Relationship Mapping Case Study
One of our CharityCAN subscribers is a researcher at a major Ontario arts organization, and earlier this spring she was given a task by her team’s gift officers: find ways to personally connect with current patrons that did not yet have an established relationship with the organization.
As she put it, “As is true for many not-for-profit organizations, our fundraising efforts can only be successful when we develop strong and respectful relationships with our donors.” Armed with a list of almost 175 prospects prepared by her gift officers, she set out to find people associated with her organization who could be liaisons to these prospective donors and encourage the building of relationships with them.
Her first task was to identify the members of the organization’s board and senate, plus a few other advocates – minus any inactive or deceased board members – and then create prospect profiles for those advocates and the list of prospects within CharityCAN.
“It took a couple of days to create the prospect profiles” she said, “but it was worth the work [to ensure] that all possible connections for each of our organization and patron contacts were explored.” She also noted that “creating the prospect profiles also helped to clarify which contacts actually had viable connections to explore.”
"It's a huge help knowing which board/senate members are connected to these prospects"
Once the profiles were created, she used CharityCAN’s relationship path search to find connections between patrons and organization contacts. In total, she was able to find 150 direct connections to 64 patrons and over 7,000 indirect connections to 102 patrons, and then create the final reports for her team using the data exported directly from CharityCAN. In the end, that’s direct connections to over one third of the prospects put forward by the gift officers. If you remove the 50 American prospects that aren’t in our relationship mapping data, the success rate goes up to 50%!
While she noted that “this is not a project that’s designed to provide ‘instant’ results … the information I provided has been received with optimism.” She also shared that one of her gift officers mentioned that “it’s a huge help knowing which board/senate members are connected to these prospects.” Since they will be tracking the success rate of the project over time, it will be interesting to watch how these new relationships develop.
Now that she has the relationship and profile information she needs in CharityCAN, she also said she’s started including connections found using the relationship path search function in a dedicated section of the profile reports she prepares for new prospects.
It’s great to learn firsthand how an organization is using relationship mapping to help their fundraising efforts. If you’d like to take a look at some of our relationship mapping tools, contact us for a free trial!