Implementing Prospect Management: A Case Study at the University of Southampton Eleanor Marsden

1. Implementing Prospect Management: A Case Study at the University of Southampton Eleanor Marsden 2008 University of Southampton Development & Alumni Relations Research & Prospect Management

2. Eleanor MarsdenManager, Research and Prospect Management  Office of Development and Alumni Relations • One Person Shop Researcher → R&PM team • Implementation & development of custom-built PM system Aim today: Overview of starting PM from nothing → sophisticated system Trials and triumphs! University of Southampton Development & Alumni Relations Research & Prospect Management

3. PM Principles & Benefits Recap • Communication = transparency • Set targets & clear strategies • Keep critical info always to forefront • Keeps donors engaged, valued and in best fit with institution → more likely to give again. • Use for all major donors (£10k+ over 5 yrs) – people and organisations Maximum gift in minimum time • = Unified fundraising effort University of Southampton Development & Alumni Relations Research & Prospect Management

4. Organisation, Organisation, Organisation leads to… Inclination → Cultivation → Solicitation! (‘How do I know what I think ‘til I see what I say?’ - E. M. Forster) University of Southampton Development & Alumni Relations Research & Prospect Management

5. Different ways to Manage Prospects A Prospect Tracking chart (Access, Excel etc) Purchase software / add-on Customised interface with existing database (= no discrepancies) → University of Southampton: Custom-built interfacing online database: Managed Partner System (‘MPS’) University of Southampton Development & Alumni Relations Research & Prospect Management

6. How it Works… Information contained in Managed Partner System database ACTIONS Information contained in Donor Strategy database INFORMATION & DATA University of Southampton Development & Alumni Relations Research & Prospect Management

7. MPS Timeline • August 2006 • MPS evolving as an idea • June 2007 • MPS in active development and testing • September 2007 • MPS goes live • October 2008 • MPS Phase 2 development ongoing • January 2009 • New MPS launch University of Southampton Development & Alumni Relations Research & Prospect Management

8. A New Way of Working… • Entering information: • Timely information • R&PM monitoring and acting on info entered • Meetings: • Monthly fundraiser strategy meetings • Inc. discuss connections, priorities, events, next steps • Monthly ‘Leadership Gift’ meetings • Assign prospects and raise issues • Introduce new potential prospects • Monthly summary reporting from R&PM division University of Southampton Development & Alumni Relations Research & Prospect Management

9. TheDonor in MPS University of Southampton Development & Alumni Relations Research & Prospect Management

10. A Closer Look at the Funnel Pipeline: (The Donor Lifecycle at Southampton) University of Southampton Development & Alumni Relations Research & Prospect Management

11. Key data (Terminology) • Relationship Manager: • Usually a Development Officer primarily responsible for the prospect. • Managed Partner: • I.e. Major Gift Prospect – has capacity to give a gift of £10,000 over a period of 5 years / legacy. • Preliminary Partner: • Prospect not yet been assigned to a Relationship Manager but has giving potential. • MP Team: • Director, Head of School, Dean or other Officer helping the Relationship Manager’s cultivation strategy. University of Southampton Development & Alumni Relations Research & Prospect Management

12. Criteria for a Managed Partner (AKA the ‘Clearinghouse’) • History of Giving to Southampton • Recommendation by a Development Contact • Vendor – Regular provider of goods or services to the University. • Affiliate – e.g. alumna/us, staff, local connection etc (Create a ‘team’ if Partner has multiple interests) → A “portfolio” of Partners per fundraiser University of Southampton Development & Alumni Relations Research & Prospect Management

13. What is a Contact Report? • Password-protected web-based. • Must comply with data protection. • Emailed automatically to all ‘team’ members. University of Southampton Development & Alumni Relations Research & Prospect Management

14. Sample Relationship Manager List Report University of Southampton Development & Alumni Relations Research & Prospect Management

15. Sample Managed Partner Report University of Southampton Development & Alumni Relations Research & Prospect Management

16. Sample Progress Tracking Report University of Southampton Development & Alumni Relations Research & Prospect Management

17. Monthly Report University of Southampton Development & Alumni Relations Research & Prospect Management

18. Pipeline Report (Based on the ‘Gift Pyramid’ principle) University of Southampton Development & Alumni Relations Research & Prospect Management

19. Issues Along the Way… Constant Evolution, e.g. reports • → Inevitable; will evolve as team / demands grow. • Time-Consuming Setup • → Spent time as researcher and prospect manager before hiring Researcher # 2; labour intensive to set up (testing etc) • Non-compliance / ‘Big Brother’ fears: (“Why should I bother using it?”) • → Emphasis on training and benefits to DOs, institution, donors, and fundraising initiative University of Southampton Development & Alumni Relations Research & Prospect Management

20. Benefits • Care / Stewardship: Prevents multiple contacts from different University parties to the same Partner. • Team Priorities: MPS sets out clear goals, targets, and planned actions for each individual. • Strategy:MPS helps Development Officers plan and define individual strategies for dealing with donors. • Timescale: MPS shortens the amount of time taken to secure a gift through rigorous organisation. • Accountability: MPS makes Development Officers accountable for actions taken with Partners. • Network: MPS links constituents in other schools and departments. University of Southampton Development & Alumni Relations Research & Prospect Management PRELIMINARY PARTNER PRELIMINARY PARTNER RC RC Leadership Gift Meeting Leadership Gift Meeting Listening Session Listening Session LI LI MP Assignment Request MP Assignment Request In consultation with Director of Development and R&PM In consultation with Director of Development and R&PM MANAGED PARTNER MANAGED PARTNER PT PT Presentation / Tour Presentation / Tour OC OC Cultivation (E.g. Appointments, correspondence, events, visits…) Cultivation (E.g. Appointments, correspondence, events, visits…) C o n t a c t s C o n t a c t s AK AK Solicitation Solicitation AF / AR / VC / RP AF / AR / VC / RP Ask Funded Ask Funded Ask Declined Ask Declined Response Pending Response Pending SW SW Stewardship Stewardship The MPS Process The MPS Process

21. The Future at Southampton Introduced to Executive Committee, VC, Trustees etc in May 2008… …‘Eureka’ moment! Even more crucial: • Growing team • HEFCE matched funding • Growing donor pool • Growing competition for funds in ‘credit crunch’ University of Southampton Development & Alumni Relations Research & Prospect Management

22. Revelation! Outcomes: Pipeline 2006 = c.£20m  Pipeline 2008 = c.£50m (In use for a year; 2009 sees further development) University of Southampton Development & Alumni Relations Research & Prospect Management

23. Further Questions? Eleanor Marsden e.marsden@soton.ac.uk 02380 597756 07768 840 437 University of Southampton Development & Alumni Relations Research & Prospect Management