Join us for a focused discussion about how a seasoned nonprofit fundraiser conducts in-depth yet cost effective fundraising research, with an emphasis on your own nonprofit's databases. Carolyn suggests you sign up for a free Candid/GuideStar account. Some of Carolyn's suggestions involve using information shared on the Candid website, so that means you can start researching on your own, right after the presentation! Carolyn M. Appleton got her start in nonprofit fundraising in Austin in the 1980s. Since then, she has worked across Texas, often in remote locations with little or no staff support. New technologies and the Internet have helped Carolyn achieve her fundraising goals, and then some! In 2011, she launched Carolyn's Nonprofit Blog, which today has more than 100 nations visiting annually. Carolyn has been an NTEN: Nonprofit Technology Network volunteer for ten years. She received a national NTENy award for her volunteer efforts. Carolyn has spoken during the annual NTC: Nonprofit Technology Conference (and others), she has authored a variety of articles on nonprofit fundraising and communications, and in 2019, she was pleased to help TechSoup develop an online nonprofit disaster preparation and recovery course funded by the Center for Disaster Philanthropy. In 2019, Carolyn also became a Qgiv affiliate. Join us for this hands-on insider program! Slides from their May2020 event. #NPTechClubATX is part of a network of tech clubs across the nation and the world. NTEN: Nonprofit Technology Network and NetSquared (a program of TechSoup), are co-sponsors. Meetings are free to all. https://local.nten.org/austin/

1. A guide by Chip Heath & Dan Heath

2. #NPTechClubATX is part of a
network of tech clubs across
the nation and the world.
NTEN: Nonprofit Technology
Network and NetSquared (a
program of TechSoup Global),
are co-sponsors.
Programs are free to all.

4. #NPTechClubATX Co-sponsors
TechSoup & NetSquared
techsoup.org & netsquared.org
NTEN: Nonprofit Technology Network
nten.org
#NPTechClubATX RSVPs & email updates: local.nten.org/austin/
Facebook group: facebook.com/groups/nptechclubatx
GivePulse volunteers:
givepulse.com/group/120798-NTEN-and-NetSquared-Nonprofit-Tech-Club-Austin

5. PROSPECTING:
FINDING HIDDEN GEMS
IN YOUR OWN DATABASE
Carolyn M. Appleton
May 4, 2020
NTEN & NetSquared Nonprofit Tech Club Austin

6. ABOUT CAROLYN
Two degrees from The University of Texas
at Austin
Experienced with research, writing, publications,
communications and design
The Honor Society of Phi Kappa Phi and
Meredith Long Scholarship in American Art
More than 30 years of hands-on major gift
campaign experience
Capital campaigns implemented successfully with
little or no additional staff: “never say never”
Communications go hand in hand with major gift
fundraising today (I do both, together)

7. DOES IT MATTER?
My academic training helped. But is all that necessary to become a
good prospect researcher?
If you have a calm, methodical (determined) mind and you are
willing to sit still without interruption and conduct research, you
should be good to go.

8. FIRST THINGS FIRST … Read a little bit every day.

9. TOOLS FOR INQUISITIVE MINDS
Google News - set alerts to follow topics.
Self directed Internet search: there is no such thing as being “bored” for a
researcher today.
Candid | GuideStar profiles (which include private foundations): read
Form 990s.
Business media like Fortune, Forbes, Wall Street Journal, Bloomberg, Yahoo Finance
and local business media.

10. TOOLS FOR
INQUISITIVE
MINDS
People Magazine, Hollywood Reporter, Tribeza, Austin Woman,
Society Texas, EASTside and Texas Lifestyle Magazine can also
provide insights into top concerns and philanthropists locally,
statewide and nationally.
“Fluff” you say! Check out who is endorsing what and how they
pitch their causes to potential donors. Behind those campaigns are
messaging professionals from which you can learn.
Charity publications are helpful but look for what’s going on
“now,” which is often better than what is already “done.”
Sign up for PND Alerts and Newsletters (free):
philanthropynewsdigest.org/pnd-alerts-and-newsletters

11. Search Engines
Google
Bing
Yahoo
Baidu
Yandex
DuckDuckGo

12. SPREADSHEETS
Export Your Data and Take a Deep Dive

13. EXCEL
SPREADSHEETS
OR
GOOGLE SHEETS
Where are you keeping your email, donor and “research” lists?
 In an online gift processing platform?
 In a constituent management software platform like Z2 Neon,
Blackbaud Raiser’s Edge NXT, Bloomerang or DonorPerfect?
 In an email platform like MailChimp, Constant Contact, Gmail or
Microsoft Outlook?
You may be using all of these, and more!
Export the data using Microsoft Excel or similar platforms.
Reformat and save your spreadsheet(s) as a workbook and make the
typeface larger so you can easily read through each line.
Merge everything into one spreadsheet if you like but “code” entries so
you know where they came from originally.
Remove unnecessary information so you have fewer columns running
across the page.
Keep full name, address (including zip code), and the email address
(and any other essential information for your nonprofit).
Get a cup of coffee and start reading …

14. WHAT ARE WE LOOKING FOR?
Open Google Search on your computer, next to your spreadsheet(s).
Email
▪ Look at the URL to see if the address originates from a company or
foundation – “netsuite.com” or “cftexas.org”
▪ Gmail and similar platforms can be challenging @gmail.com – but
see if the name in front of the URL rings any bells –
“bgates@gmail.com”

15. HOW I DO IT Head to Google Search and other search engines and start searching on a
variety of combinations – just the email address, the name as best you can
figure it out, organizational websites and more.
Company and foundation websites – search generally to see what kinds of
projects they fund and where their employees volunteer in addition to specific
people working there.
On your Excel spreadsheet, highlight the emails and names that look promising
so you can return to them later.
Jumping ahead … when you feel comfortable, reach out to that interesting
person on your list and ask if they would help your nonprofit make an
introduction to those in charge of community partnerships and giving.
 “Hello! Thank you for your support of our nonprofit. We really appreciate your interest in our work. I
notice you work for Walmart. I wonder, can you help me find the right person(s) in charge of community
giving and partnerships?”
Don’t forget, the person you may need to speak with may be the person you
are emailing. #CourtesyCounts #EveryoneMatters

16. WHAT ARE WE LOOKING FOR?
Physical Address
▪ Zip code map – search for, “wealthiest zip codes” in your city
▪ Search on your spreadsheet for those zip codes
▪ Check for names in the news, nonprofit affiliations and other
interests
▪ Caution: some wealthy people may live in the same house for many
years and it may not be situated in a wealthy “zip code”
▪ Caution: some are “house rich” and “cash poor”

17. PUTTING 2 + 2
TOGETHER
Once you begin methodically going through your
lists, you will naturally start honing down on
prospects.
Keep in mind, some that seem like good prospects
initially might not necessarily be prospective donors
themselves, but they might lead your nonprofit to
others who can become donors.
Donors and “influencers” are both important.
As you conduct this kind of thoughtful research, your
mind will remember names and facts. After many
years at this, I can recall information about people
involved with prior nonprofits from years ago.
Focus and be patient.

18. CASE STUDY
▪ By reviewing the regular mailing list of a conservation
nonprofit, I was able to find a member of a foundation board,
then giving $25 a year (personally).
▪ Once properly approached and cultivated, that person
eventually helped the nonprofit secure $5M from the family
foundation.

19. CASE STUDY
▪ What to do if you have no donor list. At all.
▪ Not knowing any of the nonprofit board members of a zoo - nor
whom they knew - I compiled a list of area foundations and
companies, their board members and executive staff.
▪ I sent the printed list home with 100+ board members and asked
them to “check” any people they knew, to make notes and to send
it back.
▪ I assured them their information would be kept confidential.
▪ We discovered our board members were not major gift “donors,”
but they sure knew people who were!
▪ Put your Board members to work.
▪ You can create your own prospect list! This worked.
▪ But remember, #CultivationRequired

20. CASE STUDY
▪ By reviewing the spreadsheet of a small all-volunteer
emergency response nonprofit (approximately 60 records), I
found an important family foundation board member who
made a personal donation of $100.
▪ I also discovered a billionaire in another city had made a
modest but most welcome $100 donation.
▪ This group used GoFundMe after a major flooding emergency.
While GoFundMe would not allow direct access to donor
emails, I was able to search through 80 donor names and
partial emails – and I did spot promising prospects for larger
gifts.
▪ #CultivationRequired And before you start, make sure thank
you letters are up to date, double check/update contact
information, and place your prospective donors in a cultivation
plan.

21. CULTIVATION:
SLOW DANCING
▪ Finding promising prospects is exciting!
▪ However, once you find them, don’t jump the gun.
▪ Donor cultivation leading to gifts large and small is like a slow
dance.
▪ Once you’ve found them, don’t ask them to “marry” you on the
spot!

22. LIBRARY AND OTHER
RESOURCES

23. PUBLIC LIBRARIES
Candid is now the parent organization of The
Foundation Center and GuideStar USA.
The Foundation Center online directory can be
found on many library computers free of charge,
including the Austin Public Library.
In some cases, you can access the database from
your own portable laptop once you get inside
the library and login – or from one of the library
computer workstations.
Call your local library and/or resource center to
see what options are available locally.

24. THE FOUNDATION CENTER
Narrow your search by topic,
location, funder and/or
person associated.
Email yourself a pdf of the
results of your searches to
study them later.

25. GUIDESTAR
Create a free account on GuideStar
and search on states, cities and
people.
Private foundations are also
nonprofits! Read their tax returns
(Form 990s).

26. ADDITIONAL
RESOURCES
Candid | The Foundation Center | Cheap monthly plans are available
DonorSearch | Often integrates with donor management software
Fluxx Grantseeker | Join TechSoup to receive a discount (grant
management platform with search option)
The Granstmanship Center | tgci.com/funding-sources/texas
GrantStation | Join TechSoup to receive a discount
Grants.gov | There’s an app, too (free)
NozaSearch
State of Texas | txapps.texas.gov/tolapp/egrants/search.htm
360MatchPro and HEPData | Matching gift search and facilitation
platforms

27. RESEARCH FOR HIRE
Wealth Screening Services

28. HAVE MONEY TO SPEND?
SPEND MONEY TO MAKE MONEY
▪ Wealth screening can be productive!
▪ Narrow your search for promising prospects by running your
spreadsheet through a variety of publicly-available databases.
▪ WealthEngine, DonorSearch, iWave and more: request a demo.
▪ Spoiler alert! If your prospects own privately held companies,
you won’t be able to access information online about those
entities.

29. MY WEALTH
SCREENING
EXPERIENCES
▪ By paying a few thousand dollars for
professional screenings, I have been able to
find >$100M in prospects.
▪ Depending on how much you need to raise –
it may be worth paying for this service.
▪ I have found the process also keeps you from
focusing on “names in the news” and the
same old prospects, and instead on more
likely but less well known and oft-solicited
prospects.

30. YOU CAN DO A LOT YOURSELF
Recap
▪ Take the time to review your own lists.
▪ Hidden gems are likely to be found there.
▪ Even a relatively small list can yield dramatic results.
▪ Be a detective! Use the Internet and publicly-available,
ethically-sourced information to add to your prospect list (and
to your brain’s database – which is useful for securing future
jobs).
▪ You do not need an outside “consultant” to do this.
▪ Read often and multiple news sources so your mind becomes
familiar with who is who and what is going on
philanthropically in your community.
▪ Your brain is amazing: use it!

31. CREDIBILITY ONLINE
Donors are “online” more than ever.
Find, claim and complete your GuideStar profile to
the gold or platinum seal level.
Word of mouth “testimonials” make a world of
difference. Consider GreatNonprofits and share
reviews on your website and social media.
Social media platforms: clean them up, formally
verify your Facebook page, unify cross platform
messaging, use visual images, video and more!

32. SECURITY IS
ESSENTIAL
#Shred
✓ Keep your research results secure and
confidential.
✓ Clear your computer’s browsing history
routinely.
✓ Invest in a VPN if you are going to do
serious online research and often.

33. SECURITY IS ESSENTIAL
#Respect
✓ Some have paid professionals to remove as much as possible
about them from the Internet.
#Ask
✓ You may need to conduct verbal research by inquiring via friends
and professional colleagues.

34. THANK YOU!
Carolyn M. Appleton
Email: carolyn@carolynmappleton.com
Blog: carolynmappleton.com
-I also represent Qgiv gift processing.
-Thanks to Adobe Spark for several images shown.
-All rights reserved.