Segmentation Of Principal Giving Model Data Results
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If your nonprofit did a Principal Giving Segmentation (PGS) model and a very large number of unassigned Tier 2-4 prospects were identified, you may be wondering if there are recommendations on how to segment the results. You may be asking how your organization can refine this list for gift officer assignment in a methodical and analytical manner.
For those nonprofit organizations who are not higher ed, the Principal Giving Segmentation model identifies those $50K potential. It is often the case there are thousands of identified prospects, in particular at the Tier 3 and 4 level. Instead of feeling overwhelmed by the results, it is a good idea create a way to prioritize and plan out your list of identified prospects, and here are a couple scenarios to consider:
For those nonprofit organizations who are not higher ed, the Principal Giving Segmentation model identifies those $50K potential. It is often the case there are thousands of identified prospects, in particular at the Tier 3 and 4 level. Instead of feeling overwhelmed by the results, it is a good idea create a way to prioritize and plan out your list of identified prospects, and here are a couple scenarios to consider:
- Within ResearchPoint:
- If you have Affluence, prioritize in your query those who have Affluence Donor Categories of A1 first, and then A2 as these identified “Philanthropists” comprise of 1.3% of the US population and net worth typically in the $4M to $7M range – See screenshot below:
- If you have your PGS prospects screened through WealthPoint, you can prioritize by several data points:
- Segment those with confirmed assets at a higher level, so depending upon if $1M is a high level of assets or maybe $2.5M is, you can prioritize by those with higher confirmed assets
- Segment those with confirmed NOZA philanthropic gifts with the Low Amount at $25K or $50K OR Gift Type contains ‘campaign’ to identify campaign gifts in that data source – See screenshot below:
- Segment those with confirmed Larkspur prospects with millionaire codes of $2.M or $5M – See screenshot below:
- Within your CRM system:
- Segment by giving history and RFM analysis:
- For example focus on more recent donors, those with specific largest gift amounts (i.e., $10K ), more frequent donors, and long-loyal donors
- Consider including those with Velocity Ratings of ‘Rising Star’, denoting those whose most recent year of giving is greater than average giving over the past three years
- Segment by age range data, whether it is in your CRM or in ResearchPoint (Who’s Who or Experian biographical data), and focus on those potentially who are 45
- Segment looking at connections to key players at your organization such as prospects who have connections to board members, advisory committee members, and other significant donors at your organization
- Segment by constituent types such as the following:
- Healthcare organizations: Board members or patient donors with increasing gifts (i.e., ‘Rising Star’ Velocity) or more frequent giving
- K-12 organizations: Alumni with specific class years (age) and current parents
- Arts and cultural organizations: Long-time members, ticket-holders and subscribers and board members
- Higher Education organizations: Alumni with older class years or specific class years (reunion years?) or specific majors
- Segment by other affiliation data points such as event attendance, giving clubs/societies, membership levels, volunteerism, former board or committee membership, other activities, etc.
- Segment by giving history and RFM analysis:
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02/02/2018 3:14pm EST
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