This chart creates a relationship between Total Giving (Generosity) and # of Gifts (Passion) based upon the criteria shown along the Y and the X axis. The theory behind this chart and its process is that those who give the most gifts are more likely to be planned giving prospects, and that the numbered squares create a priority ranking of which donors should be "worked" first. As an example, those donors who fall in the square numbered 4, having given 50 or more gifts with only a total value between $1 and $999.99 during the period reviewed are generally a greater priority than those in square 9 who have given a smaller number of gifts (somewhere between 1 and 24 gifts) though for a greater total value (over $10,000) during that same time period. Every gift is an act of Passion; the greater the number of gifts given, the greater the acts of Passion toward that charity. Passion trumps Generosity. At least that is the theory!

Obviously, the numbers on either axis can be altered to fit a particular charity's donor characteristics. Although rudimentary, this simple analysis can be very helpful to a planned giving program with limited resources, to a larger charity with a higher degree of analytical data available on a large number of donors, as well as in other circmstances. And while the numbering from 1 through 12 suggests a rather linear process of cultivation, reality probably suggests this is merely a good guide rather than a requirement.

To download the chart in pdf format, click here.