University of Southampton

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Implementing Prospect Management A Case Study
at the University of Southampton Eleanor
Marsden 2008
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Eleanor MarsdenManager, Research and Prospect
Management  Office of Development and Alumni
Relations

• One Person Shop Researcher ? RPM team
• Implementation development of custom-built PM
  system

Aim today Overview of starting PM from nothing ?
sophisticated system

• Trials and triumphs!

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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

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• Organisation, Organisation, Organisation
• leads to
• Inclination ? Cultivation ? Solicitation!

(How do I know what I think til I see what I
say? - E. M. Forster)
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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)
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How it Works
Information contained in Managed Partner System
database ACTIONS
Information contained in Donor Strategy
database INFORMATION DATA
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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

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A New Way of Working

• Entering information
• Timely information
• RPM 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 RPM division

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The Donor in MPS
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A Closer Look at the Funnel Pipeline (The
Donor Lifecycle at Southampton)

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• 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 Managers
cultivation strategy.
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• 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

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• What is a Contact Report?
• Password-protected web-based.
• Must comply with data protection.
• Emailed automatically to all team members.

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Sample Relationship Manager List Report
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Sample Managed Partner Report
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Sample Progress Tracking Report
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Monthly Report
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Pipeline Report (Based on the Gift Pyramid
principle)
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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

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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.

In consultation with Director of Development and
RPM
In consultation with Director of Development and
RPM
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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

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Revelation!
Outcomes Pipeline 2006 c.20m ? Pipelin
e 2008 c.50m (In use for a year 2009 sees
further development)
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Further Questions?

• Eleanor Marsden
• e.marsden_at_soton.ac.uk
• 02380 597756
• 07768 840 437