Helping Your High-dollar Donors to Stand Out

5. Use data mining to determine donor affinity: Affinity indicates how likely a prospect is to give to a particular organization — even if he hasn’t given before. Data mining is at the heart of determining affinity. Find pieces of information in your database that relate to giving, such as marital status, event attendance and age. You then can create an affinity score that will rank your prospects based on their likelihood to support your organization at a higher level.