Donor research should support MGOs, not tell them what to do. That’s the manager’s job.
Research and data are important to fundraising, but universities shouldn’t put them in charge of determining a final caseload.
What is true? What is real? In major gifts we get so focused on getting the money that we hardly stop to figure out who we should be relating to.
The donor’s story is a much greater indicator of how a request for donation might pique their interests and passions and result in a major gift. Don’t be sidetracked with wealth ratings.
We are dismayed at how many non-profit leaders are misusing donor wealth scores. Wealth indicator research results are only one (good) tool among many.
It’s time to “clean up” and straighten out your data issues.