0:03 Hello, everyone, my name is Alex Huntsberger. And I am the host for this session today. My role is to introduce today's speakers and to outline how this room works. The platform we are using allows attendees to share their video and audio during this presentation. Now, in a moment, I will be introducing our presenters. And they will be leading the group through a presentation and then facilitating questions from attendees. Attendees may share both as someone speaking or they may rely on the chat, you do not need to join the rooms video, in order to participate. You can just watch. If that's what you want to do. This room is being recorded. And we ask that you be respectful of the presenter and other participants by muting your microphone. If you're not talking. Thank you. And I'm excited to introduce the workshops, presenters, we have Lauren Taylor, she's a partner Success Manager with Windfall Data. And then Michael Mongaras, who is a territory sales manager here at Neon One. And with that, Lauren, Michael, take it away. 1:09 Awesome. Thank you so much, Alex. Um, yeah, I just wanted to say how excited I am. This is my first Generosity Xchange. And so really great to be participating with all of you today. Just as a little bit of background for myself, prior to Windfall and being partner success manager here, I have a little bit of experience with customer success as well. And I've also been in the shoes of nonprofit team members specifically on a planned giving team. And so it's just really great to bring all of that experience and shed some light on to how Windfall plus Neon might be able to help your donor cultivation plans. So Michael about you? 1:48 Yeah, thank you, Lauren. And real quick. Thank you, Alex. Thank you, Lauren. much appreciate it. My name is Michael Mongaras. As they stated, I'm a territory sales manager here at Neon One. I've been with Neon for coming up on almost two years, and certainly excited to be a part of Generosity Xchange.Windfall and Lauren has been wonderful partners with us over here at Neon. So I'm certainly excited to you know, hear Lauren speak and talk about the Windfall product. And then if there are any questions like Alex said, please feel free to put those in chat. I will be monitoring that. So I'll answer anything that we need to or of course, if we need to kick anything off to Lauren, we'll certainly do that as well. So perfect. Back to you, Lauren. 2:34 Great. All right. So just an overview of things that we're going to be talking today. We've already completed introductions, so check there. And then I'm going to dive into a little bit more detail into who Windfall is for those of you who aren't familiar, then share a little bit information about the Neon integration, it's bi directional. So we'll give you a glimpse of what that looks like. And then we'll get to the true topic here, which is how all of this information can help some of your donor cultivation opportunities. And like Michael said, We'll round this out with some q&a, feel free to drop some items into the chat here. I know that Michael will try his best to respond in real time. But we'll also try to save a little bit of time to answer any of the remaining questions that you might have. But we're kind of limited only 30 minutes. And so I'm gonna go ahead and jump on in to who is Windfall. So instead of reading this full summary that's listed on this slide, I wanted to highlight a few key points that I think are really the most relevant to the group here today. So first Windfall is a people intelligence and data company to help nonprofit organizations access actionable insights on their most affluent donors and prospects. So what we do is we'll screen your entire constituent base that already exists within the Neon CRM. And this information is going to be able to help you build acquisition campaigns more accurately customize your ask amounts, engage with your donors at the right time. And And something else that I'll share is just on our broad coverage. And so what this means is that our customers receive more matches more accurate insights. And as you'll see, our range spans over 100 million US households. And to put in perspective for you with a quick Google search, you'll find that there are 123 point 6 million households in the US and so we're covering pretty much the majority there to be able to generate those amounts of matches. And then of these, we've identified over 18 million of those as high net worth or affluent households or households, which basically means that we've identified that they have a million dollars or more in net worth. And finally, I'll add that we have over 800 organizations currently using Windfall to power their prospect research advancement. Marketing, campaign planning, you name it. We'll use a lot of today to really talk about how they're utilizing that data. So diving in to our methodology of how we come up with these net worth estimates, our wealth screening tool provides you with a precise net worth figure as well as over 25 additional attributes, or what you might hear us refer to as triggers. And these really give you a 360 degree view of the high net worth households within your current donor base. So the net worth of the individual as we define it is the total assets less liabilities. And so this is comprised of things that you see in the graph on the right hand side, so things like real estate, investments, cars, student loans, mortgages, and then all of this data is then compiled from hundreds of different data sources. And this is what allows our dataset to be more precise, and as up to date as possible. So I'm talking about the specifics of how we model it, we look at our data coming from two buckets, I guess, is one way to put it. And the first is publicly available data. So this includes things like real estate, political contributions, SEC filings. And because we own our own data set, we can do things that are uniquely focused on the affluence. So for example, we know that real estate valuations don't exactly translate too well, I'm so I'll use myself as an example, I'm up here in the Seattle area. And there are more than a handful of households or houses that are valued at a million dollars or more, that necessarily wouldn't translate into that household being identified as someone that is a millionaire, that would be pretty misleading for you. So something that we can do is net out the mortgage that someone has against that household so that we're not inflating the value of the matches that we're returning to you. The second is around data partnerships. And so specifically, what I'll talk about there is a small business ownership. And so what this refers to is any mom and pop shop or community level, small business ownership, that we would then add into that net worth calculation. And so something that we'll also note on is that we take a conservative approach when returning some of these matches to us so that you aren't going down a wrong path. And you can use your time as wisely as possible. I know that a lot of organizations are working with a small but mighty team. And so we want to make sure that we're giving you the most accurate information as possible so that you can feel confident in those steps that you're then taking for that donor cultivation. Okay, so as quick summary of our Neon integration, so one of the many benefits of our partnership is that with Neon, we have a bi directional integration, meaning that all of our joint customers have syncs every two weeks without them really having to do anything except for that initial click of a button to say activate integration with Windfall. And so from there, we'll be able to get you the most up to date screenings, like I said, every two weeks. And so what we found is that a lot of nonprofits are really accustomed to well screening that's either based on frequency or based by the record, and sometimes that frequency can mean just one time a year, or sometimes up to once every three years. And so, Windfall really does neither of those things. Because what we'll do is screen your entire data set within the Neon CRM every two weeks. And what this process can help you do is, number one, identify your most affluent donors. And so because we're screening everybody, you won't need to create any kind of report for that screening to be able to take place and use your own best estimates to say, well, which of our donors that do we want to be able to screen, that's a step that you can skip, because we're just going to go ahead and screen everybody. And then the second one is to understand your donors and your prospects. And so because we're able to screen everybody, then it's hopefully going to uncover some of those hidden gems that you might not have already been aware of that already exist in your data set. And then finally, you'll have the ability to engage with your donors with the right message, and at the right time, and so something that we can acknowledge is that net worth is fluid. So with bi weekly syncs, you'll be able to see wealth creation and destruction events, such as purchasing a new home or selling small business as they happen in real time. So here's a screenshot of what a donor profile looks like from within the Neon CRM and as you can see the attributes are listed and sorted by recent activities, philanthropy, household assets. And something to keep in mind here is that any data point that you're seeing here are attributes that you'll be able to sort and create reports on. Michael, anything to add here, based off of your experience, talking about the donor profile with customers? 10:24 A couple of things. One thing that I want to highlight that you had already mentioned, Lauren was that the whenever there whenever Windfall is searching, or going through your entire database and reporting every two weeks, that's huge. Because I have these conversations a lot with existing clients, that things are constantly changing, people's information is constantly changing. So if you're relying on data, you know, that was six months old, a year old, three years old, unfortunately, you're not getting a full view. And then whenever you reach out to these donors or members, sometimes that accurate, or that information isn't up to date and accurate. So the conversation may go sideways sometimes. So, you know, having said that, whenever you're looking at this information when you have it integrated with the Neon CRM, this is a great high level overview to have at your disposal when you're having those conversations, and you're making those reach out engagements. And just a quick little snippet on this. So you can see up in the top left hand corner, Miss lovely Juliet Capulet here has, you know, 7 million net worth, you have that in top of your mind, you also can see on the top right, does she have any political affiliations that may or may not make a big difference in this conversation you're having. But that's just kind of an example of things that you may want to talk about whenever reaching out to these potential donors. 11:49 Absolutely. Okay, so I know that I sped through that section really fast, but it's because we wanted to make sure that we had enough time as possible to talk about donor cultivation and taking it to the next level. So what we're going to talk about is what this looks like, day to day, in real time and in action, and talk about the use of all the attributes that are available to Neon and Windfall customers for some of these cultivation plants. So this screen might give you a little bit of a shock to see how many are actually listed just on one slide. And so what we're going to do is break it down. And so something that I'm going to highlight Are any of the attributes that relates specifically to household assets. And so you'll see that I've circled some, such as boat owner, plane owner, small business owner, real estate, things like that. And something that we'll talk about now is, you know, just some of the use cases here for some of that donor cultivation, so that you can be really strategic with all of the pieces of information that are now available to you. So the first one that I'll highlight is personal interests. And so I kind of see this with a one on one approach to be able to take those pieces of information as conversation starters. And so for example, voter plane ownership without doubt, that's something that you can acknowledge and say, is something that's special and interesting and might be able to bring into a conversation. Something else that you can highlight is in this investment activities, such as real estate. Clearly, if they are a multi property owner or a rental property owner, they might have taken a personal interest in those kinds of activities. And so these are things that can be in real time conversation starters, especially if it's something that you didn't previously know about that person. Or maybe it's something that they haven't quite personally disclosed with you yet, if you are their relationship owner within the organization, Talking more broadly, something that you can do is really customize some of your ask amounts. And so this is a way that you can utilize net worth for upcoming campaigns. So especially for someone that's not currently in a donor portfolio, right, and you have been able to identify them as someone that's having high net worth, it might not make the most sense to send them some kind of appeal asking them for $100 $50. This is something where you might be able to throw them into a higher ask pool and if you have any concerns about it, by the way, this is a great opportunity to test out an A/B segmentation plan to say Well, half of these people in this bucket of net worth can get a solicitation for x value whereas this other section can give the value that we would have asked for previously just to see how those performances compare. Another item that will highlight is sponsorship and so specifically, I would encourage you to be looking at the small business ownership attribute here. And so let's say that you're a smaller local organization, and you have an event coming up and you're looking for sponsors. These are definitely people that you could then approach to say, Hey, I see that you have a small business within our community, would you be interested in sponsoring on behalf of your business, right. So that can be a really great way to get them more involved without it being a personal donation. Finally, I'll touch on just some of the lifestyle points. And so what I'm thinking here is multi property owner, so does this household spend their summers in one address versus another, this can help you make sure that you are sending mailers to the right location, just knowing that some people like to spend their winters and warmer locations. And so a multi property owner could be a strong indicator of that. And as some other pieces to that would just be, you know, how, how are they spending their time based off of the assets that we've been able to showcase that they have? Michael, anything to add there about some of the use cases you've seen with household assets or anything that you'd recommend? 16:15 You know, the one thing that I will add, which, by the way, everything that you said and describe was spot on. The one thing that I'll add, that Windfall will report on, like in regards to the recent activity, were things that you may want to be aware of whenever, you know, reaching out or possibly not reaching out is where I'm going with this such as did somebody have a recent divorce within the past six months? Was there a recent death in the family over the past six months? You know, maybe we want to put a pause on a specific campaign or reach out that you were thinking about doing just for sensitivity natures, maybe you want to send a thank you or not a thank you card, but a condolence card, things like that. That's probably what I would add on that. 16:56 Yeah, for sure. And you know, that is actually a perfect segue into what we have coming up next. And so, as you'll see, we're revisiting the remaining attributes that you have available to you. And this time, I'm going to highlight some of the pieces that Michael was just mentioning. So things like recent mover, reasonably divorce, recent death in the family, how can you use some of these pieces to guide some of your cultivation campaigns moving forward? So first and foremost, is engagement at the right time. So being sensitive about the experience that the household that you are looking at might be going through, right, so recent move, or recent worse, recent, definitely family, all of these things can be strong indicators of whether to potentially exclude someone from a future solicitation, it just might not be the right time. Um, and something else that I'll mention is that net worth is constantly changing, too. And so you also might want to be super timely about the time that you are asking for a donation. So if you see something that could indicate a wealth creation event, then you might want to be able to be the first person in line to ask what's going on, and to see what they're interested in what their interest is, and donating to your organization. And so recent move can be a really big indicator of that, it could be a sign that they recently purchased a new home slash sold a new home. And so this could be a really good opportunity to get in touch with somebody. And on a similar note, with recent move, their contact information may have changed. And so you don't want to be sending mailers to the old address, and getting that damned Return to Sender. Return in your own mailbox, you want to make sure that anything that you're sending out there is getting to the right person. Something else that I'll note on is with recently divorced, this is very similar to that you may need to update someone's name last name, you may need to update their title, because it could be an uncomfortable experience for that donor if you're reaching out to them with the wrong title and something has changed. So you want to make sure that you are updating accordingly and using this information to try to avoid any of those uncomfortable situations. And personal outreach. And so you've heard it before, I'll say it again don't undervalue the impact that a handwritten note can make for relationship building with your constituent base. And so this could be as much as a thank you. So again, looking at maybe someone that's been identified as high net worth and historically has only given you $100 Every single year, it could be worth making sure that they get a handwritten thank you to say how much you appreciate their support and try to start a conversation that way versus the automated letter that they'll get versus the automated email that they'll get for those donations. You know, you want to make them make sure that they feel special to your organization. And then on the flip side, If sympathies card could be really appreciated, and so something that we haven't talked in a lot of detail about is the recent death in the family attribute. And so this could be a really great time to, you know, just send them a personal note of sympathy, to let them know that you're paying attention and care about that person at a personal level. Again, Michael, anything to add on these notes? 20:26 No on this one, and I probably jumped a little bit ahead of myself on that one when I spoke previously. Apologies for that, but ya know, you were spot on with this, I cannot give any additional feedback on that. This was perfect. 20:39 Awesome, all right, and you gave me Give me the perfect water break as well to make sure that I can stay hydrated through this. So, um, you may have guessed it, where we're back to the screen with the full list of attributes. But this time, we're going to dig into the ones that relate to philanthropic activity. So here, you'll see that I have circled political donor philanthropic cause foundation Association versus foundation officer. And so these can also give you like I said before, that 360 degree view of the behavior of this household to make sure that you are making the smartest ask of that person. So, um, something that I'll touch on is just overall donor behavior. So this means getting to know what causes your donors care about most. And so on the left hand side, you'll see a sample chart of something that you would have access to through a Windfall Wealth Analytics Report, which will, we'll dive more into later on in this presentation. But this sort causes by their NTEE codes. And so when you're looking at those letters at the bottom, for B, E, P, those are those codes. And so B stands for education, B, or E is healthcare, P Human Services, and so on and so forth. And so this is just a way to be able to see if these causes align with the causes or cause of your own organization. So if you have anyone that's been identified as having a similar cause, but they haven't donated yet, maybe that's someone that would be interested in learning more. an added layer to this is seeing their regional focus. And so we'll be able to also let you know if they are donating locally versus supporting international organizations. And so this could be a really good cue of, you know, if they want to be more involved on on a local basis, I'm just going to take one little water break, lots of talking. 22:42 I always love this portion to on the NTEE codes, because what I found, or what and having conversations with existing organizations is that there's a lot of times that they get surprised, on you know, what their constituents are donating to, they wouldn't have guessed that, or they thought it was going to be something different. So it's just always interesting to see this information that's provided, and what they can do with it. 23:08 Yeah, absolutely. And so, moving on to the next bullet point about the foundation Association versus officer, this can help your frontline fundraiser team know who the best person is for reaching out to on the side of the foundation, right. And so it just gives that added layer of confidence to be able to make sure that you're starting the conversation correctly, instead of then having to deal with the hassle hassle of being like, Oh, I don't have the right person, and I'm gonna pass you off to this next person and pass you off to this next person, right. And so if you can see that trigger of the foundation officer, then that's gonna give you a really good start to to that piece. And then finally, I had to throw in something that's planned giving related just based off of my background. And so the one that I'll touch on is the trust Association. And so this is something that has proven to bolster some of our customer efforts in identifying some of the hidden assets, right. So this is a really good sign that you can find people with a high net worth that might not be as obvious to you, and then they might be able to be included in some of your current plans, giving efforts specifically through the trust that they have. Okay, so I'm moving ahead, because I know that we're in our final five minutes, and I want to make sure that we have time for possible questions, but I just wanted to acknowledge that we've only barely scratched the surface here. So we have only organized some of these attributes by specific themes and buckets, but you can mix and match all of these two as well. So something that you can do within the Neon platform is create reports based off of any of these attributes on an individual basis. but you can also combine them to create certain workflows. Something that I didn't talk about was event invitations. And so if you have a big event coming up, you would be able to run a report screening, everybody that's invited screening, everyone that attended. Stewardship is another huge opportunity to make sure that you are thinking people at a timely level, especially if they have a high net worth and are making a smaller sized donation, you know, that's a huge growth opportunity. And then overall segmentation, right. So getting an idea of any of your donors that fall between certain areas of net worth certain amounts of net worth, if you are trying to find people that are giving to one cause versus another, there are pretty much endless segmentation plans. And this is something that your Neon CSM would be able to support you with and be able to set these up for you. So if any of this has sounded interesting to you, something that I would encourage is to reach out to Michael, who we have on our panel today, requesting a free Wealth Analytics Report. And so we have a sample screenshot here. And what you would be able to have access to is the number of matches you would be able to have, you would have in your data set, how many people are within that one to 2.5 million range up to that 20 plus million dollar range and get a sense of their donor behavior as well, you would have that chart that we had on a previous slide of their NTEE codes. And you will be able to see of, of those wealth buckets, the percentage of people who have made a donation to your organization, so lots of insights, lots of action items to be able to make sure that you are really capitalizing on the high net worth individuals that you already have in your data in your donor base. Michael, anything to add on the Wealth Analytics Report? 26:59 And pardon me, I was answering that that question. So I didn't catch some of that. But what I would say on the wealth analytics report, this is so beneficial for any organization that is even just remotely curious how Windfall can help grow your organization, or help segment different things that you're trying to do, you will find within that analytics Analytics report that there's probably a lot of things that you were not aware of. So I always love when people order those. And then you know, we can schedule time to meet, go over them, discuss different things. But that's probably one of my favorite pieces of information that's provided to you. 27:41 And it's free, so no harm in requesting it, we would be able to get that back to you shortly. And then you would be able to just get that high level preview of what already exists within within your Neon CRM. 27:56 Perfect. And then we have Anna, who asks, Is this only for Neon accounts for Windfall, Lauren. 28:05 Of course, it is not only for Neon accounts, we're talking specifically about the Neon integration today. But Windfall also has our own direct customers as well. So you, I believe will have access to my personal email so you can reach out directly to me, and we can start the conversation that way. And then you would also be able to request that free Wealth Analytics Report that we do. 28:28 Absolutely. And also, Sandy asked, is there pricing? Is there a place for pricing that can be found? Excuse me? Yes, I didn't let Sandy know, please feel free to email me after this session is over. And I can absolutely provide that information for you. My contact information is here as well. And mmongaraas@neonone.com. But yes, would love to converse chat any and all the above with you. So please feel free to do so. 28:57 Yeah, and even if you want to take just a deeper dive into the data and get a better understanding of our sourcing or our methodology, I would be happy to take that conversation offline too. So feel free to contact us and we can set up that time really easily. 29:15 Perfect. And Lauren, it looks like those were all the questions that we had so far. And I think we are if I'm correct, Alex, we are almost at time. Yep. 29:24 Yes we are. We are almost at time. Thank you both so much. 29:29 Last chance everyone to throw questions in if you have them but just wanted to also say thank you so much for taking the time to join us and hear a little bit more about our Neon integration with Windfall. 29:43 Thank you so much, everybody. 29:46 Thank you, Lauren. Thank you, Michael. 29:51 bye, everyone. Alex Lauren, thank you so much. Alex, thank you for hosting us. Lauren. Thank you so much for doing the presentation. Always insightful, you know, to get your take on everything windfall so much appreciated. Lauren, we have a question from Anna to where's your contact email? 31:15 Of course. I'm gonna drop it 31:19 here. Perfect. Awesome. Well, perfect. All right, ladies and gentlemen, then on to the next session. I will see you all and the ones that are to come. 31:36 Absolutely. Thanks, everyone. All right. 31:38 Thank you. All right. Bye bye. Transcribed by https://otter.ai