Transcript Planned giving project through Arizona community foundation

PLANNED GIVING PROJECT THROUGH
ARIZONA COMMUNITY FOUNDATION
Target Analytics Planned Giving Summary
Michael Quevli, Senior Consultant
Wendy Bisesi, Project Coordinator
May 19, 2014
7/17/2015
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INTRODUCTION
Michael Quevli
Title
Senior Fundraising Consultant
Development
Background
Health Care, Higher Education & Arts
•
Interesting
Facts
Currently
Helps To
Support:
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•
Former president & member, Association of
Professional Researchers for Advancement
(APRA)
Board member, Stephens College Alumnae
Association
Blogger @ npENGAGE
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•
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American Association of University Women
University of Nevada Las Vegas
The Museum of Flight
TV Endowment of South Carolina
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OUR APPROACH
We utilize your
organization’s unique
giving history, enhance
it with profile data, and
apply proven statistical
techniques
to create your custom
models…
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We then apply those
models to identify
likelihood and
capacity with pinpoint
precision…
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Finally, we suggest you
perform a detailed
screening to uncover
wealth, career, and
philanthropic
connections and
determined those most
likely to be your best
prospects for specific
gifts.
CONSTITUENT SCORING
Likelihood Models
• Each constituent receives an assigned score from 0-1000
• As their score increases, the likelihood of the constituent to
make a gift of that type increases, as well
Score
Description
Minimum
Maximum
Excellent
901
1000
Very Good
801
900
Good
701
800
Average
501
700
Below Average
0
500
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Target Analytics®
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HOW PREDICTIVE BEHAVIOR MODELING WORKS
Identify the Action to be Predicted
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HOW PREDICTIVE BEHAVIOR MODELING WORKS
Build the Profile
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HOW PREDICTIVE BEHAVIOR MODELING WORKS
Score the Database
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Target Analytics® Project
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PLANNED GIVING RESULTS
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Prospects were screened for their likelihood to give a gift through planned giving vehicles
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The groups noted below represent the best planned giving prospects for your
organization
•
Solicitation should be prioritized by top likelihood to make a planned gift
•
Use demographic information in conjunction with the likelihood scores for marketing
Planned Giving
Likelihood Score
All Ages
Excellent
(PGL 901-1000)
Very Good
(PGL 801-900)
Good
(PGL 701-800)
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Target Analytics®
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APPENDIX
A D D I T I O N A L I N F O R M AT I O N & R E S O U R C E S
DATA SOURCES FOR BUILDING MODEL VARIABLES
• Many pieces of information about each person are collected and used to create
the most predictive models possible
- Each model is verified for strength and reliability and must pass stringent
review
- For most models, only 5-10 variables come into play after checking
millions of combinations
• Sources of data:
- Your database: constituent’s giving history and any other internal
constituency codes or relationships that indicate affiliation
- The U.S. Census Bureau: decennial census information and periodic
estimates collected by the U.S. government through surveys and statistical
models. Data is aggregated at the Zip Code + 4-digit level
- Experian: summarized consumer information including financial services,
retail, mortgage, communications/utilities, automotive and other sectors.
Data is summarized at the Zip Code + 4-digit level
- Asset, Wealth and Philanthropy Indicators: quick-scan findings from
several public asset information databases related to potential asset holding,
other indicators of wealth and charitable donations
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Target Analytics® Project
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TARGET ANALYTICS DEFINITIONS
• Years of Consecutive Giving - Counts the consecutive years of gifts for each individual by looking back
progressively starting with the most recent year first
• Donor Loyalty Trends- Defines the long-term loyalty of giving pattern for each individual
Promoter
Giving in all of the past 5 years
Devoted
Giving in 3 to 4 of the years
Sporadic
Giving in 1 to 2 of the years
Deeply Lapsed
0 gifts in the past 5 years
• Past Giver Type- Defines the immediate past 3-year giving history of each individual
Regular
Giving in each of the past 3 years
Occasional
Giving in 1 to 2 of the past 3 years
Non-Donor
No gifts in the past 3 years
• Velocity Rating - The total giving in the most recent year divided by the average giving in the last 3 years.
Illustrates escalation or de-escalation of giving
Rising Star
Most recent year giving is larger than their immediate 3-year average giving
Slow and Steady
Last 3 years’ gift level has not changed or only one gift in the past 3 years has been given
At Risk
Most recent year giving is less than their immediate 3-year average giving
N/A
Never-givers or those who have lapsed for more than three years
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Target Analytics®
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PLANNED GIVING LIKELIHOOD (PGL)
• Individuals most likely to make a planned gift belong to specific demographic and
lifestyle segments that range from retirees who are empty-nesters, living quiet,
comfortable lives, to very prosperous and powerful middle-aged and older
executives who enjoy more affluent lifestyles with prestigious careers and
educations.
• They have been philanthropic with your organization and others, particularly to
health-related causes, and make political donations as well.
• However, they are likely to use credit in a conservative manner whether their
outward lifestyle consists of luxury items or not and they are further identified by the
small number of people living in their households.
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O T H E R S E RV I C E S AVA I L A B L E
MODELS AND WEALTH SCREENING OPPORTUNITIES
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PROSPECTPOINT® MODELING TERMS
The Likelihood Models
- Likelihood to Give (LTG)
- Annual Giving Likelihood (AGL)
- Mid-level Giving Likelihood (MidGL)
- Major Giving Likelihood (MGL)
- Bequest Likelihood (BL)
- Annuity Likelihood (AL)
- Charitable Remainder Trust Likelihood (CRTL)
• Scores for these models range from 0 to 1000
• Higher scores translate to better prospects
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PROSPECTPOINT® MODELING TERMS
The Capacity Model
• Sets the inclined giving level each prospect appears to have for
your institution
- Target Gift Range (TGR)
• Gift range projected for a one year period
• Target Gift Ranges are numbered 1 to 12, from $1-50 to $100,000+
1:
2:
3:
4:
5:
6:
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$1 - $50
$51 - $100
$101 - $250
$251 - $500
$501 - $1,000
$1,001 - $2,500
Target Analytics®
7: $2,501 - $5,000
8: $5,001 -$10,000
9: $10,001 - $25,000
10: $25,001 - $50,000
11: $50,001 - $100,000
12: $100,001 +
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ANNUAL GIVING RESULTS
Each individual is segmented into action groups for annual giving, based on how likely
they are to make an annual gift, as well as their individual capacity range:
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•
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Best Prospects (Green) - target for repeat gifts, at specific amounts
Second Tier (Yellow) - not likely to be high value; solicit if budget / time allows
Low Yield (Red) - consider minimizing investment in these individuals
Target Gift Range
Annual Giving
Likelihood Score
$1 - $50
$51 - $100
$101 - $250
Excellent
(901-1000)
Very Good
(801-900)
Good
(701–800)
Average
(501-700)
Low Scoring
(< 501)
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Target Analytics® Project
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$251 - $500
$501 - $1,000
ECHELON POWER SEGMENTS™
A Segmentation Model That Places Donors Into Ranked Liquidity
Groups Based on Common Attributes, Like Age, Lifestyle, &
Finances
• Based on over $10 trillion in U.S. consumer assets and investments
collected from a consortium of nearly 100 leading financial
institutions
• Uncovers disposable assets that may not have identified during
predictive modeling or data screening processes
- Identifies those with private or hidden wealth
- Identifies long-term growth or advocacy prospects
- Focuses on liquidity needed for larger philanthropic contributions
• Provides insight into the donor profile (age, assets, incomes and
lifestyle)
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INCOME36O
Provides a precise measurement of the total income level of a
household
• Direct-measured and tangible
• More accurately identifies a prospect’s earnings, up to the $2 million,
well above the $250K cap that limits most data providers
• Provides precise dollar amounts that can be used to reduce the
inefficiencies of “modeling a model”
• Helps identify hidden wealth that is never self-reported or available
publicly and provides insight on the liquidity side of wealth
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WEALTHPOINT® DATA SOURCES
Hard Asset Data
An enormous database of corporate information: public and private
company officers, private company ownership, officer bios,
company descriptions and valuation
Market Guide from Reuters provides biographical and financial data
on pubic company officers and directors
Public stock holdings/transactions by corporate officers, directors,
major shareholders; transaction histories, updated stock prices
through BATS Exchange
Primary and secondary holdings of real estate, estimated property
values, including properties in trusts
Wealth
Indicators
Detailed self-reported biographical information including education,
interests, children, etc.
Indicators of wealth, including presence of luxury items like planes,
yachts, investments, income and net worth estimates
Household income Discretionary Spending, birthdate, marital status
and occupation information and mosaic information as well as adding
the first found HH member (data appends based on subscription level)
Philanthropic
Interests
Identifies officers of two kinds of nonprofits: public charities (grant
seeking) and private foundations (grant making – includes family
foundations)
The largest collection of public donations available with more
than 90 Million philanthropic gift records; NOZA adds over a
million donation records to its database each month
FEC
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In-depth information on more than 2 Million federal elections
contributions including amount and recipient
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WealthPoint Confidence Levels

Confirmed: Automatically upon screening or manually by a staff member
Very High Confidence
High Confidence
Moderate Confidence
Low Confidence
Political Donations, Private Foundations and Non
Profit Affiliations will initially match on moderate
or low confidence levels.
Inaccurate (rejected)
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Target Analytics® Project
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WEALTH-BASED CAPACITY RATINGS
• Each prospect who is screened through WealthPoint automatically
receives a wealth-based capacity rating:
- Major Giving Capacity (MGC)
- Total philanthropic capacity
- Assumes at least a 5 year pledge
• MGC formula is configurable
- Current formula:
- Estimated Wealth is the sum of confirmed assets from all sources
- MGC = 5% of Estimated Wealth
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Target Analytics® Project
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ASSET PORTFOLIOS OF THE WEALTHY
According to the IRS, households with net worth between $1.5M-$10M have their
worth spread among these asset categories
We can find exact matches on this data
We can sometimes find this information
This data is typically well hidden
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Target Analytics® Project
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Thank You!
Michael Quevli
Senior Consultant
Target Analytics, a division of Blackbaud
(480) 446-3777
[email protected]
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Target Analytics® Project
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