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

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.

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.

Copywriting Best Practices During COVID-19

Copywriting has become an increasingly effective tool for reaching and engaging a target audience. However, many organizations struggle to create and publish content that truly resonates with readers. 

Research shows online readers heavily scan material, with only an estimated 20% of page content being consumed. With this in mind, organizations must focus on how to get their key messages across clearly and concisely.  Luckily, there are many experts experienced in how to craft compelling copy that leads to action.

In October 2020, the third annual WE Prosper Summit was held virtually due to the pandemic. The event featured in-depth discussions on timely topics including copywriting, marketing, fundraising, and more. 

Designed for clients and partners, the summit is designed to provide knowledgeable insights for identifying and cultivating high-potential donors in any economy. Obviously, this year’s event featured a strong focus on how to adapt and plan fundraising initiatives in light of the repercussions COVID-19 has had on the world financial climate.

The 2020 WE Prosper Summit features keynote addresses with expert analysis and tips from authorities and peers from across the fundraising industry. One of those professionals is Tom Ahern, President of Ahern Communications, Inc. Tom sat down with Raj Khera, Executive VP and Chief Marketing Officer of WealthEngine, to discuss some copywriting best practices for COVID-19.

‘When You Like Your Donors, They Like You Back’

Tom describes his copywriting best practices as #Principles of Donor Communications. As principle number one, he believes: “When you like your donors, they like you back.” This finding is based on research conducted by the Institute for Sustainable Philanthropy.

Easy, Consistent, Cohesive Messaging

When crafting content, it’s vital to make your messaging clear. “That’s, of course, what you always want to do, is to make communications easy for the target audience,” Tom advises.



The Power of Word Clouds

Demonstrating the power of word clouds, Tom points to a survey conducted by the Institute for Sustainable Philanthropy, in which donors were asked just two questions:

  • How would you describe yourself using five or fewer adjectives?
  • When you think about your support of a cause, what five or fewer adjectives come to mind?

In this example, there may be some repeat answers from donors. “You get two word clouds, and where those two word clouds overlap is where your sweet spot is, where the best language is for you to use,” Tom adds.

  • What Are Word Clouds?

Word clouds are groups of words that are placed together. The more frequently a word appears, the bigger and bolder the word looks in the cloud.

The word cloud depicted above illustrates the power of this visual tool. Using the example of the survey mentioned earlier, each adjective given in response to the questions asked were placed in a word cloud. Each time a word was repeated, its appearance became larger and bolder.

Once all answers are compiled, you’re left with a word cloud that looks similar to the graphic shown. These visuals can help you succinctly communicate with your target audience.

Reaching Your Target Audience

For your sales copywriting efforts to be persuasive, you must have a firm understanding of your target audience and engage with them. In this context, a target audience is a demographic of people, or donors, who are most likely to be interested in your cause.


As the graphic above illustrates, a target audience consists of individuals who share similar traits. These groups of people are assessed using information such as:

  • Behaviors
  • Location
  • Gender
  • Ethnicity
  • Race
  • Age group
  • And much more

By accurately deciphering who your target audience is, you can gain valuable insights into how this group operates and what it prioritizes most.

Dave from the Royal National Lifeboat Institution

Dave is a volunteer for the Royal National Lifeboat Institution. As COVID-19 hit his organization hard, Dave shares how he created the effective messaging seen on the institute’s website. 

A message featured on the site’s homepage reads: “You’re a part of our crew and crew members look out for each other. Watch a special message for you.” Following this text is a video that incorporates inclusive language to ensure donors that everyone is part of the crew and all contributions make a lasting impact. 

The organization found these words based on the same two-question survey originally developed by the Institute for Sustainable Philanthropy.

Jen Shang’s Philosophy of Giving Behavior

Jen Shang is a psychologist specializing in the behavior of giving. “She’s saying, right now, your donors, because of COVID, feel paralyzed, confined, victimized, disarmed, powerless,” Tom notes.

Depending on the focus of your communications, Jen asserts your audience could feel “connected to a bigger world, cared for, listened to, part of something.” She also mentions they could feel capable, which is important for human well-being. “We need to feel like we’re doing something, and doing good for others is a wonderful thing you can do right now,” Jen adds.

Feelings Lead to Action

When Raj and Tom spoke for the first time, Raj asked a few very important questions: “Are major donors different? Do they speak a different language?” Tom’s simple answer was, “Not so much.”

“We are a social species. That urge to cooperate, all of that, is actually chemical. It’s in your brain and it’s there,” he observes.

Tom also discusses what inspires action for donors. He talks about an important discovery made by Dr. Donald Calne, a Canadian neurologist specializing in Parkinson’s disease research. In his findings, the doctor concluded that feelings lead to action. 

Tom summarizes, “Not reason leads to action, feelings lead to action. Reason leads to more thinking. Feelings lead to action.” 

Another important piece of information comes from neurologist and psychiatrist Dr. Viktor Frankl. After conducting psychological research, he concluded that humans need purpose. According to Dr. Frankl, “That’s what a charity can bring to me, through its communications, a sense of purpose over and over and over.”

WealthEngine’s WE9 comprehensive platform offers a variety of proprietary tools including Wealth Search, WE Analyze, and its Donor Pyramid Modeler for unmatched donor list segmentation solutions. To experience how WealthEngine can assist your organization, request a free demo.

Adapted from presentation by Tom Ahern.

Tom Ahern Bio:

In 2016, the New York Times called Tom Ahern “one of America’s most sought-after creators of fund-raising messages.”

Recent clients include Lucile Packard Children’s Hospital at Stanford University, USA for UNHCR (refugees), the Sharp Healthcare system in San Diego, Save the Children Global, Lollypop Farm (animal rescue, Rochester, NY), Boys & Girls Clubs of America, Junior Achievement, Teach for America and Chabad on Campus.

His specialty? Changing underperforming donor communications programs into major moneymakers, using the latest discoveries in psychology and neuroscience. He has authored six how-to books on donor communications and speaks internationally.

Donor Retention: What to do to Finish 2020 Strong

At WE Prosper Summit: 2020, nonprofit leaders discussed the latest trends and best practices including donor retention for finding donors during COVID-19. Two of these experts were Baily Benzle and Stu Manewith of Omatic Software. Their company has been around for 20 years and has more than 3,000 nonprofit clients worldwide.

Omatic uses data to strengthen relationships between nonprofits and their donors through correct messaging. Delivering the right message to the right donor at the right time is possible with data integration.

What is Data Integration?

Data integration is the consolidation of information from many sources. With centralized data, nonprofit organizations can better analyze information and make decisions. This data can help your organization target and engage donors.  


The 90-Day Window

Baily and Stu mentioned the 90-day donor window: Donors who make a second gift within 90 days of their first, are more likely to repeat their giving. To keep supporters, nonprofits need to communicate with them shortly after their initial gifts.

A new donor who doesn’t make a second gift in 90 days is unlikely to renew their support. If they do donate again, their support will likely continue. This is why donor retention is so important.

The retention rate for new donors is 20% and 61.3% for existing supporters. It’s harder to turn a new donor into a repeat supporter. To avoid donor fatigue, it’s crucial to begin relationship building with donors immediately and keep it up.

New donors who aren’t engaged, thanked and informed of where their gifts go are less likely to give. By integrating data to learn about your donors and how to best engage them, you’ll likely stay at top of mind. When donors feel appreciated and are engaged, it’s easier to compel them to give repeatedly.



When you retain donors, your organization saves money through lower attrition (the loss of donors) and raises more money. It costs more time, effort, and resources to attract new donors than it does to retain current ones. 

For a nonprofit organization to finish the year strong, you need to improve your retention rate. One very effective way of engaging donors is through storytelling for fundraising, sharing individual narratives showcasing the good that’s been accomplished thanks to your donors’ generosity. This approach appeals to donors’ sense of empathy and emotion while providing demonstrable proof of how their support is making an impact.

Why Donor Retention Rate is So Important

The key to building donor retention is actively cultivating relationships with supporters. A major component of successful donor retention is donor stewardship, which is based on frequent communication with your supporters to nurture their interest in your organization and its initiatives.

Your retention rate demonstrates how well your fundraising endeavors performed over the previous year. It also acts as a quantifiable metric of how your donors and supporters are re-engaged. If your donors are continually interacting with and engaging with your organization, they are considerably more likely to renew their support.

Donor retention rate is measured with a basic calculation: Divide the number of donors who gave during the current year by the number of donors who gave the previous year. The current year’s donors are the numerator and the previous year’s donors are the denominator. 

Calculate your denominator first and use it as the baseline by which everything is measured. The denominator is the number of donors who gave in the past year. The goal is to achieve a high retention rate.


The Association of Fundraising Professionals (AFP) created the Fundraising Effectiveness Project (EFP) in 2006. The Fundraising Effectiveness Project helps nonprofits be more successful in their fundraising. The organization conducts research and publishes industry-recognized reports each year.

In 2019, the Fundraising Effectiveness Project mentioned that the donor retention rate for U.S. nonprofits was 45%. The retention rate for repeat donors in 2018 was 61%. For first-time givers, the retention rate was 20% or roughly one out of five new supporters.

The statistics of the Fundraising Effectiveness Project reveal how difficult it is to capture new donors. They show how important it is to stay on top of donors’ minds so they will give multiple times. It is possible to improve upon the low 20% average retention rate, thereby boosting the probability of donors giving.

Engaging your donors with a relevant message at the right time can improve retention rates. Instilling an urgent “the time to act is now” call-to-action is a successful strategy. For example, if you want to capitalize on Giving Tuesday and December year-end giving, you need to start in October.

Baily and Stu provide a great example of this successful retention strategy with a Wisconsin dance organization. The development director mentioned, “We are strong with donor retention at 75% for returning donors and 30% for new donors.” Compared to the 2019 fundraising average, that’s a 25% higher rate for returning donors and 50% higher for new ones.

For illustration, there were two grids: Grid A and Grid B. Grid A shows a donor retention rate of 41% and Grid B documents a donor retention rate of 51%. Grid A’s donors raised $675,000 and Grid B’s donors raised over $1 million.

Grid B’s retention rate of 51% resulted in donors giving for an extra five years before dissipating. With a better retention rate, these donors gave more than those in Grid A whose retention rate was 41%. Even the slightest improvement of donor retention can boost giving amounts.


The grid example illustrates the findings of the Fundraising Effectiveness Project’s research. These results show that the dollar amounts from retained donors increase by 3% a year. With a strong retention rate, an organization can raise significantly more funds. 

How to Boost Donor Retention Rate

How do you retain donors in the crucial 90-day window? It has to do with correct messaging. Here are three tips to try:

  • Provide timely acknowledgment and appreciation. 
  • Show the impact of the gift and how that aligns with the donor’s intent.
  • Repeat the solicitation method that resulted in the first donation. 

2020 has been a challenging year, but you can finish strong with a high donor retention rate. When you communicate with donors within 90 days of their first gift, you increase the probability of receiving a second one. Reaching ideal donors with a relevant message at the appropriate time will likely compel donors to renew their support. 

Adapted from presentation by Baily Benzle and Stu Manewith of Omatic Software.

Speaker Bios:

Bailey Benzle 

Bailey Benzlé is the Director of Pre-Sales & Sales Enablement for Omatic Software where she supports both internal staff and clients by determining the best solution to meet unique nonprofit needs. Her responsibilities include working with organizations of all types and sizes by providing evaluations, software demonstrations, answers to technical questions, and resources for any product questions. Prior to joining Omatic Software, Bailey held multiple sales roles at Blackbaud and in the Target Analytics division of Blackbaud®. She also spent seven years in the non-profit sector, as a marketing specialist and Raiser’s Edge end-user. Bailey graduated from Elon University with a bachelor’s of science degree in Biology.

Stu Manewith 

Stu Manewith serves as the company’s Director of Thought Leadership and Advocacy where he serves as Omatic’s nonprofit sector domain specialist and subject-matter expert. He is responsible for actively promoting and demonstrating Omatic’s position as the nonprofit industry’s leading partner in the areas of data health and integration. Prior to Omatic, Stu spent 13 years at Blackbaud as a consultant, solution architect, and practice manager.

Previously, Stu spent the first half of his career as a nonprofit executive, fundraiser, and finance director, working in both the healthcare and arts/cultural arenas of the nonprofit sector. He holds business degrees from Washington University and the University of Wisconsin, and he earned his CFRE credential in 1999.


WealthEngine Product Update August 2020

WealthEngine Product Update – August 2020 from WealthEngine on Vimeo.


With a new month comes a number of key features, improvements and continued enhancements. Check out the details of our latest product updates, or skip ahead to the 5:00 minute mark to catch a live demo.

Increased Charitable Donations Limit

Every profile directly updated with giving data and history. Now access over 170 million donation records, adding 500k per month, plus insider stock trades and more.

Value: $318,000,000

5-Star Rated Salesforce Connector

Seamless access to all of your refresh data directly within your CRM. Click here to get it from the AppExchange.

Interactive Screening Insights

Leverage an all new interactive report featuring detailed screening insights with just one click. Measure Propensity to Give vs. Estimated Giving Capacity and discover the steps for obtaining your next best prospect.

The New Donor Pyramid Modeler

Customers can now analyze and prioritize their best prospects and not just on giving capacity, but by other attributes to maximize their ‘ask,’ driving higher lifetime value and retention.


All of our models have programmatic endpoints that can create a value added benefit to every DONATE NOW button webpage. Automatically call our ‘NEXT-ASK MODEL’ to create the ‘right ask’ driving up your LYV for every donor you connect with online.

Enhanced Connections

Our customers find 30% of their new prospects from their current donors and members connections. They tend to give more consistently and at a 18% higher donation amount than non-referrals. This can improve fundraising results by 22% per campaign.

WEAdmin Report Tracking

Maximize your usage across your environment and know who your power user is within your environment. Reward them!

Interested in learning more and accessing refreshed data to get the latest insights about your donors and prospects? Click here.

How to Increase Your Assets Under Management in a COVID-19 World

Tune in for an executive briefing and live Q&A with Chady AlAhmar, CEO of Wealth at Old National Bank, and Raj Khera, EVP at WealthEngine, as they share best practices to help you grow your portfolio in the midst of economic uncertainty.

View the Executive Briefing On Demand

This Executive Briefing will show you:

  • How to uncover insights like estimated net worth, investable assets, business ownership, accredited investor status, likelihood to buy a specific financial product, and more
  • Ways to find and connect with wealthy and soon-to-be-wealthy prospects
  • Techniques to identify clients in your portfolio who are ripe for expansion
Chady AlAhmar
CEO of Wealth

Old National Bank

Raj Khera
EVP and Chief Marketing Officer
Raj is a past CEO and co-founder of several software businesses, two of which were acquired by public companies. At WealthEngine, he helps to create more value for customers through thought leadership and game-changing product enhancements. He is passionate about supporting higher education and cancer research and volunteers his time at the University of Maryland and local schools.

Short Term Fundraising Action Plans: The Next 90 Days

WealthEngine caught up with Ian Swedish from CCS Fundraising to reflect on the current landscape after 60 days and prepare for the next 90 days. Tune in for an engaging session about creating strategic short term action plans that will help you define opportunities and devise solutions amidst today’s challenges and uncertainties.

View the Executive Briefing On Demand

Areas of focus will include:

  • Maintaining and sustaining key relationships
  • Leveraging leadership
  • Communicating meaningfully with lapsed donors
  • Evolving your case for philanthropy to meet the moment
Ian Swedish
Corporate Vice President

CCS Fundraising

Raj Khera
EVP and Chief Marketing Officer
Raj is a past CEO and co-founder of several software businesses, two of which were acquired by public companies. At WealthEngine, he helps to create more value for customers through thought leadership and game-changing product enhancements. He is passionate about supporting higher education and cancer research and volunteers his time at the University of Maryland and local schools.


How Healthcare Organizations are Pivoting to See Fundraising Success in a COVID-19 World

WealthEngine caught up with ChristianaCare’s Vice President of Development Gordon Brownlee and Spectrum Health’s Director of Finance and Operations Greg Workman to talk about how healthcare organizations are successfully navigating today’s challenging environment due to COVID-19.

View the Executive Briefing On Demand

Tune in to learn:
  • Guidance on developing a Caregiver Relief Fund for those on the front lines
  • How ChristianaCare is coordinating hundreds of PPE donations, including face masks, shields and gloves
  • A strategy to look for new donors within your community and ways to optimize your messaging for fundraising as a result of COVID-19
Gordon Brownlee
Vice President of Development


Greg Workman
Director of Finance and Operations

Spectrum Health

Raj Khera
EVP and Chief Marketing Officer
Raj is a past CEO and co-founder of several software businesses, two of which were acquired by public companies. At WealthEngine, he helps to create more value for customers through thought leadership and game-changing product enhancements. He is passionate about supporting higher education and cancer research and volunteers his time at the University of Maryland and local schools.