Four Clear Benefits of Data Integration

Data Strategy

There are two ways to build a stronger fundraising program: understanding your donors better and identifying new prospects. Integrating wealth data into your donor management system (DMS) or customer relationship management (CRM) system can help you achieve both, and is the key to enhancing data-driven workflows and data access. Data integration gives team members across your organization more insight on your donors and prospects.

One of the keys to making data useful and actionable is to be sure it’s available and accessible in a central location, and that it integrates with other data sources within your organization. This is one of the principals behind the "data warehouse." Most nonprofits don’t have enough unique data sources to need a warehouse to house their data, but the idea of ensuring that all useful data is accessible is certainly one that all nonprofits can relate to. These are four ways that data integration can benefit your organization:

Having all data in one place allows the user to get a 360-degree view of the constituent. 
Having giving history, event attendance, wealth data, and behavioral data such as arts affinity, green living, or dog lover flags, allows multiple users to get a complete picture of the prospect and determine the best strategies for appeals, cultivation and stewardship.

Having access to many data points allows for effective and efficient segmentation of the data into actionable solicitation groups. 
Major Giving potential may be informed by gift history, giving capacity, relationship and affinity indicators. Annual giving may be segmented by capacity, gift history and interest area.  A segment appropriate to receive a planned gift mailing may be determined by age, affinity factors and giving longevity. Having a full complement of data points on which to segment and personalize messaging creates relationships that result in support.

Having wealth data housed within the DMS or CRM allows staff to use data to make informed decisions.
In the realm of major giving, staff can make decisions regarding which prospects should be prioritized into major gift portfolios and who should be removed from active management. Data integration can also help staff define appropriate ask amounts. Having a pool of wealth-rated prospects in the DMS creates a pipeline of potential givers for current and future cultivation.

Having ratings, scores and attributes housed within the primary database or DMS allows the entire organization to leverage the data
While many organizations purchase data enhancement and analytics to benefit their major giving programs, those who integrate the data quickly learn that annual giving, planned giving, special events, marketing, alumni affairs and others in the organization can leverage the purchase, making it even more cost effective and producing greater returns.

The technology of your DMS can be very different from your CRM system, but with scalable, real-time integration, you can make these systems talk to each other and ultimately work more efficiently. With over 35 integrations (and counting) with leading providers like Salesforce, WE can integrate our data into all major DMS and CRM systems so you won’t have to choose one or the other. To learn more about integrated fundraising solutions, watch our webinar with our partner CharityEngine

Three Ways to Stimulate your Data Collection


We all know the finest prospects are those who align themselves with your mission, have great wealth and donate – the perfect trifecta. However, when shopping for new prospects, how do you know who will meet this criteria? 

By using multiple data collection strategies, you create an efficient prospect pool. Using the tools available to you can maximize your gifts and streamline your campaign. In a WealthEngine survey, 92% of all organizations, responding, indicated they use some proactive research practices. This figure leapt to 100% among high-performing organizations; 65% of these high-performing organizations use all three of these techniques.

These three methods will help you gather new data and information about potential prospects: predictive modeling, peer screening, and wealth screening.  

Predictive Modeling
Predictive modeling is the creation of a model to predict the probability of an outcome.  It sounds complicated, but the truth is we use predictive modeling every day. Your email spam folder uses a model to predict if an incoming email is spam. Your FICO score (a commonly used credit score) is a predictive model. Your organization can use predictive models and analytics to:

  • Identify new prospects
  • Define optimal “ask” levels for next gifts
  • Develop inclination and/or affinity ratings
  • Segment constituents for multiple fundraising purposes and prioritize prospects within segments

Peer Screening
Peer screening is a technique that leverages your organization’s VIPs.  Your VIPs review lists of their peers to rate their ability to donate, their connection to the organization and their interest in its mission. A few of the potential benefits include:

  • Discover new prospects and feed the prospect pipeline
  • Qualify and quantify current capacity and inclination ratings
  • Educate and generate support among volunteers and stakeholders developing a “culture of philanthropy”
  • Create organization-wide buy-in for fundraising priorities among internal constituencies

Wealth Screening
Wealth screening is the practice of comparing a prospective list to one or more data sources. This information helps you:

  • Qualify ratings on prospects
  • Qualify lesser known prospects
  • Identify new prospects
  • Determine capacity and inclination ratings for all prospects

Wealth screening, peer screening and data modeling are three ways to help you build a winning fundraising strategy and find that perfect trifecta criteria in your donors and prospects. Check out our workbooks Growing Individual Gifts: An Analytical Approach to Data-Driven Success.

WealthEngine Partners with Leading Partner Ecosystem to Provide Consumer Marketers Data and Analytics

WealthEngine’s Wealth and Consumer Data Platform Will Enrich Leads to Enable Personalization and Improved Conversions For Marketers

December 6, 2016 – Bethesda, MD – WealthEngine (WE), the leading B2C Data and Predictive Intelligence platform optimized for wealth insights, announced that it is joining Marketo’s best-of-breed partner ecosystem, LaunchPoint®. By joining LaunchPoint, WealthEngine will be able to seamlessly integrate its powerful wealth intelligence data with the Marketo platform, enabling customers to gain new insights, more precisely target prospects, and engage audiences in ways that improve conversion.

“We are excited to join Marketo’s robust network of best-of-breed solutions ecosystem,” said Mark Logan, CEO of WealthEngine. “Our goal is to provide customers the data and predictive analytics necessary to deliver marketing efficiency at the top of the funnel.”

“We are thrilled to have WealthEngine join our LaunchPoint partner ecosystem,” said Andy Choi, Senior Director of Business Development at Marketo. “WealthEngine’s capabilities complement Marketo as we help our customers deeply understand their audiences and personalize their marketing efforts.”

WealthEngine is pioneering the consumer marketing industry by filling a void in the B2C data landscape. Paired with Marketo, the possibilities for personalization are endless.

The WealthEngine-Marketo solution will deliver Marketo customers the following capabilities and benefits:

  • Consumer Data Appends: Append data in real time with Net Worth, Lifestyle, and Interest attributes to drive persona-based nurture tracks
  • Rich Audience Insights: Provide new wealth insights to better segment lists, score leads, and prioritize actions
  • Look-Alike Modeling: Create look-alike models and find new leads based on characteristics in common with the best customers in their database
  • Precision Prospecting: Generate the ideal prospect list and seamlessly pull it into Marketo

To learn more and get started with WealthEngine, visit the LaunchPoint page or go to

About WealthEngine
WealthEngine™, Inc. is the leading provider of predictive marketing analytics, audience development and wealth intelligence services to nonprofits, financial service organizations, luxury brands, and retailers. Named a Cool Vendor in Data-Driven Marketing by Gartner, marketers and fundraisers use WealthEngine’s comprehensive insights to understand what drives consumer decisions and when best to engage them. Headquartered in Bethesda, MD, WealthEngine serves both the United States and the United Kingdom. For more information, please visit

About Marketo
Marketo provides the leading engagement marketing software and solutions designed to help marketers develop long-term relationships with their customers – from acquisition to advocacy. Marketo is built for marketers, by marketers and is setting the innovation agenda for marketing technology. Marketo puts Marketing First. Headquartered in San Mateo, CA, with offices around the world, Marketo serves as a strategic partner to large enterprise and fast-growing small companies across a wide variety of industries. To learn more about Marketo’s Engagement Marketing Platform, LaunchPoint® partner ecosystem, and the vast community that is the Marketo Marketing Nation®, visit

The Benefits of Real-Time Wealth Insights through an API: Part 4 – Bringing out the White Glove Treatment


Welcome back to our 5-part blog series on how you can use wealth data in real-time to improve your marketing and generate more sales! Throughout these posts, we are focused on using our real-time API connection. In Part 1, we discussed how to prioritize and understand your best leads . In Part 2, we talked about how you can get to know your audience better . In Part 3, we talked about how you can use real-time insights to drive testing and succeed faster .

This week, we move onto Part 4, where we focus on Bringing out the White Glove Treatment.

The term “white glove treatment” is synonymous with concierge service or going above and beyond to cater to individuals. While it’s a common mantra across industries to treat every customer with outstanding service, the reality is that certain ones should be and are given preferential treatment.

So why would you give someone preferential treatment? The most common reason is that they are, or you expect them to be, an extremely valuable customer.

A good way to look at the value of your customers is by focusing on The Pareto principle. This usually stays somewhat consistent across organizations and states that 80% of your revenue comes from about 20% of your customers. This gets even more exaggerated as your group gets more concentrated. The top 1%-5% of your customers drive as much as 50% of the revenue. If such a large portion of your revenue comes from a small group of customers, wouldn’t you want to go above and beyond to make sure they stay your customers?

There’s another key tenet to keep in mind here – spend history does not necessarily equa spend ability. In other words, just because someone spent a lot or a little in the past, that doesn’t necessarily mean they have the ability spend a lot or a little in the future.

If you were to audit the bottom 80% of your customers – you know, the ones you aren’t currently giving that superior service – what do you think would you find? I guarantee that there are hidden gems ready to increase their spending with your organization given the right treatment.

Don’t miss out on opportunities that are right in front of you.

We believe in fully understanding your customers, which is why we have compiled a comprehensive wealth profile that allows you to learn deep, non-trivial insights on individuals. That’s a good thing. It can drive better sales and marketing efforts, improve your knowledge of your customer base, and benefit your organization in many other ways.

How about getting that information in real-time? That sounds better, but what could you do with that information on the fly?

  • Learn the spend capacity of someone as they check into your hotel and upgrade them based on their potential.
  • Tailor the attendee experience at an event based on insights you learn about someone during registration.
  • Learn more about your customers and prospects as they engage with your website and personalize that online experience.

These examples are real-world situations that happen every day. By getting a little more information in real-time, you can roll out the red carpet and enhance the experience of your customers. By doing so, they are that much more likely to become loyal to your brand. You’ll drive better retention, more cross- and up-sell, and higher customer satisfaction.

Most importantly, you’re targeting the ones who have the ability to spend more. And doing that gives you a better opportunity to move them into that top group of customers that are responsible for much of the revenue.

So, bring out that white glove treatment – with real-time insights, you can do it effectively to help your customer experiences and the bottom line.

Keep an eye out for the final part of our series in the coming weeks about the closing deals faster and selling more.

Want to learn more about our wealth API? Check out our developer’s site . Interested in more use cases and how you can use our API to drive better sales and marketing strategies? Check out our new eBook – 5 Benefits of Real-Time Wealth Insights through an API .

WE Gave Back for Giving Tuesday


This past #GivingTuesday, WE hosted a food drive in our Bethesda Office for DC-based charity Food and Friends. The office teamed up to gather healthy, non-perishable food in order to help Food and Friends fulfill their mission of providing specialized, nutritious meals, groceries, nutrition counseling and friendship to people living with HIV/AIDS, cancer and other life-challenging illnesses. Take a look at what we were able to do:

Special thanks to the Food and Friends volunteers and staff for being so helpful with our food drive!

What did you do for #GivingTuesday? Comment below and let us know!