How can you use prospect research to find the best speakers for your organization's events?

If you are a nonprofit leader, you know how important it is to find the best speakers for your organization's events. Speakers can inspire, educate, and motivate your audience, whether they are donors, volunteers, staff, or beneficiaries. But how can you find the right speakers for your specific goals, themes, and budget? One way is to use prospect research, a strategic process of gathering and analyzing information about potential or existing supporters. In this article, you will learn how to use prospect research to find the best speakers for your organization's events.

1 What is prospect research and why is it useful?

Prospect research is a method of identifying, qualifying, and prioritizing potential or existing supporters for your nonprofit. It involves collecting and analyzing data on their background, interests, values, affiliations, giving capacity, and philanthropic behavior. By utilizing prospect research when selecting speakers for your organization's events, you can ensure that the speaker shares your mission, vision, and values; has relevant expertise and experience; has a connection or relationship with your organization or cause; and is available at a reasonable fee. This research will help you to negotiate the best terms for your organization.

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Puneet Singh Singhal

Co-founder Billion Strong | Empowering Young Innovators with Disabilities | Curator, "Green Disability" | Exploring Conscious AI for Social Change | Advaita Vedanta | SDGs 10 & 17 |
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Prospect research is a strategic approach in nonprofit management, focusing on identifying and understanding potential or existing supporters. This process involves gathering comprehensive data about their backgrounds, interests, values, affiliations, financial capacity, and philanthropic tendencies. Applying prospect research in selecting event speakers ensures alignment with your mission and values, guarantees relevant expertise and experience, and confirms any existing connections with your cause or organization. Additionally, it aids in determining speaker availability and negotiating reasonable fees.

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2 How to conduct prospect research for speakers?

Conducting prospect research for speakers is an important part of organizing an event. To do this, you must first define the goals, theme, and audience of your event. Then, create a list of potential speakers using various sources such as online databases, directories, websites, social media, podcasts, blogs, books, articles, or referrals from your network. Research each speaker's profile and background to determine their alignment with your event's goals and theme. Utilize a scoring system to compare each speaker's availability, fees, and expectations. Finally, prioritize your top choices with a ranking system and contact them via email, phone, or social media to invite them to speak at your event.

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3 How to prepare for the speaker outreach?

Prior to contacting potential speakers, you need to prepare for the speaker outreach. This requires crafting a personalized invitation that is clear and concise, outlining who you are, your organization, why you are interested in them, and what benefits they will get from speaking at your event. Additionally, you need to anticipate and address any objections or questions they may have. Following up with potential speakers until you get a response and confirming their participation is also necessary. Lastly, sending a confirmation email or letter that outlines details and logistics of the event, as well as expressing gratitude for their commitment is important.

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Puneet Singh Singhal

Co-founder Billion Strong | Empowering Young Innovators with Disabilities | Curator, "Green Disability" | Exploring Conscious AI for Social Change | Advaita Vedanta | SDGs 10 & 17 |
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Preparing for speaker outreach involves several key steps: Craft a Personalized Invitation: Start by drafting an invitation that is personalized and succinct. Introduce yourself and your organization, explain your interest in the speaker, and clearly outline the event's purpose and the benefits of their participation. Anticipate Objections/Questions: Consider any potential questions or concerns they might have about the event, such as audience size, topic relevance, or logistics, and be ready to provide answers. Persistent Follow-up: Follow up with potential speakers persistently until you receive a response. This demonstrates your genuine interest and commitment.

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4 How to maintain and strengthen the speaker relationship?

After you confirm the speaker's participation, you need to maintain and strengthen the speaker relationship. This entails communicating regularly and effectively, respecting their preferences, expectations, and boundaries, and avoiding any miscommunication or misunderstanding. You should also promote and highlight the speaker's presence and expertise at your event, and thank them for their contribution. Additionally, you can ask them to share or endorse your event on their platforms, provide them with any exposure or recognition they may deserve, follow up with them after your event, ask for their feedback or evaluation of your event, share any results or outcomes of your event, and explore any opportunities for future collaboration or partnership.

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5 How to measure and improve the speaker's impact?

Finally, you need to measure and improve the speaker's impact. This means tracking and analyzing their performance and feedback, reporting and celebrating their achievements and outcomes, as well as learning and applying their best practices and lessons. You should monitor and evaluate the speaker's delivery and content at your event, while also collecting any feedback or data from your audience such as surveys, polls, comments, ratings, or testimonials. Furthermore, you should share stories, testimonials, or statistics that demonstrate their impact. You can also send them a report or a certificate that summarizes their achievements and outcomes to congratulate them for their success. Additionally, you can ask them for advice, tips or resources that can help you grow as a nonprofit leader.

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Puneet Singh Singhal

Co-founder Billion Strong | Empowering Young Innovators with Disabilities | Curator, "Green Disability" | Exploring Conscious AI for Social Change | Advaita Vedanta | SDGs 10 & 17 |
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Measuring and improving a speaker's impact involves a few strategic steps: Monitor Performance: Evaluate the speaker's delivery and content during the event. Note audience engagement, clarity of message, and relevance to your goals. Gather Audience Feedback: Use surveys, polls, and comments to collect audience reactions. Focus on how well the speaker connected with the audience, the usefulness of the information presented, and overall satisfaction levels. Report and Celebrate Achievements: Share success stories, testimonials, or statistics that highlight the speaker's impact. This could be through social media, newsletters, or annual reports.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Jonathan Mok (He/Him), PGDE, MHKIoD and CMgr

Driving Fair Trade and Social Impact | Championing Sustainability, Equity, and Neurodiversity
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I believe that it is important to consider factors such as the reputation of the proposed speakers,their comments on different platforms and whether the speakers match wit the organisation's image.

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How can you use prospect research to find the best speakers for your organization's events?

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1 What is prospect research and why is it useful?

2 How to conduct prospect research for speakers?

3 How to prepare for the speaker outreach?

4 How to maintain and strengthen the speaker relationship?

5 How to measure and improve the speaker's impact?

6 Here’s what else to consider

Non-profit Leadership

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How can you use prospect research to find the best speakers for your organization's events?

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4

5

6

1 What is prospect research and why is it useful?

2 How to conduct prospect research for speakers?

3 How to prepare for the speaker outreach?

4 How to maintain and strengthen the speaker relationship?

5 How to measure and improve the speaker's impact?

6 Here’s what else to consider

Non-profit Leadership

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