Using Gratitude To Identify Major Gift Donors

In this episode of the First Day Podcast, host Bill Stanczykiewicz, Ed.D. is joined by Chad Goble, MBA, a renowned fundraising consultant, about a novel approach to identifying major gift donors, particularly within healthcare organizations. Goble, who has over 30 years of experience in philanthropy, discusses the importance of shifting the focus from traditional wealth-based identification methods to a more nuanced approach that combines wealth with gratitude. He emphasizes that while wealth might determine how much a donor can give, gratitude is a powerful driver in the decision to give in the first place, especially within healthcare settings where patients and families often feel thankful for the care received. Goble introduces a cutting-edge tool his firm has developed, which utilizes artificial intelligence and machine learning to predict which patients or families are most likely to give, based on a “gratitude score.” This tool assesses about 2,000 data points, including factors like the distance traveled for care, the length of stay, and the intensity of the care received. The model, which has proven to be three times more effective than traditional wealth screening methods, allows organizations to better allocate resources and identify the best prospects for major gifts. The conversation also touches on how this gratitude-based approach can be applied beyond healthcare to other nonprofit sectors. Goble suggests that organizations should first evaluate the role of gratitude in their relationships with constituents and then determine how to measure and score that gratitude. This approach could be especially beneficial for sectors like animal welfare, where the emotional bonds formed through services provided could translate into significant donor potential. Stanczykiewicz connects the concept of gratitude to broader fundraising principles, such as linkage, interest, and ability, as taught at The Fund Raising School. He and Goble agree that gratitude could be a key element in donor involvement and advocacy, enhancing the overall effectiveness of fundraising strategies. The episode underscores the importance of emotional intelligence and empathy in fundraising, aligning with the School’s philosophy of viewing these as “strong skills” rather than “soft skills.”