Prospect Ratings Demystified

Or
How to read that “stuff” in Wizard
Lai Lonne Fong
Dorothy U. Oluonye
Jessica Messerschmitt
Why have ratings?
 Determine Wealth Levels
 Gift Capacity
 Propensity to Give
 Frequency of Giving
 Likely Gift Type (CRT, Bequest, etc.)
Who has ratings
 All Domestic Alumni (unless they are deceased)
 Many Foundations and Corporations (older records—
no longer reviewed)
 Certain Friends (most at this point)
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)
What it Means
 Definition 1: 3% to 5%, conservatively calculated, of
Demonstrated Net Worth
 Definition 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)
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
Where to Find it
 On the front Screen in the Purple Quadrant
 NOT THE WHOLE PICTURE—Drill down!!
 Three types of rating:
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LIFETIME
NEEDS RESEARCH APPROVAL
NO LONGER VALID
How is Lifetime Rating Calculated
 Balance Sheet Model
 Assets – Liabilities = Net Wealth
 Industry Standard Formulas for Calculating Net
Worth—Several Scenarios Formulated
 Most likely scenario is used based on combination of
“hard” and “soft” data (contact reports, news articles –
other giving, etc.)
Ratings Control
 Research Office has last word…BUT!
 Ratings will be changed if proof is offered
 Propensity to give to CWRU not a factor
 Ratings are reviewed from time to time
How Ratings Stack Up
 Up to $100M:
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3 Alumni, 24 Friends
Up to $50M:
2 Alumni, 6 Friends
Up to $25M:
20 Alumni, 26 Friends
Up to $10M:
45 Alumni, 54 Friends
Up to $5M:
213 Alumni, 137 Friends
Up to $2.5M:
60 Alumni, 54 Friends
Up to $1M:
224 Alumni, 99 Friends
Ratings from $100K - $500K not fully approved: there
is much room for growth!!
Expectation Field
 Found on Prospect Screen
 Intended for Fundraiser use
 Completely user-defined
The PRIZM System
NE
 Classifies 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)
PRIZM Variables
NE
 Social Rank (income, employment, education)
 Household Composition
 Mobility (length of residence, car ownership)
 Ethnicity
 Housing
 Urbanization (urban/rural, housing densities)
(Source: GGA presentation, 2005)
Where to Find PRIZM
NE
 Found in Demographic Profile section
 Codes of Importance:
 1 Upper Crust
 2 Blue Blood Estates
 5 Country Squires
 6 Winner’s Circle
 7 Money & Brains
 9 Big Fish, Small Pond
 10 Second City Elite
(6,613 hits)
(3,357 hits)
(5,513 hits)
(2,160 hits)
(6,326 hits)
(6,294 hits)
(2,104 hits)
The GGA ratings
GGA Explained
 Almost all individuals in Wizard were rated in 2005
 Three, 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 giving
 GGA Gift Capacity Estimate (not very many records)
The next wave in prospect ratings!
What is Blackbaud?
 A Predictive Model
 Charts Capacity AND Likelihood
 Most Detailed Product Available on Market
 As Many as 26 Records per Prospect
Blackbaud Ratings Broken Down
 University as a whole analyzed for:
 Major Gift Likelihood ($2,500 or more)
 Annual Giving Likelihood
 Annuity Likelihood
 CRT Likelihood
 Bequest Likelihood
 Target Gift Range (capacity)
 Each school analyzed separately:
 Major Gift Likelihood (school specific)
 Target Gift Range
Where to Find
 Found 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
Ratings Not (Yet) in Wizard
 From 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 assets
 Major Giving Capacity ($ range)
 Major Giving Capacity Value ($ value)

5% of Wealthpoint total assets
 YOUR GUT INSTINCT!!!
Looking up ratings; reports, etc.
Reports where Ratings Matter
 File-Print-Other
 Brief Biographical Summary
 Executive Snapshot
 Wizard In-depth Profile
 High Profile Summary Report
 Proposal List – Entity NEW (choose school for Blackbaud)
 Proposal List – Prospect NEW (choose school for Blackbaud)
 Not all ratings appear on all reports
Ratings in Advanced Look-up
 Tab PT (A-N)
 Evaluation sub-tab
 Use 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
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