17th Annual
 
National Parent Fund-Raising Conference

University of Southern California
Los Angeles, CA
July 29, 2002

Identifying and Researching
Top Parent Prospects
 


Presented by

Nancy Ellis Taylor
Associate Director of Development Research
University of Southern California
netaylor@usc.edu



I.  In the Beginning, There Were: Parents

    A. The Tale of the $100 Million Dollar Parent

    B. Lessons from the $100 Million Dollar Parent

        1. Collect the Data

            Some sources:   

            * registration forms
            * school-based development officers
            * parent events
            * alumni groups
            * volunteers
            * boards/trustees
            * the President's Office

        2. Know Your Database

            Data Mining Tips

                        * Wealthy Zip Codes

                                Source: USC Wealth Zip Codes Web site:       

http://www.usc.edu/dept/source/zipcode/index.htm

                        * Trustee/Board Member Addresses:  use their zips & even street name

                        * Job Titles: Presidents & CEOs & Chairmen--Oh, my!

                        * Any Business Address or Name of Major Local Company

                        * Previous donors

                        * Alumni parents

                              * Combine Any/All of Above

        3.    Work the Research Staff

            a. Keep Them Informed

            b. Proactive Research: News Electronic Alerts & Newspaper Scanning

            c. Database Screening: Surfacing the Top Prospects

                USC Experience with P!N -- Prospect Information Network
                                   
                    http://www.prospectinfo.com/home.html

                   Considerations: 

                 #1. Data integrity: saves time
                    #2. Private business data: picks up more prospects
                 #3. Formatted reports


REAL TROJAN PARENTS
        from Trojan Parents Weekend 2001
        http://uscnews.usc.edu/photo_album/


II. The Rest of the Story: Researching the Top Prospects

    A. Quick Tips for Finding Parent

            1. Real Estate Database

                Example: Lexis-Nexis Corporation/Assets Locator: http://www.nexis.com/research

            2. Phone Directories

Example: Switchboard.com by Phone Number:
http://www.switchboard.com/bin/cgirlookup.dll?LNK=3:161&MEM=1
Example: Anywho.com by last name and partial address
http://www.anywho.com/wp.html

    B. The Web Site for Custom Parent Research: USC Development Research Power Tools

        http://www.usc.edu/dept/source/DevResTool.htm

       Visit USC Development Research Power Tools to see the top free and pay-per-view Web sites

III. Q & A








THE ULTIMATE GOAL