Much like using any free search engine, you get what you pay for. While search engines can provide vast amounts of information, there are significant costs to relying on bad data.
CPR’s team of highly trained experts distinguishes what’s real from what’s a “hallucination” or just plain wrong data. We’re trained to systematically avoid false positives and statistical errors that could lead to costly mistakes.
What Are the Costs of Bad Information?
Non-specialists risk more than just time—they create significant opportunity costs when they spend hours relying on AI or performing inefficient Google searches. Nothing is more costly than wasted time.
Test the Experts:
How quickly can you find the largest gift Bill Gates has made?
And are you sure you’re not confusing Bill Gates with his father, who shares the same name? CPR experts can accomplish this in less than ten minutes.
Donor Upgrades:
It’s almost always more cost-effective to engage long-standing donors and build deeper relationships rather than constantly trying to attract new ones. Many donors may not be giving at their full potential simply because no one has asked for more, and they could be giving much larger amounts elsewhere.
Evaluating Lower-Level Donors:
When assessing your lower-level donors, the question is: which ones should be targeted for additional research and solicitation? Imagine you’re working with a limited research budget—how would you prioritize? Take a look at the following examples and see if you agree with the experts:_______________________________
Prospect: Mr. and Mrs. John T. Smith III
- Last five years of giving:
- $900 in 2023
- $500 in 2022
- $300 in 2021
- $200 in 2020
- Total Giving: $2,250
- Major Gift to a Competitor: $25,000 one-time gift
- Known by Board/Staff: Yes
- Age: 55
RESEARCH FURTHER
The pros agree.
DON’T RESEARCH FURTHER
The pros disagree.
_______________________________
Prospect: Oscar Garcia
- Last five years of giving:
- $3,000 in 2023
- $3,000 in 2022
- $3,000 in 2021
- $3,000 in 2020
- Total Giving: $12,000
- Major Gift to a Competitor: $1 million+
- Known by Board/Staff: Yes
- Age: 64
RESEARCH FURTHER
The pros disagree
DON’T RESEARCH FURTHER
The pros agree. This person has already made a major gift elsewhere to another competing organization; the competition got to them before you did. People usually give close to the heart. Unless you could prove that your prospect was capable of multiple $1 million pledges, another big gift is unlikely. Of course, if your board member contradicts the hard data, then listen to your board member because the best research comes from personal relationships.
_______________________________
Prospect: Marie Wang
- Last five years of giving:
- $250 in 2023
- $200 in 2022
- $200 in 2021
- $75 in 2020
- Total Giving: $1,175
- Major Gift to a Competitor: $100,000 pledged in the last five years
- Known by Board/Staff: No
- Age: 80
RESEARCH FURTHER
The pros disagree
DON’T RESEARCH FURTHER
The pros agree. Even though this person proves she is capable of a much larger gift, and she has given in increasing amounts, the sporadic pattern feels like she had a revelation or inspiration. But, in effect, that gift looks transactional, not relationship driven, so a “one shot deal.” The facts are that she’s an older, single woman with no known contact to the organization and that her prime earning years are behind her.
_______________________________
In this scenario, one prospect would likely offer a higher return on investment, and the others may not. But when you’re evaluating a large list of names, how do you decide where to focus your energy?
Let CPR Help:
We systematically search large volumes of names and evaluate which prospects are most likely to give more. Our streamlined process is both efficient and affordable, helping you cultivate lower-level donors into major gift prospects.