Myths, Misconceptions and
Special Libraries Committee
What do Prospect Researchers do?
What makes a great prospect?
Data Mining to find new prospects
Prospect Research example
What do you mean you cant find that?
Skills and Career
Canadas charitable and nonprofit sector is the 2nd
largest in the world; the Netherlands is the largest; the
United States is the 5th
there are an estimated 170,000 nonprofits and charities
2 million people are employed by these organizations
representing 11.1% of the economically
$106 billion or 8.1% of GDP (larger than the automotive
or manufacturing industries)
Source: Imagine Canada
Bayview and Lawrence (north Toronto)
1.2 million patient visits each year
Heart, Cancer, Trauma, Women & Babies
Sunnybrook Foundation raises about $60M
Assist frontline fundraisers to find Major
Donors for our organizations.
Fundraisers AKA Major Gift Officers,
Advancement Directors, Development Directors
Prospects are potential donors, prospective
Prospect Research and Major Gifts
Major Donors = Major Gifts
Largest donations that your organization will receive
At Sunnybrook a major gift is $25,000
Prospect Researchers research donors with $25K Capacity
Capacity = Ability to give
Who is a prospect?
Myth: all rich people are prospects
Related myth: Prospect Research is all about
stalking rich people.
Wealth and philanthropy are key
But not all wealthy people are prospects
Major Gifts Cold Calls
To get Major Donors/Major Gifts a charity
Connection(s) to the prospect/donor
Who can help? Who do we know that
Board member, volunteer, friend,
A way in8
Gates Foundation funding interest --
supporting developing countries
Major Gifts, Major Donors
Connections, Funding interest
Loretta Rogers has been a
Toronto General Hospital
Foundation board member
Ted Rogers suffered from heart issues
Where do we find great prospects?
The best prospects are
already giving you money
Raisers Edge (RE)
Daily screening of gifts of $1,000+
Looking for signs of Capacity to give $25K+
After $1K+ screening, do research to
Gifts to Sunnybrook
Data Mining $1K+ example Robert M.
Robert gave $1,000 in December 2015 in response
to the annual board appeal.
Previously he gave $5,000 to Heart Centre in
2013; he gave $5,000 to Heart in 2012 as well.
His company, Toromont Industries, sponsored the
Golf Classic in 2014 at the request of board
member Don Jay.
Robert and Don golfed together at the event.
Robert looks like a great prospect!
Total giving $11K
(Possible) funding interest
Program area (Heart)
Timing of the gift
Recently - December 2015
Robert and Don Jay golfed together.
Board member Don Jay is our connection.
We can ask Don to help us approach Robert.
Additional research on Robert
Career, biography easier for public companies
Five top paid executives of a public company
Compensation, shares held, value of shares
Most prospects will be less visible and not
with public companies Job title
President, Owner, Founder, Partner, Managing
Private company revenues
News, size, scope, operations
Any public wealth information you can cobble
Less visible people, private companies
Robert is the Founder and Managing Partner of
Lampfield Capital which has $60M in assets under
Robert presides over several privately held
companies in Markham. No revenue figures are
available. The companies include Bonwick
Enterprises, a soil testing company founded in
1986 which has 25 employees and offices in
Calgary as well as Markham.
Roberts real estate
Less real estate information is found
Prominent neighbourhood, street
Robert lives in Hoggs Hollow on
Dilemma of the $1M home in Toronto
County tax appraisal records
Roberts philanthropy - where else has
Robert made major gifts?
PRO Online, Charity Can
Aggregators of Donor Reports
Robert has no major giving history.
Smaller gifts $1,000+, $5,000 not usually
$10,000+ is the floor
Absence of major gifts elsewhere is not a
problem if there is already giving to your
charity, wealth and connections.
Packaging, format. How you present
research depends on workplace, workstyle
Gifts to Sunnybrook
Myth: Prospect Research is all about
ChairmanToromont Industries (construction and heavy equipment seller)
He is connected to SF board member Don Jay.
Robert has given $11,678 to SB including $10K to Heart. Last gift in Dec 2015.
His company sponsored the golf classic at the request of Don Jay and they golfed together.
Robert holdsToromont shares worth $63.5M.
He has given $5M to Mount Allison University.
Consult with Don Jay. He appears to know Robert well.
Myth: Prospect Researchers can find anything about anyone
Did Sandra Chang
sell her family
Whats the status
of the XYZ Corp
How old is she?
Didnt she just
Why did they
make that gift? Is
the pledge done
When will his term
on that board
Norm Jones is
heavily invested in
gold. We need to
track gold prices.
How is Jon Smith
related to Alan
We need a family
tree for the Clark
53% work for Higher Education; 19% for Healthcare; 9%
for arts & Culture
91% work full-time; 3% contract
60% have completed Masters degrees while only 50%
of the positions require Master level
61% earned $50,000 - $79,999.
The average salary was $65,000 in 2013
Source: Membership Survey. APRA Canada (Association of Professional Researchers in
Research needs to be your passion
But learn to think like a fundraiser
Investment terminology, financial services
Read business section, appointment notices
Less for math than sorting, creating lists of prospects
Data mining, data quality, data cleansing
Information Management, Knowledge Management
Patience, persistence, skepticism
Further Reading: APRA Body of Knowledge for Prospect Development
iSchool offering elective this year; one day
workshop in the past; both taught by Jennifer Zhang
Hogan, Cecilia. (2008). Prospect Research: A
Primer for Growing Nonprofits. Boston: Jones and
Prospect Research in Canada: An Essential Guide
for Researchers and Fundraisers [forthcoming]
APRA Canada. Civic Sector Press, 2016.
Semi-annual conference Oct 12 14, 2016,
Toronto, Courtyard Marriot
Toronto social meetups
Mentoring program for new researchers