2026 Tax Changes and Updates to End Of Year Database Mining

Today's webinar is, looking at tax changes and updates to end of your database mining. So how do the regulations that change for this year impact how you might be thinking about, outreach, communication, segmentation, prioritization, as you're getting ready for your end of your fundraising push? We're gonna give just a moment or two, for a few more folks to trickle in. While we do that, I'll share a little bit of housekeeping. We are recording this. So after the session, we'll send out an email with a copy of the recording. We're gonna be asking a couple of poll questions throughout the presentation. So please just, engage with those, respond to those, and we'll, talk about what the results are. And then finally, we do have a question and answer, chat option here, with the webinar. So feel free to to put questions in that. We'll handle them either during the course of the presentation or try and save a little time at the end. And with the homework done and, a lot of attendees now in the, the room, I'm gonna go ahead and get started. Thank you again for joining us today. I am Kalkuri, the general manager of the nonprofit team here at Windfall. I'm joined by Matt Donahue, the head of solutions engineering. We're really excited to, be with you today, in doing this presentation. Feel free to reach out, connect on LinkedIn. Always happy to network network with nonprofit fundraisers. So the agenda today, we're gonna do a very quick windfall overview. We don't wanna be salesy, but we just wanna kind of remind you of our, product offerings. We're gonna be talking a lot about how you can incorporate wealth data like windfalls into your workflows for end of year. We're going to be looking at the twenty twenty six tax changes and the implications going into end of year fundraising season. We'll look at, how you can prepare for end of year and some suggested strategies and workflows, and then show you some segments in our windfall application. And, again, please feel free to ask questions, throughout the presentation. So this is a good session for anyone who does prospect research, fundraising, development professionals, etcetera. We're gonna talk about all of those things that I just mentioned in the agenda. What we're not going to go too deep into today is when false dataset, how we approach wealth, our data science and modeling approach specific to your organization, pricing for your organization. But, of course, we'd love to talk about any of those things. Reach out afterwards or or or mention in the q and a session that you'd like to schedule a consultation. We'd be happy to do that for you. So we're gonna get things going with our first poll. Why did you join this webinar? We're pretty interested to understand, if that is, because your data is messy and you need a plan to fix it. Do you have decent data, but you're not doing much with it? You want to kind of understand, AI a little bit more and how to use it for your end of year, understand how organizations like yours, are thinking about end of year, or learn more about windfalls data and product services. You might, fall into multiple of these categories. Just pick the one that's the best fit. Looks like we've got most people participated. I'm gonna give you all a second or two to get your responses in so you're included. Great. So most people here, over half said, you've got decent data, but you're not doing enough with it. So we're gonna give you some real actionable ideas for how you can leverage data here going into really the most important fundraising season around. A lot of people are also interested in how they how what they're doing compares to other organizations. We're actually gonna, you know, talk about, topics that that cover all of those interests for joining the webinar. We're glad you all, joined us today. So, again, gonna breeze through this Windfall overview. If you have any questions, feel free to ask them. At Windfall, our vision is to democratize access to to wealth data, to help with, you know, growing your donor base. And we work with organizations of all different sizes and all different mission areas. So when when Windfall was founded in twenty sixteen, there there's a couple of problems, a few problems that we were looking specifically to address. The first, there's no good, detailed net worth, available, on the market. So when we launched in twenty sixteen, that was actually the one data point where we turned back, household net worth. We got really good, and really well known for being the best net worth estimate on the market. And that's, one of our key deliverables when people well screen with us, precise household net worth. So John Smith living at one two three Main Street has a net worth of one point nine million dollars, whereas Jane Johnson living at four five six Hope Street has a net worth of forty five point nine million dollars. Another problem that that nonprofit organizations have with some of those legacy solutions that you might be familiar with is that, proxies like like household income or home value are are really bad and really kind of skew this gift capacity score result. If you're just looking at, for example, a real estate property value, that that really doesn't give a full and good picture of, what someone's capacity, and ability to give to your organization is. And finally, a lot of the fuzzy matching, that that has existed with legacy debt, data solutions has really, led people to have to spend hours and hours validating, sorting out good versus bad data before they can even do anything with it. So windfall hit the market to try and address that. We when we launched, there was a study that was done showing legacy data vendors are less than fifty percent accurate, and it was our goal to really change that. So why do legacy solutions miss the mark? Here's an example of Jane, Jane Smith that I think really helps, crystallize the the issues. Legacy and data vendors are oftentimes built on survey and census data. That data is updated maybe, you know, annually, sometimes, and it gets stale very, very quickly. Windfall solution, we rebuild our data actually on a weekly basis, our wealth data and our career data on a monthly basis, to address some of that challenge with stale and frequently updated data. And we saw that with these legacy solutions, over twenty billion was being wasted every year due to this inaccurate targeting and prioritization. So as I mentioned, Windfall launched in twenty sixteen with a goal to change that, that formula, to provide accurate, data. We've built our own proprietary dataset of over a hundred million US households and have estimated that over twenty million of those, are affluent. We define that as anyone with a household net worth of a million dollars and more. This is a snapshot of some of our, valued nonprofit organizations. As I mentioned, we work with over fifteen hundred customers of all different shapes, sizes, and mission areas across the country. So I talked about that net worth estimate. And and one of those poll answers, we've got a lot of data. What do we do with it? Utilizing and actioning on net worth, there's a myriad of different, ways you can use that, but here are three top ways that organizations are using that wealth data. Number one, identification. Basically, prioritizing stack rank ordering the data in your database by wealth. Where do we spend our time? Understanding it, finding hidden gems. And, my colleague, Matt, is gonna talk a little bit more about this later. So you've got a hundred dollar donor, you know, that has donated once, or how about a twenty dollar donor? That'd just be a form thank you letter, and you move on with your life. But you overlay Windfall's data and realize that twenty dollar donor has a net worth of twenty million dollars. It's more than just a form thank you letter. That's personalized outreach. That's stewardship. That's moving to a twenty dollar, two hundred dollar, or more. And, yes, we are gonna talk about tax law in this webinar. That's correct. And finally, engagement. So in addition to net worth, Windfall is enriching organizations' databases with around twenty five different wealth triggers and with our premier package, around twenty five career triggers in our newest features, which are DAF affiliation and crypto interest. So you under you have found that hidden gem. How are you going to engage with them? You know, is now the right time to reach out? Windfall, we are CRM agnostic. We work with basically any CRM out there in the market, whether it's through an integration and through a CSV enrichment, we can work with your organization. And we've got a number of different offerings. I've talked mostly about wealth screening, enriching your data with wealth, career info, crypto, DAF affiliation. Windfall also provides AI modeling, propensity to give modeling. Matt's gonna go a little bit into that, during this presentation. And data link. That's our solution if you've got multiple databases. You've got two datasets. That's where you're going to be able to understand the overlap between those and help with deduplication. This is just a snapshot of some of those attributes that you get back with our Wellscreening Premier subscription, and here are those career attributes that come through with Premier as well. Now if you are interested, we're happy to send you a copy of the data dictionary. Feel free to just add in the chat if you would like a copy of that. So let's get into the new tax reality. I I know that there's a lot of interest in this, and it's really reshaped a lot of how, organizations are, fundraising here in, the new year, twenty twenty six. So, this, snapshot is showing trends in nonprofit giving since nineteen ninety. Looking at the chart on the right, you're gonna see giving in nominal dollars over the last three decades. And while, we aren't adjusting every bar for inflation here, the trajectory is really clear. Philanthropy is incredibly resilient. Even through major downturns, the dot com bubble in twenty, in two thousand one, the great recession in two thousand and eight. The decreases were pretty muted, and this shows that while giving might stagnate or even dip during a recession, it rarely collapses. In fact, since nineteen ninety, we're see we've seen only a handful of years where giving didn't grow compared to the year prior, which is pretty stunning. And in fact, according to the newly released Giving USA twenty twenty six report, US charitable giving last year hit a record landmark, crossing six hundred and seventeen billion for the first time despite it being an overall mixed economy last year. However, and this is really important, beneath that headline number, twenty twenty five highlighted a clear tale of two donors, which I'm sure a lot of you have experienced. On one hand, high capacity structured giving vehicles are powering a lot of growth like DAFs. We saw a twenty percent surge in bequest giving. Bequest giving reached over sixty two billion last year. And then there was a thirty percent jump in grants from DAFs like Vanguard Charitable, and a record four billion was raised on GivingTuesday. And I know you're here thinking about this year's GivingTuesday. You know? And our goal is to, eclipse last year's record breaking year. But on the other hand, individual giving as a percentage of overall philanthropy dropped to sixty four percent, down from eighty percent decades ago, and small dollar contributions under a hundred dollars dropped nearly ten percent year over year. We're really living in what people are calling a dollars up, donors down environment. So even though we, as a sector, made more last year, it was from way fewer donors. And those donors that we're giving were giving more and tended to be high net worth, which you can start seeing why being able to understand and incorporate that net worth data into your workflows and into your strategy is even more important. So as we move here to the end year end of twenty twenty six, major donors are shift, are reacting to shifting market conditions and the evolving tax landscape, and so that's what we're going to get into right now. So this is a snapshot looking at, some of the changes of the Trump tax bill, the one big beautiful bill act, that went into effect, in twenty twenty six. I'm just gonna highlight a couple of things. On the left, these are permanent changes. These are things that are locked in and are gonna impact the way people donate and the way fundraisers fundraise ongoing. So the tax rates, are locked in. Thirty seven percent will remain the highest income tax rate, so there's a, that cap was made permanent. The large standard deduction was made permanent, which means it's kind of a harder milestone to hit, to have itemization being something worthwhile doing. Fewer people may may itemize. Child tax credit was increased, so a little bit more disposable income from kids with, from families with kids. And the tax exemption, was increased from fifteen million to fifteen million or thirty million for a couple. And what that means is that, estate taxes for bequests are going to affect fewer people. You've gotta be really wealthy, for that to have an impact. There's some temporary changes as well, that that are going to expire, in a few years, so not permanent. No tax on tips. No tax on overtime. It might mean there's a little bit more disposable income for people to use, and, and that will apply to some new benefits as well that I'll talk about here briefly for, everyday donors, the people who don't, itemize. Senior deductions, that could impact the the way that you solicit gifts from your older population. And salt cap adjustments, the the salt cap adjustments are really important to think about. It's a limit on deducting state and local taxes, and it's being raised to forty thousand, which is up for ten thousand for many, taxpayers. People with an adjust adjusted gross income of under five hundred thousand in high tax states. So think about your donors in high tax states, New York, California, who itemize their deductions can now subtract a much larger amount of their state and local taxes from their federal federal taxable income, and that's gonna remain in effect, through twenty twenty nine. What that means is people who might have been on the cusp with these new salt cap adjustments are now much more likely to deduct on their taxes, in the next few years, which is important, because their, their their donations will feature into that deduction. I know I'm going through a lot. If you have any questions, put it in the chat, and we are gonna be sending out this recording as well if you want to go over it again. So philanthropic changes, what should donors and fundraisers know? Let's talk about the core impacts for your major donors. And these, again, are the people that are going to be itemizing, on their taxes. So, let's talk about the, point five percent floor on charitable deductions. Before twenty twenty six, wealthy donors who itemize their deductions could be begin deducting charitable contributions from the very first dollar. Starting this year in twenty twenty six, the new point five percent floor on charitable deductions weakens the tax incentives for the first few thousand dollars of giving for many wealthy donors. Here's just an example. If a donor earns five hundred thousand dollars, the first twenty five hundred they give, to charities is now not tax deductible. So it really kind of weakens that incentive. For your wealthiest donors in the top tax bracket, starting this year in twenty twenty six, the tax value of their deduction was reduced from thirty seven cents to thirty five cents on the dollar. In other words, the tax break for a hundred thousand dollar gift dropped from thirty seven thousand to thirty five thousand. Everyone's kind of holding their breath to see if this is going to impact major donors in their given. There was a twenty twenty five study of affluent philanthropy that noted eighty one percent of affluent households, so those with over a million dollars in net worth, or an annual income to over two hundred thousand, gave an average gift of thirty three thousand two hundred and nineteen dollars. Trends also show that the overall participation by members of this affluent group has dropped since twenty seventeen. So fewer high net worth people, are giving like that. So will that drop continue because some of these incentives are now weaker? We're gonna see what happens this year, but that's why we're strategizing now to try and avoid them. And another big change starting twenty twenty six is the new corporate giving floor, which means that corporations can only deduct charitable gifts that are above one percent of their taxable income. This eliminates the tax benefit for most small to mid corporate charitable donations, since the first one percent of the gift is no longer deductible. A smaller company, for example, that were was gonna give a thousand dollar charitable donation may now receive zero tax benefit from it. Oh, wait. Everyday donors. This is exciting. It's one of the biggest opportunities for fundraisers in twenty twenty six. Previously, if you did not itemize on your taxes, you didn't get any kind of deduction or write off, for your, your charitable donation. Starting this year for or for donors who don't itemize, which is probably about ninety percent of the people in your database, they'll be able to take a tax write off of up to a thousand dollars for individuals or up to two thousand dollars for couples. So now is a really good time to start engaging some of your good annual fund donors about maybe increasing their gift and really leading on the education aspect, making sure they understand that this year, if they're not itemizer, they are still gonna get a good benefit for donating that up to a thousand dollars for you. Now I wanna really, call this out because I'm about to talk about DAF, giving, for end of year, But I do wanna make sure you all know and understand anyone who wants to take this deduction, who isn't itemizing, has to make the donation directly to your nonprofit. They cannot give to a DAF and then to the DAF, then your nonprofit as a pass through and get the universal deduction. So this is really incentivizing giving from these everyday donors directly to your organization. And it is important to remember because your major donors who are itemizing on their taxes can write off gifts to DAFs, and that's gonna be a core part of their strategy, which we're gonna look at in just a second. But first, let me pop up this poll and ask how often you screen your full database. Having a, a fully screened, database with refreshed data is gonna be a core component of some of the strategies, that Matt is gonna walk you through here, in a few moments. So I'm just gonna give a few more seconds for people to jump in. Please do, add to the poll. I'm already seeing some results. We've got a lot of people who screen annually or every two to three years. Then we've got some people who screen, quarterly or monthly. I'm guessing that you all are windfall subscribers, taking advantage of our unlimited full database screening subscription for that fresh data. I'm gonna go ahead and end the poll, and share the results really quickly. So most people, screen annually, but a lot of folks, screen every two to three years, or it's been over three years, so, haven't, screened to their database recently. A lot of what we're gonna talk about today does, reference having that fresh database in your full database screen. So if you're interested in how you could do that ahead of this year's end of year fundraising, please do mark in the q and a that you'd like to chat after the the webinar. We'd love to, talk more about that. So, I am gonna talk really quickly about, in a couple of slides about how each member of your team can start thinking about, fundraising as you head into this home stretch of twenty twenty six. But before that, I want to walk through the bunching strategy and, DAF fundraising because it's gonna be a pretty core component of a lot of how major donors, are giving here at the end of the year. In simple terms, bunching means concentrating several years worth of charitable giving into a single year to ensure that the donor qualifies for a tax break in that year. So at in twenty twenty five, at the end of the year, a lot of affluent people were donating into their DAFs for a few key reasons. One, because that point five floor wasn't, in place yet, so they were able to get that full and the the the the the deduction amount hadn't been lowered from thirty seven cents to thirty five cents on the dollar. So by bunching and donating, a lot of, like, multiple years of giving last year, they got in before those two new restrictions. So that's really important to think about. A lot of your major donors probably bunched last year, and this year are gonna be making grants from their donor advised funds. But even people who are making new donations this year, those those high net worth people are still thinking about the tax benefits of donating into and through a DAF for a couple of reasons. Number one, they want to, they they wanna only take that point five percent floor hit once. If they donate three years of donations in one year and they bunch it into a DAF, they only take that hit once versus if they were donating consistently every year. Then they're still able to make the grants from that DAF every year, which is great. And then for people who are on the borderline of, being able to, clear the the floor and clear the the standard deduction, making it worthwhile for them to deduct, they may need to bunch multiple years to clear that floor and and really be kind of tax tax advantaged. There are a couple of strategies that I'd like to talk about where it comes to bunching. And the first strategy is is to bunch several years of donations in one year. That's kind of what I've been talking about, which helps you clear, the floor. The ceiling is sixty percent of, AGI for cash gifts or thirty percent for appreciated stocks or crypto donations. And the ceiling is really in place to ensure that wealthy people can't just wipe out their entire tax bill by donating as much as they want. So by calculating a multiyear gift that stays just under the AGI limit, the donor maximizes their immediate tax savings and simplifies their tax planning. And then the donor takes a couple of years off where they just take the standard deduction, which now, of course, we can have the, that universal thousand dollar deduction as well on those off years. So dApps are paying playing a really big role in that. DApps are also important. You know, I mentioned this for those appreciated stock or crypto donations. Those are appreciated means they're held over a year, And the this gift provides a really massive capital gains avoidance tax benefit today. And so even if a gift exceeds that thirty percent AGI for appreciated assets, the donor gets the immediate full tax benefit of avoiding the capital gains tax, and then the income tax deduction, does carry over. So if they, they, go over that ceiling, that will apply to future years. And I just wanted to to call out this statistic because I think it's important to think about when you're thinking about your DAF donors. In twenty twenty four, sixty seven percent of contributions to a major DAF sponsor were in the form of noncash assets like appreciated stock, real estate, or crypto. So a lot of people, when they're donating those appreciated assets, are sending them through a DAF. Okay. So that all lays the the groundwork for how your team can make the most, out of, the these these changes here. So first, let's talk about your, director of major gift or your prospect researchers. You're going to wanna use that bunching strategy. So you can even lead on it, coach, coach your donors, or ask them directly, hey. Are you thinking about bunching your gifts through a DAF? Let let me talk through that with you. Let me help you think about the strategies there. You they're they're using predictive portfolio management, using AI to identify the hidden gems in their database who exhibit, major donor behaviors. And that's really important because those folks, you can have more, direct conversations about tax advantage giving with them, and they're gonna appreciate that you're thinking about, helping them make, the most tax advantage decisions to give to your organization. And then, again, that long term focus of, gifting appreciated stock to get both the capital gains tax benefit, as well as the, immediate tax write off benefit. Director of annual fund, and we already kind of teed this up. It's one of the biggest opportunities for fundraising this year and really important as you're heading into end of year when you're thinking about the messaging that you're going to send, and your dynamic asterisks you're gonna be asking for because your nonitemizers now have this new benefit of, of deducting up to a thousand dollars. So, when you're thinking about kind of the windfall fields that you might use here when you are narrowing down this list, keep in mind, we do have a propensity to give modeling, that you can deploy looking specifically for likelihood to make an annual fund gift, and that's gonna be one of the best ways to prioritize who to target for an annual fund gift. Your director of planned giving, is going to want this year to keep in mind that new fifteen million dollar threshold, for the estate tax or thirty million for a couple and start looking at that when when you're looking at your enriched data in terms of the net worth benchmark. For anyone who is above, that net worth threshold, they really are still gonna be thinking about BQuest, in terms of the their tax advantage end of, life giving. Now anyone who's under that threshold, the estate tax won't really, won't really benefit won't really have that that kind of negative consequence of the estate tax as much anymore, so you need to move to legacy messaging. Basically, the mission and the impact, of their giving. And continue to focus on qualified charitable distribution solicitation from IRAs. That's still really gonna be the gold standard, for older people, when they're giving, once they hit seventy and a half. They're tax free, and they bypass the new point five percent AGI floor. So it's still really where you're gonna focus a lot of your fundraising time. Director of events, these are gonna be really critical. Events are, I would say, even more critical than before. Keep in mind, you've got a lot of people now giving to DAFs. They've already made the donation. That money is sitting there waiting to be granted to an organization. So events are critical for nurturing those major donors who are practicing the bunching strategy, who are thinking about where they grant their money that has already been given. And then corporate sponsorships are really important as well. We mentioned that new giving floor for corporate donations. So, you know, you can get strategic here, and maybe even reposition some of the asks for for corporations, to reposition instead of being a donation, being a marketing and business expense, which are fully deductible rather than charitable donations. And that could be as much as saying, you know, offering a a volunteer, program, with kind of a paid component as as an employee engagement business expense or marketing or brand recognition, a business expense. Director of marketing and communications, one of the kind of most important people to loop into some of these new tax changes to make sure they understand and incorporate that into the different messaging tracks. Track a for your major donors focuses on your legacy, your mission, giving educational resources about strategic bunching, being you know, making sure that you're soliciting for DAF donations. And track b for your annual donors focuses in on educating of the new thousand dollar tax incentive and the double impact there. And your director of corporate philanthropy, again, very similar to the the the director of events. You're thinking about repositioning the corporate giving, focusing on benefits that are still fully tax deductible. Alright. I have one question here I wanna address before handing over to Matt, which is would you be able to define what you mean by annual fund? We don't use that term. Does it mean how much we're raising for the fiscal year? Yeah. So a lot of organizations will with as part of their fundraising goal, will have an annual fund goal separate from their major gift goal that they're trying to raise. The annual fund tends to be people who are able to donate lower amounts, over multiple years. So, for example, you know, an annual fund gift might be at the thousand dollar level, which really does coincide with these new tax advantages of being able to get a universal deduction if you don't itemize on your taxes. And that's where a propensity to give model focusing on those people can come in, really powerfully. And if you wanna go deeper on that to the person who asked, I'm happy to, meet with you one on one and chat about it. But with that, I'm going to hand things over to Matt. Thank you, Matt. Awesome. Appreciate it, Kyle. Feel like with all this talk of taxes, I should call my accountant. But, yeah, excited to dive into end of year fundraising strategies and how you can use Windfall as you're thinking about some of these changes in tax policies as well as using wealth screening at scale across your database. So looking at the the end of your calendar, you know, there are many days on the the calendar here you're likely already familiar with. But as we think about the upcoming months here, there are a lot of key events that are really helpful to organize some of your outreach to constituents and donors around. And this is where, you know, data enrichment can be super powerful in segmenting your database a little bit further. So the first event we have on the calendar here is around donor advised funds and a dedicated giving day that's really designed to help educate constituents and donors about this strategic gift vehicle. You may have an idea of who's supported your organization historically using a donor advised fund. And if you're keeping track of that information in your CRM, really great list to engage. We may not have visibility into who else has a donor advised fund. You may wanna include in some of those email marketing campaigns or your outreach. And this is where using data enrichment could be really powerful. So you can leverage Winvolve's data attribute on households that have a donor advised fund or use some other attributes to really zero in on more of those planners, if you will, within your database. Maybe they have a family foundation or they have a trust association. You know, these are folks that are much more likely to have a donor advised fund or be interested in, you know, starting one this year. And so including them in your outreach can help you increase the scale of those campaigns as you're really trying to capitalize on this, major event that's going on that's relevant to your donors. We then have others that really center on celebrating those within the philanthropy sector and your major gifters. Really great opportunity as you're thinking about content that your team is building to really begin to celebrate some of those, you know, major gifters within your database, you know, recognize their contributions as well as identify the impact of those gifts as you're trying to attract other major gifters across your your database. And then as we push into, you know, the end of year, you know, GivingTuesday with new match gift programs, as well as, you know, end of tax year contributions, really taking effect here in the last month of December. This is where you can begin to take a closer look at your your database. We can look at those that have given on those days in the past. So who are your past GivingTuesday donors, for example, or those that have given in the last couple months of the year. You're really identifying those that exhibit that historical behavior or trend so you can assure you're reaching out to them and securing a gift this year. There may also be other donors in your data file, you know, that are newer constituents or donors. You don't yet have that rich gift history to understand when they're making gifts. This is again where you can use net worth as another data element to to further refine your your segmentation and identify some of those donors where these tax strategies may be at play, including them in some of your outreach outside of those that you know have given at the time of year in the past. So we'll dig into some of those in more detail, but always important to keep in mind there are a lot of events coming up on the calendar here, and this can really begin to inform some of your segmentation strategy. And so just one additional, you know, statistic that we wanted to share with you all. Between a quarter and a third of all charitable giving occurs in the month of December. I'm sure this is a statistic you know well, understanding how your team is allocating resources as well as the work that you're doing with your donors. I think it just drives home, right, the importance of taking a data driven approach and really beginning to plan now for that big finish to the the fiscal or the the calendar year. And so this is where, you know, the final days of December may become really important, in helping your donors understand some of the changes in tax policies and, also ensuring that you're conducting the appropriate outreach to constituents, you know, your major gifters that you're looking to retain, as well as other donors who maybe have the ability to become a major gifter for the first time this year. So, you know, statistics really show us here that end of year is important for retention of donors, and it's a great time to leverage different match gift programs or initiatives, which can really begin to boost your end of year fundraising goals. And so if we look at GivingTuesday, in particular, you know, ahead of the the end of year push in December, yeah, we can see that, GivingTuesday has performed quite well here over the last couple of years. In twenty twenty five, based on the Giving Tuesday annual impact report, you can see there is a record breaking, four billion dollars that was donated in the US on Giving Tuesday. And so this really represents a significant moment in time that you can begin engaging your constituents and donors. And I feel like, you know, the messaging out there for GivingTuesday has only really improved over time. And so if you haven't engaged in GivingTuesday in the past, there's no better time than twenty twenty six to layer this into your strategy. And so as we think about those those high value donors, you know, retention is one piece of the puzzle. So understanding, you know, who are your high value donors that have the ability to make large gifts to your organization over time outside of, you know, the large gift they've already given you. And so I think some of the the challenges that we hear when we're working with organizations is sometimes you'll get that major gifter, and then they drop off. You don't see them the next year. Maybe they are beginning to bunch some of their charitable giving or, you know, they're leveraging donor advised funds. They have less visibility into their giving. But we can see from some of the industry research that, you know, some major donors here just never engage again after, their first donation. And this is where using data can be really powerful in improving your your donor retention, whether that be someone who's come in to your annual fund, maybe has given a a more modest gift or is participating in one of your circle giving circles there, or, you know, folks who've made a major gift. You know, how can we make sure that, you know, we're really retaining these these donors? And as we think about your donor acquisition cost, you know, it really takes some time here, if you're deploying things like direct mail, to get, ROI on new donors that you're acquiring. Direct mail can be very costly as we think about getting out multiple pieces in home, and so it can take up to two years to recoup some of those donor acquisition costs. And so there's really a business case here, right, to use data to understand which donors you can retain, and better educate them not only about your mission, but also the impact of the gifts they've made to your organization. And, you know, research has also shown that, timely engagement is really important. So as we think about converting, you know, onetime donors into a member or a repeat donor, we tend to see that, the time that passes after their first gifts gift is really important. You know, if we're able to to reach out and steward a relationship with that donor earlier in their journey, you know, they're much more likely to become a a recurring donor to your organization. And so this is where, you know, periodic wealth screening can very be very valuable to your organization. And if you're only screening once a year or every couple of years, you're not gonna have insight on all those new donors, and you might miss the window to convert them into a repeat donor for your organization. And so the first strategy we'll review here is leveraging wealth screening to segment and identify hidden gems within your database. And so with wealth screening, you can really begin to prioritize records in your CRM to understand how you want to engage with them. And so we can imagine creating some live on or sidebund lists to really begin to focus our efforts. So last year, but unfortunately not this year, or some year, but unfortunately not this year. And really focusing, you know, energy and effort on some of those donors that you wanna bring back into the fold. And so you can leverage, you know, different attributes here in conjunction with a net worth. One that we see is very common is using trust association. This, again, oftentimes coincides with more sophisticated donors, you know, those that are actively planning, maybe looking to take advantage of some of the changes in tax laws, as well as maybe a good fit for planned giving, you know, a little bit later in their life. And, you know, they're they're planning their their legacy. Right? And so if we put your donation data sort of side by side with windfall as well as screening, you can begin to spot some of these opportunities or hidden gems within your CRM file. And so if we look at, you know, some of our larger donors here, we were to compare Jane Doe here to Rob Robertson. You know, we can see there are donors that have donated over a thousand dollars. But Jane here has that ultra high net worth status, so the ability to make many gifts to our organization over time and likely someone we want to put in a major gift portfolio if we have major gift officers to really begin to build a better relationship with Jane. If think about Rob, we can see he has a lower overall net worth, likely has the potential to also make meaningful gifts to our organization, but the net worth can be helpful here if we only have limited resources. Are we gonna talk to Jane or are gonna talk to Rob? Right? And this is where wealth screening can really help your team. The second thing you can take into consideration here is really beginning to plot donations with your organization relative to someone's wealth. To really identifying some of your most promising constituents or donors within your CRM file. This could be, you know, new donors to file who've made a first time contribution that's more modest, or maybe you wanna reactivate some of those historical donors who haven't come back this year just yet. And so as we think about these different quadrants, comparing someone's wealth relative to how much they've donated, you know, our first quadrant here is going to be those that have made more modest gifts and have a more modest wealth profile. And so their gift amount is really, you know, in line with their overall ability to support your organization. These can be individuals that are a really great fit for recurring gifts or subscriptions or membership programs. So still a really important sector of your CRM in building awareness about your mission and really connecting to the broader population here in the US who is not affluent, but maybe not where we wanna start as we think about, you know, major gifts and really spending a lot of one on one time with folks. We also have those that, you know, have donated a pretty significant amount. You know, maybe they are later in life. They're planning their legacy, and they've really donated a pretty significant portion of their wealth to our organization already. These are donors we certainly want to recognize, but there may be less potential for additional giving among these households. And then in terms of our opportunity segments, you know, we have those that are donating quite a bit and are quite wealthy. These are probably the names you already know within your CRM or, you know, household names among employees at your organization where you've begun begin to build really meaningful relationships with your your major gifters. And, you know, they play an important role in not only, you know, sharing the impact of your mission, but also encouraging, you know, their friends, their family to make contributions as well or can be anchors for things like galas and events. And where the hidden gems really lie here are those that have donated less to your organization but have a lot of potential to donate more to your organization over the years. And this is where wealth screening really unlocks a whole additional segment of donors you may be missing out on today. So as we return to our spreadsheet here, we can imagine, you know, some donors here that are hidden gems. We already talked about Jane Doe here. She might have been on our radar already just based on she the fact she gave our organization thousands of dollars. Although there could be other donors who've made a first time gift or attended an event or purchased a ticket, had some level of engagement with our organization, and have the potential to give a lot more to our organization. Now there could be those that are sort of your loyal donors who've donated for consecutive years. If you look at Carol here, she is donating a steady amount over the years, wants to support our organization. Perhaps we could ask her for a larger gift this year. And then we have Joe who's a little bit newer to file. You know, we can see he certainly has a lot of potential as well, perhaps a little bit earlier in his career. You know, certainly very wealthy but doesn't have a trust associated with this household, is still someone we wanna prioritize but may need to spend a little bit more time, you know, building a relationship with Joe versus Carol given he's only given to our organization a handful of times. And so identifying hidden gems is really about, you know, finding those constituents or donors that are engaged with your organization and have the ability to give at a higher level. So we definitely recommend looking at, you know, not only net worth, but also, you know, how much those folks have given your organization and how engaged they are across other dimensions. And really using, you know, multiple data points to figure out who you wanna prioritize for outreach. You know, we focus on net worth and trust association. These are just two data points in our our data dictionary for wealth screening. You know, other ones we see folks commonly use, you know, understanding if someone has a family foundation or a donor advised fund. Again, this is just gonna change the type of conversation that you're having with that constituent or donor, but a really great way to find those that are a good fit for some of those larger gifts to your org. And this is where, you know, you also want to take into account, you know, how you're positioning your organization as you're making, you know, asks of donors. If you're able to tie that gift to some very meaningful impact that you're able to create, you know, we tend to see that land better as well as just sharing, you know, where you are on your fundraising goals. You know, if they have the ability to make a transformative gift that's gonna help you inch closer to your goals for the year, you know, donors love to hear that. And so this is where using data can be helpful in deciding who you talk to. But the art of stewarding larger gifts, you know, is certainly still at play here. We're beginning to build relationships with these constituents and donors. And lastly, you can use our Windfall ID as well to understand records in your database that have matched to the same household. This could be helpful as you're thinking about wealthier families that may be supporting your organization. So those that have the same, you know, Windfall ID, that's our household identifier, you know, matching to the same household within our graph. And so this can help you sort of multithread some of your outreach or be helpful even to to mention as part of a conversation if they're not already householded within your your database or your CRM. So a couple more things here before we jump into the Windfall application for a quick demo. Wanted to share, you know, as you're thinking about your segmentation strategy, you know, channel is definitely a consideration as we're thinking about our ability to reach donors at scale and also managing, you know, costs associated with different programs. And so as we're thinking about the the funnel here, we're doing some of our email segmentation. One of the easiest things we can do using Networth is informing some of our gift ask strings. So what's that next gift that we're asking for from a donor as well as, you know, modifying some of the tracks that you're putting folks in from a a nurture perspective. So you can really fork that user journeys, so to speak, based on the the data that you're receiving from Windfall. So that's a really great low cost way of getting really broad coverage across your donor database or your constituents and can use data to inform and improve what you're already doing today. As we think about, you know, digital remarketing and social media, you know, wealth screening could be really valuable there as well in identifying those donors you'd like to engage across those platforms. So you could certainly use a matched list upload in a lot of different platforms using, you know, just those that you'd like to get back in front of. You can use, you know, in platform heuristics to also further narrow down the list based on interest. This is most relevant for organizations that have really large CRMs. But as you think about the list size that's required for a lot of platforms, you know, typically, it's a couple thousand records. Right? So even if you have a more modest CRM, you know, social can certainly play a role in getting back in front of that constituent or donor, you know, sharing more about your your mission, getting more top of mind as they're thinking about who they're going to support this year. And then lastly, you know, direct mail is certainly the highest cost approach, but highly effective as well if you build a data driven program. So this is where you can highly personalize not only your ask, but the creative that's going out to these households. And it has, you know, a longer shelf life than email or social media where we're constantly getting bombarded with new messages or posts. Where direct mail, you know, may live in home for for some time and can be helpful as folks are sort of considering making a a larger gift. So this can be a really powerful overlay, but, of course, comes at a much higher cost to your your organization. So important to be really using data here to drive efficiency. One attribute we provide as part of Wellscreening that's really powerful is the ability to use the primary address incorrect trigger. This is helpful in just knowing which constituents in your CRM have the most up to date address available. So if you have a more modest budget and a medium sized CRM, it could be helpful to use that that flag along with net worth to really zero in on those constituents you want to mail. You're most likely to reach them and most likely have the ability to give a larger gift. And this is where wealth screening can help refine your outreach as well as help tailor your different ask amounts based on the net worth or the propensity scores that we're seeing. And so just as a quick case study here before we take a look at the Windfall application together, religious organizations are also in the fold here at Windfall, really our data to drive some of their outreach as they're working with their members and constituency. And so this is a religious organization that was partnering with Windfall that really wanted to refocus some of their direct mail campaigns. And so using Windfall, they're able to identify high net worth donors that were currently unassigned to gift officers and have the ability to enroll them into a mail campaign. So use WinFalse data as an overlay, a segmentation strategy to inform who they wanted to send direct mail pieces to. As we discussed, this is a higher cost program, so you really wanna make sure you're focusing time, energy, and effort on the right households. And so they had a sequence that they're sending in home through November through December. And using, you know, Windfall's data, they're able to really increase the efficiency of their program. So they saw a ninety five percent increase in in year giving from this cohort compared to the cohort of households that they had mailed in the prior year. So really investing their marketing dollars, getting in front of the right households. And they secured pretty significant incremental revenue. You know, just mailing thirteen thousand households here, they're able to to bring in, you know, over a million dollars in incremental donations. And this was really important for the organization in making the decision to double down in the the coming years. And when you have programs like this that are really expensive, you're kinda relying on last year's performance to make the budget decision if you want to repeat that program. And so this really gave the organization a lot of conviction that this was a a beneficial program, and they actually expanded their their usage of direct mail for for this year. And so with that, I wanna make sure we have a couple minutes here to jump into the Windfall application as well as answer, you know, any questions that you all have. Feel free to use the the q and a. We're happy to answer those live on today's session, or we can certainly follow-up as well over email. But as you're thinking about your segmentation strategy, we wanted to call out a couple of new AI recommended segments within the Windfall application. These are really designed to help you get a jump start on your segmentation strategy using Windfall as well screening. So instead of having to come up with your own recipes, right, these are those that we recommend getting started with. So you'll see there's one in the top here called affluent year end donors, and this is looking at donors in your database. They have a net worth above a million dollars and have donated in December in any of the last five years. So this can be a really great list to begin prioritizing your outreach as you're thinking about who's more likely to make a gift in December and has the ability to make a transformative gift to our organization. We also have another one called GivingTuesday. This is one that I preloaded here ahead of our our call today. But you can see this is looking at specifically the GivingTuesday dates going back, you know, several years. It helps us understand, you know, who's participated historically, and that can help us better understand, you know, who we wanna reach out to this year. And so as you're building different segments, you can view insights within the Windfall application and export that list in the upper right hand corner. So you can export a CSV of who these donors are with their first party contact data from your CRM as well as Windfall's wealth screening. So we could export this list to understand, you know, who gave to to GivingTuesday in the past and quickly use this for an email activation. If you're on Windfall's application plus package and you have the access to profiles and dossiers, you also have the ability to pivot off of this segment and view who the the members are of this segment. So you can quickly, at a glance, take a list a view at a of a list of who's in this segment. You know, we can see there are many hidden gems similar to what we reviewed in our presentation. You know, donors who've given a more modest amount that participated in GivingTuesday in the past that we definitely wanna make sure are on our our team's radar. I just wanted to call out that newer functionality. You have Application Plus. You have the ability to pivot from segments over to profiles and building dossiers.