How to Use Data to Identify Your Best Prospective Donors
Financial firms may be quick to offer the disclaimer that past performance is no indicator of future performance. In the fundraising world, the opposite is true: Past performance strongly correlates with future performance.
Based on a back testing of $5 billion in known giving to 400 nonprofit organizations, the five factors that most accurately predict future giving are, in order of predictive strength:
- Previous giving to your organization
- Previous giving to other organizations
- Participation as a foundation trustee or director
- Federal political giving
- Real estate valued at $2+ million
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