If you’re an organization that has taken the opportunity to invest in a prospect screening of a group of constituents or screened your entire database then I’m sure you have taken into consideration the value of the prospects home when determining the potential capacity of a major gift. This data point in relation to a number of other data points is where you should spend your time focusing on your time and attention on when determining the new constituents you will begin to Identify and begin to cultivate based on their affinity for your organization.
A suggested few data points to take into consideration when data mining your existing data:
- Total number of events attended
- Total number of activities on record
- Total number of gifts to the organization
- Lifetime giving amount
- Zillow Zestimate value of home
- Zip code (here is a list of the richest zip codes in America: https://goo.gl/8zm8qU)
- Age
- Number of visits to your website
- Number of emails opened
- Number of clicks from email
Now as you can see these points may be a bit different than what you expected, however, these are the points we suggest you use based on the fact that most of them are based on information and data “self-identified” by the constituent.
In addition, they are pieces of data that your CRM can auto collect for you and add to their record and costs you no money to collect.
Using recent data and data the user has self-identified as of interest from them through email clicks and the pages on your website they have visited paired with real-time financial data will give you a laser focus on the correct group of prospects your company should be Identifying, Cultivating and Soliciting to grow your pipeline of leads and deals.
