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Introducing the Generosity Indicator

5 min read
March 18, 2024
Abby Jarvis

The Generosity Indicator is live! This is a Neon CRM feature we’ve been excited about for a long time, and it’s finally ready to share with the world.

Here’s what you need to know about the Generosity Indicator and how you can use it to support your fundraising and donor engagement strategies.

What Is the Generosity Indicator?

The Generosity Indicator is a feature that gives Neon CRM users a fair, equitable, and unified way to understand someone’s support (and even potential support!) for their organization. It will appear in a constituent’s profile and will give you insight into how connected they are to your organization.

The tool looks at someone’s activities across the entire Neon One ecosystem. In other words, it analyzes every interaction they’ve had with any organization that uses Neon One products. 

That data is always confidential—you’ll never see how much they gave to another organization, what events they attended, or how many hours they volunteered with other nonprofits. But you can get insights based on those other interactions.

This is a screenshot of the Generosity Indicator in a Neon CRM constituent account. The constituent, Cinderella Charming, doesn’t have any history with the organization.
Cinderella Charming (yes, Disney princesses donate, too) has a Generosity Indicator score of 1.6 despite not having any history with this organization. Her affinity and recency score, though, indicate that she’s given recently to a similar organization. That means she may be willing to support this nonprofit, too. Click here to see a larger version of this image.

How Does the Generosity Indicator Work?

That all sounds cool, sure, but what does that actually mean? How does this thing work?

The idea of the Generosity Indicator is to show you a “score” that’s based on someone’s generosity—and generosity doesn’t always relate to money. That’s why the Indicator looks at multiple kinds of generosity. 

Financial donations are included in these scores, but so are volunteer activities, event registrations, in-kind gifts, memberships, and more.

Different types of support aren’t the only thing this score includes; it also incorporates a host of other factors, including:

  • Affinity, which is how deeply someone’s connected to your cause. This is calculated by looking at the NTEE codes of the nonprofits they’ve supported. 
  • Recency, which considers the last time this person supported a nonprofit.
  • Frequency, which measures how frequently they support their favorite causes.
  • Monetary value, which considers the relative size of their financial gifts.

Each person has a score for each of these four areas—scores run from 1 to 5—that add up to their overall generosity score.

This is another screenshot of the Generosity Indicator, this time for a donor named Yuki Block. She has an overall score of 4.1.
Yuki Block (not a Disney princess this time—she’s the beloved pet cat of Laura Block, the Neon CRM product owner) has a high affinity score, has donated recently (and gives frequently!), and has a pretty high monetary value score. This indicates that she’s an active donor—when she volunteers, attends an event, volunteers, or takes some other actions, her score will get even higher. Click here to see a larger version of this image.

How Can I Use the Generosity Indicator?

This is a helpful tool as you plan your donor outreach and engagement strategies. Here are some examples of how you can use the Generosity Indicator to guide your activities.

Reactivate Lapsed Donors

Look for people who have a Monetary score of 2-4 but an overall Generosity score that’s below 2.7. This means that they’ve donated in the past but haven’t been very engaged lately.

Recurring Donor Acquisition

You can use the Generosity Indicator to identify people who may be willing to make a monthly gift. To do this, look for people who have a monetary score of 2 or 3 and a frequency score of 3 or 4. You’ll find folks who have donated financially (but aren’t in major gifts territory yet!) on a regular basis.

Inspire Non-Financial Supporters to Make a Gift

If you want to send a tailored appeal to people involved with your organization but haven’t made a financial gift yet, look for people with a monetary score of 1 but a total score of 3 or more. You’ll find a list of people who have supported your organization in non-monetary ways but are already engaged with your cause.

Identify Potential New Donors

Look for people who have high affinity scores but an overall generosity score of 2 or lower. You’ll find people in your list who haven’t yet engaged with your organization but have a proven track record of supporting other nonprofits with similar missions.

These are just a few ways you can use the Generosity Indicator to understand the people in your database using their behavior in four important areas. And we’re just getting started—as we continue to develop this tool, you’ll be able to get even more nuanced insights into your supporters.

How Can I Start Using the Generosity Indicator?

If you’re already a Neon CRM client, you don’t have to do anything! You’ll be able to start using it right away. You’ll also be able to use it in APIs, your workflows, and your reports—but to use it in those areas, you may need to enable the feature.

If you’re not a Neon CRM user, we’d love to share more about the Generosity Indicator with you. A simple way to see the tool, learn more about it, and ask questions is to join one of our group demos—they’re a great way to get a feel for how you can use the system without the pressure of a one-on-one call. Here’s where to sign up for a date that works for you!

Find a Group Demo

Join the discussion in our Slack channel on connected fundraising

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