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
II. The Rest of the Story: Researching the Top
Prospects
A. Quick Tips for Finding Parent
1. Real Estate Database
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
Visit USC Development Research Power Tools to see the top free and pay-per-view Web sites
III. Q & A
