Lawrence Henze, managing director of Target Analytics®, has extensive experience in fundraising, market research and the application of predictive modeling services to the nonprofit marketplace. Mr. Henze has 15 years of experience in development, raising more than $125 million, primarily for higher education institutions.
The Search for Transitional Giving Prospects
Data analysis suggests that many organizations have difficulty in identifying transitional giving prospects: individuals emerging from the annual fund process who demonstrate potential to become mid-to-high level donor pyramid prospects in the years to come. History further suggests that we are often content to allow these prospects to self-identify through their first transitional gift, rather than using research to seek emerging prospects so that targeted development strategies – donor relations, personal cultivation, and cultivation events – can be implemented to encourage more prospects to reach this goal more quickly.
How to Identify Planned Giving Prospects
Prospect researchers have been equipping major giving officers with information on prospects for decades, but planned giving officers have often worked only with age information to identify their prospect pool. But what about helping your planned giving operation mine your data to identify whom to target? Did you know that people who make planned gifts don't profile the same way as major donors? Did you know that prospects that profile a certain way are more likely to respond to a specific cultivation technique? Learn how to identify planned giving prospects so your organization can approach them, from the start, with the offering most likely to get the best return.