Fundraising 101: 10 Things You Need to Know About Reactivating Lapsed Donors
2. Lifetime potential
Admittedly, it is difficult to quantify lifetime donor value (ultimate giving), but predictive modeling could identify target gift potential as well as major- and planned-giving likelihood, which are great indicators of ultimate giving behavior. Operating under the assumption that all donors are not of equal value to your organization, prospects with high planned- or major-giving potential as well as projected growth in annual giving levels have greater value. Scoring acquired donors annually identifies those individuals with the greatest ultimate gift potential.