The Asian American Federation of Florida (AAFF) is a 501(c)(3) coalition that aims to unity and collaboration among the various Asian Pacific American organizations and to improve the relationship of a culturally diverse Asian Pacific American community in Florida. The AAFF is a statewide organization made up of more than 70 Bangladesh, Burmese, Cambodian, Chinese, Filipino, Indian, Iranian, Korean, Laotian, Taiwanese, Thai, Turkish and Vietnamese community-based organizations, businesses and media.


When identifying your best prospects for a major gift, it takes a multidimensional approach combining a donor’s ability to give, affinity and attachment to your organization, as well as their propensity to make a charitable gift.

According to David Lawson, general manager of prospect relationship management for Kintera, here are five tips for finding and prioritizing major gift donors.

* Understand the donor’s true ability to give. An individual’s discretionary assets and income, not their gross income, is the best measure of how much money they have available for a major gift. Identify a donor’s access to money. An individual whose dominant assets are liquid is far more likely to make a major gift than someone whose dominant assets are non-liquid, such as their primary residence.

* Use data mining to determine affinity. The key is combining off-line and Web-based techniques to gather data on a person’s current relationship with our organization. This makes it possible to understand a prospect’s current affinities, interests, and passions related to your unique

* When you look at a donor’s giving history, go beyond total giving and largest gift and focus on number of gifts and how recently they have given. When combined with ability, this data can lead to those people who just need a more personal approach to make a dramatic move up on your
giving chart. When you incorporate the donor’s affiliation with their giving history you will have their current attachment to your organization.

* Understanding if your donor has the propensity to make a major gift means that you have to look at what he or she is doing with other organizations. Donations to charities, having a foundation or directed giving fund, and non-profit board affiliations are some of the ways you
can determine if a donor is an active philanthropist.

* The final tip is to use all of the above to accurately prioritize your prospects. Too often prospect identification is focused solely on wealth, creating false expectations that you will be able to convert them from their current low level of donation (or even non-donor status) to a major
gift just because they have the resources.

The driver of philanthropy has never been money, it is affinity, attachment, and propensity combined with ability that makes the gift happen. Put all of this together and you will be able to focus on the people who are most likely to make a gift, make that gift to your organization, and be able to make the major gift you need to support your mission.