DonorSearch is a wealth screening and prospect research tool that helps organizations identify potential donors with high giving capacity and propensity. The DS Rating, or DonorSearch Rating, is a key metric used to evaluate prospects in your database. Let’s break down what these numbers mean and their implications for fundraising.
Understanding the DS Rating
The DS Rating is a ranking system that assesses a prospect’s ability and propensity to make donations of $5,000 or more. This rating combines various data points, including:
- Past philanthropic giving
- Wealth indicators (real estate, stock holdings, business affiliations)
- Political contributions
- Demographic information
The DS Rating typically appears as “DS” followed by a number, such as DS1, DS2, etc.
Rating Scale
While the exact scale may vary, generally:
- Higher numbers indicate a greater likelihood of making significant donations
- Lower numbers suggest less potential for major gifts
Interpreting DS Ratings
Here’s a general interpretation of DS Ratings:
- DS1: Highest-quality prospects with strong giving history and wealth indicators
- DS2-DS3: Very good prospects with significant giving potential
- DS4-DS5: Good prospects with moderate giving potential
- DS6 and below: Lower-priority prospects for major gifts
It’s important to note that the DS Rating is just one part of a comprehensive donor profile. Other factors, such as the Quality Score (confidence level of name matching) and Capacity Range (estimated giving ability over five years), should also be considered.
Fundraising Implications
Understanding DS Ratings can significantly impact your fundraising strategy:
- Prioritization: Focus your efforts on prospects with higher DS Ratings for major gift solicitations.
- Ask Amounts: Use the DS Rating in conjunction with the Capacity Range to determine appropriate ask amounts for each prospect.
- Cultivation Strategies: Tailor your approach based on the DS Rating. Higher-rated prospects may warrant more personalized attention and engagement.
- Resource Allocation: Allocate more time and resources to cultivating and soliciting donors with higher DS Ratings.
- Identifying Hidden Gems: Discover previously unknown high-capacity donors within your existing database.
- Segmentation: Use DS Ratings to segment your donor base for targeted communications and campaigns.
- Board and Leadership Engagement: Involve board members and organizational leaders in cultivating top-rated prospects.
- Planned Giving: Consider DS Ratings alongside the Planned Gift Rating to identify potential legacy donors.
Remember that while DS Ratings are valuable, they should be used in conjunction with other data points and your organization’s knowledge of the donor. Personal relationships, affinity to your cause, and giving history within your organization are also crucial factors in successful fundraising.
Recommended Reading
Here are three recommended books on the topic of donor research and fundraising strategies:
“Data Driven Nonprofits” by Steve MacLaughlin
This book examines how nonprofits can use data to make better decisions and achieve greater impact. MacLaughlin provides case studies and practical advice on implementing data-driven strategies in fundraising and donor engagement.
“Prospect Research for Fundraisers: The Essential Handbook” by Jennifer J. Filla and Helen E. Brown
This comprehensive guide provides practical advice on conducting prospect research and leveraging data for effective fundraising. It covers various research techniques, including wealth screening and capacity ratings, making it an invaluable resource for fundraising professionals.
“Fundraising Analytics: Using Data to Guide Strategy” by Joshua M. Birkholz
Birkholz offers insights into using data analytics to drive fundraising decisions and improve outcomes. The book explores how to leverage donor data, predictive modeling, and performance metrics to enhance fundraising strategies.