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Integrating Wealth DataInto Your Donor Management System for Better Fundraising Results
September 2011
A WealthEngine and Heller Consulting White Paper
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Acknowledgements
spia ha h i ha hav pariipa i h a ui i hi rpr:
Hu RuhJy gra, dirr oprai
sv UivriyRb turr, dirr Ava srvi
Hahar chariimaria griai-mir, sir Irai sy thi
2011 wahei, I., Hr cui a/r hir rpiv aia. A Rih Rrv.
Rprui a iribui hi pubiai i ay r ihu prir ri prii i rbi. th irai ai
hri ha b bai r ur biv b riab. thi u i iraia i aur a uara ay
h irai ihr pr r ipi. Rar ar ura u ih hir apprpria a, aui a pr-
ia u br ipi ay u ai. wahei a Hr cui hav iabiiy r rrr, ii r
iaquai i h irai ai hri r r irprai hr a ha b h iab r ay ai r ha
ay ri r h ipai h b prai i hi rpr.
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contents
Irai wah daa I Yur dr maa sy r Br Furaii Ru ............. 4
Irui.................................................................................................................................................................................................. 5
Ui wah daa r Br Furaii Ru .......................................................................................................................... 6
Irai wah daa: wha Yu n k...................................................................................................................... 10
cui................................................................................................................................................................................................... 19
ca sui .........................................................................................................................................................................................20
Hahar charii................................................................................................................................................................................. 21
Hu Ruh............................................................................................................................................................................................. 24
sv Uivriy ............................................................................................................................................................................... 27
Appi ............................................................................................................................................................................................... 30
dri Yur Apprah..................................................................................................................................................................... 31
cra a taia Pa ............................................................................................................................................................................... 31
s Up a t .......................................................................................................................................................................................... 32
g liv .......................................................................................................................................................................................................... 34
wahei, I. i a ai prvir phiia prp rarh a aayi ui pr raizai, hpia,
iiui hihr uai, aia rvi a uury r. Hr cui hp pr rai hir prai
a aiiz hir u ar r uraii a ii aa. thr, hy hav a up prvi pr raiza-
i a uai iiui ih hi ui irai ah aa i r aa y r br uraii ru.
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IntegRAtIng weAltH dAtAI Yur dr maa sy r Br Furaii Ru
Irui ................................................................................................. 5
Ui wah daa r Br Furaii Ru.......................... 6
wha Yu n k ........................................................................10
cui ..................................................................................................19
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Irui
Urai yur r br a iiyi pr-
p hp yu bui a r, -r uraiiprra. Irai ah aa i yur r aa
y (dms) r iu raihip aa (cRm)
y ar yur raizai ih aiia irai a
iih i yur r a prp. thi a iih iv
yu h abiiy :
s a p vi yur r r iu
Bui r iv ai a uivai
rai
Ai a ra vp a
lvra yur iv by hari ah aa aryur raizai
Ira h viibiiy h rarh ui ihi yur
raizai
cra a aa-rih vir r aa ii a
priiv i prj
thi papr rvi h b irai ah aa i
yur dms r cRm a pr y ar ir h
pai a ui a dms r cRm irai, iui h
v a piy irai, h vaia aa,
a h ira a p r pai a ipih irai. I i i a a bai ui r raizai
i ira ah a ivi aa i hir dms r
cRm hp riv br uraii ru.
n ha r h purp hi papr, h r r
aa y (dms) a iu raihip a-
a (cRm) ar u irhaaby. whi h
yp appiai ay ir i h ua i hih hy ar
ruur a u, hy apih h bjiv
ui hy raiz, aua, a yhriz
bui pr ra i, arai, a ii iu hhr h iu ar r,
vur, br, r hr yp upprr. th
y a ar u ar raizai aa r
urur a rai iiviua ha h raizai aray ha
raihip ih, i rr iu ba i h ,
a rai h vra ari, a, bui vp-
a i rvi pr.
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Ui wah daa r Br
Furaii Ru
I ju a : h r yu abu yur i-
u apaiy a prpiy iv, h br ar yu
b ar h rih prp ih h rih uraii a
a h b rp. Irai ah ri a
hr prp rarh aa i a i, raiz ai
prraby yur r aa y (dms) r yur
iu raihip aa (cRm) y hp
yu br ura yur r a iiy prp.
A ha uiay hp yu iprv yur uraii ru.
cir h 5 b irai ah aa:
1. Get a 360 Degree View o Your ConstituentsIrai yur ah aa a ri ru i yur dms
r cRm a variu par ihi yur raizai
hav a r p vi ah iu. Irai
y u i yur y uh a a ai, v
aa, apai ivv, ivi hiry, a hr
irai ih yur raizai ar r i pa a
a h b up ih ah, phiahrpi a biraphi-
a ai r a prhiv vi yur iu. Frap, raizai ivv i h ar, har a uur
ha u v r prra a ra brhip, a-
a, ii a ivi hiry ihi h a rar
i hih hy ra ivi apaiy, abi h vp
a br ar a i hir a. lii, hahar
raizai ha ru rau pai prra ar br ab
ria a i hir uraii a ih h pai
vii r irai ih h hpia.
The Convio Common Ground and WealthEngine integration provides us with the capa-
bility to perorm real-time lookups rom Common Ground into the WealthEngine database.
This allows our Major and Planned Giving Ocers to be even more prepared prior to any
interaction with our prospects, and it saves us a tremendous amount o time and resources
when it comes to data prospecting, enabling us to easily identiy which prospects are worth
pursuing based on a clearly defned giving capacity and propensity-to-give score.- Jai l. kbuhar, Vi Pri, Iiviua, majr a Pa givi,
Juvi diab Rarh Fuai Iraia
Integrating prospect research
and screening data with your
DMS/CRM allows you to:
Upa pr iiay
br i ih y a
a/r iu
dri i a a au
hu ira/ra u ha i prp ah
ma a ua ii
(ba ra aa) br
ai a a
eaiy iiy hih prp
puru a aua yur
ari a r urah
aivii ariy
sav i a rai
rf by yi prp
rarh ih iu aa
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2. Build Eective Segmentation and CultivationStrategies
Irai ah ri ru i yur dms r cRm
ab yu h u yur i aa r
ri. Yu a u i-by-i pari r,
prp, a hr iu ur ha yur -
ivy aai h b prp hruh h uraii
y. Aiiay, yu a iiy iiviua ha ay b
ai a urair, bu hav i apaiy iv, a h
ha ar uai a hav iia apaiy. By i h
u ra iu aa i i rpr, yur vp-
a a br a pririiz r a ai
h h rih ivi prra a vp r r
uivai. thi aa a iu, a hr:
gi hiry ry, rquy, ary (RFm) vau
gi apaiy
Iiai iv
cuiy ifu
Prpiy giv (P2gtm) r
mi, aayi a hr rai
s raizai hav a p urhr by ui ira
aa aua ari a r urah. Yu a r
r a prp by hir ivi r a auaiay
ip uivai ai ariy. Fr ap, hr ih a r 1 r 2 a pra ph a, h
ih a 3 a ai, a a hr ir ai.
With all o the inormation in one place, our git ocers can quickly understand the donoror prospect and determine how to best approach that individual.- maria griai-mir, sir Irai sy thi, Hahar charii
3. Systematically Assign and Track Development TasksHavi ah, a, a r aiviy irai i
y ha yur abiiy ur h rr prp
ar uiva iy. I a a yu quiy iiy
prp ha hu b v a h pipi r
ar r a ira ai au. Yur uraii
a a vp r a aiy p ajr r
prp a hir p aua r, a h h
a iiay i hir i.
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Pu, rai hi aa ihi yur dms r cRm a yur
vp a aiy iiy fuuai, rh a/
r rui a iu ah pr yur a a
iiy ha ihi iu ra a, urii h-
i a hr har a aa pi apur uri prprarh a ri. thi a h a ri i
a prpa a au hu ira r ra u
ha i a prp ah.
Now our major git ocers wont have to waste any time or money. With wealth dataaccessible rom directly within DonorPerect, they can ocus all o their time directly onthose most likely to donate a major git.
- Jy gra, dirr oprai, Hu Ruh
4. Share Wealth Screening Resultswhhr yur ui a i-rvr r b-ba cRm/dms,
yur y i a raiz r aai aivii by a
yur raizai iu-ai par. wih r
a/r prp ah aa a ri ru ira
i yur y, irai i aiy har ar yur ra-
izai. ev ihi yur vp a, uiai
a abrai b r i. evry prp
rarhr a vp r ha a ri aaa a iay vi a prp har a aa iui hir
aayi r. Ia a aa ha a ha yur
vp r a quiy upa a iu pr
br i ih hi r hr. By vauai h yp
ri, yur vp a a r aiy iiy hih
prp ar iy a a hih ar b
i h vp pr a urhr arhip.
The act is, you have to screen and bring the data back into your DMS so everyone can
see the data, make comments and remarks about an individual. Having it all centrallylocated increases eciency within your organization. Theres no need to spend time updating
records because the data is cleaner, transparent and readily accessible or everyone in our
advancement oce to view. The integration between WealthEngine and Datatel makes
all o our lives easier.- Rb turr, dirr Ava srvi, sv Uivriy
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5. Elevate the Research Functionmai ah a hr rarh aa a par h vra
uraii vir rai h pr yur raiza-
i rarh ui ihi h vp a a
h brar raizai. Yur rarh a i ab ivr
rar viibiiy i h prp rarh pr. thy hav
rar iih hp yur raizai a ua i-
i ba ra aa, a hy a u ah, phiahrpi,
a biraphia aa a aayi hp vaia h aa
yur raizai aray ha, uh a a r ivi hiry.
I yur raizai hav a prp rarh ui,
irprai ah aa i yur uraii vir
i hp h ap.
Using WealthEngine data within The Raisers Edge platorm has allowed us to step upour undraising, and has raised the profle o Healthcare Charities among our aliatehospitals and organizations. Our aliates undraising teams can get a complete view o
our donors and ollow up in a more timely ashion so no opportunity is ever missed.- maria griai-mir, sir Irai sy thi, Hahar charii
wh B r daa & dms Irai?Prp Rarhrsrai h rarh pr a prvi aiab ru h vp a
dvp orQuiy ura h prp pr a i apaiy, prpar r i a rip, a ra yur p
prp ih h aii ah aa
larhipU bi ah/i hiry pr bri arhip yur b prp aiiz vry
pia v r ri ppruiy
mari taU rai a r /ar iiai a aua r urah r
It taBr raiz h prp rarh a aaba ui a rai aa aa
oraizai a a whB r iv a i i uraii a ari aivii, yu a u r rur
i yur raizai ii
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Irai wah daa: wha
Yu n k
ovr h yar, v ay ra ha raizai i
r irai ah aa r ri ru i a dms
r cRm. By ar, h ar:
Uraiy a h vaia h aa prir
ipri
Rur rai prri h irai
Far ha h aa i b iur r irry
irpr
cui rari h pr r ipri a
irai h aa
miurai a aabiiy
I raiy, hi yp prj a b uu a raivy
pai. thi i iu h irai a p yu
i a r a uu irai.
Prj sp
th p a ah aa irai prj p yur
raizai pa u r prp rarh a ri.th r hi yu ir a yu bi uh a prj
i yur a pr a . Ba yur a ,
yu hav i b yp aa irai:
Mass ImportFuy irai h ah ri aa i
yur dms r cRm
Individual Recordlii u a para appiai ha huah aa r i, rr-by-rr rarh
Key Factors to Consider
When Planning a DMS/CRM
Integration:
lv a piy
irai rquir
typ dms r cRm ha yur
raizai u
daa vaiaitira, a a p
r ui a dms/cRm
irai
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Buii h Pa
o yuv a hi iiia ii, yur vp a
It a hu r hr ri h pa, rpi-
biii a ira r ui h irai. thy uuia a ria a hv a ih h
ui prvir ur a h irai. Hr ar ur
irai r vpi yur dms/cRm irai pa:
1. Level and Complexity o Integration thr ar bai yp irai: a ipr a
iiviua rr. th h yu u, a h yu u i,
p ha yp uraii aivii yur ryi
uppr a hr yu ar i h y a pariuar ray.
Mass
Import
Rr ar pr a r aai
h vr aa, a h ipr ba
i h dms r cRm ui a variy
yp, iui mir e (.), a-
para vau (.v), a (.).
wah-ra ar irpra i
a r r rr r qui a
h pri prpi aii a
ay ai r bra uiai.
thi h i uuay aa by r
hia a yur a, ih ur
bi r h ru. dvp
hu r ih It ri h pia
ra r ipri aa a h rquir-
r ai ah-ra
a r r rr.
Individual
Record
A ir i i abih b h dms
r cRm a h aa vr irai.
wh vii a iiviua rr a r
irai i (r irai
b upa) yu ipy pr a bu a
up--a aa.
thi h i rquy u by ivi
r iii iiviua prp (uh
a ajr r, pa ivi, a apia
apai) a by prp rarhr
ui pr rarh.
Ahuh hia ar ar ivv i
ipi hi apabiiy, ur a
aiy upa h irai hv.
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th piy ipi ah h h
p hr priary ar:
Your DMS or CRM
spiay, h p i i hai aa? Fr a a
ipr, i i b air i yur dms ha r pr a
ipr aur. Uuay, pri i air ha ipri;
r y ay hav ii ipri apabiii. A
prviuy i, yur hia a br
iy i aa hi pr. Fr iiviua rr
irai, yur dms r cRm i b ab iry
i i a ra aa ur; h aur ha ab hi
i a a API (Appiai Prra Ira). thi aur i
r i hihr-aibr, prary dms r cRm
y. I rarr i r dms pru a, h i i avai-
ab, a iu a aiia aiva a ur.
Your Data Vendor
Vr vary i hir abiiy r ih i a ra
y. s av a h r up yur raizai
hi hr hav pri ih a i variy dms a
cRm y a prvi ubaia uppr i.
A ih yur dms/cRm y, a vr aaba ay
b r r p hy prvii irai yu.
Your Sta
dpi h piy r a yur irai
iuai, yu apprpria i a a
aa h irai. I yu hav a prary, p
dms r cRm y a r ih a pri, p vr,
h r r yur a i b . o h hr ha,
i yur dms i r r , r yur vr uppr a
y p i ii iia, yur a i b
r ivv a h irai uu.
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2. Type o DMS/CRM UsedFuaay, hr ar ur p r ah aa irai:
cra a i rr r ri
shar h rr ih yur aa vr
Riv h ru h ri
Ipr h ru i yur dms r cRm
Rar ha yp y yu hav, h r p i
iiar. Hvr, a h p, hi ar ivr:
I yur dms i i-rvr ba a ri ihi yur
raizai, yu aa yur vr, r
a h h aa hruh yur raiza-i ra. Fira ar, by hir aur, rriiv; hi
a i ra y r bh hari
a rivi irai r p. thrr,
i-rvr dms r cRm y a b harr
ira ih aa ur ui yur raizai.
I yur ui a b-ba dms r cRm, i aray u-
i yur raizai ra, h barrir har-
i irai i b iia. th y ar r
prary r ha iy, hy r vp
ih hari a p i i. suh p ha
rai vai qui abu aa uriy a i-
aiy, bu ay r hav b aiariy rv
vr i hruh pri a pru r.
Yur aa vr irai ii ri ihr i a
Ir-aib vir, r a uivy i-rvr
vir. th a iu i b vai hr. I yur aa
vr r Ir iviy h aa, ay
irai i hav hruh hir ra a . I
yur aa vr r Ir iviy a h aa
uriy, hari a irai i b r raih-rar.
cra a i
rr r
shar i ih aa
vr
Riv ru
ri
Ipr ru i
yur dms/cRm
Key Steps in a Wealth Data Integration
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Ba h irai, h ia ari i i yur dms
r cRm i b-ba a yur aa vr ha a hir
irai aib via h Ir. th b ari
i i a a h y i b-ba. thr ar a i
hih a phiia i-rvr dms r cRm y hariirai ih a aa vr b-ba aa ur a
b uiay quiva b-ba y. I ay
rquir a bi r r uri h iiia up, bu r
h biai, hr ar abih
pr a b prai. th a irab a
p iuai i i bh yur dms r cRm a yur vr
aa ar bhi ra i i/rvr y.
thr ar vra ri a ri parrhip b
prp rarh/ri prvir a dms/cRm pr-
vir r bh b-ba a raiia ar ui.
Bau hi, yur v r i iiiz; h bu
h irai r i prr by h vr(). A, h
pr-bui irai ypiay prvi -a rrhi
iu pr, iiai h r yu pr a
ipr aa.
Ip ua r ui prvir ha piaiz i
ipi dms/cRm y a ur ha h ira-
i pr i hr a hr i , i ay, bur yur
raizai vp a It a.
DMS/CRM Integration Workow
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3. Data ValidationVaiai vry pi aa aia ih a prp
a aui. Iay, yu hu vp a ray
vaia h iiu au aa yi h hih u-
raii ru, hrby aiizi yur rur iv.
thi ar ih havi a ipu by ri h auray
aa aray i yur dms/cRm, uh a a irai,
hi r upia ri a aarizi i rai.
wih h aura ha h aa i a a a pib a a
ha b rai i irpri ru, yu a b r
i h quaiy ah ih h ah aaba.
cir h ap aa vaiai:
Where doesthe wealth data
originate?
I h ur ruary r vuary? Hr i h aa? ki h ar
h qui a yu ri
hih aa ur b urhr
vri vru hih a b ap.
What is your
validation
strategy?
A vaiai ray ha pririiz
prp r vaiai ba rai
riria, uh a hihr ivi apaiy,
hihr ir r aiy, a h aa
vaiai pr hr.
What types o
data will be
reviewed and
validated?
Urai ha yp aa i
b rvi a vaia (r ap,
, ra a, piia r hariab
ribui, r biraphia aa), hp
ur ha h ri i aura a
h i apaiy rai a ia ar
ar.
How will you
share the
validation
process?
si h irai a a prp
aa viib r aib ay
br yur raizai, i
ipra u a har haa vaiai pr ih ay ha
ha a vi r i h aa. thi
ur hr ar qui a hy a
rai aa pi i r i iu.
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4. Developing an Implementation PlanA ih ay ajr iiiaiv, havi a -huh-u pa
i h y u. Br yu hi abu yur pa, a a
iu ir ha uuu irai i
yu ha avi.
Avoiding an Unsuccessul Integration
th bai ii a uuu irai i i
hih urair a hir rai riv vau r
h aa vr irai, a uraii ru a/r
pr ar iiay ipa. I ur pri, h
ra r hi i ra h irai
i. I i h pai. th uuu raizai
a h i i ava a a ar i b
hir uraii rai a h prp iraihyr i. I hi a, h raizai riz
ha hy hy hav h irai a
up i, h irai i i hir dms uu hi
hir uraii r iu a hy aay hav.
Ensuring a Successul Integration
n ha yu ha avi, ir ha yur pa
hu iu. I hu iu h a a ih h a
h pr r a rpib r pi h a.
A It rur ar ar, i i ipra iu h It
a i h ipai pa, iii hir ipu ary i
h pr.
o h irai i p, i prp rarh
a hr uivai irai hu b iuay ra
i h dms/cRm, piay a r r prp ar
a h y. mrvr, i i ipra ha h h
hav a h ri ru aa hav raii
a rr uai avaiab hp irpr h
aa.
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th Pa
Appi 1 prvi a p-by-p ui r buii a u-
u irai pa. ky p i h pa iu:
Determine Your Approach dpi yur u-
raii rai a h aivii yu uppr,
yu hu i i yu a a ipr r iiviua
rr irai. Yur uraii ray a aar
i a riv ii rari ii. A ipra
i ai h pr r a h i b rpib r
h ipai a a ur hy hav h i,
i a rur b uu. I pyi a a
apprah, yu hu hav a pr r vp
rpr h -ur , a a pr h i
hia ha a uppr h r p ap
h irai. th ar ay b yur aaba aii-rar r r yur It par.
Create a Tactical Plan Yu i r ih yur
aa vr ariy ha irai hy i prvi
ba yur rquir uppr yur uraii
ray, a vp a pa h rquir.
Yu i ri h uh irai yu
r, hr i yur y yu i r i, a
hih rr i yur aaba yu a r, a
h aui ha rr r quaiy. oraizai -
i rr h i ri uh irai,
ai i iu a r ih h iraiha uiy ipra a prvi h
rai vau. I yu hav h pi, ir ari
ih aa i yur dms/cRm a pai ha yu
r a yu ar r ih h irai a yur
rai b r phiia.
Setup and Test Prvi yur aa vr ih a ap
, rv a a ry ru. thi a h vr
vaua yur ii aa, a i i yu h
pr apaii yur dms. Yu i up
yur dms ap ruri aa, hih ay rquir
ai a/r ab vau. I ra, yu hur h irai hr yu b aiy ab a
a u i. Yu hu h h ipr aur by
ipri h ap i yur aaba. Yu a u
h aa prai rai i a rpr, ay
iai bui prai, a prpar r a
ry ru yur uivai. I r h a i
rr, yur ray . I yu hi ir a, yu iy
a v aha a a h rquii aju a
yu iv ih h aa. I h iu r
p, yu ay a rpa h i pr.
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Go Live wri ih yur aa vr, yu hu
iiy h yu h aa a h hy
prvi a rur , a u hi abih h iv
pa. Yu a h riv a ipr yur aa i
h iv pa. ma ur yu iv yur au aha-up, v ai h pau aa ry i
apprpria, a prvi h ih raii hy
h u a irpr h aa.
By h r ay, hr r (a r ipra) pai
. H ar yu i ar ui yur ira-
i? wha uraii rai a appa i b r?
th r yu ar ui h irai, h r vau
yu r yur iv i a y. wih h
irai p, h ipra ha i b i
avi hi irai r py i yur uraii
prai. I b ju par; i uppr ju ray, i ha h pia riv ay
uraii ii. th irai ah aa i yur
aaba a hp yu uiva pr raihip ih a
yur iu.
sp Pai a dms/cRm Irai
See Appendix 1 or a complete guide to these steps.
Determine Approach
1. cariy h uraii
rai yu b
uppri
2. di i yu a
a ipr, iiviua
rr irai, r
bh
3. di h yu iu h aa ra
yur prp i a/
r uppr iiviua
uivai
4. Ai r
pp b i har
h ipai
5. eur prj ar
hav h prpr i
a i b uu
Create A Tactical Plan
6. cariy ha ira-
i yu i b ai
yur aa vr
prvi
7. dri h uh
irai yu a
r i yur dms
8. dri hr yui r h ira-
i i yur dms
9. dri h rr
i yur aaba r
ri
10. Aui ha rr
11. dvp a pa ih
yur aa vr ha
iu raii a
uppr
Setup and Test
12. Prvi a ap
yur vr
13. s up yur dms
ap ruri aa
14.t yur ipr
aur
15. Riv a ipr a
ap , ar yuriv h
r h aa vr
16. Prai yur bui
prai
17. cu a --
ru
Go Live
18. Pi a iv a
19. eabih a iv
pa
20.trai yur a,
piay h
ur
21. Riv a ipr
yur aa
22. kp i i, p
ai i br
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cui
A ira ui ha i yur prp rarh a
ri yur dms/cRm a aa aa riv a i. I a yur vp raizai
ra-i, ay a a r r prp ah
pr, a pu hi ia irai iry i
iu rr ihi yur dms/cRm. thi pri brar
a a iv u h aa. cr-para
h ri ru a rur uiay
a br ai, rai prp, a ab-
ihi a hihr pr r h rarh ui ihi yur
raizai.
wh ii h ira ih yur dms/cRm, yuhu ir ar uh a h yp a piy
irai ha i , h aa a b ira i yur
dms r cRm, h vaia h ah aa, a h pa
a ira r ipi a dms/cRm irai. whi
yu i a ha uuy p a dms/cRm
irai, yu a vr h by ivi h i a
rur i h iiia pai pr a by ri p
abrai b yur vp a It par.
A h ubr parrhip b dms/cRm prvir
a ah aa/ri prvir pa, hr ar rppruii r yu vra pr-bui irai ha
a yu u iiviua r bah ri r ihi
yur dms/cRm, avi yu vauab i. th rvi ypi-
ay prvi -a rrhi iu pr. wih
h uia a ip ua r auhriz u-
i prvir ha piaiz i ipi yur dms/cRm
y, h irai pr i hr ai r
r i u h ru ih r ai p
r iiai a uivai, urhr abi h ii
yur raizai.
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cAse stUdIes
Hahar charii ................................................................................21
Hu Ruh ............................................................................................24
sv Uivriy ..............................................................................27
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Healthcare Charities
Integrating Wealth Data Gives Their Fundraising a Boost
si 1983, Hahar charii ha b rvi h pp
rura ra, ar a rhr mai by uppri h
phiahrpi r h ear mai Hahar sy
(emHs). wih a uii ha phiahrpy ha a ay
brii pp hr ri r a a a
raizi aazi u, Hahar charii r ih i
a uiy arr uppr r i hpia a hr
br raizai p h h ui
hy. thuhu i a iz a pib h
quip a rarh ha emHs r a ii
a h ipra ivri ay ha i hp bui a
hahir rr.
Hahar charii ha raiiay ha a izab ubr
r a prp; i a, hir aaba h a
200,000 rr ar r ha a z aia hpia,
prra a hahar raizai. Fr h pa yar,
hir aa a ha b i r ay bui a
a ar apprah uraii. I a 2010
hy i ir ri bah rr i rr
iiy a ar hir p prp a ir hir u-
raii ray. I Fbruary 2011, hy wahei
a a i rarh a ri rvi, ih h -
i a:
sr r r a ri a uivai pa
Ira h r aa i hir r aa
y
U aa ii par ajr r ih
pai rr ar rau pai
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sri dr r eiv cuivai
Hahar charii ar by ri 21,000 rr ar
v aia hpia a hahar raizai
a r h i ivi, ivr ha hir ah pr i,a ri i hr i r r aiia iiai. thi
a h rpiv vp a u hir
p prp a uiva raihip r aiia i.
our aa i para r ah ur aia, a hi ah
hir uraii, hy ry Hahar charii
r uia, uppr ui, a r aai hir i
pri, pai maria griai-mir, sir Irai
sy thi a Hahar charii Bar, mai.
thy hav u h r aa b ivauab i pai
ir-ai prra, h r hih ar auh
hi sur.
Irai wah daa r Br Furaii
Ru
Determining the Desired Level o Integration - Hahar
charii u th Rair e r Babau r uraii
a r aai hir r irai. Ui a a ipr
apprah hy a h avaiab a pririiz
hih hy u a h y ba h riria
prvi by h uraii a ihi hir aia hpi-
a a raizai.
whi ur aia a vry bi irai i
hr, u pu i a i. w ha pririiz. By ri
ih y wahei i rvi aar a bi ab
avi r hr, I u wahei r ab a a
ari pi a h ri ha r ary
iu, pai griai-mir.
Validating Data - Br ipri i h iv vir,
h uraii a u p h vaia h
aa. Fruay, ajr irpai r u, i ar
par bau h a ha r r h auray aa
aray i h y, iui a irai, hi
r upia ri, a aarizi i rai.
Benefts Realized - th a ha u h ah aa ivau-
ab i aayzi pa r aribu a pii ar
r ir-aii. thy a hariab ivi hiry,
hi a pi, ra a hi, har a, a
prpiy iv r a i apaiy ra.
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wih a h irai i pa, ur i r a
quiy ura h r r prp a ri h
b apprah ha iiviua, pai griai-mir.
Next Steps - si h iiia irai a p iFbruary a Hahar charii ha ha h ppruiy
r ih h irai, hy hav a ha
r iu i h iiia a ipr.
daa mii
mvi rar, griai-mir pa u a aa ii
ri ih wahei aayz hir ajr r,
ha hi aa a b r-rr aai pai aa ha
i r i a para y. eiay, hir hpia i
b ab r pai a aiy, y r hy bai
a r-rr h ru aai h ajr r ,
ai h p h h hav prviuy a a,
ih pia ai, ay iv aai.
Ui hi aayi, h i r a uiva raihip
ha hav pia r ajr i a vp a rau
pai prra by ari iiviua r rpa ai
ba hir ia ivi apaiy a prpiy iv
r. w ar vry i hi aa ii ri, a
i i a ur aia i a rau pai prra
a uiay br ria a i hir uraii aih h pai vii r irai ih h hpia, pai
griai-mir.
criia suppr, evry sp h way
Havi ai a aura ah aa ira i hir
r aa y iv Hahar charii a b
i h r hy ih hir aia. w ar ab prvi
ur aia raizai a hpia ih iia a
ir a quaiy, aiab aa, ha h r-i aa ira r wahei.
thir aiai i havi wahei i vi. A
griai-mir pai, wahei a ha b ry
ab a hpu. w hav ha a ra pri
ri ih hir a. evry ha b qui rp,
ar hp a ii h ra i. I b a pa-
ur r ih uraii pria ha ar ia
rvi a y raizai.
Hahar charii
Goal: sr r ra ri a uivai
pa
Tactics:
sr 21,000 rr ar
v aia hpia a
hahar raizai
A ah pr r
a prp
dri ppruii r
r iiai
Goal: Ira r aa
i hir dms
Tactics:
Aayz pa r aribu
a pi ar r ir-
aii
Rai hir pr a
aia hpia a
raizai
eab aia b r
praiv i hir uraii by
havi a p vi hir
r
Goal: daa ii
par ajr r
ih pai rr
Tactics (In Progress):
tar iiviua r rpa
ai, ui ah aaiy iiar
cuiva raihip ha hav
pia r ajr i
dvp a rau pai
prra
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House o Ruth
Integrating Wealth Data to Discover Top Prospects
Hu Ruh ha prvi hui a uppriv rvi
r abu hir i wahi d.c. a h r-
pia ara i 1976. th raizai hp r ha 600
a hir a hy ar h i iv ip-
y hy a iia h a abu r
hir iv.
A dirr oprai a a 16-yar vra a h Hu
Ruh, Jy gra i rpib r aai h ira-
ruur, pr a y ha ar u upprh raizai ii. m. gra a hr a
drPr r srwar, I. a hir r aa-
y vr 10 yar a. th drPr y a
h iy aa hir uraii aivii a
uiai ih iu a r. sh a hr
a hav ahr vauab aa hir r, bu hy
r biraphia a pra aia irai
hp ri hih iu hu b ii r
ajr i a hir pa ivi prra.
mr daa r Br Furaii Ru
I prpari r h a Hu Ruh ajr i
a pa ivi prra, m. gra ha ir a
rarh apprah ha a bh prhiv a -
i. sh ur drPr prp rarh parr,
wahei.
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Hu Ruh prp rarh a ri prra
iu:
Fiwah oi aa a ri
wahc irai ih drPr
wih h irai i pa, h Hu Ruh i ab
ha hir ir aaba ih raphi a a-
ia irai hir p r a prp, iui:
a, ra a, har a a hi, hariab -
ribui, a r. A hi aa, iui wahei
Prpiy giv (P2g) r a ia ivi apaiy
ra, i ipr iry i drPr r rpri a
v aa.
drPr ha vp pi ipr
wahei aa iry i h drPr y.
Ay aa bruh by h a b upa by h
i via a mir A , hih i iu a par
h rvi. I aii, hp aiiz h b h
aa, drPr i ar prvi a ur ui,
hih ai irai, rpr a i r
ha hav b a hir aaba h hy purha
wahei rvi.
Irai ma Prp Rarh eay a
eiv
Ui h aiia aa a drPr aur bui
rpr a appy ha r, m. gra a hr a
r ab iiy Hu Ruh p 100 prp, 50 r
ah h raizai ajr i r. A m. gra
pai, n ur ajr i r hav a ay
i r y. wih ah aa aib r iry ihi
drPr, hy a u a hir i iry h
iy a a ajr i. sh a h h
wahc bu ha ai hr a, I h i r
r r aa, hy u h wahc bu i iry Fiwah oi ahr r ira-
i ah r r prp. th a irai a
hp h Hu Ruh bui hir lay cir, hih i
hir pa i prra.
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crai a Ai Pa r Furaii su
Ar ih h aa r wahei hir p
r prp, m. gra u h mv maa
u i drPr i, hu, a arry u a a v r hi rup r.
Fr ap, h vp a ra a pa ii
ai r hir ajr r, iui a, aii,
a i r ar a, a pa ur/vii hir
aiii. eah pa iu h pi ai (..,
ph a, ai, a i) ii h r. A
ah ai i p a ra, h ai r i
prp hu h ai i h pa. A ayi,
hy a hr hy ar i h pr. m. gra pai,
w u mv maa r a ur r ipy a aui ha hu . I ray hp a r
r i v h a i ay u!
A suaiab Rur Iv
m. gra a ha wahei ha hp v
Hu Ruh a h rih pah, w raiy biv ha
hav ar ba ur iv i prp rarh i h
r yar, a hav i r aa r ur yar.
thuh i y i hir yar ua a priariy
ari r r h pa ivi prra, m. gra
i hi ar vi i h rih iri. wih h
irai hav, uh a a a i v, i
b uh air pi u iy r r h lay cir
pa ivi prra. wr abu i ur
a.
Ru:
narr uivr p
prp r 500 100
r r ajr i iiai
eha r aa ih
iv aia a pra
irai
Uiiz ha r aa
ih drPr mv
maa u ui
r vp pa
sa a rur i wahei
iv ihi yar
Hu Ruh
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Stevenson University
Rapid Growth and Strategic Restructuring Improve
Fundraising Efciency
sv Uivriy, marya hir ar ip
uivriy i r r i uiqu b ibra ar
a arr prparai. la i sv, marya, h
uivriy ha ubaiay ira r i u
by a aui i h pa a. Fu i 1947 a Via
Jui c, h uivriy Bar tru v ha
h a sv Uivriy ar hr yar iiv
rarh i Ju 2008. I aii, h Uivriy p
a rruuri pa ih h a rai i h.wih a urr r 3,900 urraua a rau-
a u, sv pri i ih i hiriay hih
jb/raua-h pa ra.
I 2005, sv Uivriy iiia a 20 ii ar capia
capai a i 2006 ba ri ih wahei
rarh a r urr a pa r. si h, h
Uivriy ha b aivy uraii r hir apai. I
dbr 2009 h 20 ii ar apai a -
p ih sv urpai hir apai a.
wih a aiv aaba 14,000 aui, i aii
ira u r, h ava ha
vp pr r hai h aaba a iprv
prur r uraii, aa aa, a prp
rarh.
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Ur h iri Rb turr, dirr Ava
srvi, h ubr rarhr ha ira i h
Uivriy iiiay i ih wahei i 2006.
thr ar 15 iiviua h a up h o Uivriy
Ava. tv iiviua u vp, hih 3 ar rarhr, a 3 u Aui Rai.
sri dr r eiv cuivai
si ipi a prp aa pa ra-
i hir uraii r, sv Uivriy ha a
ira i iiviua ivi au. sri a rarh-
i hir aui a par urr u ha prvi
rar iih a a turr a hi a ar hir
u h rih iiviua.
wah ri hav a hp turr a hi a
iiy a r a ar rup prp raivy quiy.
A hy ip a r prhiv aa i
ray a ri pr, h i hir prviu pr
r ii. turr pai, I r yar raiz
r ii a y ppruiy ih ur ri pr;
ha huh r par ii rh. our
arhip pr a ri ru h hr a a
u h par.
A turr pai urhr, w ba a i a aii h iiviua. li par r
i ai rr by Prpiy giv (P2g)
r a iiai r. th ir aii a u
apai ha a u ra pia r
u aur h rur iv r ar
aii. Fiay, h ava a ria hir
ph iiai i h aii, hih ru i a
ar r hiv pa.
wih h ha, turr rvi hir uraii pa
iu a ray r i, ruar ri ir- a iprv rf r iv prp
aa.
sv Uivriy
Goals:
U ah ri iiy
a r a ar rup
prp
Bui a prhiv aa
i ray a iprv
rf
Uvr ppruii i hir
rarh pr
dvp a ray r i,
ruar ri ir
Screening and Targeting
Process:
U P2g a iiai r
par ii
rha
cra aii
rha par
U apai ra
pia r
eabih ri aur h
rur iv r
ar aii
cria p-aii ph
iiai
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Irai wah daa r Br Furaii
Ru
Fi uraii b prai, sv Uivriy
u daa cau Ava a hir r aa-
y (dms), a ira h aa ahr hruh
ri iry i hir dms. sv ira vr
cau Ava ira hir ru i daa
r a p .v hir ur rar pr
(p) i. th ava u ir yp
irai ih wahei i hir ri aa ba
i hir dms. eah h i u uppr ir u-
raii aivii a ir pi i h uraii y.
Mass import irai ih aa r r-
i hyv u, a
Individual record i aa ui wahei
Prp li API, a wahc.
sv rarhr u wahei a aiy bai
up iiviua. Ui wbc, hy i h iivi-
ua p ah pr ihi wahei Fiwah
oi rarh , a ru ar aiy ira ba i
cau Ava.
Prir irai ri ru i hir dms, turr
r ih daa vp a ipai pa
ui hir pr. thy h irai ih daa
a ri h h wahei ri ru u
b iu. wahei aa i h ihi h daa majr
dr mu, hih ha b ha a b i ih
aa. A , i a uiz a pa r aiia
a . I i hi ara ar ab uiz h
aa ih pi r hr ura, a turr.
sipy pu by turr, th a i, yu hav r a bri
h aa ba i yur dms vry a h aa,
a a rar abu a iiviua. Havi i a
ray a ira iy ihi yur raizai.
thr p i upai rr bau h
aa i ar, rapar a raiy aib r vry
i ur ava vi. thi irai b
wahei a daa a a ur iv air.
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APPendIxsp by sp gui r Pai a dms/cRm Irai
dri Yur Apprah ....................................................................31
cra a taia Pa...............................................................................31
s Up a t..........................................................................................32
g liv..........................................................................................................34
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ta Rpibiiy
dvp It
dri Yur Apprah
1.) cariy h uraii rai yu b uppri.
dir mai eai Ph-a-h Aua givi majr r Pa givi A h abv
2.) di i yu a a ipr/ ri, iiviua rrirai, r bh.
ma ipr sai r ir ai, ai a ajr rprpi.
Iiviua rr Ai r upai irai iiviua prpr ajr r uivai.
3.) di h yu i u h aa ra yur prp i a/ruppr iiviua uivai.
l a yur uraii aar a r baar, ivi yur aup bur i pib.
4.) Ai r pp b i har h ipai.
dms/cRm Aiirar r It pr
dirr Rarh r Prj maa
5.) eur prj ar hav h prpr i a i b uu.
A ary, prvi prj a ih raii ppruii, a iai i hir hu r h prj.
cra A taia Pa
6.) cariy ha irai yu i b ai yur aa vr prvi.Far ir iu:
wha irai b uppr ur uraii rai? H uh a hih pi irai a r i ur
dms/cRm? wha i h raiv h vau h irai r ah pi?
7.) dri h uh irai yu a r i yur dms/cRm.
NOTE: Organizations sometimes err on the side o storing too much inormation,
making it dicult to fnd and work with the inormation thats genuinely important
and provides the most strategic value. I you have the option, consider starting with
less data in your DMS/CRM and expanding what you store as you learn to work with
the inormation and your strategies become more sophisticated.
Team Responsibility
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ta Rpibiiy
dvp It
8.) dri hr yu i r h irai i yur dms/cRm.
A yur aa vr r ui, ba hir r ih hr uih a dms r cRm y.
ch ih pr ui h a dms/cRm (i ru a b a ur pr irai).
Iiy b prai ha hav aray b vp r yur dms/cRm.
9.) dri h rr i yur aaba r ri.
Prvi ra u h ay rr rai riria. th b 100% pri a hi pi; Fr ap:
dr i h a x h, r
wha riria i ra h ubr rr yu pa ri
(r ap, i yu pa ri 10,000 rr, h ay hi yu iy ba a a ha ivi v?)
ch h ru aai yur pai a a iai a.
U h qury i yur dms/cRm, hih i b ipra bh r hirai prj a a arar aiiz h vau h
irai.
10.) Aui ha rr .
dri i yur quri ru i h rih rr bi apur. dri h quaiy h irai h rr. Fr ap, i
ay h ar ar quiab, i ay b iu ah rr
u yu a a ar upa a h a i.
ch r upia. I hr a hih r pra ihi h rryu r? I , i iy ha yur aa vr a hp yu r riprv h quaiy yur rr yu h r h
ri pr.
11.) dvp a pa ih yur aa vr.
dvp a -by- i ab ha iu h a bh h vra yu p, ih ar ai a ai.
sup a t
12.) Prvi a ap yur vr.
F yur vr uii r prvii a ap r yur dms/cRm. thi ry ru i h vaua yur ii aa, a i i yu h pr apaii yur dms/cRm.
cariy ih yur vr ha aa yu i b i ba r h.
Team Responsibility
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ta Rpibiiy
dvp It
13.) s up yur dms/cRm ap ruri aa.
dri hr yu i r h aa yur vr rur. n h ir ariy a urai r i yu a a/r
ab vau. I ra, yu hu r h irai hr yu b
aiy ab a a u i.
daa hu b viib -ur h hy vi a iu rr,iay hr hy u p uh irai! Yu ay a
r uary irai i pa a h uryi ai
hr. thi pp ha ipra r a y vi h
ai i hy a i.
daa hu b aib yur i-rai a pr . I yuri up u r ay h aa, a ur ha yur
qury a pr aur i b ab pu ha irai h
yur rai i. d a r ra ha h a vau yuabih i b aib h up a h!
daa hu b avaiab r rpri. A abv, yu a r hahr yu r h irai uppr yur rpri , iay
ihu rri u rpri (r e!)
NOTE: I this seems like a lot, dont worry. Its very likely that your data vendor has
helped clients make these same decisions or your DMS/CRM. User orums can provide
insights as well. The best practices are probably already out there, you just need to ask
and then do some simple testing or yoursel.
14.) Riv a ipr a ap , ar yu riv h r haa vr.
I avaiab r yur vr, arra riv a ap aa rpri ju a pri yur iu. A up z i . I pib, up up a ab vri yur aaba. ma a py
yur h aaba a para ia. Pp ia a para
rai r hi py i ar ha i h iv vri.
Ipr h ap aa , ba h yuv ii i hprviu p. thi yu vriy h dms/cRm ipr aur a vaia
yur i i ui h. I yu ha yu r raii
ipr, iy h yur i up yur riv h aa, r
ivia araiv ipr h, yu hav i !
NOTE: Not everyone can set up a separate sandbox. I you cant, no problem. Just be
extra careul to back up your DMS/CRM beore importing any data, and audit small
samples that you can delete manually, i needed, beore committing to importing
large amounts o inormation.
15.) Prai yur bui prai.
U h aa prai rai i a rpr. t ay iai bui prai, uh a aai iu
aa, i ry a r uivai. wh hi r , abih
i i yur iv aaba (i yur ui a ab y. I , yur
!)
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34 | A WealthEngine and Heller Consulting White Paper
ta Rpibiiy
dvp It
16.) cu a -- ru.
d a ry ru yur uivai i. ir ai appa, ai apair ajr r aii. t rai yur i, r a ap i a
yur rpri. I a i rr, yur ray . I yu hi ir
a, yu iy a v aha a a h rquii aju a yu
iv ih h aa. I h iu r p, yu ay a
rpa h i pr.
g liv
17.) Pi a iv a.
wih yur vr, iiy h yu h aa a h hyprvi a rur .
18.) eabih a iv pa.
Pa r ha yur a i h ay h aa i riv, aarar. H ar yu i ar ui yur irai? wha
uraii rai a appa i b r? th r yu ar
ui h irai, h r vau yu r yur iv i
a y.
19.) trai yur a.
Prvi raii yur au, piay ipr a -ur.
20.) Riv a ipr yur aa. ma a baup yur urr aaba (a vriy i!).
Rvi h h vr rur r ay bviu r (di hy rurh ubr rr yur p? th yu p?).
giv yur au a ha-up, v ai h pau aa ry iapprpria.
cu yur ipr. Aui h aa (bh uary quri a iiviua rr p hi). giv yur au h r ih ar ui h y aai.
21.) kp i i, p ai i br.
Yuv h bi (hia) pi. n yu a aiai h rh
h irai a a ur i ruary upa ih yur vr. saaa vau quiy. Yur vr a hp a hi h a ay via
ubripi rvi a ui rui aaba rrhi.
Team Responsibility
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wahei i a ai prvir phiia prp rarh a
aayi ui pr raizai, hpia, iiui hihr
uai, aia rvi a uury r. mr ha 3,000 i
u wahei pru r prhiv ah iiai
iiviua, pai a uai. Haquarr i Bha, md,
wahei r pru i bh h Ui sa a Ui ki.
Fr r irai, vii .ahi..
Hr cui hp pr rai hir prai a aiiz
hir u ar r uraii a ii aa. th pay
piaiz i ar i, ipai, piizai a rai-
i r pru r sar, cvi a hr ai prvir. wih i sa Frai, chia a n Yr, h Hr cui a
ha hp hur pr aii. Fr r irai, vii
.ahr..