1.
Welcome to
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2.
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3.
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Housekeeping

4.
Housekeeping
We will share the slides and recording of this session with you via email later
today.
The resources mentioned in the session will be linked on the
Resources slide at the end of this presentation.
Any questions we are not able to answer live or in the Q&A will
be addressed after the session via a follow-up.
If you need further assistance, please reach out to
support@kindful.com. Our support team is amazing!

5.
Using Wealth Insights for
Annual Giving

6.
Carolyn Edrington
Carolyn has over 20 years’ experience in
nonprofit fundraising and annual development
programs. She came to Bloomerang to help
more nonprofits achieve their goals by using
quality CRMs and online fundraising tools.
Carolyn got her nonprofit fundraising start by
participating in the Team In Training Marathon
program and never looked back. She lives in
Nashville, TN with a few cats and lots of yarn
and knitting needles, and may even train for
another marathon. Or a half.
Customer Success Manager

7.
Agenda
1
2
3
4
The Psychology of Giving
Wealth Insights Overview & Capacity to Give
Segment by Capacity and other filters
Rethink our Ask Arrays and Ask Messages
5 Update Pages and Plugins
6 Q&A
Objectives
Creating Community by Segmenting
your Donors
Use Your Data to Increase
Annual Giving

8.
The Psychology of Giving

9.
Affinity Af·fin·i·ty /əˈfinədē/
Ben Franklin Effect:
When we do someone a favor,
we end up liking them more.
Often more than if they had
done a favor for us.
Objective 1: Create Community Through Segmentation
a spontaneous or natural liking or sympathy for someone or something
By asking a favor you are building the idea in
their head that you are worth that favor, and
therefore liked.
~Stanford Univ./J Jecker, D Landy

10.
Change the Default Ask Array
If you take only one thing away from today’s webinar:
Please adjust your default ask array in General Settings.
Objective 1: Create Community Through Segmentation

11.
Why Low to High?
Users will infer a psychology whether or not the
designers intended it. Designers must embed
appropriate psychological cues.
~NextAfter/CaringBridge
High-to-low emphasis
- 15.7% DECREASE in Gifts
- 11.3% DECREASE in Average Gift size
- 25.2% statistically significant DECREASE in giving revenue.
Objective 1: Create Community Through Segmentation
What is the logic of starting your ask array with the higher amount?

12.
“We have found that people give to not-for-profits not as
faceless organizations but … as people…”
~Josh McQueen
“People won’t give if we don’t ask. “
~My former Executive Director
Every. Single. Day.
Objective 1: Create Community Through Segmentation

13.
What is Wealth Screening in General?
A way to research donors' past giving history and current assets to help
determine your approach with your constituents.
Past Giving
History
Current
Assets
Wealth Potential
WHY? It empowers fundraisers to easily identify major gift
opportunities and help target the right contacts with the
right ask, saving time and raising more funds.
Objective 1: Create Community Through Segmentation

14.
Wealth Insights
Overview
Propensity to Give
A ranking of a prospect’s ability and
propensity to make a major gift ($5,000 or
more is considered to be a "major gift".)
Contact Data
Not Eligible = Organizations or Persons
outside the United States
Detailed Profiles
Access to detailed information about
high-value prospects

15.
Where does this information live in the database?
Overall Results

16.
Propensity to Give and Detailed Profiles

17.
Math is Hard

18.
Capacity To Give Takes The
Guesswork Out of the Ask
Use capacity data to segment your contacts
Incorporate Capacity into your “Target Ask”
decision-making process
Assign high Capacity contacts to a fundraising
officer to build better relationships with those
contacts

19.
Our Focus Today - Capacity to Give
Objective 1: Create Community Through Segmentation

20.
Segment Your Contacts

21.
Create Campaign Pages or Plugins for Each Segment
$1000 - $2500. Keep ask buttons reasonable, make Impact
Statement match the amount. ex: $250 covers travel to the
hospital
< $500 - Thoughtful Impact Statements to make the donor feel
like they are really making a difference and part of the
community. Ex: If each of you gives $X, together we’ll raise $Y.
$5k to $25k - Bigger ask = stronger Impact Statements. Ex: $600
pays for one group to clean the beach.
Possible Matching Gift Donor - show them how you’ll do it.
$50k+ Major Gift Pipeline, Possible Matching Gift Donor
Objective 1: Create Community Through Segmentation

22.
Let’s Go Live Capacity To Give
1. Left Menu > Click Fundraising
2. Click Wealth Insights
3. Click the Capacity Category
4. Right menu, Click Select All
5. Click Create Report
6. Choose the fields needed for email
7. Add email group to email service
8. Use new URL send them to their
new giving page/s.
9. Brag to your boss that you’re raising
more money.

23.
Takeaway:
Use or improve your impact statements.
Objective 2: Increase Your Annual Giving
Match the Ask Array to the Impact
Match the Low and High Amounts to the
Proper segment
Create a Community for the Donor

24.
Ever had your E.D. or Board Member
walk out of a meeting and ask you to
raise 10% more?
Objective 2: Increase Your Annual Giving

25.
1. Use Capacity Level to run report
2. Export to Spreadsheet
3. Sort Data to find average, mean, median
4. Choose your ask array for 10% more
5. Example - 200 donors, average gift is $20. Make
the lowest ask button say $22 for a 10% increase.
10%? No Problem!
Objective 2: Increase Your Annual Giving

26.
Dig A Little Deeper
Objective 2: Increase Your Annual Giving

27.
1. Dig deeper for your 10% increase ask amount: Export the report to find
average or mean gift, let the data show you what that group has been
giving and lift the lowest ask amount by 10%.
2. Create web pages with impact statements for a recurring donor
campaign: add your new plugin with the corresponding ask array to your
beautifully branded website. Use the custom fields to create more impact.
3. Include other filters like event attendance: help your board have warmer
conversations at events when they talk to donors in person.
4. Create an affinity group: emails to donors with the same capacity level
who also share the same interests in one of the aspects of your mission.
Wait! There’s more!
Objective 2: Increase Your Annual Giving

28.
A few quick examples of Pages and Plugins
Simple Campaign Pages
Customized Campaign Page
Simple Plugin
Customized Page with Plugin
Objective 2: Increase Your Annual Giving

29.
Questions?
Support@Kindful.com

30.
Resources
Psychology Studies:
Liking a Person as a Function of Doing Them a Favor
The effect of a reverse (high to low) gift array on donations
Is Your Online Donation Form Turning Off Donors?
Kindful Help Center
Wealth Insights Overview
Create and Edit Campaign Pages

31.
Target the right contacts, identify major
gift opportunities, and make the right ask.
Meet Your Next
Major Donor
with Wealth Insights

32.
Thank you for attending!