The best prospects for major gifts tend to share a unique set of characteristics that draw upon their affinity and capacity to give major gifts. To a certain extent, these characteristics are highly predictive for major gifts. Major gift donors are generally more likely to:
- Have more flexibility to give based on positive credit information
- Have accumulated assets
- Be at certain life stages that indicate they’re the appropriate audience for a more substantial gift
- Be educated
- Be interested in supporting a variety of philanthropic missions
- Have a loyal and positive giving history to your organization, though some of them may not be current donors
While factors like income often correlate with charitable giving, income alone is not a sufficient indicator for major gift prospecting. Predictive factors can help identify those most likely to and capable of making major gifts.