Essentials of Prospect Screening

Here's the answer to all of the burning questions about conducting a Prospect Screening session.

It's a team effort, although the bulk of the responsibilities are divided between the regional development officer and the office of research. The why and who questions are answered here, and later on is a quick reference of what (tasks need to be done) and when (they need to be done).

I. Why should be conduct a Prospect Screening session?

• Prospects, Prospects, Prospects: At each screening session, selected major gift prospects will be reviewing lists of their peers who either live near them and/or graduated from the division and/or belong to the same interest group (fraternity/sorority, etc.). They will be looking for potential major gift prospects, entering a capacity rating, and perhaps additional demographic information (divorces, marriages, deaths, professional info., etc.)
   

• Cultivation: The host and guests are working for the institution as volunteers. The level of involvement here has the equivalent effect of an intimate cultivation event. They are not only performing a service for their alma mater, they are getting a chance to interact with other important people.

II. What city is the BEST place? Is there a PERFECT date and time to have it?

• Where "our" friends are: Each regional development officer should know the approximate concentration of alumni in his/her "territory". If there is a concentration of 1,000+ in a geographic region, OR if there are 500+ in an affluent area, then a prospect screening session will be beneficial. This information can be retrieved from Computer Services.
   

• Location, Location, Location: Determining the city that is easiest to get to from either work or home for the invited guests (consult your handy road atlas)
   

• Get 'em while they're hot: The optimum day(s) of the week are Wednesday or Thursday. The session should be scheduled for a time that allows working people to travel from work to the session. These logistics should be worked out with the host of the event -- whichever day is convenient for them. If the session is scheduled before an athletic event, guests will come with extra "school spirit".

III. How do you get a host and what do you tell them?

• He/she is influential and wise, and here's his/her chance to prove it: The host should be a major gift prospect, who is prominent in his/her community. Describe the process, and describe the vital role he/she can play in the identification/qualification of potential prospects for the institution because of his/her stature.
   

• Describe the role of the host in terms of the "process":
  - Reviewing the list of invitees --- adding names & addresses of personal friends and professional associates with a connection to the institution.
  - Providing personalized stationary/letterhead for the invitations.
  - Placing personal phone calls to peers as follow-up to the mailed invitations.
  - Providing refreshments for the session participants --- sandwiches, salads (pasta, crudités, etc.), cookies, soft drinks (NO alcohol, they have to stay sharp).
  - Introducing the speaker at the session.

IV. What are the deadlines?

• Research is your buddy: Work with the director on specific deadlines, counting back from the session date.

V. Who should be invited?

• Age and Affluence: Each screener should be a potential major gift prospect. In other words, he/she should be 50 years or older, and should possess outward signs of affluence--job title, residence in a wealthy neighborhood, etc. Research will prospect from alumni lists and make recommendations based on system information.

VI. Who'll do the talking?

• An "Academic": Identify an individual either in the ranks of faculty or administration who is available to attend the session and speak about the University. This person will speak for 5-10 minutes, taking the time to thank the guests for their participation in such an important activity. He/she will introduce the Director of Research, who will provide background and instructions for the task on hand. It is most efficient to identify an individual who will be in the area either to make development calls or conduct some other business.

VII. What to they (the screeners and the host) get out of it?

• Come bearing gifts: Each screener should receive a little memento of the information (e.g. key chains, t-shirts, etc.) The host should get a special gift in addition (more institutional stuff --- sweatshirt, nice pen, mugs, etc.)

VIII. What if nobody wants to come?

• It's quality, NOT quantity: If response is low, identify people who have either not responded or are personal friends/associates of the host. Ask the host to "get on the horn" and call these people. REMEMBER: It is more valuable to have a handful of "movers & shakers" come than a large group who don't have the ability to identify prospects and estimate giving capacity.

IX. How do we orchestrate the event?

• Know your lines and marks: Convene the staff who will be working the event. Review timing and responsibilities together.
   

• Timing is everything: Arrive at the session 1-2 hours prior to the event. Be sure that the host knows you will be there on time. Check on the ambiance, the refreshments, etc. There should be comfortable places where people can review their lists and make notations (tables and chairs, etc.)

X. When everyone's present and accounted for, what do we say?

• The HOST:
  - Introduces him/herself
  - Thanks for coming, here's the development officer to tell you what we're going to do.
   

• The DEVELOPMENT OFFICER:
  - Thanks to the host, thanks for coming
  - Today we're going to hear from an academic on how the institution is doing, and the Director of Research will give you instructions on what Prospect Screening is all about.
  - Before I introduce the academic, please enjoy the refreshments that Mr./Ms. Host has so generously provided.
  - Here's the academic, his/her title and credentials, take it away academic.
   

• The ACADEMIC:
  - Thanks for participating in an exercise that is such an important part of the fundraising program.
  - Remarks
  - Here's the Director of Research
   

• The DIRECTOR OF RESEARCH:
  - Thanks to academic.
  - Description of the Prospect Screening Program --- history, benefits, etc.
  - What's in the materials
  - What to do, and how long they have (3 hours)
  - What we're going to do with the info we get (everything's kept confidential)
  - It's a silent screening, so no talking, and keep your eyes on your own paper!
  - Answers to questions if any.

X. What happens next?

• The books are collected at the end of the session

• Ratings are compiled and analyzed by research

• Thank you letters to all involved

• Results are given to the development officer, including recommendations of "suspects" that merit qualification through personal visit