Although most of us wish it were a science, determining donor giving capability is more of an art form.
Prospect research reveals pieces of data about donors and then does the difficult task of analyzing what those data points mean. That result, a prospect research output, is donor giving capability.
It is determined by three factors:
- Connection to Your Cause
- Philanthropic Propensity
- Wealth Markers
Some researchers start and end with wealth markers, which is a real detriment to giving capability accuracy.
In this article, we’re going to give you the lowdown on all things donor giving capacity, which includes:
- A discussion of the three determiners of donor giving capacity.
- An investigation into the accuracy of capacity scores.
- A summary of major gift capacity scores.
Let’s open with point one, the three determiners.
Think of the giving capacity determiners as legs on a tripod, all necessary and all doing their part.