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Best Practices in Soliciting Major Donors
Through the lens of the donor cycle:
Identification
Qualification
Discovery
Cultivation
Solicitation
Stewardship
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Identification Best Practices
Use a combination of methods to identify
major gift prospects in your database
Data mining
Peer screening
Data screening/wealth & lifestyle appends
Find new prospects using all the tools at your
disposal
In the news
Published donor lists
Peer referrals
Custom prospect lists
11. 11wealthengine.com
Qualification Best Practices
Find enough data to answer the question:
“Is this a major gift prospect?”
Capacity – can s/he make at least a gift of $X
over 3-5 years?
Affinity – Does s/he have some connection to
our organization?
Philanthropy – Has s/he indicated a
philanthropic propensity by donating to our or
other charitable organizations?
13. 13wealthengine.com
Discovery Best Practices
Ask for permission to speak with them: “Is
this a good time?”
Be open about who you are and what you
do
Ask open-ended questions
Listen for cues of reluctance or interest
If there is interest, make an appointment
to visit face-to-face, or get permission to
contact them at a later time
If there is not interest, move on!
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Solicitation Best Practices
Make sure you have the decision makers
present
Prepare written/graphic materials as
appropriate
Ask for a specific amount for a specific
purpose
Don’t be first to speak after the ask
Establish next steps
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Comments or Questions?
Additional Resources:
Join WealthEngine Institute
@http://info.wealthengine.com/Institute.html
Annual Giving Workbook
Individual Giving Workbook
Best Practices for Advocacy and Community
Organizations