How to Choose a Wealth Screening Tool for a Capital Campaign

Wealth screening has significantly improved how organizations identify and prioritize potential donors for all types of fundraising efforts, including capital campaigns. By analyzing publicly available financial, philanthropic, and demographic data, nonprofits can refine their fundraising strategies and focus on donors with both the capacity and inclination to give.

However, selecting the right wealth screening tool requires a clear understanding of features, data sources, pricing, and how the tool fits into an organization’s overall development efforts.

A variety of platforms provide wealth screening services, each with unique strengths. DonorSearch, WealthEngine, and Kindsight (formerly iWave) are among the most widely used. Choosing the most effective platform depends on factors such as data accuracy, customization, and integration with existing donor management systems.

What to Consider When Selecting a Wealth Screening Tool

Data Quality and Sources

The value of wealth screening depends on the reliability and accuracy of the data it provides. Most tools gather information from public records, including:

• Real estate holdings
• SEC filings for stock ownership
• Business affiliations
• Political contributions
• Charitable giving histories

While many vendors do not disclose the specifics of their data aggregation methods, comparing platforms based on the sources they use can help determine which tool offers the most reliable insights. Some tools emphasize philanthropic history, while others focus more on net worth and liquidity. Understanding these differences is crucial when deciding which system best meets an organization’s needs.

Philanthropic and Affinity Indicators

Financial capacity alone does not guarantee a donor’s willingness to give. The most effective wealth screening software also assesses a prospect’s affinity for charitable giving, considering factors such as:

• Past donations to similar organizations
• Board memberships at other nonprofits
• Engagement in philanthropic networks
• Involvement in charitable foundations

A donor with a high net worth may not have a history of charitable giving, while someone with fewer assets may be a dedicated donor with a strong commitment to philanthropy. The best screening platforms help organizations look at both financial capacity and actual giving potential.

Customization and Integration

Organizations have different needs based on their donor base and fundraising goals. To address these unique needs, some platforms provide advanced filtering options, allowing users to segment prospects by giving capacity, interest area, and demographic details. Others offer AI-driven insights and predictive modeling to help identify donors who are most likely to increase their giving.

Integration with an existing donor management system is another key factor. A tool that seamlessly connects with a nonprofit’s CRM can streamline workflows, reducing manual data entry and improving overall efficiency. Before selecting a wealth screening provider, it is important to confirm compatibility with any existing software.

Cost and Return on Investment

Wealth screening tools vary widely in cost based on factors such as database size, access level, and additional features like predictive modeling and AI-driven insights. The right investment will always depend on an organization’s size, budget, and fundraising strategy.

Screening a large donor database without a clear plan for using the results can be an unnecessary expense, while a carefully targeted approach can provide valuable insights that lead to increased donations.

3 Top Wealth Screening Platforms

There are a variety of wealth screening tools out there to choose from. Here is an overview of three major providers.

1. DonorSearch

Overview

DonorSearch is known for its emphasis on philanthropic giving history, making it a strong choice for organizations looking to identify donors with a strong record of charitable contributions. The platform combines wealth, affinity, and philanthropic data to provide a comprehensive picture of potential donors.

Pricing

Costs depend on database size and selected features. Smaller organizations may pay a few thousand dollars per year, while larger nonprofits with extensive donor lists may require more advanced plans at higher price points.

2. Kindsight (formerly iWave)

Overview

Kindsight aggregates data from wealth indicators, philanthropic records, and affinity markers. It is recognized for its flexible search capabilities, which allow users to filter and rank prospects based on customized criteria. The ability to tailor searches makes it an attractive option for organizations with specific donor segmentation needs.

Pricing

Subscription-based pricing typically ranges from a few thousand to over ten thousand dollars annually, depending on database size and the number of records screened.

3. WealthEngine

Overview

WealthEngine incorporates predictive analytics, using artificial intelligence to help organizations identify high-potential donors. It is often used by larger institutions seeking deeper insights into donor behavior and engagement patterns.

Pricing

Entry-level pricing starts in the low thousands, with enterprise-level access and advanced analytics features increasing overall costs.

How to Use Wealth Screening Data Effectively

The results of a wealth screening are only as useful as the data an organization provides. Incomplete donor records and outdated contact information can lead to inaccurate matches, reducing the effectiveness of the screening process. Taking the time to clean and update donor records before conducting a screening can improve accuracy and lead to better insights.

Wealth screening reports can provide a wealth of data points, including estimated giving capacity, past contributions, and real estate holdings. However, interpreting this information correctly is essential. Many major gift rating scores estimate a donor’s total giving potential over five years across all charitable contributions, not just for a single organization. Understanding how these numbers are calculated can prevent unrealistic expectations.

It is also important to recognize that wealth screening data should be used as a starting point rather than a definitive answer. A high rating does not guarantee a large gift, and a lower score does not mean a donor lacks interest in giving. Personal engagement and direct conversations remain essential to understanding a donor’s philanthropic priorities.

Challenges and Ethical Considerations of Wealth Screening

While wealth screening provides valuable insights, it is important to introduce the data carefully to board members, staff, or volunteers. Many people are unaware of how much financial information is publicly available and may initially feel uncomfortable using wealth screening tools. Providing context and emphasizing the ethical use of data can help address concerns.

It is also necessary to verify screening results before making strategic fundraising decisions. False matches are still common, and some data points may be outdated or inaccurate. Reviewing details such as middle initials, addresses, and past engagement with the organization can help confirm whether a donor record is accurate.

Final Thoughts

Wealth screening serves as a powerful tool for identifying and prioritizing potential donors, but success ultimately depends on thoughtful implementation. Screening results should be used to guide donor engagement strategies rather than as a substitute for direct relationship-building. Scheduling demos, requesting trial access, and speaking with other organizations can provide valuable insights before making a final decision.

For organizations committed to strengthening their fundraising efforts, wealth screening can provide a clearer path toward identifying donors with both the capacity and interest to give.