A prospect rating system helps fundraisers prioritise your major gift opportunities. To help with this, we like to use the L-A-I (Linkage – Ability – Interest) model with our clients. It is a simple yet powerful tool to help you get the most from your pipeline of potential major donors.
Here’s a guide on how to effectively use the L-A-I model:
First, you need a list of individuals you believe are high-net-worth and capable of making a significant donation to your charity. If you’re just starting out, focus on those already familiar with your charity. These might include individuals who have made larger one-time donations or contacts who you think may have wealth or connections to wealthy individuals.
L-A-I is a straightforward scoring model out of 15 for each person on this list. Assign a score between 0 – 5 for each category. LINKAGE, ABILITY and INTEREST.
Using an excel spreadsheet for this exercise is an easy way to add up your totals and revisit them periodically. We highly recommend using our prospect rating system template for this exercise where you’ll also find example definitions you can use and modify to fit your organisation.
We have also outlined below the model steps to explain what each ones means to help support your answers:
Step 1: Linkage
How closely is the person connected to your charity? Can you get a meeting with them?
Step 2: Ability
Do they have the capacity to make a significant donation? This should be determined by some prospect research, not on the fundraiser’s assumptions.
Step 3: Interest
What is the level of the individual’s interest in your organisation or cause? Have they demonstrated this already?
I have completed the template, what happens next?
Once you have rated your pipeline of donors and prospects, add up the totals in an excel spreadsheet. Focus on working with those with the highest ratings first. Revisit and update your list (at least once or twice a year) to reflect any changes, ensuring that you are always focusing your efforts on the individuals most likely to donate.
By systematically applying the L-A-I model, you can ensure that your efforts are directed towards the most beneficial and achievable activities, maximising efficiency and effectiveness.
How Philanthropy Together can help
No matter what the size of gift, as a specialist fundraising consultancy we advise on all aspects of securing all-important major gifts, as well as follow-up to ensure that they ideally don’t become a one-off. Call or email us now to see how we can help on 07927 145 572 or 07833 932 291 or email info@philanthropytogether.co.uk.
