Using Target Gift Range (TGR)
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I always say one of my favorite models is the Target Gift Range (TGR). After all, this is what I tried to provide to my gift officers on their top prospects in their portfolios. Wealth screening is great detailed information but a person may have all the assets in the world but what is the likelihood they will make a gift and a large gift even if they have $25M in publicly-held assets. The TGR is a way to help provide even more insight on what an individual should be giving you because inclination is a factor in this model.
We often can see where someone may be a donor but their largest gift is $500 and may possibly have a TGR at $5,001-$10,0000 annually. This is why we always say it is not an out of the door ask amount. You need to factor in additional factors and considerations when you look at the TGR. In the above example, let's say they are a long time donor to your organization and even with that additional considerations need to be addressed. Have you engaged with the individual that would warrant a gift of this size? Many times, these individuals are not on our radar and additional cultivation will need to happen before approaching someone at that level of ask. This is why it works so well with the likelihood models such as Major Giving Likelihood (MGL) or Annual Giving Likelihood (AGL).
I would take look at those with the higher likelihood scores and then factor in the TGR. In my opinion they would go into at the very least 2 categories. Who are those that you feel based on your engagement that the TGR is a reasonable amount to consider in the next 12 months. I would then say who are those where this could be a 12-18 or even 12-24 month goal. Develop a plan for engagement which thereby also helps you segment out your portfolio. Just because you feel the TGR goal of say $10,001-$25,000 may take 18 or even 24 months is worth my investment of time. I know we are all focused on making annual fundraising goals but I would rather wait and get a $125,000 pledge over five years 18 months from now than getting a pledge now of $25,000.
As always factor in WealthPoint and Affluence Insight data to help prioritize these groups even more!
We often can see where someone may be a donor but their largest gift is $500 and may possibly have a TGR at $5,001-$10,0000 annually. This is why we always say it is not an out of the door ask amount. You need to factor in additional factors and considerations when you look at the TGR. In the above example, let's say they are a long time donor to your organization and even with that additional considerations need to be addressed. Have you engaged with the individual that would warrant a gift of this size? Many times, these individuals are not on our radar and additional cultivation will need to happen before approaching someone at that level of ask. This is why it works so well with the likelihood models such as Major Giving Likelihood (MGL) or Annual Giving Likelihood (AGL).
I would take look at those with the higher likelihood scores and then factor in the TGR. In my opinion they would go into at the very least 2 categories. Who are those that you feel based on your engagement that the TGR is a reasonable amount to consider in the next 12 months. I would then say who are those where this could be a 12-18 or even 12-24 month goal. Develop a plan for engagement which thereby also helps you segment out your portfolio. Just because you feel the TGR goal of say $10,001-$25,000 may take 18 or even 24 months is worth my investment of time. I know we are all focused on making annual fundraising goals but I would rather wait and get a $125,000 pledge over five years 18 months from now than getting a pledge now of $25,000.
As always factor in WealthPoint and Affluence Insight data to help prioritize these groups even more!
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ARCHIVED | Blackbaud Target Analytics® Tips and Tricks
09/04/2018 5:18pm EDT
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How is TGR calculated?
Does the currency range represent both capacity AND inclination?