We hope you've had a great
summer! We would like to bring your attention to a recent article from APRA's
magazine titled, "
Steps to a Successful Campaign
." This article is timely, as many USM institutions are in various phases of fundraising campaigns. It is beneficial to know or understand few key steps that may lead to a successful campaign at your institution.
article lists five steps to take to ensure a successful campaign.
First, it is important to have accurate data in your alumni/donor database. While prospect research professionals gather and confirm data on donors and prospective donors, development officers should be recording their
contact reports and any information that they collect in the database. Accurate maintenance of data is key to gaining valuable knowledge to create strategies on high-net worth individuals.
Secondly, institutions need to know the number of prospects needed to raise a certain amount of money. Institutions need to actively monitor the process of moving prospects from identification to solicitation stage to determine if they are able to fulfill their goals. A
campaign plan may include a gift pyramid that usually indicates the number of gifts needed at each level to reach the fundraising goal.
campaign feasibility studies may identify the need for extra resources, such as the need to hire new development officers and/or prospect research professionals. This would be the time in campaign planning phase to streamline any existing reports and processes, especially in prospect research.
The fourth step calls for implementing better
portfolio management. This means assigning a manageable or limited number of prospects to portfolios of development officers. Limiting the number of prospects ensures that prospects in the portfolio are moved through the fundraising cycle within an expected timeline.
Lastly, make data work for you! As mentioned earlier, we should maintain good data on constituents to create accurate reports and explore different strategies such as predictive analytics to segment out the best set of prospects. "Data in = data out."
We hope that the above steps can be used to make your campaign successful. If you would like to read the whole article, please contact me at
and as always, please feel free to reach out to us with questions, comments or any assistance with prospect research!
Sapna and USM Advancement Research Team