By Tracey Church, President, APRA Canada
As a prospect researcher, you learn to read things differently. Since most researchers are a curious sort, luckily, this isn’t an inconvenience. When we read the newspaper, we are always looking for new and growing businesses, entrepreneurs, and philanthropists who have given major gifts to see how those prospects might fit with our particular charity. When visiting hospitals, art and performance centres, and universities, we are always drawn to the donor walls. When attending events, we are perusing the sponsor lists or tables. All in the quest to fill the important major giving pipelines which are crucial part of campaigns.
There is no doubt that prospect researchers can and do play an important role in the planning and management of the campaign process. Going through the latest issue of KCI’s Trends (2013 Issue 1), several key elements about campaigns can be highlighted for the work of researchers.
First, campaigns aren’t going anywhere and, in fact, are a robust and important part of the fundraising landscape in Canada. Second, a large part of the campaign process is the planning stage, where the assessment of an organization’s pipeline needs to take place. Third, volunteers continue to be a large part of any campaign and researchers are part of the team that brings forward potential volunteer candidates. Finally campaign planning wouldn’t be complete without a market assessment of external factors which may impact the success of the campaign, and researchers very much take part in finding out “what’s happening out there”.
Since the major gifts still account for a substantial part of campaign revenue, the importance of a healthy major gift pipeline is paramount and cannot be underestimated. In KCI’s latest Trends issue, a section on “Scrubbing the Pipeline” highlights the importance of really looking at your pipeline and being realistic in regard to every prospect’s current relationship with the organization, the estimated campaign gift capacity, the likelihood of that gift, and the expected timeframe of a gift. This process needs to be done in the planning stage of the campaign in order establish an attainable goal for the campaign. In addition, a regular review of the pipeline throughout your campaign can only benefit your campaign success so there are no surprises half way through.
Overall, being part of a campaign can be an exciting period for prospect researchers. In addition to contributing to its planning and ongoing success, you can see some great activity, from the fund development team, on the major giving prospects you have added to the pipeline. As well, when a big gift comes in, make sure you take part in the celebration and the impact of the gift – that’s what it’s all about!