We received scores for 50K constituents, both major gift likelihood and targeted gift range. Now we're reviewing the folks, and realizing that reality is not matching the rankings. For instance, someone is identified as with TGR of $10k, we think primarily b/c of their neighborhood. But we know they won't give more than $1k. How do folks reflect the reality? Do you add something on the prospect tab? Do you add a new TGR?

 Thanks for the input!

As a consultant for Target Analytics, I usually recommend that organizations use the modeling scores (the Target Gift Range and the Major Giving Likelihood) as an additional factor in determining an internal organizational next ask amount.  The modeling is simply the “science” – the “art” comes from weighing information the prospects have given you – by responding to funds and appeals, or discovery call information.  The internal next ask amount can incorporate factors such as relationship to the organization (if they are currently assigned to a development officer), membership level, length of giving history and total number of gifts to the organization.

For example, a prospect may be matching well against the unique attributes of your wealthiest and most loyal constituents, but their child may have flunked their grade.  This would significantly alter how you approached the prospect and may not be measured in the modeling.

Typically, it takes a match with more than one characteristic (i.e. neighborhood) to identify someone with a potential of $10,000 in a single gift.  One of the ways the Target Gift Range can assist you is in looking at groups of donors who have given similar dollar amounts.  For example, if two donors have given $1,000 as their largest gift to you, but one is modeling with a Target Gift Range of a 6 ($1,001-$2,500) and the other is modeling with a Target Gift Range of an 8 ($5,001-$10,000), the first donor might need a less aggressive maintenance moves management pipeline track, whereas the second has indications of greater capacity and therefore may require more personal attention and cultivation.  Two similar givers with two different capacity ratings.

How you use the Target Gift Range may also be determined by the current state of the organization.  If you have just completed a major campaign, you may be less aggressive in your ask amounts.  Conversely, if you have been conservative in the past, you may attempt the first ask in the Target Gift Range, adjusting the next ask amount by the response.

It would be interesting to hear how other organizations have internally weighed the modeling scores. 

As your modeling scores were customized to your data, your constituents, I would also urge you to either reach out to your delivery consultant or the Target Analytics support team, as they can talk you through specific examples within your database.

Kate Lindsay Breck