In the fast-paced world of fundraising, identifying potential donors can often feel like searching for a needle in a haystack. But what if I told you there's a way to spot the needle without having to rummage through the haystack? This is where 'velocity' comes in.
'Velocity' is a term borrowed from physics, but in our context, it's used to denote the rate of change in a donor's giving year by year. An increase in velocity indicates increased engagement and a signal of readiness to give more. We measure velocity to track changes in donors' giving patterns. By evaluating the speed at which donors increase their contributions, we can identify those who are signaling that they are ready to become major donors.
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