Hiding in Plain Sight

Have you ever heard the advice to shop your own closet? Or to fish in your own pond? Sometimes the best things are hiding in plain sight.

Often, I hear fundraisers ask where they can find their next major donors. My answer: inside your own organization.

When planning for fundraising, it’s silly to only consider those who have given in the past. It’s also misguided to focus exclusively on people who have their name on a building in your community or give a great deal of money to other institutions. They may not be the right prospects for you.

Instead, think of how many people have engaged with your programs. Say, 500. If none of them have given in the past, then you have 500 prospects.

Of course, not all of them will be major donors, but some might be. So, how do you find out?

Remember, HeART and science are the key to strategic fund development. 

The ART: stories, intuition, past giving, hunches. 

Science=data. There are many search engines that can help you discover the giving potential of your prospects. I’m a fan of one of the newest search engines, @impaladigital. I also like iWave.

What if you don’t have access to or can’t afford search engines? Sort your list of users by high-end zip code. That’s an easy first place to start. 

Think about it. 

Make a list of participants who have capacity and are already involved.  

Start there!