WealthEngine's Propensity to Give (P2G) Scoring System

As a fundraiser, it is critical to know which of your prospects have both the means to give and the inclination to do so.

Recognizing that increased fundraising return on investment comes from being both effective and efficient, especially in prospect research, WealthEngine developed the Propensity to Give (P2G) score, a unique rating designed to help organizations segment donors and point them to those with the highest propensity to give. An individual's P2G is calculated based on a combination of their Estimated Giving Capacity, connections, philanthropic history, matches to major data sources and other data.

P2G scores are based on a scale of 1 to 5 – with 1 indicating the highest propensity to give and 5 the lowest. In general, roughly 75-85% of our clients' total giving – and largest individual gifts – will come from individuals in the P2G 1 and P2G 2 scoring categories, even though this group represents only 20-35% of their prospect universe.

How can you use P2G?

  • Identify individuals for upgrade to higher giving level
  • Identify target gift ranges for upgrading current donors
  • Identify qualified prospects with highest likelihood to give
  • Develop segmentation strategy based on estimated giving capacity