Building Your Mid-level Giving Pool
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So as a donor, I expect to have a different communication with a non-profit when I am giving $2,500 versus giving $200. Most organizations are strategically engaging their mid-level giving donors with the hopes of transitioning them into being major donors down the line. So your pool of donors/prospects are those with higher Annual Giving Likelihood (AGL) scores and Target Gift Range (TGR) scores at a higher level say $1,001-$5,000.
So here is an idea of how to expand that pool - I am not suggesting you always include this group but determine the best time to include this group of individuals. Continue to use your predictive modeling maybe AGL 701-1000 and then TGR $251-$999 who are recent donors and then incorporate those with Affluence Insight Wealth Segment Score of A - Philanthropists. Review this group and determine who should receive a mid-level stewardship communication from you.
The idea is to find those donors who have a lower giving history to you but based on the Affluence data could be future higher level donors to you. This can be a way of increasing their affinity with you with the hopes that in turn larger gifts will result. As i stated above, I would not include these individuals in every mid-level giving communication but select the appropriate ones as a way of testing.
So here is an idea of how to expand that pool - I am not suggesting you always include this group but determine the best time to include this group of individuals. Continue to use your predictive modeling maybe AGL 701-1000 and then TGR $251-$999 who are recent donors and then incorporate those with Affluence Insight Wealth Segment Score of A - Philanthropists. Review this group and determine who should receive a mid-level stewardship communication from you.
The idea is to find those donors who have a lower giving history to you but based on the Affluence data could be future higher level donors to you. This can be a way of increasing their affinity with you with the hopes that in turn larger gifts will result. As i stated above, I would not include these individuals in every mid-level giving communication but select the appropriate ones as a way of testing.
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11/13/2018 3:07pm EST
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