How to Track Down High Potential Donors in a Mountain of Data

data mining for customer segmentation

Understanding how to efficiently use data to identify top-performing prospects is important to all aspects of nonprofit fundraising. Michelle Tilton, VP of Marketing at Infutor, discusses constantly evolving data collection methods and the importance of data accuracy for finding prospects who will be receptive to a donation request.

Infutor, a partner of WealthEngine, is a company at the forefront of consumer identity data management and identity resolution. Their mission is to help clients instantly know what they need to understand about consumers.

Increase and Advancement in Data Collection Methods

Each day, data is collected from millions of consumers across multiple channels. This information ranges from donor profiles to website engagement. While data collection has steadily increased as data collection methods have advanced over the years, 2020 has seen a huge influx of new activity.

The pandemic has driven almost all demographics and businesses online. Because of this, new people, like the boomer generation, are beginning to navigate the digital world. Shopping, business meetings, and social events have begun to take place in virtual settings.

Nonprofits are directly impacted because of these shifts. There has been a permanent change in the way people engage with digital content. Now, organizations are competing with more commercial companies for consumer attention. 

Data Breakage

This term defines what occurs when your donor profile doesn’t line up with the true information about a person. Michelle explains, “We’re seeing about 30% of data breakage within a donor database over a 12-month period.”

Many factors contribute to data breakage. Michelle observes that it’s common for data to be entered incorrectly during the first capture of donor information. 

Michelle notes another contributing factor is that consumers often try to be purposefully elusive. To support this contention, Michelle points out that surveys demonstrate that up to “60% of consumers intentionally provide wrong information.”

Data is always evolving. Personal information like addresses, phone numbers, and emails, are dynamic. To illustrate this fact, Michelle notes: “One in three consumers change

email addresses, 50 million phone numbers change annually.” When these components change, your database becomes full of obsolete profiles. 

The main problem with data breakage is its impact on your return-on-investment (ROI). Impressions and engagement rates fall when data leads your marketing to the wrong destination.

Data Cleansing Ensures Data Accuracy

Infograph of the process of data cleansing


Letting data go unrefreshed for a long period of time can cost your organization in the short-term by causing you to lose out on donations. In the long-term, the time staff must take away from vital fundraising efforts to manually cleanse and restore your donor profile data is detrimental to overall campaign success. 

Customer relationship management (CRM) maintenance is a major factor involved in data cleansing. Regularly working with a system that provides data enrichment will keep your information up-to-date. 

Referential data plays a key role in ensuring data accuracy. It provides context for time-sensitive data and helps to provide key identifiers for each profile in your system.

Activation Improvements

After gathering and refreshing data, organizations need to activate the information against an audience. This plays out as successful targeted messaging across multiple channels of communication. 

For example, Infutor works with a highly recognizable nonprofit healthcare organization that is primarily funded through public donations. 

They receive information across multiple platforms including inbound forms, call centers, direct mail, and social media. Infutor identified the organization’s need to bring together all of the data their channels collect into one database.

As a solution, Infutor implemented a single-point entry master database. They took all of the donor information, added intelligence from Infutor’s data, cleansed at all points in the process, and made this database accessible to key members.

Through this process, Infutor was able to identify 42,000 donors who were incorrectly marked as deceased in the organization’s records. Taking the time to have quality data allowed this group to add 42,000 new names to their list of prospects.

Building First Party Data

Bar graph showing the ROI on first, second, and third party data


The importance of first party data emerges in three overarching patterns: cookies, walled gardens, and privacy.

Third party cookies are becoming obsolete. They expire quickly, are easy for consumers to opt-out of, and cannot be used cross-device. 

Walled gardens refer to sites working with a company that has a closed data ecosystem, like Google and Facebook. You can use the technology on these sites, as well as access the audience, but you cannot export this data to other channels.

Privacy is one of the most influential factors when building first party data. Understanding privacy implications is more than knowing laws and regulations. Michelle stresses it is crucial to have a deep empathy toward a consumer’s right to opt-out of marketing communications.

Utilizing Your Data Collection

The first step in producing high potential donors is to find the key indicators of your top customer base. WealthEngine’s WE Screen feature is a great way to discover insight into a person’s lifestyle. 

This information allows you to build out profiles on each of your highest performing donors. Using these indicators will make it easy to analyze the information.

WealthEngine’s WE Analyze feature automates this process for you. With a couple of clicks, WealthEngine provides specific segmented lists, like major donor profiles or annual gift donors. With this access, it’s possible to personalize marketing efforts for higher engagement rates. 

Look-alike Modeling

After figuring out who your top donors and prospects are, the goal is to multiply your contact list by finding other people with similar profiles. Look-alike clients share the same attributes, such as similar lifestyles and wealth scores, as your highest performing donors.

With WealthEngine’s prospect tool, there are 300 million Americans that WealthEngine can search through to generate your look-alike list. 

Understanding Channels and Deep Data Analytics

Looking at channels helps organizations understand how and where consumers spend their time. This information guides marketing dollars to personalize messaging, which allows for targeted engagement during fundraising campaigns.

Although this insight into consumer activity is important, it’s just as crucial to remember that it is always changing. Constantly analyzing data for data accuracy and new trends can help maximize your ROI. 

For example, Infutor was able to help a client conduct an in-depth segmentation analysis to identify five clusters out of their 130 that were producing 3-4 times the results of the median. Conducting deep analysis helps to make sure you are optimizing all of your data. 

Want to know more about how the WealthEngine comprehensive platform can assist your organization in making the most of its data? Request a free WealthEngine demo today!

WealthEngine 2020: A Year In Review and a Look Ahead

WealthEngine 2020 year end letter

As we prepare for the new year, I am proud of the accomplishments we have achieved over the course of 2020 to help our clients reach their goals. Through our thought leadership series and innovative product enhancements, WealthEngine is honored to play a role in enabling organizations to find their next best prospect faster and easier.

The year culminated with a big announcement: WealthEngine was acquired by Euromoney Institutional Investor PLC, the parent company of Wealth-X. We are looking forward to charting the path ahead with enhancements to our platform, data, services and support with our expanded team.

Thought Leadership

Executive Briefing Series

At the start of the pandemic, WealthEngine created a series of online executive briefings to help clients navigate the waters of our new environment. Some highlights of our most popular sessions, all of which are available for on-demand replay, are:

Market Potential Reports

WealthEngine’s Market Potential Reports provide a deeper understanding of opportunities to reach population segments based on estimated net worth, cash on hand, investable assets, business ownership, giving capacity and history, interests and passions, and propensity to invest, spend, and donate, and much more.

These insights incorporate 250 million scored profiles of the U.S. population and are available for the top 15 US metros. Use these reports to determine market size, segments to target, and go-to-market strategies.

Request a Market Potential Report →

A Step-by-Step Guide to Hosting a Virtual Fundraiser

Virtual galas and fundraisers are becoming increasingly important in the age of the pandemic. Even though your champions and prospects can’t meet in person, they would love to support you through an online event.

Get this step-by-step guide to setting up and running a successful virtual gala.

Download the Guide →

Using Wealth Models to Build a Data-Driven Planned Giving Strategy

For any nonprofit, big or small, one of the biggest areas of growth for fundraising is planned giving.

Use this all-inclusive guide to: 

  • Pinpoint the best methods to identify planned giving donors
  • Identify the best way to approach donors to cultivate strong relationships
  • Create your planned giving marketing strategy

Get a copy of this guide for all the necessary tips and tricks you should implement to execute your planned giving campaign today!

Download the Guide →

Affluent Trailblazers

In coordination with Coldwell Banker, we released a new report about luxury lifestyle spending in 2020. The report revealed trends on shifting priorities for high net worth and ultra high net worth individuals. 

Get the Report →

Giving Tuesday Toolkit

Our updated Giving Tuesday Toolkit continues to be a popular guide, packed with copy/paste campaigns, social media posts and more to help organizations raise more. This year, we provided an additional toolkit for Giving Tuesday Now back in May.

Although Giving Tuesday is behind us this year, the toolkit provides material that can be used this spring as many organizations hold Giving Days to coalesce their communities around their cause.

Download the Toolkit →

WE Prosper Summit

In October, we held our WE Prosper Summit, a gathering of thought leaders from global causes and international brands. Over 500 participants from around the country came together for a two-day conference of rich keynote speeches, how-tos, roundtable discussions and presentations from 10 thought leaders among our clients and partners.

The theme of this year’s WE Prosper Summit was Growing the Pyramid. Thought leaders, experts, partners and clients discussed the latest trends they’re seeing and best practices in raising more, while spending less considering the current climate. 

Listen to the Replays →

Product Enhancements

Our product and engineering teams continue to push towards building new features and data updates. WealthEngine 9 had many enhancements this year that empower our users to get the insights they need.

Donor Pyramid Modeler

Many executives responsible for fundraising often spend long weeks of painstaking spreadsheet analysis to create a donor pyramid, also known as a fundraising pyramid or gift table.

WealthEngine‘s donor pyramid modeler is the industry’s first machine-learning based platform that automates this arduous process to create accurate donor segments and formulate strategic fundraising plans.

Watch a quick 15-minute training video on how to use this WealthEngine feature, which provides several use cases to help segment donors quickly, populate major gift portfolios, and create a data-driven plan for 2021.

Watch the Training Video →

Data Updates

WealthEngine’s database, which now boasts over 171 million philanthropic and charitable donation records with half a million records being added monthly, also updated more than 324K Executive and CEO job titles and added more than 20K Insider Stock Transaction records.

Collectively, we have added more than 13 million new organizations, updated over 17 million existing organizations, and a total of roughly 7 million existing organizations whose total employees or sales/revenue has changed.

New WealthScore

Our new WealthScore is effectively predictive analytics distilled into one number between 1-100. Save time and effort by using one score that takes into account a prospect’s wealth, propensity, capacity, affinity, intent and more. Apply it to make informed decisions that identify your most promising opportunities.

Increased Security

As part of WealthEngine’s ongoing activities in platform security, we also rolled out multi-factor authentication (MFA). Using freely available authenticator apps, clients can now have an extra layer of security to login to their account, in addition to their username and password.

The additional protection layer is a unique code that a user enters after typing in their password. This code changes every 60-seconds and is available via numerous authenticator apps that can be installed on their mobile device. Using MFA significantly reduces the risk of an unauthorized party accessing a client’s account.

Improved User Experience, Performance and Scalability

Finding accurate information quickly is now easier with improvements to WealthEngine’s user experience. The newly designed tagging, filtering and sorting features provide an easy way to segment donors or clients.

Users can see a visual view of connections to help them know the warmest path to reach a prospect. Back end improvements are making the platform run faster with increased scalability.

API Access

We recognize that many of our clients prefer to access inside their existing workflow. We have added new features to our API that now allow clients to access our WealthScore and custom model scores, in addition to other insights. Our partnerships with Salesforce, ROI, EveryAction, Omatic, SalsaLabs, and many others offer unparalleled access to our timely information that help clients make informed business decisions.

Looking Ahead to 2021

To expand our ability to serve our clients, we sought out investment to support our growth. In December 2020, we announced that Euromoney Institutional Investor PLC, the parent company of Wealth-X, acquired WealthEngine

We are very excited about the opportunity to join forces with like-minded teams to bring a suite of solutions to our clients that will increase effectiveness and save them time and money. I look forward to sharing our roadmap and meeting with you, our clients and partners, throughout the year.

Wishing you a safe and happy holiday and new year,

Richard Green, CEO of Wealth-X and WealthEngine

Smart Engagement: Work Smarter, Not Harder

Work Smarter Not Harder

This article summarizes a podcast hosted by Raj Khera, Executive VP and Chief Marketing Officer of WealthEngine, and Blake Groves, VP of Products and partnerships at Salsa Labs. Blake offers several timely fundraising tips for nonprofits struggling to fundraise in the face of resource constraints.  

Fundraising Tips Despite Resource Constraints

Nonprofits encounter numerous challenges caused by limits on staff and other resources. These resource constraints contribute to the following issues:

  • Pressure to balance the necessity of continuing to meet organizational needs despite budgetary and other resource shortfalls 
  • Limited budgets going toward supporting the mission rather than advancing marketing initiatives
  • Funding cuts resulting in remaining staff having to adapt to wearing “many hats” 
  • A conflict of priorities between gaining new supporters and retaining current ones
  • “Not enough time in the day” for effective fundraising

Smart engagement emphasizes devoting more time to those supporters who are most willing and able to give. Rather than spreading a wide net, target specific supporters with customized messaging. Focusing on who will best achieve your marketing goals results in effective fundraising campaigns. 

The implementation of smart engagement enables nonprofits to work efficiently, not harder. Blake asserts that for fundraising success, nonprofits must “cut through the clutter and noise.” Organizations must understand their donors and know where they are on their fundraising journey. 

Blake emphasizes that smart engagement begins with data. Combine this data with the appropriate technology to identify and interact with your prospects. The right strategy comes from knowing your audience, their interests, and donation capacity, and includes “day to day techniques.”


Targeting the Right Prospects and Supporters

Technology makes it easier to target and familiarize yourself with prospects and donors. Gathering and using data to create specific messaging will vary. Blake proclaims, “Smart engagement technology is not a single piece of technology.” 

Blake asserts Salsa Labs partners with WealthEngine to develop automated, targeted data and messaging. The propensity to give (P2G) score and additional wealth indicators on WealthEngine’s WE9 platform are proprietary data analytics tools. These features identify supporters and prospects’ ability to give and their giving histories. 

The Wealth Score assigns a number from 1 to 10 to each supporter. The score reflects a person’s wealth, giving capacity, and inclination, intent, and affinities.

The two scores help nonprofits focus on the most qualified prospects and donors. You can set and adjust scores for specific donor types including major gift donors and annual donors. Your fundraising efforts are made more efficient by focusing on high-potential donor groups. 


While data technology has changed, the traditional cycle of targeting donors hasn’t. Every nonprofit organization utilizes some form of the following cycle:

  1. Target potential donors
  2. Connect with donors
  3. Convert donors
  4. Understand the data
  5. Rinse and repeat

Blake remarks that machine learning improves this cycle to better meet fundraising goals. He further states that leveraging technology enhances “the ability to do the targeting” when “prescriptive and automated” methods are used.

Organizations can’t achieve all of their goals, initiatives, and campaigns, even with all of the necessary data and fundraising tips. The prescriptive method looks at compiling donor data to direct the next actionable step of a fundraising strategy. Instead of getting overwhelmed pursuing a range of donors, focus on those who can make the biggest difference. 

A key component of the prescriptive method is the use of automation. Blake gives an example of how important automated reminders are in reaching and engaging donors:

“The system lets you know, ‘Hey, Raj did something with us.’ We know Raj is a good supporter; you should call him rather than wait for that monthly report. Having a system alert you, do automated messaging, and automatically score supporters, lets me know these are my best prospects and I know what I want to do with them.”

Even with the data, your ideal supporters may not be who you expect. They may be overlooked. Machine learning helps expand your search for these supporters. 

Blake gives an example of targeting the wrong donors: 

“Imagine your best supporters happened to be in their mid-50s. They have kids in college, and they have an interest in social reform. I want to look at finding look-alike audiences for prospecting.” 

Blake suggests asking, ”How do I find other people that look like them in terms of profile, interests, and wealth scoring? How do I find those people so that I can say, ‘Well, these are my best supporters?’”

Blake goes on to ask whether his system can identify and alert him of his ideal prospects. Additionally, he wants to know their engagement levels and how he can move them toward a higher ask. Blake suggests people in their 30s with no kids in college could prove to be a key demographic that should be looked at to identify and target top supporters.

Choosing The Best Campaign Strategy

Blake relies on what he calls the “five minutes from concept to completion” idea. He explains, “I should be able to create a new donation form specifically targeted to that campaign within five minutes.” He can pick a template, find the data, and push out the content using automation tools. 

Blake suggests easily putting together a donation form featuring smart asks. This technique allows the donor to easily click the form to generate a specific ask. 


 Having a “Day-to-Day” Strategy

The amount of technology and data can be overwhelming. When you analyze the data and present it in an actionable way, it becomes powerful and manageable. Blake states data is valuable but numbers aren’t as useful if they can’t be immediately acted upon. 

Some successful, actionable strategies are virtual galas and mini-galas. COVID has made these events necessary; ingenuity and adaptability have made them an effective fundraising tool. These smart engagement strategies allow virtual community-building around shared interests.

Only invite specific supporters. The small number of targeted invitees makes virtual mini-galas successful and cost-efficient. These online events focus on the invitees’ common interests, familiarity with the organization, and giving capacity.

Peer-to-peer initiatives are another actionable smart engagement strategy and fundraising tip. It embodies the “word of mouth” concept. Identify and target loyal supporters who will share your organization with their networks.

Data identifies ambassadors and machine learning streamlines donor communication and engagement processes. WealthEngine can gather, analyze, and incorporate data into your nonprofit marketing initiatives. For more information about how WealthEngine can help your organization optimize its fundraising potential, contact us for a free demo today.


Making the Most of Year-End Giving Trends

nonprofit fundraising ideas

While many businesses are closing out the final quarter and tying up loose ends, nonprofits tend to hit their stride at the end of the year. The last three months of each year are crucial for fundraising and year-end giving.

This period, known as giving season, typically drives millions of dollars to organizations. Understanding what motivates donors during this time will play a huge role in maximizing contributions during annual giving campaigns.

Creating an Actionable Plan for Year-End Campaigns

Chart explaining the percentage of nonprofits that begin year-end planning early in the season


About one third (31%) of annual giving occurs during December. On top of that, about 12% of all giving happens in the last three days of the year. With these statistics in mind, successful implementation of your donor strategy will help maximize year-end fundraising.

While December tends to see the most action in terms of donations, organizations must plan early and implement marketing strategy months in advance. Over half of all nonprofits begin planning in October.

Focus on building awareness and motivating donors during October and November. Use this momentum to convert donations in December. 

Successfully Target Potential and Current Donors

Key components of donor strategy include data about current and potential donors, donor segmentation, and targeted messaging for each group. WealthEngine’s next-generation prospect engagement platform, WE9,  includes We Clean technology to correct data inaccuracies, providing you with the most up-to-date information on your donors and potential donors.

The WE9 WE Screen feature offers valuable insights into donors, allowing you to understand each donor’s propensity to give (P2G). WE’s quality data analysis allows you to segment donors into groups based on income, ability to give, and shared personal interests. Armed with this detailed information, you can easily tailor your messaging to each group.

While planning is important, be prepared to adjust as necessary as the months go by. Don’t be afraid to switch up your segmented groups or rewrite your messaging to keep things relevant. 

Planning the Ask

Statistics show that most donors are active during December, but your ”ask” should come before then. 7.7% of organizations start asking in September, followed by 46.2% in November, and 30.8% in December. 

These numbers help organizations find the right time to reach out. Make appeals early to beat the rush of emails during the later months. If you are aware others will start asking in November, begin communicating with potential donors earlier to secure their contributions. 

Over one-fourth (28%) of nonprofits raise between 26-50% of annual funds from their year-end ask. The timing of these conversations is crucial for fundraising as much as possible. 

Maximizing Donor Potential

Understanding the P2G of each donor is important to make sure they are contributing as much as possible. WealthEngine provides information to help you understand the ability each of your prospects has to give. 

Tailor ask amounts based on different factors including the ability to give, interest level, and potential to become a recurring donor. Double down on mid-level donors during this time. If someone donated earlier in the year, make sure to reach out again and see if they are able to make another contribution. 

Find new ways to entice current donors while cultivating prospects. Participate in gift-matching during year-end giving and the annual giving campaign. Add to your offer, such as including exclusive perks, to increase donor interest. 

Let WealthEngine expand your insight with donor matching. WealthEngine’s platform has a 90% match rate when it comes to donor lists. Utilize this data to accurately target and segment potential donors during your year-end giving campaigns.

Communicating With Donors During Year-End Campaigns

Two-thirds of donors do little to no research before giving to an organization. This means your marketing strategy may be the only thing a donor hears before making the decision to give. Find ways to use this to your advantage, and target donors by helping them connect to your mission.

Using the Right Platform to Reach Your Audience

Email marketing and social media allow for constant communication with prospects and donors. Make sure your digital presence is accurately portraying the mission your organization is working toward. 

Targeted email messaging helps create organic connections between donors and nonprofits. By using donor segmentation with groups created by the insights WealthEngine provides, tailor each campaign to meet the donor’s interests.

Email generates $42 for every $1 spent. Your message is important in getting prospects to interact with your mission. Make sure your content is relevant, socially aware, and shares concrete examples of what your organization does. 

While digital campaigns are great, word-of-mouth plays a huge role for donors as well. Since many donors do not research organizations before giving, they rely on recommendations from friends and family.

Don’t neglect your direct mail campaigns. While technology has allowed for quick contact, 59.9% of nonprofits make 1-3 touches before receiving a year-end contribution. This means your campaign should integrate direct mail and email to maximize your reach. 

Target Active Donors


Make sure your current donors feel appreciated, and find ways to help them get more involved with your organization. Volunteers are twice as likely to donate compared to non-volunteers, and their opinions may help sway prospects. 

Provide visuals to break down how a donor’s contribution is being used. The California Symphony created an infographic to demonstrate exactly where donations were being spent. 

Donors like to see the difference they are making. It will motivate them to continue giving to your organization during the busy holiday season.

Remember Donor Stewardship During Annual Giving Campaigns

Avoid neglecting the basics of donor retention during year-end campaigns. The goal is to encourage donations during this time and create lasting relationships between the donor and your organization.

Donor stewardship remains a high priority year-round. In an increasingly digital world, personalization and human connection will help your organization stand out. Make sure to thank your donors as they make contributions.

Continue the communication by expressing gratitude once more after the year ends. Reach out via phone call or email to share how their donation has been used. While immediate contributions are exciting, donor retention is important for starting the new year off right. 


How to Use WealthEngine’s Donor Pyramid Modeler

Many executives responsible for fundraising often spend long weeks of painstaking spreadsheet analysis to create a donor pyramid, also known as a fundraising pyramid or gift table.

WealthEngine‘s donor pyramid modeler is the industry’s first machine-learning based platform that automates this arduous process to create accurate donor segments and formulate strategic fundraising plans.

Watch a quick 15-minute training video on how to use this WealthEngine feature, which provides several use cases to help segment donors quickly, populate major gift portfolios, and create a data-driven plan for 2021.

WealthEngine Product Update December 2020

December Product Update

In one of our most impactful releases of the year, the WealthEngine 9.5 release today lays the groundwork for a new and improved technology infrastructure resulting in better performance and a quick customization of new data sources.

New Security Requirement for Admins

We at WealthEngine take the security of your data seriously and constantly strive to improve the protections we offer. As noted in our September press release, MFA has been developed to enhance the security of our platform. With our latest 9.5 release this feature is turned on for our customer administrator accounts to comply with SOC2 security requirements and industry best practices.

Key Data Refreshes and Updates

We have updated more than 324K Executive and CEO job titles and added more than 20K Insider Stock Transaction records and 300K+ Charitable Donation records.

Collectively, we have added a total of 13,373,342 new organizations, updated a total of 17,683,714 existing organizations, and a total of roughly 6,961,698 existing organizations who’s total employees or sales/revenue has changed.

Locate Nonprofits, Foundations and Corporations

Search for foundations along with nonprofits and businesses and filter the results with location, NAICS codes, NTEE codes, number of employees, amount of assets, contributions or grants or search by key people.

Experience our newly redesigned results and profile features and easily segment creation of profiles and obtain additional details about each organization.

Cascading Search Flows and Expanded Input Fields

Introducing “advanced search” with additional fields for quality of match. Our open API now implements cascading search flow which uses name, address, email & phone to find the best match. Send up to three addresses, emails, and phones for matching. Search fields also include spouse name and gift giving details which allows the ability to define and include these additional input parameters for improved matching.

Improved Performance and Backend Technology

Experience improved performance with massive internal infrastructure improvements. Get additional data improvements and refinement over time.

Thanks for reading our monthly update. To get started with our newest features and access continuously refreshed data and latest insights about your donors and prospects, login to the platform today.

Euromoney Acquires WealthEngine

For the past several months, the WealthEngine leadership team has been working to secure the support required to help grow our business and provide our clients with an ever-improving platform and data.

As a result of these efforts, we are pleased to announce that WealthEngine has been acquired by the parent company of Wealth-X – Euromoney Institutional Investor PLC, a global B2B information business, which provides essential discovery, market intelligence and events to global and specialist markets.

For years, Wealth-X and WealthEngine have operated in the same space, providing unique data-driven insights that empower organizations to effectively engage and do business with the world’s wealthiest individuals.

We have identified synergies in our respective datasets and product offerings that present a tremendous opportunity for our clients. WealthEngine and Wealth-X clients will not experience any disruptions or changes to their existing accounts – all existing subscriptions and account support teams will remain in place at this time.

As we join the Euromoney family, we will share regular updates on key initiatives that will provide our clients with an enhanced experience.

We are truly excited about the potential of this acquisition and look forward to unveiling superior wealth intelligence solutions that support and advance your organization’s goals.

Respectfully yours,
PV Boccasam

What We Learned From $100 Million in Software Sales to Nonprofits

Software Sales

Adam Tiberian, Senior Vice President of Sales at WealthEngine, recently spoke at the third annual WE Prosper Summit. Covering the topic of software sales to nonprofits, Adam was able to provide insightful takeaways gleaned from his six years of experience at WealthEngine.

Changes in Software Use Among Nonprofits

As the industry continues to evolve, fundraising for nonprofits has advanced. Phrases like artificial intelligence (AI) and data analysis dominate the conversation, yet they were infrequently mentioned just five years ago. 

Analytics has become the driving force behind fundraising efforts. These changes call for a push in automation. Organizations must do more with fewer resources, which opens the door for software to shoulder some of these responsibilities.

The Evolution of Data Analysis

Line graph showing the evolution of data analysis



Tiberian describes the effect of automated analytics on companies like WealthEngine: “As you’re looking at analytics, the analytics has really changed the way organizations are looking at us and they’re using wealth data and wealth intelligence system across so much more than just the fundraising space, but throughout the whole fundraising organization, not just in major gifts. Those are probably the two biggest changes I’ve seen.”

WealthEngine’s technology has become more sophisticated over the years, including improved wealth screening and data analysis. With these features, WealthEngine gives its partners and fundraising organizations the ability to use software to perform data analytics. This information encourages targeted messaging based on propensity to give (P2G), mutual personal interests, and potential donor shares.

Using Personalized Data for Targeted Marketing

These innovations provide insight into who you should engage with, along with how to best engage. This information provides crucial pathways for successful targeted marketing campaigns. 

Nonprofits are able to start meaningful conversations with prospects to create connections over common interests.

Understanding Donors’ Propensity to Give

Personalized data, such as a wealth score, P2G, and donor segmentation, drives engagement to create lasting relationships with donors. Rather than simply knowing a prospect’s P2G, organizations can nurture these relationships through targeted marketing based on data analysis.

Understanding the P2G relies on a wealth score as well as having a clear idea of the donor or potential donor’s motivations for charitable giving. This information allows organizations to segment donor contact lists based on income, interests, and engagement patterns. 

WealthEngine’s Partnership with Salesforce

As stated previously, technology has undergone significant changes in the past five years. To keep up with an evolving industry, WealthEngine has stayed on top of software integrations.

For example, the partnership between WealthEngine and Salesforce means organizations don’t have to change platforms to access information. In keeping with the ‘less is more’ approach, this integration streamlines the process of receiving and using data.

  • Fundraising Initiatives During Unprecedented Times

Traditionally, fundraising plans were developed on an annual basis and implemented throughout the year. In the wake of continued uncertainty, organizations are now adjusting their strategies.

  • Planning in the Era of a 24/7 News Cycle

With constant access to content, things seem to be happening in a matter of seconds rather than over a period of days. This means quick access to updated data is crucial. Flexibility and timely reactions have become fundamentals in fundraising strategy.

The Impact of COVID-19 on Nonprofit Fundraising 

Infographic explaining uncertainty among nonprofits during COVID-19



Many organizations are seeing a decrease in donations during the pandemic. With economic uncertainty, donor fatigue is a huge challenge many nonprofits are being forced to confront. 

By using tactful, targeted messaging, and properly utilizing data, organizations like the CDC Foundation and Fidelity Charitable have reported high donation numbers despite the pandemic. While COVID-19 continues to disrupt business as usual, adapting marketing tactics and reaching the right prospects will play a crucial role in combating donor fatigue.

WealthEngine’s Latest Security Feature

WealthEngine recently rolled out a new security featuremulti-factor authentication. As Tiberian observes, “there’s a new data world out there…security is a major driver of how they move forward.”

The multi-factor authentication tool helps protect data on your phone by requiring an access code. This feature greatly reduces the risk of an unauthorized party gaining unlawful access to clients’ accounts.

Protecting Your Organization’s Data

Security is an ongoing conversation. With constant technological advancement, protecting data is necessary for any organization. 

Damage happens when data leaks. So, it’s always important for an organization to be prepared and for the software company to ensure information protection.

The Evolution of Fundraising Software

Several years ago, the WealthEngine platform was just a screen and search. This static piece of information contributed to fundraising planning every 2-3 years when organizations chose to run a screening.

Now, the technology has developed. Screening is simply the foundation of WE9

With a constant stream of content, information needs to be available instantaneously. Rather than capturing and reporting donors’ actions after they happen, WealthEngine can provide the data in a matter of moments.

For example, when a new user visits an organization’s website, WealthEngine’s software can screen and provide an immediate wealth rating. By running this captured information through analytics, WealthEngine is able to provide a full profile of the visitor.

The Importance of Match Rates

A match rate means the software has actually found the individual. From there, it is able to provide ratings, scores, and information about the person. WealthEngine has a 90% match rate compared to an average 60% match rate from its competitors. 

This is attributed to the 45 data points the software utilizes to identify online visitors. In a database of 1 million records, WealthEngine can identify 900,000 individuals, whereas a competitor may identify 600,000.

By providing an extra 30% of profiles, WealthEngine’s match rate helps organizations reach out more effectively to potential donors. Nonprofits can see profiles on all of these prospects, which helps formulate a plan to reach out and cultivate new relationships.

These numbers come into play when evaluating a donor’s potential as well. Rather than just alerting you that someone has shown interest in your organization, WealthEngine can help optimize donation amounts. Using data helps you know how much to ask for, and how frequently to reach out. 


3 Non-Obvious Trends for Nonprofit Fundraising

Non-obvious trends

How can nonprofits stand out from an overproliferation of information and connect with their ideal donors? According to international best-selling author Rohit Bhargava, the answer is understanding and leveraging three non-obvious trends. In his keynote address for WE Prosper Summit 2020, Bhargava discusses these three trends and how nonprofit fundraisers can use them to their advantage. 

Click here for a replay of WE Prosper Summit 2020, a virtual conference exploring trends and best practices for finding high-potential donors in the COVID economy. 

Why Nonprofit Fundraising is More Difficult Than Ever

Take a look at these three headlines. Can you identify whether each story is real or fake?

  • Chemical in McDonald’s Fries Could Cure Baldness
  • Bumblebee Vomit: Scientists Are No Longer Ignoring It
  • Sassy Seal Accidentally Slaps Man Across Face With an Octopus

The answer, according to Bhargava, is that all of these headlines are real. “My point with doing this exercise was to share with you that we live in a world where we don’t know what’s true,” he explains. “When we don’t know what’s true, we lose a little bit of faith in the idea that anything’s true.”

This makes it increasingly challenging for organizations to appeal to prospects. Fortunately, Bhargava’s research for his book, Non Obvious Megatrends: How to See What Others Miss and Predict the Future, can help organizations stand out and reach donors who would otherwise remain skeptical.

3 Non-Obvious Trends for Nonprofit Fundraising

  • Human Mode

“A human mode is the idea that when we have more and more technology surrounding us, we greatly value the human interaction,” explains Bhargava. 

Nonprofit fundraisers know the value of face-to-face interactions and in-person galas. However, due to the COVID-19 pandemic, organizations need to foster donor relationships digitally. 


A quick way to implement our first non-obvious trend and keep communication authentic is to use a real background when meeting prospects on Zoom. The initial urge to conceal a cluttered home office with a virtual background is understandable. However, giving people a peek into your unscripted life is better for cultivating connections.

  • Instant Knowledge

“Instant knowledge is the idea that because we have all of these tools at our fingertips, we expect to be able to learn anything and get smarter, faster,” notes Bhargava. 

To take advantage of this non-obvious trend, Bhargava advises nonprofits to try to “connect people with the knowledge to inspire their beliefs.” When your marketing or donor cultivation efforts provide massive value to prospects, they’re more likely to buy into your mission and vision. 

  • Revivalism

“Revivalism is a trend that is about bringing the past back,” explains Bhargava, “because when we don’t know what to trust, we turn the clock backward so we start to listen to analog, like music on vinyl.” 

Nonprofits should consider ways to implement this non-obvious trend and how they can appeal to this kind of nostalgia when engaging with donors. This could include explaining how your organization honors the past or giving your gala a vintage theme. 

Actionable Tasks for Non-Obvious Trends

  • Be Opportunistic

Nonprofits should always have their finger on the pulse and be ready to jump into the conversation as it’s happening. 

For example, at the beginning of the pandemic, people began hoarding toilet paper and paper towels. “Then they realized, ‘Oh, I don’t actually need this much toilet paper,’ and they tried to return it and they couldn’t,” notes Bhargava. “There’s an opportunity if your nonprofit provides items to people who really need them for you to step in and say, ‘Look, you bought all this stuff. Now you can’t return it, donate it to us.’”

  • Engage the Unreachable

With COVID-19 canceling productions, actors are recording custom videos for people through Cameo. “They’re open to doing stuff like this that perhaps they wouldn’t have been otherwise,” notes Bhargava. “That might be an opportunity for your nonprofit as well.”


Consider that when donors hear a message about your nonprofit from a figure they know, like, and trust, they’re more likely to be receptive to your ultimate ask. 

  • Go Behind the Scenes

At the end of every film Jackie Chan does, he shows outtakes of his stunts. This humanizes him and shows audiences how much hard work goes into his craft. Organizations can borrow this technique to better connect with prospects.

“We have to take people behind the scenes of our work,” explains Bhargava. “[We] show them the amazing things we’re doing, show them what their money is going towards because the more we can do that, the more people are likely to give more, [and] they’re likely to feel good about what they have given.”

  • Master Technology

The pandemic has increased our reliance on technology to do business. As such, you either need to improve your tech skills or prepare to get overtaken by the competition.

“We do not live in a world anymore where you can just give up and say, ‘Oh, I’m no good at this technology stuff, I can’t figure it out’ or you just wait for the IT person to show up,” explains Bhargava. “Guess what? We’re at home doing this stuff. We are our own IT people.”

  • Pivot Fast

Flexibility and creativity are the lifeblood of any organization during a crisis. Those who can quickly adjust their strategy are more likely to survive.


“There was a bookstore in Texas that when the pandemic hit, [they] immediately pivoted and [turned] their bookstore into a travel agency,” notes Bhargava. “When you went to book a trip, essentially what you were booking were books about the place that you wanted to go.”

  • Don’t Panic

No one is sure when things will go back to the way they were or if they will at all. In the meantime, organizations can’t give up or try waiting things out. Instead, you need to think carefully about your strategy for reaching new donors and consider the non-obvious trends.

WealthEngine can help. With tools that zero in on the prospects most likely to give, your team can spend time connecting with the people who most want to hear from you. Get in touch today for a free demo. 

Adapted from presentation by Rohit Bhargava.

Rohit Bhargava Bio:

Rohit Bhargava is an innovation and marketing expert, skilled facilitator, and keynote speaker. After a successful 15 year career as a brand and marketing strategist at two of the largest agencies in the world (Ogilvy and Leo Burnett), Rohit became an entrepreneur and has since started three companies. He is the Wall Street Journal best selling author of six books on topics as wide ranging as the future of business and building a brand with personality and has delivered sold out keynote presentations and workshops to business leaders in 32 countries. His signature book Non-Obvious  is updated annually with 15 new trend predictions, has been read and shared by more than 1 million readers and is translated in ten languages. Rohit has been invited to share his insights at some of the most forward-looking organizations in the world including Intel, NASA, Disney, JP Morgan Chase, LinkedIn, Microsoft, American Express, BP, the World Bank, Coca-Cola and hundreds of others.

Outside of his consulting work, Rohit also teaches his popular signature course on storytelling and marketing at Georgetown University in Washington DC and has been invited to deliver guest lectures at many other prestigious schools including Stanford and Wharton. For the past 14 years Rohit has also been writing his personal “Influential Marketing Blog” which has been featured in global media and named one of the top 25 marketing blogs in the world by AdAge magazine. He is regularly interviewed and featured as an expert commentator in global media including Harvard Business Review, The Guardian, and NPR. Rohit also writes a monthly column for GQ magazine in Brazil on technology and trends.

Thanks to his many years of sharing insights, Rohit has been recognized alongside visionary business leaders like Sir Richard Branson and Tom Peters as a “Top 100 Thought Leader In Trustworthy Business Behavior” and was named by global recruiting firm Korn Ferry as one of the “Most Influential South Asians In Media and Entertainment.”

On a personal level, Rohit is married and lives with his wife and two young boys in the Washington DC area. He is a lifelong fan of anything having to do with the Olympics (he’s been to five so far!) and actively avoids anything having to do with cauliflower (yuck!). Outside of work, Rohit believes that the most entertaining and impactful job he will ever have is being a great dad and teaching his sons to be kind when no one expects it, curious about the things others take for granted, and confident enough to change the world.