Segment & Prioritize Your Database like a Pro (BONUS: New AI Features) 

Thank you everyone for coming today. Really excited to go over this webinar, segment and prioritize your database like a pro. So there also will be a q and a section, at the end, and you can always type in questions. So if you have any questions throughout, please feel free to, type those in the chat, and we'll get those answered. So jumping in today, the session will explore a quick windfall overview, why data driven segmentation is important, new ideas for segmenting donors and prospects, such as finding your hidden gems and removing duplicates. We'll also explore the new windfall application and how the segmentation can be made even easier, and then we'll close by reviewing our key takeaways and some q and a's. For those who may be less familiar with Windfall, we help data driven nonprofits more effectively engage with constituents through accurate data and best in class propensity modeling. As a quick introduction, I'm Cody Dutton, account executive here at Windfall. Prior to joining, I actually spent a few years working with, a nonprofit I was affiliated with in college. I worked out of Chicago and Oakland supporting young men entering college. And I'll turn it over to Tyler. Would you mind quickly introducing yourself? Yeah. Hey, y'all. Tyler Dillard. I'm on the solutions engineering team here at Windfall. My background is in, big data and data analytics. I support Cody and the rest of our go to market team from a technical and product perspective. So excited to be running y'all through some some use cases and the windfall application today. Thanks, Tyler. So today's session, this webinar will be helpful for advancement and development professionals looking to leverage wealth data to maximize their time and efforts. Before we dive in, just a quick review of what we will and won't touch on. So today, you'll learn about Windfall's mission and a high level overview of our products. We'll go over known challenges and segmentation when using only first party data and the value that leveraging wealth provides. Finally, we'll go over specific examples on how to leverage wealth data for both segmentation and individual outreach. Some things, that we won't cover and that you won't learn today are detailed information on Windfall's underlying wealth data, our data science or modeling approach. And we won't review pricing today, but we're always happy to discuss those details with you. Feel free to send us an email after today's session. And if you have questions, you can always type those in the q and a chat. So I'll go ahead and launch the first poll before we get into segmentation. We'd just like to take a moment to speak about Windfall's company. Before then, we wanted to know why you joined the webinar. Leave this open for a couple more seconds here. Thank you for your responses. Awesome. Looks like we have a pretty mixed crowd here, so it's great to see, you all in in here today. So a quick in fall Windfall overview. Just wanna speak a little bit about the company. As you can read, our vision is to change the way that organizations understand and engage our donors. So Windfall, we are a data company, and that is our core product. It's our data. We've been working on our dataset for the last ten years, and we're just tracking how wealth changes in America. We're tracking over a hundred and twenty million US households, and we're really good at identifying the affluent population. For those of you who know the affluent population, we define as anyone with a net worth of a million dollars or more. So we have been tracking this for ten years, and we are constantly updating and refreshing our dataset just so we can have the most up to date and accurate data. And we also give our customers a chance to update, their dataset. So we update it every week, and we give our customers that same opportunity. So there are three main ways that people use our data. The first is identification. So really just trying to identify the highest net worth individuals in your database to help prioritize their overall workflow. The next is understand. So kind of understand your constituents. This goes into segmentation, finding those hidden gems, through our net worth figure and number. Maybe you have a donor who's given fifty or a hundred dollars. But once you have Windfall's data, you can see that they have a net worth of two point nine million dollars. Maybe we can right size that gift ask just by understanding our constituent base a little bit more. And then the third is to is engagement, and this is kinda to determine when and how to engage your constituents. For example, should a new donor receive a personal phone call, are they better suited for direct mail or email campaigns? We have different windfall triggers that we return on all constituents we match to, and we can go into that in a little bit more detail. But really just helps you understand the wealth and philanthropic events your constituents are going through in case, you wanna customize your outreach. Going into our product offerings. So Windfall, we our main offering is wealth screening, and we're really good at giving a precise net worth figure for any constituent we match to with a net worth of a million dollars or more. We also can offer those other thirty triggers that come with our wealth screening, And we also have our career intelligence package, which offers a few additional triggers, including our newest staff and crypto interest triggers along with a lot of information about their career, where they've worked, different things like that. We do propensity modeling. So this is to help score constituents based on their likelihood to give. Our propensity modeling is specific to your organization. So we will look at your historic data, combine it with Windfall's data, and create models based on whether it's like an annual fund or capital campaigns, whatever that threshold is, and we'll give everybody in your database a likelihood to give score. We also have data link, which is helpful for organizations with two or more databases where identifying same person across multiple systems can be a challenge. As far as pricing is concerned, our pricing model is based on a subscription basis where we enable unlimited screening for your organization. So we allowed you to screen your entire database, including new records that come in regardless of the quantity, all for just a flat annual rate. So as your database grows and changes, you can rest assured that if you work with Windfall, you can screen as many times as you'd like at your frequency. Wealth data fluctuates. Wealth creation and destruction events happen frequently, and we want to be able to capture those events to ensure you have the most up to date data. This is why we recommend well screenings throughout the year versus once a year or even every few years. We just want to make sure that you have the knowledge and insights in your constituents to make the most to make the best decisions when reaching out. And we know that organizations often feel like they're missing out on hidden gems, and our goal is to make sure that you're getting the most value out of our system instead of giving instead of having to curate and limit which records you submit. So now we'll go into why data driven segmentation is important for you for maximizing your organization's success. We'll do another pull here. Let me go down and get this poll started. So what is the primary function of your role today? Great to see some of these answers, and I see a couple more people have joined. And just as a reminder, if you have any questions along the way, you can always type those in the q and a chat. I'll go ahead and end the poll. It looks like we have people serving, different functions here, so that's great. It's nice to see different types of advancement and development professionals in the webinar today. So moving along, going into, data driven organizations. Most organizations aren't actually data driven. We've seen that organizations manage their donor and prospect information across different spreadsheets, CRMs, or both. This can be difficult to manage and create inefficiencies in operations. But unifying this information can also be challenging, especially as the volume of individual records continue to grow. Even when people are able to identify their disparate systems, folks are missing key insights that can be used to create effective strategies for their organizations. An example could be, did they open that email? Which fund did they support? There's a lot of different questions that are hard to answer. So decisions end up being made based off a gut feeling or historical anecdotes, and this can often lead to missed opportunities and different biases that ultimately impact the outcome of various initiatives. It's harder to reach the right individuals today more than ever. This makes it even more challenging to stand out from the crowd and actually reach out to our donors and prospects and grab their attention. First, the landscape is is rapidly changing, and this impacts your constituents' wealth and how they may be thinking about philanthropic giving. Just take a look at how drastically the macroeconomic climate has changed over the last five years. We need to ensure that we have the latest and greatest data to capture the change in constituent wealth. Second, not many nonprofits are working with limited resources. How can we ensure that we are maximizing the resources that we have to ultimately meet the goals that our organization sets? And third, we understand nonprofit organizations are trying to reach out to donors, but so is everybody else. How do you find the right channel and time to connect with your constituents and to maximize their response? First party information is incredibly important, but it only tells you a fraction of the whole story. It helps you identify a constituent and defines how you might reach out to that constituent. In smaller databases where you have personal relationships, you could argue that you already know who is qualified and who is not. When you have a database of donors that's growing into the thousands, hundreds of thousands, or even sometimes millions, how do you ensure that you have a sense of where your team should be spending their time without missing important pockets within your dataset? Without third party data to guide your strategy, it's easy to prioritize based on personal relationships or past giving history. We have some dummy data that you might find in your database such as the source of various records including historical giving. If we think or if we were to use this current information, we might make the argument that we should focus on the folks that have given large amounts in the past, especially for some campaigns like major giving, leadership giving, or any other campaigns you might be running. But how do we know we aren't missing out on pockets of opportunity based on not seeing the whole picture? What if the people who are choosing we're choosing not to prioritize were only giving out a fraction of their wealth? Without reliable data to inform us that we can without reliable data to inform us, we can do our own individual individual research, but it becomes impossible to make those informed decisions quickly and at scale. When you're on a smaller team, it's incredibly important that you're prioritizing your time and outreach to maximize results. Without third party data, you may be understanding, a small subset of your records within your donor database, and that can potentially lead you to prioritizing folks that you might want to that you might not always want to be reaching out to. There may be a ton of records that are unknown to you and your team given the sheer volume of records within your dataset. How can you understand where to start? With third party data, you're able to efficiently sort and order the database to capture the people who you know are qualified as well as the people that you were want that were once unknown to you. This allows your team to prioritize and nurture the right constituents for your specific campaign goals no matter the size of your team. Choosing the right partner for people insights makes the difference. That's why you need to be ensured that you have timely accurate data to form strong understandings and effective strategies to achieve your organization's goals. Circling back to the main cases main use cases we shared earlier, Windfall's data can be used to identify, understand, and engage donors. Let's get into what this looks like in practice. Another poll here, our last one. What segmentation strategy does your team use to prioritize your donor outreach, if any? Wait for just a couple more responses here. Great. So here are the results. It seems like there's varying ways team strategize their database. So we'll go quickly over Windfall's wealth screening packages. We offer two different packages. Our first one is our standard wealth screening, which returns precise net worth figures for any constituent with a net worth of a million dollars or more and then returns all those different triggers, those just about thirty triggers on all, constituents in your database. Then we also offer our well screening premier solution, which I mentioned provides career intelligence triggers for available matches and also has the the DAF trigger, donor advised fund trigger, and the interest in crypto trigger as well. If you'd like to learn more about Career Intelligence, our team would be happy to set aside some dedicated time with your team. On the next slide, we'll focus on the additional attributes that are returned as part of our first tier. So as I mentioned, we have just about thirty total triggers we return on constituents that we match to. As you can see, we return the net worth triggers only on the affluent individuals, but these other triggers are also helpful. You can see some of them, bow ownership, plain ownership, philanthropic donor. These triggers are just used for you to customize your engagement when you're reaching out to your constituents. A quick example would be the recent death trigger. We actually had a nonprofit customer who had a recent death to one of their constituents, and they reached out to his family. And they were actually able to have good conversations with the family, and the family actually became part of that organization. So these triggers are just used for you to kind of just really understand your constituent base as they change, wealth creation and destruction events, life events, just so you can tailor your outreach and really make sure you're, connecting in these conversations you're having. So now we'll go into use cases and data for key segments, and I'll turn it over to Tyler. Awesome. Thank you so much. Really excited to get into this. So, let's dig into to some of these use cases and segments that, our partners are leveraging when implementing windfalls data into our into their workflows. First, I just do wanna give you a sense of kind of how this integration sets up, and and how we're delivering results as well as the the various use cases that we can leverage. So we have a lot of different things that you can feed into our engine here on our left as Cody has kind of alluded to, things like CRM data, volunteers, events, donation, any engagement or giving activity. And the output around that, as as Cody was discussing, is really enriching that data. Right? That's wealth screening. So what we're gonna do is really dive into that that deeper segmentation within Windfall's application as well as some use cases that we'll chat through here. We have predictor predictive generative AI with context as well as analysis and modeled products, and we've increased in donations or engagement that we can also help surface through a lot of the data and use cases that we have. So starting off, one of the easiest ways to organize organize these results after your initial wealth screen is really to create quadrants as we see here, starting with your lower wealth matches with varying donation history. So we see wealth on the y axis, and we see donations on the left. Right? So in the bottom left corner here, we have that lower wealth and low donation history. Right? So these are strong candidates typically, for annual giving or stewardship teams. We wanna continue to cultivate these relationships and monitor them closely for any changes in donation patterns or increases in wealth. Right? So you can imagine someone who's a high earner today, but they're not rich yet. Well, what if they get a promotion or receive an inheritance or sell a business? Right? Those are significant, life events that can change week over week and can help us really identify and prioritize those individuals, as they continue to grow their wealth. As far as that bottom right quadrant, that lower wealth with high donation history, you know, we can assign these to, obviously, there's a lot of value here, but they might be at their capacity. Right? So let's con and sign those folks to a leadership annual giving officer, just continue to steward those donors, and maintain those relationships because, obviously, these folks are are very valuable. They just might be, at that capacity in terms of their wealth. As far as those folks with that high wealth and high donation history, right, let's make sure those folks are assigned correctly to a major gift pro portfolio where it seems like we're doing all the things right there, but that's really where we wanna get all those very wealthy people to eventually. Right? And speaking of that, the high wealth but low donation history quadrant, that's what we would refer to as those hidden gems, those donors who likely have the potential to really increase their giving when asked. If they're affluent, if they have sustained engagement in the organization, they may just be primed for that increase in ask amount. Right? So as we shared earlier, using first party data alone can lead to that selection bias that Cody was talking about. Right? We're only gonna prioritize those folks with that high pass given history, and those folks with lower past given his giving histories may be, deprioritized and may not really in, increase, their gift naturally. And this can even lead to donor fatigue just by reaching out to the same folks again and again. But by leveraging wealth data in addition to your personal knowledge of the donor, such as their past giving amount and type, you really can gain a clearer picture of who has the potential to give more. Let's look at, Simon as an example here. You know, they made their first donation after participating in their in your annual walkathon for the first time last year. You know, maybe you kept him in a nurture campaign, but you never really personally engaged him for major gifts. Now we see that, you know, not only do they have that ultra high net worth in that twelve point six million dollar range, but they also own multiple properties and are associated with a trust. So they have that indicator of financial sophistication. Right? So these what these insights are doing is really removing some key question marks as your team is refining these outreach strategies. It's helping you understand who these people are beyond just some contact data and some and and their prior gift amounts. So another really helpful way to analyze your data is just to look at the aggregated donation sizes, as seen here. So I'd, on this box plot, on the, x axis, we see the wealth bucket. Although, again, Windfall does provide that precise net worth figure, so we won't be showing that, you know, Jane Doe is worth twenty million dollars and up. We can show that she's worth fifty six point six million dollars versus John Smith, who is worth one point two five. Alright? But, ideally, we see that consistent upward trend that shows donation amounts increasing at a similar rate as the net worth increases. Ideally, you know, wealthier people are giving more. And in this example, however, we're seeing donation size remaining pretty consistent between the one million five million dollar net worth range. So looking at this data, I would really be wondering, like, hey. Do any of or as a major gift officer even, I would be wondering, like, hey. Do any of the donors in my portfolio, do they fall into one of these net worth buckets? And and, really, if so, are they receiving the same ask amount? Because there's a very big difference in capacity between someone who's worth one point two million dollars versus someone who's worth, you know, four point eight. And, you know, some donors, essentially, what this is saying is that in that one to five million dot net worth ranges, they may be just be waiting for that right ask to really take their giving to the next level. So I actually really like this use case. It can be really it can be really convenient. But one of the things that we can really help with is identifying and removing duplicate data. So as windfall matches to your dataset, we're going to return our unique windfall ID to records where we are able to match. You can think of a, windfall ID as a household ID where, two constituents, like a married couple, husband and wife, partner and partner, may have the same windfall ID return, which can signify to you that they're on the same household, and they'll therefore have the same net worth and wealth information returned. So we've seen our customers leverage this Windfall ID to potentially identify duplicates within their dataset from a household perspective. This can also be useful for identifying, plain old duplicate records. You know? Let's say John Smith comes in as email with his personal email and his professional professional email. Those are housed as two separate records today. We would identify those as belonging to the same John Smith, enrich them with the same windfall ID, and allow you to identify that duplicate. So consider my, my table of dummy data here. You can see a few fields that are probably also found in your, your donor prospect dataset, like ID, that created date, first name, last name, email. Without a super strong understanding of who these folks are, it can be really hard to figure out if and how many of these records may be related. So we see, you know, multiple Smiths here. But how do I gain, you know, conviction in my understanding that these folks are related? So as I mentioned, Windfall is able to match. You can see these five records that we match to, whereas these two were were unmatched. We'll return that household ID that can help you identify folks belonging to the same record, like John and Jane here. Right? Or folks that might be duplicate records, like John with that personal email and John with that professional email. So we can see that he might have used a different address as he was donating, signing up for a newsletter, and this was created as a duplicate record. So the email address is a pretty common way for the CRM systems to identify dupes, and so these are those scenarios that we see really often. With that windfall ID returned on match records, we can really quickly understand and and handle that accordingly. So there there are tons of important benefits, understanding where duplicates exist. We've boiled it down to three that we see across our our customer base. The first is really tying all the PII for specific individuals together for a unified view for your team as they reach out. On the previous page, you saw that John uses business and personal email to sign up for a newsletter. We created two different records in CRM. It's really important that your team links those emails together to ensure you're able to reach out to either and that you aren't unknowingly hitting different emails with your in your Outreach with redundant or do or or different information that's not appropriate for our relationship with with that donor. Right? The second use case is tying donations to the same unique individual is super important to that point. Right? So in the previous example, what if John Smith had donated and given his business email? Now we have transactions for the same individual across two different records. When you're reporting and trying to segment, we need to ensure everything ticks and ties just to the right place. Finally, just reducing redundant records within your database makes it more manageable. You know, reducing that overall record count and day database size, so really ensuring that our team isn't wasting cycles reaching out to the same person unknowingly, and that you have a solid understanding of the number of distinct records within each portfolio. So, getting into some of the other data points, you know, challenge a good problem, good challenge that many of the organizations we face, we work with face is really having a high volume of really promising high net worth constituents in their database, but not enough time or staff to really reach out to and engage each prospect individually. So segment what segmentation can really help with is helping prioritize outreach at scale. That's really what Windfall is built for. So let's break some of these segmentation suggestions out by teams, just starting with that individual giving team. So one goal we often hear about from, annual giving teams is just to increase I know we have a lot of annual giving team members on the webinar today. It's just to increase the participation of the overall constituent base, whether it's to renew past donors or acquire new ones. Windfall can really help you build out your ideal segment. So these might include previous donors to your organization at lower amounts or, you know, constituents who have supported, other causes similar to yours through NTEE codes, and those with a net worth maybe below a million dollars. They might also include, you know, nonideals, like constituents with past giving that would bump them to the next level as well as those who are already assigned to, you know, an annual or a major gift portfolio. So major gift officers, on the other hand, I know there are a lot of folks from the major giving team here as well, may wanna focus on the nonideals from that, annual giving teams to help build their own portfolios. So that previous giving to your organization, even even with smaller amounts paired with high net worth, as we've discussed, can really help uncover your most promising constituents. You know, wealth alone doesn't translate directly into someone's capacity or affinity, however. So one of the things that we recommend doing is understanding and adding liquidity insights such as knowing top political donors or SEC money in motion to understand which households have the potential to make that five figure commitment or higher. Right? Who has cash on hand and and may have, that liquidity, to donate? You know, we do have exclusion criteria here, for upcoming solicitation that we can include, you know, excluding those donors who have either given ten thousand dollars or more in the last six months. Again, that donor fatigue issue that we were talking about earlier are those those with no online engagement or no engagement thus far, so it's not a super jarring ask. Finally, you know, plan giving, can also really benefit from that wealth screening. A great example might be to build a segment of your most loyal donors with ten or more gifts in combination with, you know, a trust association, DAF association, volunteerism, nonprofit board participation. But we can also, you know, exclude those with some confirmed plan gifts and and zero giving history who might not be open to a plan gift as their first commitment. Some other ideas we can explore, are some targeted lists for, you know, specific use cases like, events. Right? We can build our segment based on philanthropic interests that align with your organization similar to how we discussed earlier. Alternatively, you know, small business owners may not be able to contribute through a cash gift but could be willing to sponsor the event. Right? Leverage that partnership activation. And, finally, you know, you could use that first party data to identify constituents within the metro area of an event, venue. As a bonus, you know, you could use that that philanthropic interest or small business owner information to create a seating chart at your event. We've had folks do that with with quite a high degree of success, bringing people with similar interests, whether that's on the professional side, the personal side, or the cause related affinity, bringing those folks together for a really great conversation. From an exclusion standpoint, you know, historical giving of, at certain thresholds, you know, that that higher net worth individual may have yet to give, we can exclude that in favor of more personal invitations. So as we previewed previously discussed as well, you can combine net worth ranges and previous giving history to identify areas where you can increase that base ask amount and really right size that ask. Net worth, previous giving history, from a timing perspective, as Cody mentioned, we're updating this dataset every single week so we can track those recent liquidity events. But here, you know, of course, we would wanna make sure to exclude any recent or nondonors to avoid asking too frequently or or for too large of a gift for someone's first gift. There are so many other segments, that would be beneficial to your organization. Hopefully, you know, people's gears are turning here. But, you know, consider also leveraging recent online engagement or changes in the household, like a recent move to send, you know, personalized messages or or have a really soft touch, you know, want to tell your story campaign based on recent donors to a specific campaign or or congratulate someone on their recent move as a way to ask that they they share their new address. Of course, there are certain folks that we want to exclude there. Creating segments also creates the structure for your team to continue refreshing your wealth screening data on a regular basis and route new or updated donors based on new key learnings. So just for example, of some workflows here, you receive a donation from a first time donor. Awesome. That means you can now add them to that annual giving portfolio to ensure they're regularly cultivated. Or someone makes their tenth gift to your organization in ten years, which means that you can add them to your planned giving portfolio. Or they've given recently and their net worth increased to over ten million dollars. We talked about that earlier, tracking those wealth changes. Here, you could have a major gift officer follow-up with a personalized thank you note. And then finally, if con constituent recently clicked on an article on your newsletter and they live locally, you could invite them to a reunion event, an annual walkathon, a gala, or something of that nature. Alright. What I'm gonna get into now is our application demo to really show you, how we can leverage this live in our tool. So the Windfall application is our web based tool, where you can connect your various data sources to Windfall's data lake, as we discussed earlier, match to Windfall's database on a regular cadence, and then segment and then create various segments, and activate on them. So you can see here, we have a s f SFTP based integration where we're sending over flat files of both GIFs at the transactional level as well as constituents. You know, typically, how this will work is folks will set up a daily cadence of exports of incremental records. So let's say those new donors or those new newsletter subscribers, those folks will be submitted to Windfall on a daily basis. We'll match to them and send back their data so you understand, you know, who they are and what their capacity looks like. And then on top of that, we would take a process or we would take a a file of the entire database. At the top of the week, we would attempt matching to any folks that we may have missed in the past. And then we will also, really importantly, update all of the data for any individuals that we've already matched to as well, again, tracking those recent life events, wealth changes, wealth creation, wealth destruction events. This is a flat file engagement. If you're on one of our direct integration, CRM partners like Salesforce, HubSpot, Dynamics, we have a whole bunch of them. The user experience is really gonna be even more straightforward. We have native bidirectional integrations, with those CRMs that follow the same cadence. Right? But this is really the basis for all of our integration and our understanding of that constituent data. To show you what this looks like, let's take a look at an actual profile of a constituent. So just to pull a few up here, you can see that we have, quite a few very wealthy people in this particular dataset who are giving at really low levels. So let's take a look at this one in particular, and we can even dive into our our full profile here. So in this particular case, what we're seeing on the left is what's existing in this CRM. This is all dummy data. This isn't a real person. But we can see, you know, we have some contact information information associated with this individual. We have that last donation date, the total donation amount. It looks like they haven't really given in a while. There may be a chance to really reengage here, given their their ultra high net worth status. So most people come into an engagement with Windfall kind of only having, the data on the left here. And, again, what Windfall is providing is a lot of context on on who Brenda is. Right? We can obviously see that ultra high net worth status, but we can also see some other interesting information on her. Right? She's a multi property owner. Maybe she owns a vacation home or something of that nature. She's associated with a trust. She has that higher higher level of, financial sophistication. Right? And she's also a a philanthropic giver to other nonprofits, and we can kind of see the causes that she's associated with there So we could leverage that for any of the the segmentation, or use cases, personalized outreach that we've kind of been discussing thus far. Now Windfall can also generate AI generated dossiers for these individuals. You know, we can see, we can leverage this to give to major gift officers, so that they can better understand their portfolio. We can use this as we discussed, you know, at an event, so we can better understand, you know, conversations to start at the table, something of that nature. But we can see a really a really great summary of Brenda, what she represents as a prospect, and some strategies to engage with her that are personalized to our organization, as well as recommendations for outreach that, again, is tailored to your organization and how you're looking to engage with folks. But this is just, you know, one person. So, really, how can we engage with these folks at scale? That's where this segmentation tool, this discovery tool comes in. We'll just let it load for a second here. And you can see we've created a lot of really great segments here. Affluent CFOs, high net worth historic end of year givings, December donors, hidden gems with you know, who are in that ultra high net worth space but have donations less than a hundred dollars. You can also see that there are some recommendations, again, that are personalized to your organizations, things that you may not be leveraging today, that can be taking advantage of some of these wealth signals as well as recent life events, like high net worth donors who are recently promoted. Great opportunity to send a personal note, a phone call, congratulate them, reach out on LinkedIn, something of that nature, given their their recent accomplishments. But creating these segments is really straightforward. We go to create segment. We can target based on individuals or at that household level. And this is really where we can bring together your first party data and windfalls data, to really create these segments as you saw earlier. So, you know, something as simple as net worth, but also doing location based targeting, down to the ZIP code level. And you can see, attributes well beyond that core data dictionary, that Cody, Cody shared a little bit earlier, even getting into really interesting things like direct mail responders where we have an understanding of folks who tend to respond to this content. But really simple one we can pull in is just understanding that net worth. So let's look at that affluent audience, and let's start to pull things around, you know, that recent gift amount or the gift date. This is really where we can start to personalize based on that first that first party data and kinda identify and drive these folks through the through the funnel accordingly. Now I'll run through one that we've already created today. This is a this is a cool one here. This GivingTuesday reactivation segment. We'll let it load. Alright. So let's take a look at how this segment was created, bringing together those data elements like we showed earlier. So one, we're looking at our own data unifying Windfall's third party and your first party data. We've identified a segment size of about six thousand individuals based on these attributes, and we have a couple of different categories that are contributing to this, to this audience. Right? One is that they have a, GivingTuesday donation, between in twenty twenty one, and they're an they're an affluent constituent. And then you can see how that cascades through the last five years. We can see how they're distributed throughout the country, maybe helping inform potential events this November. And then we can see some some key insights on the distribution of wealth, the median net worth of each cohort so we can potentially track trends over time here, and the distribution of key attributes. So, for example, maybe some personalized content for those folks who are small business owners. We can activate this in a couple of different ways. One, we can view the profile specifically in that segment for that more personalized outreach, or we can export this data with a specific enrichment for profile on a regular cadence, either one time or on a regular cadence. So that's really how easy it is to create and export and activate on segments in the Windfall application. If you want a, you know, more personalized conversation or you're curious about learning more on that, you know, please reach out to Cody or I following the the webinar. We're here via email. It's gonna be our first initial and then our last name at windfall dot com. Or, you know, feel free to drop it in the the q and a box on on the Zoom chat here. It should be in your toolbar. Before we get to that q and a, just wanna chat through a few key takeaways. So I love talking about this. Like, not only are we identifying the right constituents, but one of the really valuable and interesting things about Windfall is our ability to identify the right time to engage. And especially with small teams, really, you know, being able to prioritize based on life events, like wealth creation events, job changes, promotions. This is a really great time to get a soft touch in, and authentic touch as well. The next is I know we have a lot of folks on the webinar representing, you know, a diversity of teams on the nonprofit side. All of the teams can utilize that wealth data to create unique segments for their specific use cases and strategies. Beyond just wealth and timing events, you know, being able to enhance that segmentation with unique triggers like philanthropic interest and asset ownership like DAFs, trusts, crypto, this can really help us personalize our outreach at scale to these folks. So I mentioned, you know, really, the the goal here is to make every outreach or every touch point to these individuals be unique, implementing those, engagement triggers triggers. And then, you know, the last thing here is that legacy wealth data typically has some pretty serious quality issues, and are not built for, scale, whereas windfall wealth screening is just gonna be more accurate. It's scalable to these large datasets, and the the pricing is affordable as well.