Guess Who? Creating Data-Based Prospect Archetypes by Catherine Flaatten

A leading academic medical center asked BWF Zuri for help developing a straightforward, yet actionable way to layer multiple analytics assets into prospect management strategies. Together, we created a data-based framework that integrates financial capacity, organizational engagement, and philanthropic likelihood into eight distinct prospect archetypes. We then set recommended portfolio mix targets and paired each archetype with tailored strategies to drive gift officer action. The result: greater clarity into fundraisers' needs, sharper portfolio health diagnostics, and faster, more confident movement from insight to outreach. We’ll show how the framework was built, how targets were set, and how prospect development now uses these archetypes to support fundraising success. Attendees will leave with a replicable template to implement in their own shops.

About the Presenter: Catherine Flaatten, MPH, CFRE, is the associate vice president of prospect development at BWF, where she advises nonprofit clients on building and strengthening programs in prospect…