Wealth Insights Data Point Definitions


This article defines the Wealth Data Points that appear on the contact profile for subscribers to Wealth Data & Screening (other than  Basic Data Entry users).

Linked Articles:

- Introducing Wealth Insights 


Wealth Data Point


Propensity To Give

A ranking of a prospect’s ability and propensity to make a major gift ($5,000 or more is considered to be a "major gift".)




This rating is given to individuals who are most likely to give. They are over 15 times more likely to donate than the average individual.

Exact match as a donor giving $5,000 or more to a nonprofit or political organization found in our giving history archive. A Highest rated prospect may have markers of wealth or may only be matched to a significant giving history, and have no notable wealth markers.

Very High

They are over 5 times more likely to donate than the average individual.

Exact match to exceptional markers of wealth: LexisNexis real estate holdings of $2 million+, D&B business executive at firms with revenues of $5 million+, GuideStar Foundation Trustees, SEC Insiders, and Market Guide Executives.


They are over twice as likely to donate than the average individual.

Exact match to lower, but notable, markers of wealth, including LexisNexis real estate holdings totaling $1-2 million, D&B business executive at firms with revenues of $1-5 million, or political giving in excess of $10,000.

Above Average

Exact matches to LexisNexis real estate holdings of $500,000-$1 million.


Exact/very likely matches to individuals giving elsewhere, but at levels less than $5,000.


Possible/unconfirmed matches to key databases including foundation trustees, SEC Insiders, Market Guide executives, and business executives.

Why this is important:

Save time and effort by starting your fundraising efforts with prospects who are most likely to give a major gift.

Largest Gift Found

Low end of the range into which the individual’s single largest gift elsewhere falls. For instance, if an annual report listed the individual in $5,000–$10,000 donors, the Largest Gift Found is $5,000.

Note that transaction data in Kindful is not incorporated into this number.

Why this is important:

This field serves as validation that, at least at one point in the past, this individual had both the ability and desire to donate at least this amount. When combined with other data points such as Estimated Capacity, this should be factored into a “Recommended Ask.”

Estimated Capacity

Estimated 10% of the individual’s net worth.

Why this is important:

Knowing an individual’s net worth is a valuable data point when formulating a “Recommended Ask.” 10% of net worth can serve, for instance, as a potential upper bound for a 5-year pledge.

Possible values are: $0, $1, $25, $50, $100, $150, $250, $500, $1000
$2,500, $5,000, $10,000, $15,000, $25,000, $50,000
$100,000, $250,000, $500,000, $1,000,000, $5,000,000,

Foundation Board Member

Indicates if the individual sits on the board of a grant-giving foundation.

Why this is important:

This individual could have influence in grant making. In addition, being a board member of a foundation is correlated with charitable giving.

Estimated Real Estate

Total dollar value of all properties owned.

Why this is important:

Individuals who own more than $2 million in real estate are, on average, 17 times more likely to give than the average individual.

Gifts to Organizations Like Mine

The number of gifts found that have been made to organizations of the type specified in the "Organization Type" field in General Settings.

Why this is important:

This can be an indicator that an individual is especially motivated to contribute to causes like yours.


Where do these data points come from?

After a new contact is created in your Kindful account, Kindful populates these data points. Kindful uses a combination of (a) looking up the contact in our wealth database (powered by DonorSearch, an industry leader in providing aggregated wealth and philanthropic data) and (b) Kindful’s proprietary intelligence. 

What is the timeframe for a donor's "expected capacity"?

It is a 5 year giving capacity.

Who can access this data?

Kindful customers who subscribe to the Wealth Insights feature can access these data points.

Certain user types at an organization may access this data. Account Owner users, Staff users, and View Only users have access; Basic Data Entry users do not.

Can I edit or delete these data points?

No. Users can not edit or delete these data points. Wealth Insights data points are “view only.”

What do I do if I know this data is incorrect?

Quality scores are built into the Wealth Insight's Data Points, and only very high quality results are displayed in Kindful. However, if you happen across a data point or record that is incorrectly attributed to a particular contact, please contact support@kindful.com.

How often is this data updated?

Kindful screens newly entered contacts within 24 hours of creation. Every few months, Kindful automatically re-screens for changes.

Can I report on this data?

Yes, the Wealth Insights module comes with 10-18 additional filters (depending upon your access level) so that you can easily create meaningful groups and segments of contacts.

Can I export this data from Kindful?

Currently, Wealth Insight's data points cannot be exported via custom reports from Kindful.

Why don’t these data points appear on a particular contact profile?

There may be a few reasons why Wealth Insight's data is not appearing on a specific contact in your database.

  • Does your Kindful account have access to the Wealth Insights module? Only Kindful accounts that have access to the Wealth Insights module can view these data points. 
  • Do you have the correct user role? Account Owner users, Staff users, and View Only users can access these data points; Basic Data Entry users cannot.
  • Is this a Person Contact record? Organization Contact records are never populated with Wealth Insights data points.
  • Does this Contact have a United States address? Contact records must have a United States address, and the following fields must be populated: First Name, Last Name, State, Postal Code, Country.

It may be that no data was found, or the quality of the data found in our wealth database is not high enough. In other words, there may not be any data for this contact, or the likelihood that found data matches your contact record is not high enough for it to be presumed accurate. 

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