Key Terms & Concepts Flashcards
Ability
Assessment of donor financial capacity, stage of life, and liquidity of their assessment. Income is not always an accurate indicator of the ability to give.
Cultivation
Series of activities to maintain and deepen relationships and engagement with donors, prospective donors, and volunteers
Data Mining
Collecting, researching, analyzing, segmenting information about donors, prospective donors, and volunteers.
Data Privacy
Responsibility of the nonprofit organization to maintain secure digital records and to fully disclose any sharing of information with 3rd party organizations
Demographics
statistical data of a population e.g. age, income, education, political affiliation, marital and family status etc.
Donor Profile
Concise record of individuals linkage, ability, and interest in an organization AND contact info, giving history, and wealth indicators
Donor Qualifying
An ongoing process of assessing linkage, ability, and interest in your donors to match them with the right program, appeal and amount
Donor Rating
Current donors evaluated for their capacity to make a gift of significance
Engagement
An ongoing effort to learn about donors, communicate with them and offer shared experiences.
Frequency
How often a donor gives, and to which repeated appeals
Giving History
Sum total of a donors giving. Includes frequency, renewal rate, appeal responses, average gift highest gift, most recent gift, etc.
Interest
Donor or prospective donors level of interest in the organization’s mission
Lifetime donor value
Lifetime projected value - an estimate of total current and future contributions.
Value = Lifespan x Amount x Frequency
Lifetime actual value - the sum of all recorded gifts
Linkage
Connections a donor or prospective donor has to your organizations and/or mission.
Market Research
Gathering, organizing and interpreting data regarding donor and prospective donor preferences, attitudes interests and giving ability
Prospect
Prospective donor Evaluated based on donor research Connection to the organization Ability to give at a certain level Interest in organization's mission
Renewal Rates
Also known as Attrition rates
Percentage of donors who make a subsequent gift
Reflection of stewardship
Segmentation
Group donors and prospective donors into categories in order to more efficiently allocate resources and target appeals.
Giving Levels
Giving History
Program Interest,
Response Format (Email vs DM)
Solicitation History
Record of all donation requests made by the organization whether they are successful or not.
Mass appeals
In-person asks
