san diego zoo global uses target analytics to identify ...€¦ · capital campaign. an analysis of...

San Diego Zoo Global

San Diego Zoo Global Uses Target Analytics® to Identify Prospects and Better Utilize Resources

© July 2011 | 2000 Daniel Island Drive, Charleston, SC 29492 T 800.443.9441 E [email protected] W www.blackbaud.com

San Diego Zoo Global operates the San Diego Zoo, the San Diego Zoo Safari Park, and the San

Diego Zoo Institute for Conservation Research. The organization is the largest zoological membership

association in the world. It has more than 250,000 member households and 130,000 child memberships

to represent more than half a million people.

Challenge

San Diego Zoo Global relies heavily on its membership base to support its operations and conservation

research. With more than 650,000 records for individuals who can be solicited in its database, the

organization needed to better understand its constituent base and identify new prospects from its current

prospects to appropriately allocate its internal resources. The organization is also preparing for an upcoming

capital campaign. An analysis of this extent was not a feasible task for the team at San Diego Zoo Global;

therefore, the organization needed help to effectively identify its prospect pool.

Solution

The Zoo determined that a robust screening of its database was essential and selected Target Analytics®

to appropriately segment its prospects and provide detailed wealth identification information. Additionally,

the organization selected ResearchPoint™ to effectively manage the vast amounts of prospect data

provided by the screenings.

The organization first defined the criteria of the people that it wanted to have scored by ProspectPoint®,

a prospect analysis service that scored and ranked donors and prospects using statistical profiles built

specifically for San Diego Zoo

Global. The organization only

wanted to know about those

constituents who had given in the

past three years and had given a

certain amount. The organization

scored 15,000 names for major

giving likelihood, planned giving,

target gift range, and bequest

likelihood.

“Target Analytics helped us understand our donor database better. We always knew that we had good prospects and loyal donors.”

— Ruta Saliklis Prospect Research Manager


Continued on following page


Target Analytics utilized three custom and two prescriptive data models for San Diego Zoo Global.

Target Analytics built data models to identify the Zoo’s bequest donors, major gift donors, and determine

suggested ask amount. Additionally, it used available data models to determine annuity and

charitable remainder trust prospects.

The organization then utilized WealthPoint®, a robust wealth identification service, to screen 5,000

names. WealthPoint uses financial, biographical, and demographical data to identify and profile the

wealth of individuals in the database.

With the vast amount of data accumulated on its constituents, San Diego Zoo Global needed a way

to manage and organize it all. It selected Blackbaud’s ResearchPoint to serve as a central tool to

combine public data and information in its donor database, The Raiser’s Edge®.

Using these solutions, the organization was able to determine and identify which constituents are

most likely to remain loyal, reveal prospects capable of providing a major gift, and group prospects

by gift likelihood and their financial capability.

Results

Based on the more than

15,000 returns provided to

San Diego Zoo Global, the

organization found more

than 11,000 prospects

that had a very good

likelihood of contributing

a $1,000 or more annually

to the organization. The

organization also had

approximately 12,000

prospects that had good

planned giving scores. Using

this information, San Diego Zoo Global will be able to spend its time and resources cultivating those

prospects that have the potential to give the greatest return.

San Diego Zoo Global will use its ProspectPoint and WealthPoint data to guide more granular marketing

and cultivation campaigns. The organization may use the data to build marketing campaigns geared

specifically to those individuals that scored low in a particular category but have potential. With

competition for donors fierce, it is essential for the Zoo to begin cultivating potential donors as soon

as possible.

“Now we know better how we should be spending our time and who is the best to target for projects, what appeals are most likely to work for whom, who is best to approach for an annual gift versus charitable gift annuity or major gift, for example.”

— Ruta Saliklis Prospect Research Manager



Continued on following page


For Ruta Saliklis, prospect

research manager for San Diego

Zoo Global, the information

provided by Target Analytics can

equate to anywhere from 10 to 20

million dollars for the organization.

“Target Analytics helped us

understand our donor database

better. We always knew that we

had good prospects and loyal

donors, but now we know better

how we should be spending our

time and who is the best to target for projects, what appeals are most likely to work for whom, who is

best to approach for a annual gift versus charitable gift annuity or major gift, for example. We just know

our donors better,” Saliklis concluded.


For more information about Target Analytics, contact us at [email protected].

san diego zoo global uses target analytics to identify ...€¦ · capital campaign. an analysis of...

Documents