Donor capacity is more than just looking at information that is publicly available — it is putting that information in context with their giving to your organization.
This is the second of two articles on Donor Capacity Research. Click here to read Part 1.
Knowing the possible donation capacity of your constituents, parishioners, donors, friends and others is a critical component to a successful campaign. However, donor capacity is more than just looking at information that is publicly available — it is putting that information in context with their giving to your organization. It also must be put in context of the giving history your constituents may have with other charities.
Greater Mission works with our strategic partner: DonorSearch and takes your data and conducts a careful analysis of publicly available wealth data such as real estate holdings, business revenue, political giving, participation on foundation or other non-profit boards and does a careful review of gift potential. This review also includes available information about their giving to other non-profit organizations. By analyzing these giving patterns we are able to identify those people who not only have capacity but also have a demonstrated history of sharing their gifts with others.
Once that review is completed Greater Mission runs an additional in-depth analysis based on giving to your organization. By placing local giving data alongside other wealth screening data, we are able to determine a localized perspective on what an individual donor may be capable of giving to your campaign. This “deeper dive” analysis provides a road map to how a campaign can reach its goal. Tied to a customized gift plan scenario we are able to determine if there are an adequate number of possible donors at each gift level to achieve the goal.
The Donor Capacity Rating process developed by Greater Mission is unparalleled in this detail and accuracy. While the process does not guarantee that donors will give at the level asked, it does provide a logical, data-based road map to plan and execute a successful campaign.
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