Recording: Informed Prospect Identification: Balancing Data, Strategy; Intuition, with Charles Kingston

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Date Recorded: 12th Nov 2020
Duration: 90 minutes
Format: Live Online
Course Type: Focus
For: Researchers, Fundraisers, Directors - US & UK

Overview

As fundraising intelligence professionals and fundraisers, we spend a lot of our time trying to build prospect pools of individual major donor prospects for our fundraising goals.

In doing this we tend to fall back on a range of factors, mixing intuition with old familiar concepts from prospect research or fundraising strategy, without necessarily knowing if either have a solid foundation. We may not be sure whether our fundraising goal or prospecting brief is realistic, or what kind of factors we might look out for when analysing the strength of our prospect pools.

This session looks out how we can use data to guide our expectations when going about identifying major donor prospects – focusing on individuals – and how this can give us a stronger and more confident voice in forming strategy.

This will be done by bringing together separate strands of data, spending time looking at wealth and income populations and at a survey of the profile of major donors; ending with reflections on the psychology of income (a subject covered in detail in Amy Begg’s Pyrotalk on 14 October 2020).

The session aims to be thought-provoking both for those who are newer to this work and for those with more experience. It will use UK data in its examples but the principles discussed apply regardless of geography.

Note: a version of this presentation was given at the CASE Development Services Conference held in Manchester in March 2020 met with exceptionally high reviews.

Key Learning

Understand key theories behind prospect identification
Understand drivers behind major giving
Gain insight how income psychology effects giving
Understand how to factor in intuition in you strategy
Learn key data points to focus in on and refine
Explore how to integrate all the above to advance your own identification strategies

About the Speaker

Charles Kingston, Head of Prospect Research, The University of Oxford

For over a decade Charles has led the team responsible for prospect research and due diligence for the University of Oxford’s fundraising activity. This has included the duration of its successful campaign which ended in 2019 with £3.3bn raised, the largest in UK history.

Charles has spent his career in research, information and knowledge management, previously within a ‘big four’ professional services firm; a leading business institute; and a global pharmaceutical business.