If you’ve ever gotten into a conversation about ways to use data to enhance your major and planned giving efforts, the conclusion you came to may well have been that you can take your top-ranked donors, do a wealth screening on them and simply hand them off to a major gifts officer.
Bang! On second thought, bring more TNT!
Wealth screening DOES NOT mean that you can stop mailing and calling your top-ranked donors.
Because it’s not a good indicator
of an individual’s likelihood to make a major gift.
Put bluntly, if you choose to do away with traditional annual fund mail, phone, and email contacts, it’s our experience that you’re going to end up with fewer gifts.