Wealth Intelligence Database - Wealth screening for major donors

Major donor fundraisers have a powerful new resource in ‘Wealth Intelligence’, developed by Action Planning consultants in association with Prospecting for Gold.

Wealth Intelligence is a unique service from Action Planning, which gives fundraisers everything they need to develop successful campaigns for major donors, planned giving or legacy marketing, including access to the UK’s largest factual database of the wealthy, containing 300,000 names, advanced data analysis software and consultancy support from Action Planning.

Action Planning is helping charities to identify those supporters capable of making big gifts by screening their donor and contact lists against this wealth database. We are also able to generate new names; wealthy people living locally or sympathetic to a charity’s cause. Wealth Intelligence uses sophisticated data analysis software and is a powerful tool for real time data mining, profiling and selection.

The database contains information on around two thirds of Britain’s 450,000 cash millionaires including primary attributes such as their wealth band, investment types, directorships and other business information, social networks, history of philanthropic and charitable giving and socio economic background. Charities can purchase ‘wealth tags’ identifying the wealthy people on their supporter bases, snapshots of the information available on each person and detailed profiles.

Wealth Intelligence goes far beyond wealth screening and includes comprehensive support in engaging donors; working with charities to give their teams the support and confidence to approach potential major donors at the right time, in the right way, with a proposition tailored to their interests. Action Planning consultants begin by reviewing each organisation’s progress to date, the strength of their case for support, current donor recruitment and development processes and donor management. We then provide a written evaluation of their potential, and recommended next steps.

These usually include mapping the existing networks open to the charity, developing a compelling case for support, mentoring the staff, trustees and other supporters involved in making ‘asks’ of major donors. All potential major donors should ideally be approached directly but, where capacity is an issue, Action Planning will also approach donors on charities’ behalf.

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