Wealth Ratings And Analytics: A Peek Into Your Constituents' Capacity To Give

With this week's release of custom rating columns in constituent lists (and the upcoming custom rating filters for constituent lists), now's a good time to revisit this earlier post. Want to know more about your constituents and get a jump start on prospect research (with or without custom ratings)? Target Analytics, a division of Blackbaud, Inc., automatically screens your constituents and enables you to better cultivate relationships with wealth capacity analytics!


 In addition to any custom ratings your organization tracks about your constituents, you also have wealth information — powered by Target Analytics, a division of Blackbaud, Inc. —  at your fingertips. Target Analytics automatically screens your active individual constituents and prospects located in the United States to determine their overall wealth rating based on their assets and other public information. With this sneak peek into your constituents' financial standing and capacity to give, you can help determine where to focus your fundraising energies and which donors to ask for larger gifts. On a constituent's record, you can view this wealth analysis under Ratings.

Overall wealth rating. Target Analytics rates each constituent's overall wealth based on their public assets and ranks it — like a movie review — on a scale up to five stars; the more stars, the higher the wealth rating. In the database view, these same ratings appear on a scale of A to G, similar to a gradebook, with an A constituent having the highest wealth (public assets greater than $25,000,000).

• Five stars (or an A in the database view) means public assets greater than $25M. 
• Four stars (or a B in the database view) means public assets between $10M and $25M.
• Three stars mean assets between $1M and $10M. (In the database view, they have a C ($5M to $10M) or D ($1M to $5M).)
• Two stars (or an E in the database view) means public assets between $500,000 and $1M.
• One star means assets up to $500,000. (In the database view, they have an F ($100,000 to $500,000) or G (up to $100,000).)

Use these ratings to help segment your constituents and determine how to best cultivate relationships with them. For example, you may want to assign your wealthier four- or five-star constituents to an attentive fundraiser for the white-glove treatment, with more care and interaction than other donors.

Estimated assets. With Wealth Analytics, Target Analytics provides minimum and maximum estimates of the constituent's total assets — such as real estate holdings, property, stocks, and annuities — based on public information. Use this information to help determine the constituent's capacity to give.

Suggested donor type. With Wealth Analytics, Target Analytics recommends whether to expect annual giving or a major gift opportunity from the constituent, based on their public wealth information. Use this information to help determine which appeals a constituent should receive and how to best cultivate their relationship. (If Target Analytics can't verify a constituent's wealth information, such as due to others with the same name or other criteria, they appear with a donor type of Suspect. Research these constituents and their giving history to help determine an appropriate donor type and their likelihood to give.)

Next ask amount. With Wealth Analytics, Target Analytics provides a suggested ask amount for the constituent's next gift, based on their public wealth information. Use this amount to help identify who to ask for larger gifts and determine which current annual donors to cultivate into major donors.

For more details about the wealth information from Target Analytics, including a breakdown of the various ratings, see the Blackbaud Analytics Ratings Help.


To quickly view wealth information in a list of constituents, you can include any custom ratings as well as the Wealth rating and Next ask amount as columns. If your organization also uses a customized formula in ResearchPoint, you can also include the ResearchPoint ratings column for that wealth screening. You can also filter constituent lists by wealth characteristics, such as to analyze or manage your wealthiest donors or prospects.


Remember, the ratings from Target Analytics are recommendations based on public wealth information to help start your prospect research. For more accurate information, use these ratings with your custom ratings and additional analysis, such as other resources, your own research, and the constituent's giving history. For more information, check out these Wealth Ratings Best Practices.