Giving Tuesday is one of the most important days of the year for Canadian charities. Every Giving Tuesday, thousands of charities across Canada receive millions of dollars from donors.
In 2021, CanadaHelps estimates that Canadians donated $43.6 million on Giving Tuesday. As Giving Tuesday continues to grow in popularity, it’s a safe assumption that this number will continue to grow, as well.
It is clear that Giving Tuesday has a positive impact on Canadian Charities. One, it is extremely effective in encouraging people to give (some of whom will be brand new donors) and two, it raises the profile of philanthropy in Canada generally, creating an increased awareness of Canadian charities, the work they do, and the funding required to do that work. But is there a way Canadian charities can benefit from Giving Tuesday beyond the gifts made and the recognition received?
Consider a charity that receives $100,000 in donations from 2000 new donors on Giving Tuesday. Fantastic, right? $100,000 in incoming donations from people who have never given to the organization is an amazing accomplishment and should be celebrated. But is that organization maximizing the benefit these donors could provide?
To truly maximize the benefit of Giving Tuesday, charities should look beyond the initial gift, and funnel new donors into their pipelines. The best way to do this is through screening and segmentation.
Here’s an example:
Consider the charity that received $100,000 in donations from 2,000 new donors on Giving Tuesday. If that organization screens and segments those donors, the impact of Giving Tuesday will be far beyond $100,000.
Let’s say, if after screening, the breakdown of the group’s 5 year total giving capacity is as follows:
Suppose, if after segmenting: The top 5% (100 people) are funneled into the Major Gifts pipeline. After careful cultivation and stewardship 10% (10 people) of them make a major gift with an average size of $10,000 (which is just a fraction of this group’s total 5 year giving capacity). The result is $100,000 in additional revenue stemming from Giving Tuesday, just from the Major Gifts segment of the screened Giving Tuesday donors.
Giving Tuesday is an important day for Canadian charities. It generates fundraising revenue, increases recognitiion, and creates awareness. Screening and segmenting the new donors a charity acquires on Giving Tuesday and funneling those donors into appropriate pipelines will ensure the impact of Giving Tuesday lasts far beyond a single calendar day.
The Organization Integrated search is the best way to use CharityCAN to conduct prospect research on a granting foundation and companies. In this guide we will walk you through how to most effectively use the Organization Integrated Search for prospect research. We will discuss:
Charity Analyst Reports
Corporate Prospect Profiles
Thomson Reuters Compensation Data
ZoomInfo Business Info and Contacts
To conduct an Organization Integrated Search, select Integrated Search from the left menu under Prospect Research Tools and then select the organization tab. Next, type the name of the organization you are researching (you can filter by city, province, and country, if desired) and press search.
Your search results will be comprised of data from five data sets: donation records, charities, companies, Thomson Reuters, and ZoomInfo. Let’s start by discussing donation records.
The donation records displayed here are the same records you would see if you did a donation record search for the organization’s name. CharityCAN’s donation record database contains around 14 million donation records, pulled from both T3010s (for charity to charity gifts) and announcements, annual reports, and other published documents (for individual and corporate gifts).
If you are in a hurry and want to quickly determine if the organization you are researching is a viable prospect, this is the best place to look. Look at the dollar ranges and types of the gifts. Do a good number of them match your current goals? Look at who is receiving the gifts and their location. Are they a similar organization in a similar location?
Charity Analyst Reports
If you are researching a granting foundation and need to go beyond a simple donation record analysis, select the Charities tab and open the Charity Analyst Report. From here you can review the foundation’s contact information, financial and board information, and most importantly, giving history. Under the Gifts tab, the default view shows you all years of giving history. You can use the dropdown menu to select a specific year. The dynamic gift visualization graphs will automatically update.
Corporate Prospect Profiles
If you are researching a publicly traded company (or one of the 3000 or so larger companies we profile), select the Companies tab and open the Corporate Prospect Profile. From here you can review contact information (including FullContact social media contact info), industry classification codes, financial information, current officers and employee information, and donation records.
Thomson Reuters Compensation Data allows you to see disclosed compensation information for certain people at public companies. Clicking on a name will give a bio of the person and compensation data (if required to be disclosed) broken down into salary, bonus, long term compensation, and stock options.
ZoomInfo is a directory of business data including contact information, biographical information, revenue and staffing levels, and press releases. It is a very useful dataset for learning about your prospect, whether it is a person, granting foundation, or a company. ZoomInfo revenue levels and press releases are particularly useful when prospecting small and medium size companies.
The Organization Integrated search makes it easy to pull and review all of the information CharityCAN has on your granting foundation or corporate prospect with a single search. This search can be especially useful when you are prospecting a company that has a charitable arm such as Telus, Canadian Tire or RBC. Much like the Prospect Integrated Search, the Organization Integrated Search is designed to make prospect research easier, faster, and more effective.