The Prospect Evaluation Grid (PEG)

A team of management consultants for the Institute for Charitable Giving modified the prospect evaluation grid (PEG) to define management styles for fundraising purposes. The PEG measures prospect's financial capability and current interest. Use PEG score to rate prospects so that you can focus your time and energy. The PEG score is also a common rating system for your team of fundraisers to use when you discuss prospects.

For example, a wealthy prospect with no interest in your organization might have a PEG score of 1/9 where 1 represents low interest and 9 represents high financial capability. A dedicated volunteer might have extremely high interest in your organization but little financial capability. The volunteer might have a PEG score of 9/1 where 9 represents high interest and 1 represents low financial capability.

Tip: To take advantage of the moves management functionality, add the defined field set for moves management. For information about how to add a defined field set, refer to Defined Field Sets. For information about the specific fields included in this set, refer to Moves Management Codes.

Guidelines for evaluating financial capability

  • Net Worth: In general, the higher the net worth, the better.

  • Discretionary Income: The more, the better.

  • Number of Children: In general, the fewer the children, the better. Children are very expensive and people are more free to convey net worth when family obligations are minimal.

  • Age: Prospects 55 and over are typically more willing to make a major contribution.

  • Prior Gifts: Prior gifts to any other organization scores points on the financial capability scale. Giving begets giving and subsequent gifts are often easier to obtain.

Guidelines for evaluating cultivatable interest

  • Prior Gifts to Your Organization: You can feel confident about giving a previous donor a few extra points, regardless of level.

  • Service on Board or Committee: Give a prospect with prior involvement a few more points. Alumnus, grateful patients, or family members of a beneficiary or your services should all receive a higher score.

  • Close Relationships with Volunteer or Staff Member: Relationships are vital to accessing the prospect and eventually obtaining a gift.

  • Spousal Involvement: Big gifts almost always involve both spouses so pay attention to prospects whose spouse is also interested or involved.