or how to read that stuff in wizard. lai lonne fong dorothy u. oluonye jessica messerschmitt
TRANSCRIPT
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Prospect Ratings Demystified
OrHow to read that “stuff” in Wizard
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Special ThanksLai Lonne Fong
Dorothy U. OluonyeJessica Messerschmitt
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Why have ratings?Determine Wealth LevelsGift CapacityPropensity to GiveFrequency of GivingLikely Gift Type (CRT, Bequest, etc.)
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Who has ratingsAll Domestic Alumni (unless they are
deceased)Many Foundations and Corporations (older
records—no longer reviewed)Certain Friends (most at this point)
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The LIFETIME RATING Explained
Making a recommendation based on an analysis of financial and other factors about the range of gift
possible from a prospect. (Cecilia Hogan; Prospect Research—a Primer for Growing Nonprofits; Jones and
Bartlett, c. 2004)
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What it MeansDefinition 1: 3% to 5%, conservatively
calculated, of Demonstrated Net WorthDefinition 2: What a prospect can be
expected to expend philanthropically over the course of his or her lifetime—to any charitable institution (not just CWRU)
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Why?Prospects need to be “binned” in categories
by wealth on an absolute scale—Who is the richest and what percentage can we get?
Propensity is NOT at issue here, just wealth
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Where to Find itOn the front Screen in the Purple QuadrantNOT THE WHOLE PICTURE—Drill down!!
Three types of rating: LIFETIME NEEDS RESEARCH APPROVAL NO LONGER VALID
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How is Lifetime Rating CalculatedBalance Sheet Model
Assets – Liabilities = Net WealthIndustry Standard Formulas for Calculating
Net Worth—Several Scenarios FormulatedMost likely scenario is used based on
combination of “hard” and “soft” data (contact reports, news articles –other giving, etc.)
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Ratings ControlResearch Office has last word…BUT!Ratings will be changed if proof is offeredPropensity to give to CWRU not a factorRatings are reviewed from time to time
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How Ratings Stack UpUp to $100M: 3 Alumni, 24 FriendsUp to $50M: 2 Alumni, 6 FriendsUp to $25M: 20 Alumni, 26 FriendsUp to $10M: 45 Alumni, 54 FriendsUp to $5M: 213 Alumni, 137
FriendsUp to $2.5M: 60 Alumni, 54 FriendsUp to $1M: 224 Alumni, 99 FriendsRatings from $100K - $500K not fully
approved: there is much room for growth!!
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Expectation FieldFound on Prospect ScreenIntended for Fundraiser useCompletely user-defined
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The PRIZMNE SystemClassifies thousands of neighborhoods in 66
lifestyle segments, each a distinct marketplace group
Provides a highly accurate measure of socioeconomic standing, philanthropic tendency, and lifestyle indicators(Source: GGA presentation, 2005)
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PRIZMNE VariablesSocial Rank (income, employment, education)Household CompositionMobility (length of residence, car ownership)EthnicityHousingUrbanization (urban/rural, housing densities)
(Source: GGA presentation, 2005)
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Where to Find PRIZMNE
Found in Demographic Profile sectionCodes of Importance:
1 Upper Crust (6,613 hits)2 Blue Blood Estates (3,357 hits)5 Country Squires (5,513 hits)6 Winner’s Circle (2,160 hits)7 Money & Brains (6,326 hits)9 Big Fish, Small Pond (6,294 hits)10 Second City Elite (2,104 hits)
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Grenzenbach Glier & Associates
The GGA ratings
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GGA ExplainedAlmost all individuals in Wizard were rated in 2005Three, Four or Five ratings, found in Evaluations
GGA Major Gift: A, B, C, D, E (A being the best)GGA Annual Giving: 1 through 6 (1 being the best)GGA Planned Giving: P, S, T, X (P being the best)NL (Nothing to Lose): High wealth but no givingGGA Gift Capacity Estimate (not very many records)
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Blackbaud AnalyticsThe next wave in prospect ratings!
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What is Blackbaud?A Predictive Model Charts Capacity AND LikelihoodMost Detailed Product Available on MarketAs Many as 26 Records per Prospect
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Blackbaud Ratings Broken DownUniversity as a whole analyzed for:
Major Gift Likelihood ($2,500 or more)Annual Giving LikelihoodAnnuity LikelihoodCRT LikelihoodBequest LikelihoodTarget Gift Range (capacity)
Each school analyzed separately:Major Gift Likelihood (school specific)Target Gift Range
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Where to FindFound in Evaluations
Target Gift Range (TGR’s) Scores are from 1 to 15 (University) and 1 to 12 (schools)
Likelihood Scores are from 1 to 1,000 (1,000 being the best score) Mapped into Wizard in file-specific Quartiles Ignore the $ sign on actual rating—it is a hard code
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Ratings Not (Yet) in WizardFrom Blackbaud Wealthpoint Screening:
Estimated Wealth To be mapped to a wealth field
Annual Giving Capacity ($ range)Annual Giving Capacity Value ($ value)
1% of Wealthpoint total assetsMajor Giving Capacity ($ range)Major Giving Capacity Value ($ value)
5% of Wealthpoint total assets
YOUR GUT INSTINCT!!!
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How-to Section (the fun part)
Looking up ratings; reports, etc.
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Reports where Ratings MatterFile-Print-Other
Brief Biographical SummaryExecutive SnapshotWizard In-depth ProfileHigh Profile Summary ReportProposal List – Entity NEW (choose school for
Blackbaud)Proposal List – Prospect NEW (choose school for
Blackbaud)
Not all ratings appear on all reports
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Ratings in Advanced Look-upTab PT (A-N)
Evaluation sub-tabUse Type and Rating fields
To look up Blackbaud data:Best interpreted as a combination of MGL and
TGR You must do two searches and use intersecting
clipboards
For PRIZMNE
Tab PT (A-N) Demographic Profile sub-tab; use Level field