WealthEngine recently published an article that can help new or existing customers achieve success with their wealth screening, beginning with formulating one or more realistic strategies for using the data that will be delivered.
WealthEngine admits that following a wealth screening, customer feedback sometimes sounds like this: that’s a LOT of data! And they report this kind of response is common among customers who haven’t completely thought through their strategy prior to receiving their screening results.
Wealth screening isn’t a green light to begin major gift cultivation, but it is a great variable to combine with an existing communication/segmentation strategy make fundraising even more effective.
For example, let’s say that we want to identify constituents that are good candidates for an upgraded gift array on the next direct mail (or email) solicitation. First, why not leverage an existing strategy to select prospective constituents for the annual fund mailing, including candidates for an upgraded gift array. Next, select the gift array choice based on the WealthEngine screening results.
Here’s another example, let’s say that we want to identify individuals to invite to a fundraising dinner event in Miami. First, we might select all of our constituents and friends in Miami that would typically qualify for an invitation. Then to add to the list, we could select all constituents in Miami that didn’t qualify for the preliminary selection, but had a wealth screening indicator above a particular threshold.
Click on the image above to read the article by WealthEngine.