Screening for new Prospects

As we head into the midst of summer it’s now that time of year again when many Universities and educational institutions begin screening the parents of their new intake of students. This screening is a crucial part of a development team’s process – identifying those parents who have the capacity to give to their institution in future.

However, is capacity and wealth information enough on its own?

If a prospective donor is two hundred times more likely to make a major gift donation when approached through a peer as opposed to a fundraiser, it means that finding a connection to one of the new parents can be just as important as finding out whether they have the capacity to give.

So, institutions that are currently in, or about to begin the process of screening for new prospects must consider that only by screening for both wealth and relationships can they formulate complete strategies on which potential new donors to approach and how to approach them.

 

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