Will the Mouse Take the Cheese? – A Curious Experiment in Portfolio Building and Marketing with the Collaborative Efforts of Prospect Research, Annual Giving, and a Development Officer

Track: Prospect Research

Session Number: 1005
Date: Mon, Mar 13th, 2017
Time: 1:30 PM - 3:00 PM

Description:

The University of South Carolina Prospect Research staff recently decided to break its traditional mold of sending prospects to Development Officers who meet that sacred trifecta we all look for—consistent giving, high capacity, and affinity—to try out something new and different to challenge ourselves. Per usual, the Prospect Research team was preparing to identify prospects to help build a newly hired Development Officer’s portfolio when we decided to segment a population to send a test email solicitation. We wanted to see if they would take the “cheese” and make a donation, in turn qualifying themselves as a prime prospect for the Development Officer’s portfolio. Having no experience in mass solicitation emails or marketing designs, we partnered with the experts in that area, our Annual Giving team. We also included the Development Officer whose portfolio we were building to harness his knowledge to create a truly powerful email message that would compel a constituent to give to this particular Development Officer’s cause. The aim of this session is to present a case study in how to take an artful, quasi-marketing approach to building a newly hired Development Officer’s portfolio that requires not only understanding your population of donors and how to segment that population but also working across teams and collaborating to send out a unique solicitation email designed to have a constituent qualify himself or herself as a prospective donor.
Session Type: Breakout Session

Primary Competency: RM:Competency 7: Portfolio Management
Secondary Competency: RM:Competency 8: Pipeline Management
Tertiary Competency: None
Prerequisites: Some experience in helping to build portfolios or manage portfolio pipelines may be useful.
Content Focus Area: Higher Education
Session Type: Breakout Session

Primary Competency: RM:Competency 7: Portfolio Management
Secondary Competency: RM:Competency 8: Pipeline Management
Tertiary Competency: None
Prerequisites: Some experience in helping to build portfolios or manage portfolio pipelines may be useful.
Content Focus Area: Higher Education