6 traits of high-value donors

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Six Traits of High-Value Donors


Director of Training & Customer SuccessVirtuous Software

Scott Richards

Virtuous is the nonprofit CRM helping charities create personal relationships, reduce costs and

maximize impact.


Sr. Director of Enterprise SalesDonorSearch

Stuart Entwistle

DonorSearch is a leading provider of prospect research to nonprofits including healthcare,

fraternities, sororities and religious organizations.


400Organizations

2 MillionIndividuals

$5 Billionin Giving

Six Markers of Philanthropy


1Giving to Your Organization



2Giving to Other OrganizationsSix Markers of Philanthropy


3Foundation Trustee/Board Member



4Political GivingSix Markers of Philanthropy


5Value of Real EstateSix Markers of Philanthropy


6Business AffiliationsSix Markers of Philanthropy


Total GivingMONETARY

65%

FREQUENCYNumber of Gifts

43%

Last GiftRECENCY

82%

R+F+M = RFM or 82+43+65=190

Common measure of loyalty

Easy to calculate

Can be weighted to suit your organization

Previous Giving to Your Organization


Predictive Strength

1.00x

32.67x

25.02x

11.79x

10.73x

4.98x4.98x

% of Giving

100%

24.1%

13.5%

6.5%

7.0%

5.4%5.4%

56.5%

% of Donors

100%

0.7%

0.5%

0.6%

0.7%

11.1%

3.6%

Largest Gift

Benchmark

$100,000+

$50,000 - $100,000

$25,000 - $50,000

$10,000 - $25,000

$5$5,000 - $10,000

Total

Previous Giving to Other Organization


Information is easy to find

Understand the importance of philanthropy

Foundation Trustee/Board Member


Strength

14.48x

6.43x

5.17x

Giving

54.6%

70.7%

74.3%

Donors

3.8%

11.0%

14.4%

All Giving> $2,500

All Giving> $1,000

All Giving> $500

Single gift of $250 puts your donor in the top 6% of the US population

Single gift of $1,000 puts your donor in the top 1/10th of 1%

VVirtually every FEC donor with lifetime political giving of $15,000 has made a 4-, 5-, 6- or 7-figure charitable gift somewhere

Political Giving


Predictive Strength

17.55x

4.17x

2.25x

1.25x

0.67x

00.44x

0.42x

% of Giving

25.0%

13.2%

5.7%

6.8%

8.6%

4.8%4.8%

3.5%

% of Donors

1.4%

3.2%

2.5%

5.4%

12.8%

110.9%

8.4%

Real Estate Value

$2+ million

$1-2 million

$750k-$1 million

$500k-$750k

$250k-$500k

$125$125k-$250k

<$125k

Value of Real Estate


Predictive Strength

7.76x

6.56x

9.04x

3.53x

3.32x

% of Giving

15.5%

19.5%

5.1%

2.5%

21.5%

% of Donors

2.0%

3.0%

0.6%

0.7%

6.5%

Category

SEC Insider

Market Guide Listing

D&B $5+ million

D&B $1-5 million

D&B Any Size

Business Affiliations


6Giving to Your OrganizationGiving to Other Organizations

Foundation Trustee/Board Member

Political Giving

Value of Real Estate

Business Affiliations



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Government & Nonprofit

6 traits of high-value donors