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P2G Score Definitions

P2G Score Definition

The Propensity to Give Score (P2G) prioritizes the individuals within a file for use in general fundraising. 
An analysis shows that individuals with better Propensity to Give scores will in the short term and the long term have higher personal contributions.  It is recommend that when considering an investment, the records with better P2G ratings should be cultivated and solicited for larger and upgraded gifts more often than poorer P2G Scores. The P2G scores have two numbers, the first number followed by a dash then a second number.  For our purposes when referring to a P2G score we are only using the first number.

 

P2G Summary


P2G 1’s

Major Gift Potential

P2G 2’s

Possible Major Gift Potential

P2G 3’s

Annual Fund Potential and Possible Planned Giving Potential

P2G 4’s

Annual Fund Lower Potential and Possible Planned Giving Potential

P2G 5’s

Did not match to any screening data



P2G 1-0

Practical uses – This is a group of extremely well-qualified matches.  Statistically, they are the most productive group for major gifts and often warrant a specific strategy to qualify and cultivate.  They require little vetting because they are exact household matches. As a default, they should be included in virtually all marketing investments.

 

 P2G 1’s (P2G 1-1, P2G 1-2, P2G 1-3, P2G 1-4 and P2G 1-5)

Practical uses – This is another group of highly-qualified matches, but the accuracy rate is only 90-95%.  That means 5-10% of the matches are false positives and should be re-classified when they are uncovered.  Combined with the P2G 1-0, this group typically represents 5-10% of all matches and generally donate approximately 35% of the total giving.  Regardless of their previous giving history, these individuals should receive a high end treatment via the mail, phone or email programs.  They should be verified before they are contacted as part of a major gift strategy. As a default, they should be included in virtually all marketing investments.

 

 P2G 2’s (P2G 2-1, P2G 2-2, P2G 2-3, P2G 2-4, and P2G 2-5)

Practical uses – This is another group of qualified matches that have typically matched to above average real estate and possibly another screening database.  This segment often represents 20% of an organization’s donor database, but generates 45-50% of the money.  By combining the P2G 1’s and P2G 2’s, you are identifying the 25% of the file that generates 80-85% of the money (excluding planned or deferred gifts).  P2G 1 and P2G 2 are ideal segments to target for gift clubs and annual fund upgrades.

 

P2G 3’s (P2G 3-1, P2G 3-2, P2G 3-3, P2G 3-4, P2G 3-5 and P2G 3-6 )

Practical uses – P2G 3’s typically represent 30-35% of the records in an organization’s donor database, but only generate 10-15% of the contributions.  They should not be used for major gift activities without verifying the information uncovered by the screening.  The better P2G 3 ratings generally indicate approximate matches to several selected screening databases that are overall more productive givers.

 

P2G 4-0

Practical uses – P2G 4’s typically represent 40-45% of the records in an organization’s donor database, but only generate 4% of the contributions.  They have marginal value for even low end direct mail acquisition unless they are qualified through another process, for example a previous giving history.  If they are existing donors, they should not be ignored, but the expectation adjusted to lower gifts.  If they are existing donors of the proper age, with an extended giving history, then they should be considered for bequest marketing, keeping in mind that they typically have smaller estates.  Note that in general, P2G 4 still should perform better than P2G 5-0 records that did not match to any screening databases.

 

P2G 5-0

Practical uses – P2G 5’s typically represent 25-30% of all records in an organization’s donor database. The absence of screening databases general indicates that these are households of modest means, more often than not renters and generally low profile people in the community.  The client is reliant on conventional means to evaluate these prospects – previous giving history, affinity, etc.

 

To view an individual’s P2G score go to Prospect -> Tracking

P2G