Helping Your High-dollar Donors to Stand Out

The solution is to effectively prioritize the donors most likely to make a major gift — and reach them with the right message, through the right channel, at the right time.

Many of the traditional measures used in nonprofit targeting efforts — gross household income, tangible assets (home and car value), spending habits, and traditional recency-frequency-monetary segmentation based on past contributions — have proven to be unreliable indicators of a person’s true capacity to contribute a major gift to a cause.