituents against the NOZA database of publically available giving data that has been matched against a national consumer index to obtain household addresses. Proprietary patent-pending exact match algorithm: - We use only the national consumer data verified in the last 24 months - Only donors who match constituents home-addresses are provided - Excludes the address if more than one possible match is found - Includes household level match plus giving data for others with same last name at the same address - Like wealth data, all results should be thoroughly reviewed before use Free Test: A PDF summary report is returned with charitable giving information Paid Screening: Summary report plus: charitable giving information is appended to the donor list or donor prospects 2011 Blackbaud 10
NOZA SCREENING EXAMPLE DISCOVER YOUR WALLET SHARE AND FIND HIDDEN GEMS Jane Doe 123 ABC Dr. Anywhere USA Actual Data for customer This organization s $50 donor became a new major giving prospect as direct result of the NOZA philanthropy screening. She had been missed in past Wealth screenings. Minimum Gift Total :$226,403.00 2011 Blackbaud 11
The NOZA screening will help us with donors who did not make past wealth screenings because of hidden giving capacity. Stacy McCarthy, Parkland Foundation 2011 Blackbaud 12
NOZA SCREENING: SUMMARY REPORT EXAMPLE 2011 Blackbaud 13
Benefits of NOZA Philanthropic Screening Customer Feedback Insight into capacity to give = raise the most money Find new hidden gems & assign best prospects to your major giving portfolio Ease of interpretation capacity is benchmarked by actual philanthropic history People making large gifts to other orgs who do not show up on wealth screenings Mid-range donors difficult to research When estimating major gift capacity, add up known giving over a multi-year period Insight into affinity = the motivations and passions of individual donors Easy-to-read charts and graphs show meaningful patterns, trends and exceptions People whose philanthropic interests are aligned with your mission Where else are they giving and how much? What causes are supported by your constituency cultivation and naming opportunities Do not need to be full-time prospect researcher, the data is actionable for all giving staff. Data append can be imported directly into your RE, ecrm or other constituent database. Backed by the knowledge and experience of Target Analytics and Blackbaud 2011 Blackbaud 14
NOZA SCREENING: CUSTOMER POINT OF VIEW 25% 50% 75% 100% 2011 Blackbaud 15
WHAT OUR CLIENTS ARE SAYING, CONT. University of Louisville The NOZA screening has been very useful to our strategic approach of how to best utilize our Annual Fund/Major Gift prospects and prospect research. We have found new donors from the screening that were not previously identified through our wealth screening tactics. We are very happy with the results and excited to begin the implementation process. We will definitely recommend the NOZA screening to our Advancement colleagues. Josh Hawkins Executive Director Fund for U of L 2011 Blackbaud 16
WHAT OUR CLIENTS ARE SAYING We are thrilled with exact matches. The NOZA Screening will help us ensure we are sending out appropriate asks and cultivating the right donors. We are also looking to upgrade our current donors by learning who has a larger giving capacity. Stephanie Hosey, PPNNE Thank you! I m grateful This is an exciting addition to screening options since the best indicator of future philanthropy is past philanthropy NOZA is THE product for this. Stephanie Steele, CWF 2011 Blackbaud 17
READY TO TEST 500 NAMES? THE REQUIRED FIELDS: 1. Constituent ID 2. First name (name fields must be parsed) 3. Last name (name fields must be parsed) 4. Home Address 1 5. Home Address 2 6. City 7. State 8. Zip code 9. Total gift amount (Be specific, or use $0 or $1 to indicate donations received by your organization. This is required in order to separate known donors from hidden prospects.) Optional fields: 10. Top prospect flag (Note your major giving top prospects or highlight previous wealth screening findings to look for hidden gems in rest of file) 11. Custom field (like board member or other code or attribute you would like to highlight in the results) 12. Phone number (if available) 2011 Blackbaud 18
READY TO USE NOZA DATA TO MAKE AN IMPACT? Next steps: Contact Your Target Analytics Account Representative. If you don t know who your contact is, email solutions@blackbaud.com and request information on a NOZA screening and you will be contacted. Request test file of 500 constituent records - Will receive a summary PDF with top matches Schedule a time for your Fundraising Team to meet with us to review summary results and provide feedback Visit www.nozasearch.com to search the entire philanthropy database. Subscription access is required in order to receive a full NOZA screening and data append. 2011 Blackbaud 19
ABOUT TARGET ANALYTICS Leading provider of donor insight & market research to non-profits 22 years of experience delivering data analytic driven solutions and market research to the non-profit industry Over 6,000 customers, spanning all non-profit vertical market segments Trusted steward of the non-profit industry s largest cooperative donor database, with over 3 billion philanthropic transactions from over 70 million U.S. households 145 employees, locations in Cambridge MA, Charleston SC, Alexandria, VA and Miami FL 2011 Blackbaud 20
T HANK Y OU! QUESTIONS? D AV I D. L A M B @ B L A C K B A U D. C O M K AT H L E E N. R O G E R S @ B L A C K B A U D. C O M 2011 Blackbaud 21