Finding Good Prospects

Bob Cryer

Bob Cryer

Would you be interested in learning who might be a good prospect to contact about making a donation to your nonprofit and/or to join one of your nonprofit’s committees or its Board? One definition of a good prospect is someone who is interested enough in your nonprofit to repeatedly, over time, seek out information about your nonprofit and its activities. How might you identify these prospects?

One way of finding them is to “data mine” your Email list. If you regularly Email a newsletter to a fairly large audience, and use an Email service like Mail Chimp or Constant Contact to deliver that newsletter, that service creates a file for each Emailing of what happened when they tried to deliver your Email to each recipient:

  • Was the Email service able to deliver the Email to that recipient?
  • Did the recipient open your Email to read its content?
  • How many “links” in your Email did the recipient “click on”?
  • Did the recipient “opt out” of future mailings?

You can download these “Email servicer” data files for several of your Emailings into your computer, merge them into one file, and sort the records to readily determine which of your Email recipients frequently opened your Emails to learn more about your nonprofit. These are your “loyal followers” that have repeatedly been interested in your nonprofit over the time period analyzed, and are good prospects to contact to determine if they might be interested in doing more to support your nonprofit’s good works, and how they might like to contribute.

Please visit our for more information about how we might help you with your fundraising plans or any other issues that you might be facing.

Author:  Bob Cryer, Executive Coaches of Orange County,