In the past we’ve generally thought about donor affinity in broad, overarching terms, like"donors who care about economic development more than disaster relief," or "donors who respond better to images of cats than to dogs."

This type of insight is helpful when broad strokes are appropriate, such as segmenting a direct marketing audience and sending different content. But for major gift officers in particular, identifying a prospect’s true motivating factors - the things that go deeper than broad affinity categories - is crucial to successful fundraising. When trying to secure funding for specific programs we often rely on guesswork, hoping that a donor’s affinity for “healthcare” translates to enthusiasm about donating to support “heart disease prevention in women,” “brain cancer research technology,” or “early childhood nutrition clinics.”

Rather than casting a wide net in hopes of finding the right donor, major gifts teams can now use affinity search in Dataro’s ProspectAI to identify and prioritize the major donor prospects most likely to fund their organizations’ specific work.

Find your best fit donor prospects with Affinity Search

The affinity search tool uses a vector search to review all of the profiles that you’ve previously generated using ProspectAI and identify clues about each donor’s true affinity, beyond simple keywords. ProspectAI will return a selection of donor profiles that best match your criteria, highlighting a donor’s past involvement or ties to the type of issues that you searched for.

The more donor profiles you’ve generated, the more effective your affinity search results will be - so we recommend taking advantage of ProspectAI’s bulk upload tool to build up a base of at least 100 donor reports. Once you have a group of donors to search through, use Affinity Search to help you identify and prioritize the right prospects for any campaign or program. With precision qualification based on affinity, you'll be set up for better donor conversations, stronger connections, and sustainable funding.

Ready to try it out for yourself? Try ProspectAI for free today.

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