How Prospect Identification is Different for Small Organizations
Rethinking Wealth Screening for Smaller Nonprofits
I think it’s important to discuss why some of these screening tools and prospect identification tools are important for very large organizations—and why it isn’t an area to focus on as intensely if you are starting with a smaller list.
Nobody has an unlimited budget or can justify marketing planned giving to tens or hundreds of thousands of donors. If you’re a national charity with millions of names on your list, it’s not cost-effective or practical to wallpaper the country with solicitations.
But for a lot of smaller organizations like community hospitals, independent schools, and small colleges, the need to shrink your list for marketing purposes is not nearly as significant.
Don’t put yourself in the same position as the mega organizations.
Large organizations have no option except to pare down their list to the best prospects because their lists are just too big. Small organizations don’t have that problem. Granted, you probably have a smaller budget and have to be smart about how you manage it.
But you don’t have to limit your marketing to the very cream of the crop. When you open up your marketing efforts, you’re able to discover untapped resources that would have been filtered out by your prospect identification tools and wealth screening software.
Invitational Marketing Works Better
Marketing is meant to inspire donors and invite them to make an impact. See how invitational messages help you discover untapped resources so you can reach a new level with your planned giving.
Want better results from your planned giving marketing? Schedule a call with Jeff.
More Resources:
- Email Templates:
- Practical Solution Announcements (PSAs):
- Article: What Makes Marketing a Planned Gift Effective?
- Mission Minded Marketing: An Immediate and Effective Communication Plan for Fundraisers