Wealth Screening for Small Organizations

Wealth Screening Lists vs. Marketing Lists

It’s important to discuss why some of these screening tools and prospect identification is important for very large organizations, but why it’s not an area to focus on so intensely if you are starting with a smaller list.

Nobody has an unlimited budget. Nobody can justify marketing planned giving to hundreds of thousands of donors. For example, if you’re a national charity with millions of names on your list, it’s just not cost effective or practical to wallpaper the country with planned giving solicitations to people who you don’t have a connection to.

But for a lot of smaller organizations, the need to shrink your list isn’t nearly as significant.

If you’re a small organization, don’t put yourself in the same position as the mega organizations. They have no choice but to pare down their list because the list is just too big. If you’re a smaller organization, you don’t have to worry about that. Granted, you have a smaller budget. Granted you have to be smart about how you manage the budget, but you don’t have to limit your marketing to the very creme of the crop.

Who should you be targeting?

Ask these four questions.