Implementing Prospect Management Institute of Fundraising

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					                           Implementing Prospect Management:
                                       A Case Study at the University
                                                    of Southampton

                                                   Eleanor Marsden
                                                             2008

University of Southampton
Development & Alumni Relations
Research & Prospect Management
                                 Eleanor Marsden
              Manager, Research and Prospect Management
               Office of Development and Alumni Relations


        One Person Shop
         Researcher → R&PM team                         Aim today:
        Implementation &                      Overview of starting PM from
         development of custom-               nothing → sophisticated system
         built PM system


                                 Trials and triumphs!

University of Southampton
Development & Alumni Relations
Research & Prospect Management
     PM Principles & Benefits Recap

     Communication = transparency
     Set targets & clear strategies
     Keep critical info always to forefront
     Keeps donors engaged, valued and in best fit with
    institution → more likely to give again.
     Use for all major donors (£10k+ over 5 yrs) – people and
    organisations


                                 Maximum gift in minimum time
                                  = Unified fundraising effort
University of Southampton
Development & Alumni Relations
Research & Prospect Management
           Organisation, Organisation, Organisation
                          leads to…
           Inclination → Cultivation → Solicitation!



  (‘How do I know what I think ‘til I see what I say?’   - E. M. Forster)


University of Southampton
Development & Alumni Relations
Research & Prospect Management
     Different ways to Manage Prospects

     1)       A Prospect Tracking chart (Access, Excel etc)
     2)       Purchase software / add-on
     3)       Customised interface with existing database (= no
              discrepancies)




              → University of Southampton:
                    Custom-built interfacing online database:
                           Managed Partner System (‘MPS’)

University of Southampton
Development & Alumni Relations
Research & Prospect Management
    How it Works…


 Information                       Information
 contained in                      contained in
Donor Strategy                      Managed
   database                          Partner
                                      System
                                     database




INFORMATION                         ACTIONS
   & DATA


  University of Southampton
  Development & Alumni Relations
  Research & Prospect Management
     MPS Timeline
         August 2006
             MPS evolving as an idea


         June 2007
             MPS in active development and testing


         September 2007
             MPS goes live


         October 2008
             MPS Phase 2 development ongoing


         January 2009
              New MPS launch

University of Southampton
Development & Alumni Relations
Research & Prospect Management
   A New Way of Working…
         Entering information:
           Timely information
           R&PM monitoring and acting on info entered


         Meetings:
           Monthly fundraiser strategy meetings
                       Inc. discuss connections, priorities, events, next steps

              Monthly ‘Leadership Gift’ meetings
                       Assign prospects and raise issues
                       Introduce new potential prospects

              Monthly summary reporting from R&PM division


University of Southampton
Development & Alumni Relations
Research & Prospect Management
     The Donor in MPS




University of Southampton
Development & Alumni Relations
Research & Prospect Management
A Closer Look
at the Funnel
   Pipeline:

 (The Donor
 Lifecycle at
Southampton)




 University of Southampton
 Development & Alumni Relations
 Research & Prospect Management
                           Key data (Terminology)
               Relationship Manager:
                  Usually a Development Officer primarily responsible
                  for the prospect.
               Managed Partner:
                 I.e. Major Gift Prospect – has capacity to give a gift
                 of £10,000 over a period of 5 years / legacy.
               Preliminary Partner:
                  Prospect not yet been assigned to a Relationship
                  Manager but has giving potential.
               MP Team:
                  Director, Head of School, Dean or other Officer
                  helping the Relationship Manager’s cultivation
                  strategy.
University of Southampton
Development & Alumni Relations
Research & Prospect Management
                 Criteria for a Managed Partner
                                 (AKA the ‘Clearinghouse’)

                          History of Giving to Southampton
                          Recommendation by a Development Contact
                          Vendor – Regular provider of goods or services to
                           the University.
                          Affiliate – e.g. alumna/us, staff, local connection
                           etc

                 (Create a ‘team’ if Partner has multiple interests)

                      → A “portfolio” of Partners per fundraiser
University of Southampton
Development & Alumni Relations
Research & Prospect Management
What is a Contact Report?
   Password-protected web-based.
   Must comply with data protection.
   Emailed automatically to all ‘team’ members.




University of Southampton
Development & Alumni Relations
Research & Prospect Management
Sample
Relationship
Manager List
Report




University of Southampton
Development & Alumni Relations
Research & Prospect Management
Sample
Managed
Partner
Report




University of Southampton
Development & Alumni Relations
Research & Prospect Management
Sample
Progress
Tracking
Report




University of Southampton
Development & Alumni Relations
Research & Prospect Management
  Monthly Report




University of Southampton
Development & Alumni Relations
Research & Prospect Management
Pipeline Report
   (Based on the ‘Gift
     Pyramid’ principle)




University of Southampton
Development & Alumni Relations
Research & Prospect Management
Issues Along the Way…
       Constant Evolution, e.g. reports
          → Inevitable; will evolve as team / demands grow.



           Time-Consuming Setup
             → Spent time as researcher and prospect manager
              before hiring Researcher # 2; labour intensive to set up
              (testing etc)

           Non-compliance / ‘Big Brother’ fears: (“Why should I
            bother using it?”)
             → Emphasis on training and benefits to DOs,
              institution, donors, and fundraising initiative



University of Southampton
Development & Alumni Relations
Research & Prospect Management
Benefits
           Care / Stewardship: Prevents multiple contacts from
            different University parties to the same Partner.

           Team Priorities: MPS sets out clear goals, targets, and
            planned actions for each individual.

           Strategy: MPS helps Development Officers plan and
            define individual strategies for dealing with donors.

           Timescale: MPS shortens the amount of time taken to
            secure a gift through rigorous organisation.

           Accountability: MPS makes Development Officers
            accountable for actions taken with Partners.

           Network: MPS links constituents in other schools and
            departments.

University of Southampton
Development & Alumni Relations
Research & Prospect Management
  The Future at Southampton
         Introduced to Executive Committee, VC, Trustees etc in
         May 2008…

                  …‘Eureka’ moment!


         Even more crucial:
          Growing team
          HEFCE matched funding
          Growing donor pool
          Growing competition for funds in ‘credit crunch’



University of Southampton
Development & Alumni Relations
Research & Prospect Management
     Revelation!

                   Outcomes:
                                 Pipeline 2006 = c.£20m
                                                
                                 Pipeline 2008 = c.£50m

                (In use for a year; 2009 sees further development)




University of Southampton
Development & Alumni Relations
Research & Prospect Management
                                 Further Questions?

                                     Eleanor Marsden

                                   e.marsden@soton.ac.uk

                                      02380 597756
                                      07768 840 437




University of Southampton
Development & Alumni Relations
Research & Prospect Management

				
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