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Recording capacity, affinity, and inclination

  • 1.  Recording capacity, affinity, and inclination

    Posted 30 days ago
    Fellow Connectors,

    We're revisiting how we're capturing prospect capacity, affinity, and inclination, but my inquiry today is focused primarily on how institutions are recording affinity and inclination.

    • Are you only gauging prospect affinity and inclination from the narratives in contact reports?
      • If not, are you recording affinity and/or inclination with table based code/descriptions for each?  If so, would you be willing to share?
    • Are you combining affinity and inclination into one score or code? (e.g. "A - They love us and are ready to support now."; "B - They love us, but are not ready at this time."; "C - We're not their top priority, but they are ready to support now."; etc.)

    Thanks,
    Eric

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    Eric Valdescaro
    Senior Director, Advancement Services
    University of Memphis
    eric.valdescaro@memphis.edu
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  • 2.  RE: Recording capacity, affinity, and inclination

    Posted 30 days ago
    Eric, we are calculating an affinity score based on various engagement factors and capture that in Advance in a dedicated field. We are not looking at contact report narratives for that per se, but we are using those to inform things like prospect stage & type, which in turn inform the affinity score. Once we have an affinity score and a capacity we can place the prospect on a heat map to prioritize. Happy to connect you with our PM folks for more details that I don't personally understand.

    -jsg

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    Josh Greenbaum
    Executive Director, Advancement Information Svcs
    Emory University
    josh.greenbaum@emory.edu
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  • 3.  RE: Recording capacity, affinity, and inclination

    Posted 30 days ago
    Hi Josh, thanks.  In your affinity score are you capturing any inclination (i.e. how ready the prospect is to give)?

    -Eric

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    Eric Valdescaro
    Senior Director, Advancement Services
    University of Memphis
    eric.valdescaro@memphis.edu
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  • 4.  RE: Recording capacity, affinity, and inclination

    Posted 30 days ago
    We are not.

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    Josh Greenbaum
    Executive Director, Advancement Information Svcs
    Emory University
    josh.greenbaum@emory.edu
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  • 5.  RE: Recording capacity, affinity, and inclination

    Posted 29 days ago
    We do a ton of work in this area using classification models which create a combined affinity-inclination score … we call it attachment.   If done correctly the score should indicate how much of somebody's capacity might they be willing to give to your cause in the next several years (say 5 or so).  Four parts:
    1.  Select a "base population".  For example, everybody with a capacity over $100k
    2.  Chose a "target population".  For example, everybody in the base population who has actually given over $100k
    3.  Set up a bunch of "explanatory factors".  These are things that indicate interest in your case; why somebody might give more of their capacity to your cause than somebody else.  For example, how many events they've come to in the last year, last 2 years; if events score high, which types of events; how many times they've clicked on your newsletter in the past 6 months; how many of the past 2 years they've made a gift, last 5 years, last 10 years; how many and which committees they've been on in the past 2 years; how many reunions they've been to; if a university did they play a sport; etc.
    4.  Then let the classification model run.  It will figure out the influence of each factor relative to the others, and also figure out if, for example, coming to 5 events is worth 5 times coming to 1 vs. maybe 1.3 times coming to 1.  And so on.  And the model will create a score from 0 to 1 that you can multiply by capacity to estimate a projected amount for, say, the next 5 years for each prospect.

    Not that hard to do.  And these scores can be set so that they update daily from your CRM and other datasets and integrate with your reports and dashboards.

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    Doug Cogswell
    President, Advizor Solutions
    doug.cogswell@ADVIZORSOLUTIONS.COM
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  • 6.  RE: Recording capacity, affinity, and inclination

    Posted 28 days ago

    Hi Doug, this is great info.  I should've clarified that for the sake of my original post we are looking for ways this could be captured by gift officers out in in the field – not through analysis.  Also, we currently don't have good historical event info.  But I think your method would be great for institutions that do.

     

    -Eric

     

    Eric Valdescaro

    Senior Director, Advancement Services

    University Advancement

    The University of Memphis