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What to do with wealth screened data that's "sitting on the shelf" unused

Greg Warner is CEO and Founder of MarketSmart, a revolutionary marketing software and services firm that helps nonprofits raise more for less. In 2012 Greg coined the phrase “Engagement Fundraising” to encapsulate his breakthrough fundraising formula for achieving extraordinary results. Using their own innovative strategies and technologies, MarketSmart helps fundraisers around the world zero in on the donors most ready to support their organizations and institutions with major and legacy gifts.

wealth screened dataWealth screening your data is a good idea! My firm doesn’t provide that service but there are plenty that can help you to determine who among your donors has the capacity to give more.
But here’s what fundraisers tell me they felt once they got the wealth screened data:

  1. They felt that they got too much data
  2. The data was overwhelming
  3. The data lacked prioritization (they didn’t know who to call first)
  4. The data lacked humanity (why the donors in the data really care or might want to give)
  5. They called the prospects but they weren’t ready or interested

OUCH!
First, I think nonprofits really shouldn’t invest in wealth screening if they don’t have a plan for its use.
Why on earth would you buy the information without a plan to get the most out of it?
But, if you already took the plunge and you have wealth screened data “sitting on the shelf,” here’s what you can do to get tremendous value from it: Survey your wealth screened supporters.
By surveying them you’ll:

  • Raise more money (It’s true, survey respondents give more because they feel engaged, heard, and involved!)
  • Identify who is interested and why they care
  • Prioritize who wants to meet right now and who will consider a meeting later (as well as who will never meet with you)
  • Sign up new, wealthy volunteers
  • Discover who (among your wealthy donors) might want to take a leadership role on a committee or your board
  • Learn who would be willing to introduce you to other wealthy prospects
  • Get feedback on ideas, initiatives, concepts, policies and programs
  • Measure donor satisfaction
  • Determine the level of interest in particular giving vehicles and opportunities
  • Benchmark trends in satisfaction and interests
  • Clean up your list
  • Capture other information about your donors that you simply cannot buy (such as who has a donor advised fund or who has no children)

BASICALLY, SURVEYS HELP YOU GENERATE HIGHLY QUALIFIED LEADS!
You can learn more about the power of donor surveys with our ultimate guide to donor surveys.


So, do you have wealth screened data “sitting on the shelf”? If yes, let’s chat! We’ll be happy to show you how to get the most out of it at no cost to you.
Let's Chat


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