When it comes to targeting donors, it’s tempting to lock on to the deepest pockets. But a well-connected donor is just as valuable as a wealthy one, perhaps even more so. Donors rich in relationship capital can provide warm introductions to prospects, help recruit board members and spread your mission’s message farther.
By using data science to target donors who have powerful networking potential, nonprofits can garner huge returns on their outreach. Such data can be analyzed to reveal variables that are tied to high relationship capital. For example, a recent collaboration by Crain’s New York Business and Relationship Science focused on five areas of connectivity that identify the most-connected individuals within a given dataset, in this case, New York City’s business leaders. Consider using these five relationship assets as a guide to help you begin to mine your data for well-connected donors.
“Look beyond the financial metrics in your donor data.”
By looking beyond the financial metrics in your donor data and assessing these five relationship capital variables, your organization can achieve networking success—and the far-ranging benefits that come with it.
Josh Mait is the Chief Marketing Officer of Relationship Science (RelSci). RelSci helps create competitive advantage for leading non-profit, corporate and financial organizations through a crucial yet vastly underutilized asset: relationship capital with influential decision makers.
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