Helping Your High-dollar Donors to Stand Out
Specifically, the information should pinpoint wealth based in part on liquid asset factors, not just income. To understand why this is important, consider two people with the same income. If one’s dominant asset is his home, then he isn’t as likely to bestow a major or planned gift as the person whose dominant assets are liquid. The latter is capable of making a major gift without having to sell a portion of his dominant asset. The key is to focus exclusively on households with not only high income, but with high
liquid, discretionary income.