By: Brian Smith
My youngest daughter is a big fan of the crime scene investigation shows.
She tries to solve the mystery before the solution is revealed at the end of the show.
While watching television with her one night, it occurred to me that fundraising was a lot
like crime scene investigation, except, of course, for the corpses lying around.
“Collect the evidence” – CSI
Our campaigns begin with a thorough examination of the scene. We call this
a Feasibility and Planning Study. The investigation calls for our study director to canvas
the area, learning as much as he or she can about the community, the client and
“known associates.” This includes board, staff, volunteers, donors and community
leaders
By learning all we can about the client and their needs, we are able to
prepare our investigative tools -- interview questionnaires, mail surveys and other
instruments. Using these tools, we “collect the evidence” of potential support
for their mission and proposed project.
“Round up the usual suspects” – Claude Raines, Casablanca
A comprehensive Feasibility and Planning Study gives us background
information we need. With this evidence and a list of “suspects” we can conduct
research into the motives and motivations of each “suspect,” to determine
whether they are capable of committing the act of philanthropy. As the detectives say, we
look at “motive, means and opportunity.”
The campaign provides the opportunity. The suspects’ assets and
financial status provide the means. Motive is frequently the most difficult to establish.
What are an individual’s “hot buttons?” What compels him or
her to give? Obviously, the more closely associated that person is with the organization,
the more likely they are to give, when asked. But when the connection is tenuous, or the
association unclear, how do we determine the individual’s motivation?
There are several reasons that motivate people to give: religious beliefs,
reinforcement and values, confidence and trust, involvement in the organization, peer and
social pressure, recognition, tax savings and altruism. Your job is to find which one fits
your “suspect” best and apply it to get your gift.
Assessing the capability of a potential prospect is relatively
straightforward. You can access county tax roles to see what type of property they own,
and its value. If they are listed in Hoover’s Rich List, or in Forbes.com, you
have a pretty good indication of their capacity to give. A Google search or other Boolean
search engines can provide you with links to a person’s background and assets, if the
information is public.
“Quick Watson, the game’s afoot!” – Sherlock
Holmes
Determining motivation and interests is another story. This is where our
investigator must get creative and dogged.
Most libraries have a Periodical Index which lists area newspapers,
magazines, etc. These are indexed by subject, so you can look up an individual’s name
and see which publications have articles written about or by that individual. The media
coverage of a person’s life and activities gives an indication as to that
person’s interests and motivations.
With what organizations is this person affiliated? What boards does he or
she serve on? To which organizations has the prospect made significant gifts? By examining
these aspects you can tell where your prospects interest lies.
A private individual’s tax returns are not part of the public record.
But the gifts one makes to private nonprofits are. Any organization which files a 990
form, the nonprofit corporate tax return form, must list their major contributors as well
as identify their board members.
Guidestar can provide information on nonprofit organizations – 990
forms, board members, etc. You must register (it’s free) with Guidestar online, then conduct an
Advanced Search, seeking all organizations within a particular geographic area. A search
of their Boards and 990 forms can reveal who supports those organizations.
Many states will also provide information on board members and registered
agents of corporations, including private for-profit and not-for-profit corporations. This
is generally available through the Secretary of State from each individual state
government. Some states make the information readily available, others charge a fee. But
you can identify which boards a person serves on, as well as any private enterprises with
which he or she is associated. Annual reports of those corporations may be available to
you.
Motive, means and opportunity. These are the ingredients necessary to
commit first degree philanthropy. Good luck on your search through the forensics of
fundraising.
Brian Smith is a
Senior Campaign Director with Custom Development Solutions, Inc. (CDS). CDS
has become one of North America's best and most sought after fundraising consulting firms
specializing in the strategic planning and tactical execution of capital campaigns for
non-profits throughout the United States and Canada. More information on CDS can be
found on the web at www.cdsfunds.com.
If you have a fundraising question for Brian, please call 800-761-3833 or send an email to
lcs@cdsfunds.com.
