The 2019 Millennial Wealth Report At A Glance

Our WealthEngine research lab has uncovered the evolving living, giving, saving, and spending habits of millennials across the U.S. These behaviors are fundamentally changing the way organizations engage with their consumers and donors. So, let’s explore some of the key ways this generation is approaching their wealth differently. 

After witnessing how the Great Recession influenced their predecessors, the financial and cultural values of millennials have changed. This has influenced the way brands and organizations have marketed to them. Unlike the wealth of baby boomers, millennial wealth places a greater emphasis on stability, transparency, and collaboration. Millennials don’t want to be passive consumers. They want to collaborate with organizations and businesses, to be part of every aspect of the buying and giving process. In addition, with their considerable social media presence, they’re able to provide businesses with feedback at any time, anywhere. 

With the Great Transfer of Wealth upon them, millennials and Gen Xers will inherit about $68 trillion in assets over the next few decades. And, now that millennials have surpassed baby boomers as the largest living generation, they’ll receive a majority of this transfer. Millennials, being more environmentally, politically, and socially conscious, are expected to invest in organizations and businesses that are consciously meeting the needs of communities AND individuals. In that sense, millennial wealth is actively fueling the betterment of humanity. 

To discover more themes, download WealthEngine’s 2019 Millennial Wealth Report, and be on the lookout for your industry-specific report coming soon!

Who needs donor research tools?

Forging lasting connections with donors is a cornerstone of working in Development. The best way cultivate strong relationships with them? Understanding more about your donors’ interests and giving history. By leveraging the use of donor research tools such as WealthEngine, you can access donor information in one easy and accessible place. This can help you optimize your outreach and forge relationships that last.

To explore the benefits of donor research tools, read this article, “Who Needs Donor Research Tools,” published in Philanthropy Daily by Elizabeth Palla.

WealthEngine Releases First Annual Millennial Wealth Report

BETHESDA, MD, May 29, 2019 — Today, WealthEngine’s Research Lab published its inaugural Millennial Wealth Report revealing that this largest and most diverse generation will inherit $68 trillion in “the Great Wealth Transfer.” The 2019 Millennial Wealth Report dives deep into the demographics of the millennial population, as well as social and economic trends that influence how this unique group spends and gives its money.

“Everyone wants to understand and connect with millennials,” says Raj Khera, EVP of Customer Growth. “I see the power they have as consumers and as major influencers in the market. And yet, their complete wealth picture is complicated since much of the assets they draw from are really in their parents’ names. It’s a fascinating challenge to tackle.”

The 2019 Millennial Wealth Report is a publicly available document and contains information regarding how millennials differ from their generational predecessors, how these differences inform their decision making and how they’ll approach the money they receive in the Great Transfer of Wealth. The information gathered in this general report is represented graphically and will be elaborated on in industry-specific millennial reports that will be available soon.

The report goes on to say that when these millennials receive this transfer of wealth, they will hold five times as much as wealth as they have today, by the year 2030. With their increased buying power, millennials are expected to influence the ways nonprofit and for-profit organizations function, and how they deploy personalized and wealth-aware campaigns.

As the largest and most diverse generation in the United States, surpassing baby boomers, millennials are spreading throughout the United States. Although most millennials predominantly reside in major cities, millennial millionaires primarily live in suburban areas such as Potomac, Maryland and Cupertino, California.

“Millennials expect to make an impact,” says Khera. “They spend with companies that align with their interests and they give carefully to causes. The companies who can make personal and meaningful connections with this coveted demographic will win the marketing game.”

About WealthEngine: WealthEngine works with more than 3000 industry-leading financial services, higher education, healthcare systems, advocacy, and high-end hospitality organizations to deeply understand their current and prospective donors and customers. Our cloud-based prospect engagement platform contains WE Profiles for 250M adults in the U.S., enriched with demographics, lifestyle and affinity, charitable/political giving history, real-estate and other wealth signals. WealthEngine also is an ardent supporter of its local community and a member of the 1% Pledge movement. To learn more visit:

Contact: Raj Khera, EVP Customer Growth,, 240-270-1859


How to Spot Major Gift Opportunities In Your Day of Giving Donor List

Day of Giving

Giving Day or Day of Giving is being adopted by more universities across the US every year. Day of Giving collections are also increasing. Cornell, for example, saw double the number of donors in one year. They’ve also raised over $7M in a single year, surpassing all their previous Giving Day records.

With each university starting their own version of this day, the importance of this day cannot be ignored. Let’s start with the basics and finish by analyzing how you can find Major Gift opportunities in your Day of Giving donor list.

What is Day of Giving?

Day of Giving is a specific 24-hour window in which a university accepts gifts from anyone, anywhere in the world. Gifts are given online, which means that alumni and other members of the institution’s community can lend support from anywhere.

Giving Days are becoming increasingly popular due to their viral and convenient nature.  Some universities leverage #GivingTuesday to run their Day of Giving campaigns. Yet, others have their own designated Giving Days.

These events also have an element of gamification. Each higher education institution sets up several giving challenges or goals that donors can reach. Accomplishing these goals gains them acknowledgment and recognition among the community.

For instance, the University of Chicago has various viral opportunities. They recognize their first donor, their first international donor, etc. They even have a Nobel Prize Challenge—asking donors to donate $91 to represent the number of Nobel Laureates who are part of their alumni diaspora.

Giving Day Success

Many WealthEngine clients have seen incredible success during their respective events. For instance, Boston University raised  $3.5M from 11,800 donors. Donors included alumni and other members of the BU community who donated from 50 different countries.

The time-sensitivity of these events creates a sense of urgency among donors. The viral/social conversations around them build a sense of community. Moreover, the ability to make donations online, especially to specific causes, makes it more convenient to donate.

Vanderbilt University recently raised $9.4M from less than 8500 donors. This shows that Day of Giving events are gaining traction and giving amounts are also increasing each year.

Lifetime Value of Giving Day Donors

Donor Lifetime Value is an estimate of how much you can expect a particular donor to contribute to your organization over their lifetime.

There are many factors that go into calculating what this number should be. Not only should you take into account a donor’s wealth indicators but you should also look at their propensity to give to your cause.

Giving Day donors are a unique set. They may differ from your other donors by being more spontaneous with their gifts. They may also donate sporadically over time. Furthermore, these events attract donors who may not come in through the typical fundraising pipeline.

The inconsistency or diversity of donors should not stop you from assessing their lifetime value. With the right engagement techniques, Giving Day donors can be put on the path to long-term membership. Click to learn more about calculating Donor Lifetime Value.

Hidden Major Gift Opportunity

When new donors come in through your Giving Day channel, use the opportunity to learn more about them. Wealth Screening can help you learn more about their wealth, lifestyle, interests, and affinities. Thus, screening can provide a 360-degree view of your Day of Giving donor list.

More importantly, screening your list can uncover gems you didn’t know you had. For instance, a major university that is a WealthEngine client found out that one of their low-level donors was capable of giving a Major Gift. Through screening, the university was able to determine the right ask. As a result, they have now received $5M from this donor.

In fact, Washinton & Lee University’s advancement team has said, “Our first six months of peer screening resulted in the identification of 284 completely new prospects with validated gift capacity ratings of over 100,000. We were also able to confirm and/or upgrade known prospects at equally high levels.”

Further, WealthEngine clients receive WE Insights, a free service that showcases what makes their donors unique.

average donor profile


Take Screening Data to the Next Level Through Modeling

Screening Data and WE Insights give you a more holistic picture of your Giving Day donors. However, you could take these insights to the next level through modeling.

A model is a specific formula created for your institution. This formula helps answer a particular question. Click to learn more about creating a model.

Modeling can identify Major Gift opportunities in your Giving Day list in three simple steps:

Step 1: Model your Past Major Gift Donors

Create a model to understand your existing Major Gift donors. The model will scan your database and divide it into 10 equal segments ranked by likelihood of Major Gift giving. You can use the top 10% or 20% of your donor base as the ideal sample.

This ideal group will have a set of common traits among them.

Step 2: Run Your Giving Day Donor List against the Major Gift model

Doing this will score each Day of Giving donor against your Major Gift formula. This will help you identify donors who resemble your Major Gift donors. Similar traits are a predictor of similar behavior.

Step 3: Prioritize Major Gift Donors from your Giving Day List

Those Giving Day donors with high match scores to your existing major gift donors should become a top priority. This means that these Giving Day donors have both the capacity and the propensity to give Major Gifts. You can then rank them based on their score and hand them off to your Major Gifts Officers for cultivation.

Get a Free “Test File” analysis of a segment of your Giving Day donors

Interested in learning more about the Major Gift potential in your Giving Day donor list? WealthEngine can provide a free test file analysis to show you what your results could look like.

WE Screen can add 50+ data points to your sample list of donors so you can understand their gift capacity range and propensity to give. Furthermore, WE Screen can add actionable information on lifestyle, demographics, interests, and affinities.  Screening data will be accompanied by a sample WE Insights report that will show you what makes your Giving Day donors respond to asks.

Simply fill out the form on the right and a WealthEngine rep will contact you about your free test file and WE Insights report.

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Salesforce Connector: Data Appends & Profile Enrichment with One Click

Salesforce Connector

Wouldn’t you like to gain the industry’s most accurate and actionable wealth intelligence on your contacts? And what if you could do this at the push of a button? With WealthEngine’s Salesforce Connector you actually can. The Salesforce Connector is a one-of-a-kind app. It allows users to append wealth data on their contacts with the click of a button.  So, what does this mean for you?

It means that you can rank prospects based on their wealth ratings. Further, you can personalize your engagement. This leads to improved conversion rates and reduced acquisition costs.

Wealth Insights, Delivered Directly to Salesforce

WealthEngine has been a Certified ISV Partner since 2014. WealthEngine’s Salesforce Connector establishes a powerful link between our platform and Salesforce. The connector is then able to provide you with valuable insights. Not only are these insights extensive, but they are also easy to access within Salesforce.

Our app’s seamless integration means you never have to leave the Salesforce environment. In fact, the app will provide insights right within the platform.

integrate with salesforce

For example, WealthEngine’s customer is a large, national nonprofit. The organization saw marked improvement in their prospecting through the app. It had recently migrated its database to Salesforce. The challenge was to make this process seamless. Secondly, the organization did not want its team to spend time learning multiple new platforms.

Enter WealthEngine’s Salesforce Connector app. The app was able to provide them insights right within Salesforce. Moreover, the organization could access WealthEngine insights at two levels. At a summary level, that consolidated information on large segments of donors.  Also at a detailed level, with insights on each customer, donor, or prospect.

The organization can now benefit from and uplift their donor universe. Its team can update up to 100,000 records at a time. Alternately, they can automatically update records by using WealthEngine’s API. So, when a supporter takes action online, the app updates his records in salesforce in real-time. In other words, all this is managed without ever leaving the Salesforce environment.

Marriage of Best-in-Class CRM and Wealth Intelligence

Connecting Salesforce with the WealthEngine platform brings
you direct access to 50+ data elements.  For example, these data points include proprietary wealth scores and ratings.

demographics interests wealth

Thus, the Salesforce Connector supports prospect researchers with new insight and productivity. This can take research and screening efforts to the next level.

In fact, Kori O’Brien, SVP, ISV Sales, Salesforce said, “… companies are looking to transform the way they connect with customers, partners and employees. By leveraging the power of the Salesforce Platform, WealthEngine provides customers with an exciting new way to better engage with their customers and prospects with point and click simplicity.”

Powerful Capabilities of the Salesforce Connector App

With WE Salesforce Connector knowing more about your audience is simple and easy. This means you can:
» Import wealth ratings and scores with a seamless, one-click experience directly in Salesforce.
» Screen a list of records with a click of a button from within a Salesforce
campaign. As a result, gain insights in real-time.
» Automatically append wealth data upon the creation of your records. Thus, you can gain actionable insights on new prospects.
» Find the most qualified prospects by sending new leads to Salesforce straight from WE Search or WE Prospect.
» Choose an option for either light or power users based upon your team’s research needs.

Unleash the Power of Wealth from Within Salesforce

The Salesforce Connector app helps you understand and connect with wealthy prospects. We use data to remove the guesswork from sales, marketing, and fundraising. Thus, you can engage with people most likely to buy, invest, or donate, and you don’t have to waste time on the ones that won’t. Our wealth and lifestyle data provide a more complete view of your donors & prospects. This means you can personalize your engagement efforts and run more effective campaigns.

salesforce wealthengine connector screenshot

Our data scientists have worked with thousands of nonprofit clients for more than 20 years. With WealthEngine, you can harness that knowledge along with that of your team’s. You can get actionable insights integrated right into your Salesforce dashboard.

Trusted Partner

We are a Certified ISV Partner with over 500 joint customers with Salesforce. WealthEngine combines 20+ years of wealth knowledge with world-class data science. Moreover, we process large amounts of data to get you insights. These insights and opportunities are unique to your organization.

More than 3,000 companies trust WealthEngine. Our platform runs on the industry’s largest consumer wealth database. We work with over 250 million consumer profiles, each with 1,500 attributes. As a result, our database consists of about half a trillion data points. These data points produce meaningful insights to provide you with robust marketing intelligence.

aspects of wealth profiling

Learn more about the kind of unique insights WealthEngine can provide. Contact us today.

Get the Salesforce Connector Today

To summarize,  you can take advantage of several benefits stemming from these features:

salesforce connector features, seamless, streamlined, auto wealth-tag, customizable, easily installable

Find us on the Salesforce AppExchange by searching for WealthEngine Salesforce Connector or contact your sales rep for further assistance.

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10 Email Marketing Best Practices for Account Based Marketing

email marketing best practices

Ever wonder why your email marketing campaigns see low click-through rates or CTORs? In the age of Account Based Marketing (ABM), personalization reigns supreme. Your email marketing strategy has to ensure that it’s relevant enough to the recipient. On the other hand, your team must also find your personalization strategy manageable.

Start by Understanding Your Audience

Before learning the best practices for email marketing, it is important to understand the underlying principle. Any ABM strategy relies on effective personalization. Personalization comes from understanding your audience. Wealth Screening is a way for you to understand a customer’s wealth status, assets, and their ability to spend.

However, it’s important to understand your audience beyond their wealth. For instance, WE Insights, a free report built based on your data, can give you a broader view of your audience. The report includes insights on interests, purchase patterns, political inclinations, and of course, ownership of other luxury goods.

wealth profile insights

Personalize Your Communication

Once you have gained deeper insight into your audience, you can start to segment them based on their interests and communication preferences. As customers start to open and click certain types of emails, your email marketing strategy can become more refined.

Download our best practices guide and learn about the 10 email marketing elements to test using artificial intelligence.

Follow these Top Email Marketing Best Practices

Set up your audience and craft your email for maximum effectiveness with these email marketing best practice tips.

  1. As a foundational best practice, filter emails in your WE Prospect list to identify verified email addresses. Remember, email addresses are constantly changing, so don’t be surprised or worried if an address bounces. Simply remove it from future mailings.
  2. One of the most important email marketing strategies is choosing the right subject line. Use one that will attract attention, but doesn’t overtly sell. An ideal title is between 40 and 45 characters long.
  3. Open rates for email marketing range between 10-15%. The subject line is the primary driver for high open rates. Therefore, you need to ensure that your subject is enticing yet relevant.
  4. Personalize your message in the body of your email by including your prospect’s first name. This is a simple trick that does not require a lot of effort. Yet, an email addressed to a person rather than generic greetings such as “Valued Customer”, is bound to have more of an impact on the reader.
  5. Email servers automatically block images or send certain graphic-heavy emails to your customer’s spam folder. With this in mind, make sure you include a text-based version of your email as well. This practice in email marketing helps increase readability, especially on mobile phones.
  6. If your message is highly relevant but does not include a clear call to action, your customer will not know what the next best step is. This may lead to an immediate drop in engagement.  So, a clear CTA is a must. Clearly stating what action they must take makes it easy for your customer to understand how best to reach you if they are interested in the contents of your email.

Bonus Tips to Ensure that Your Email Reaches Your Audience

Use these additional email marketing best practices to increase delivery success and generate higher open rates.

  1. If you use a bulk email tool, be sure to include an opt-out link, or button, in your email marketing campaigns. If you send one-off messages from a provider such as Gmail, use an email tracking plug-in so you can see who opened your message.
  2. Further, the best times to send emails are early weekday mornings from 6:30am – 7:30am, mid-afternoon from 3:30pm – 4:30pm or Sundays 6:00pm – 7:00pm.
  3. Similarly, the best days of the week to send emails are Tuesday, Wednesday, and Thursday for business messages, and Thursday, Friday, and Sunday for consumer messages. Thursday and Friday afternoons work well for weekend events.
  4. Use a multi-tiered approach in your outreach efforts. This means that your email marketing strategy cannot adopt a “one and done” approach. Execute two or more marketing tactics for maximum effectiveness.
  5. Consumers have become more fragmented in their media consumption habits. Try direct mail, phone outreach, social media or out of home campaigns to reinforce the message from your email campaign. This will help ensure sure that your message reaches them on their preferred medium.

Learn More

Learn more about how you can use Artificial Intelligence to test and refine your email marketing strategy.

Download our best practices guide now–>

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LinkedIn Donor Prospects Older, Better Educated


When you hear the phrase “social network,” your first thought might be seeing another “Which character in Game of Thrones are you?” personality test that another friend has shared on Facebook. Add the word “professional” in front of “social network” and it might change your perspective completely.

Facebook and Twitter have their uses for nonprofits and so does LinkedIn, but in a much different way. LinkedIn provides more concise information — without all the personal stuff. People are likely to post their business and school information on LinkedIn — things that are helpful to research and fundraising folks making it a better option for prospect research.

During a session at Fundraising Day New York at the Marriott Marquis in Midtown Manhattan this morning, development prospect research analyst Qaya Thompson shared how LinkedIn is used at Yale-New Haven Hospital. Joining Thompson on the panel were Sally Boucher, CFRE, director of research at WealthEngine and Jeremy Woolf, director of marketing at CCS.

Yale-New Haven Hospital uses LinkedIn for research, to verify name, school information, employment/title and interests. Although LinkedIn users often provide a lot of information, Thompson said it’s important to always cross-reference what’s listed with at least two other sources. Sometimes things are out of date and people are not completely honest.

LinkedIn has more than 100 million U.S. members, 300 million in all, and they tend to skew older, have higher incomes and are better educated than other social networks. The average LinkedIn user is 44.2 years old and 79 percent are 39 or older. They have twice the purchasing power of the average U.S. consumer, with an average household income of $83,000, far more than Facebook ($25,000) and Twitter ($52,000). Almost half of LinkedIn users have incomes of more than $100,000.

The free version of LinkedIn allows you to view in depth profiles, identify board members and search based on nonprofit interests. LinkedIn Premium, which has a monthly fee, helps with running more advanced searches that include groups, years of experience, seniority level, and company size, among other variables.

Woolf offered three “best practices” for nonprofits before they leap onto LinkedIn:

  • Right-size your expectations
  • Have a plan to use the information
  • Have a place to import data – like company name, title, URL and industry – to in your CRM or DMA

When it comes to connecting, he suggested asking connections for an off-line introduction. As part of the follow-up from a meeting, personalize a request to connect via LinkedIn and ask connection if they would serve as a connector to their network.

Panelists offered a number of tips to consider when exploring LinkedIn for fundraising and prospect research:

  • Know your privacy settings;
  • Use LinkedIn as a first resource for verifying employment, title or company;
  • Use LinkedIn as a resource for finding or verifying professional and school connections;
  • Use LinkedIn for finding “nice to know” information for profiles and conversation starters;
  • Use LinkedIn for donor insights, and
  • Follow accepted ethical guidelines.

Read the full article on TheNonProfitTimes website »

University Fundraising: Use Modeling to Identify Overlooked Prospects

university fundraising

Did you know that your screening data can help you find overlooked donors? Wealth Screening is not a new concept in university fundraising. WealthEngine’s solution WE Screen has helped several higher education institutions understand their alumni base by appending a breadth of data. For instance, Northwestern University used WE Screen to enhance their development efforts.

Prior to the first parent screening, their Parents’ Fund raised approximately $500,000 annually. Within the first year of screening, they found that the Fund had doubled. Within four years, the Fund had almost quadrupled to $1.75M.

Screening is a great start. However, higher education fundraising has a little known secret that few educational institutions use. The secret is modeling. When you create a model of your past donors, you learn unique insights about your contacts. Continue reading “University Fundraising: Use Modeling to Identify Overlooked Prospects”