At Windfall, our mission is to change how organizations perceive and use people data. We are committed to helping data-driven organizations better understand and engage their constituents with wealth data, career intelligence, and AI solutions. Whether you’re a nonprofit fundraiser identifying your next major donor, a financial advisor deepening client intelligence, or a retailer building more meaningful relationships with high-value customers, the ability to connect a person’s interests with your offering and value proposition has never been more important.
This month, we’re excited to announce two new additions to the Windfall Platform: the Donor-Advised Fund (DAF) Flag and the Crypto Flag. These new attributes represent significant progress in surfacing hard-to-find signals that reveal how individuals engage with wealth, philanthropy, and financial innovation.
Why These Flags Matter
Consumer preferences increasingly define today’s economy. It’s not just where people spend or invest, but how they direct their capital and attention. Traditional indicators like income and property remain valuable, but they only tell part of the story. New forms of giving, saving, and investing are reshaping financial behavior across industries.
For nonprofits, understanding who gives through donor-advised funds can unlock access to some of the most active and strategic givers in the country. For wealth managers, identifying clients with crypto exposure can signal a higher risk tolerance or the need to consider new asset classes. For retailers and hospitality brands, these same indicators help tailor experiences that align with customer values and preferences.
These new Windfall flags are designed to help organizations bridge the gap between wealth potential and behavior, enabling smarter, more personalized engagement.
The DAF Flag: Affiliated with a Donor Advised Fund
Donor-advised funds have become one of the fastest-growing vehicles for charitable giving in the U.S. More than 1.6 million households now have a DAF, representing less than 1% of the population—yet this small subset accounts for a disproportionately large share of philanthropic capital.
Windfall’s new DAF Flag identifies households affiliated with donor-advised funds, either currently or historically, through deterministic matching. Where available, this data can provide organizations with insight into how households approach philanthropic giving and augments existing data attributes that provide insight into private foundations as another strategic giving vehicle.
For nonprofits, this can translate to:
- Prioritizing outreach to households already committed to structured giving
- Designing cultivation strategies that align with DAF timelines and donor intent
- Identifying opportunities to educate donors on how to direct DAF assets to specific causes
As we explored in our recent webinar on donor-advised funds, the DAF ecosystem continues to expand as families seek more flexible, tax-efficient, and values-aligned ways to give. The DAF Flag helps organizations identify and engage these households with confidence.
The Crypto Flag: Interest in Crypto
The Crypto Flag reflects another fast-emerging signal in household wealth behavior. We estimate 36 million individuals in the U.S. have owned or opened a crypto account—a sign of both market maturity and evolving investor preferences.
Windfall’s new Crypto Flag identifies individuals with an interest or exposure to cryptocurrency. While crypto data is intentionally opaque, crypto ownership has become an important proxy for risk tolerance, digital adoption, and portfolio diversification. As regulations advance and mainstream adoption grows, the Crypto Flag offers a meaningful way to gauge a household’s interest in emerging financial ecosystems.
Organizations can use this flag to:
- Segment audiences with higher digital literacy or financial sophistication
- Inform client engagement strategies for wealth managers and advisors
- Build marketing campaigns that resonate with forward-looking, innovation-minded consumers
In short, the Crypto Flag adds another layer of intelligence to Windfall’s data, helping bridge traditional wealth insights with the next generation of financial signals.
Looking Ahead
The DAF and Crypto Flags are just the beginning of Windfall’s broader effort to surface meaningful attributes that reveal not only what people have, but how they engage with their wealth. As the financial and philanthropic landscapes evolve, data signals like these will only become more valuable. Whether you’re cultivating lifelong donors, designing customer loyalty programs, or tailoring financial advice, understanding these new layers of identity can help drive deeper, more authentic engagement.
Interested in learning more about our DAF and Crypto Flags? Contact us to see how leading commercial and nonprofit organizations are using these data attributes to segment and personalize campaigns at scale.
