Identifying quality prospects or trends in a donor database
Upon which future solicitation efforts can be based is an exercise most non-profit organizations embark upon once in a great while. Typically, it is done in advance of a major campaign to identify major gift prospects.
Sadly, many institutions opt straight for purchase
The true gold is found in the qualitative analysis of your donor database
conducting donor surveys focusing on a few key areas surrounding past donors’ affinity for their institutions of choice. Basically questions framed around “What motivated you to support our cause?”
Responses from such surveys then create a set of identifiable
attributes where commonalities among the interviewed group can serve as new, and arguably truer searchable indicators throughout the rest of a donor database
Before you consider deeply diving into expensive prospect research systems
instead, start at the beginning - take the time to ask your donors why they love you and what you can do to make them love you more. Past is prologue.