Factors Considered by Prospect Insights Data Models

Prospect Insights data models uses the following types of factors to create predictive values:

Giving Behavior with Respect to Your Organization

This data provides information about your constituents' relationship with your organization. Models consider up to 50 years of giving history to your organization to identify predictors of future behavior, such as:

  • How recently they have given

  • How frequently they support your organization

  • General giving levels, including increases or decreases over time

  • Longevity of support (multi‑year or long‑term giving relationships)

Why this Matters for Fundraisers

A donor's direct history with your organization is one of the strongest indicators of future philanthropic potential. These insights reveal who is already invested in your mission, who is deepening their engagement, and who may be ready for greater involvement. By grounding predictions in real giving behavior, fundraisers gain clearer prioritization, more confident prospecting, and a reliable foundation for strategic outreach.

Which Prospect Insights Models Consider this Factor?

This is one of the data sets used to determine a prospect's major giving likelihood and target gift range.

Wealth and Capacity Indicators

This data provides high-level signals of a prospect's financial ability to make a significant gift. They typically include:

  • Broad estimates of net worth or income ranges

  • Indicators of property ownership or real estate assets

  • Signals of business ownership, leadership roles, or other professional achievements

  • General insights into a household's economic standing

Why this Matters for Fundraisers

These indicators help identify which prospects may have the capacity for larger gifts, especially in scenarios where you don’t have as much giving history, allowing researchers and gift officers to prioritize outreach where it can have the greatest impact.

Which Prospect Insights Models Consider this Factor?

This is one of the data sets used to determine a prospect's major giving likelihood and target gift range.

Philanthropic Giving Outside the Organization

This type of data reveals a prospect's charitable activity beyond your nonprofit, such as:

  • Documented gifts to other charitable organizations

  • Patterns of ongoing or repeated giving

Why this Matters for Fundraisers

External giving highlights prospects who are philanthropically inclined, even if they haven't yet shown that behavior within your organization. It also helps identify new prospects who may already demonstrate generosity elsewhere.

Which Prospect Insights Models Consider this Factor?

This is one of the data sets used to determine a prospect's major giving likelihood and target gift range.

Demographic and Lifestyle Information

This type of data provides contextual, non-personal insights into a household or individual's characteristics, which may include:

  • Age ranges or life-stage indicators

  • Household composition

  • Education-level indicators

  • General lifestyle or behavioral clusters derived from aggregated consumer data

  • Geographic context such as neighborhood-level socioeconomic traits

Why this Matters for Fundraisers

These factors help models understand broader patterns that may correlate with philanthropy, such as stability, life stage, or household characteristics, providing helpful context when direct giving or engagement data is limited.

Which Prospect Insights Models Consider this Factor?

This is one of the data sets used to determine a prospect's major giving likelihood and target gift range.