Kintera Introduces Liquid Score for Nonprofit Fundraising

Kintera Inc (News - Alert). has announced it is incorporating LiquidScore into Kintera Sphere CRM as an included service for all users.

This means the nonprofit organizations using Kintera's CRM product will have the ability to automatically score and group their supporter base into wealth segments, company officials say, adding that the foundation of Kintera's social CRM platform, Kintera Sphere CRM, will provide "a novel wealth score" based on supporters' liquid financial assets.

The LiquidScore data will be provided for all supporters housed in Kintera Sphere CRM with a valid residential address and matches to approximately 90 percent of individuals.

The score enables nonprofit organizations to segment their supporter database by capacity to donate. As a result, nonprofits can customize "ask" amounts based on a donor's ability to give, resulting, so the thinking goes, in more successful fundraising efforts.

Towards the end of last year CRM Kintera announced the availability of gadgets designed to use constituents' nonprofit fundraising involvement on social networking pages, such as MySpace, Facebook or blogs.

The gadgets launch marks a broader Kintera initiative to let nonprofit organizations use "the power of their constituents' social networks" for fundraising and engagement efforts.

A standard feature built in Friends Asking Friends, Kintera gadgets enable nonprofit supporters to share the importance of the organization in their lives with friends, peers and colleagues. In addition to expanding an organization's Web presence, each placement of a Kintera gadget serves as a personal endorsement of the nonprofit. Kintera gadgets also provide a direct connection from the constituent's social networking page to their Friends Asking Friends personal fundraising page.

LiquidScore analytics will be integrated with the other features of Kintera's social CRM platform. Nonprofits will be able to use Kintera's personalization features in communications, such as e-mail or Web content, to present targeted content to particular supporter segments based on wealth and affinity.

The wealth segments created in Kintera Sphere CRM can also be used as a prequalification system, resulting in better ROI for money spent on additional analytics. In Kintera's SaaS (News - Alert) model, wealth segmentation occurs automatically with the addition of every new supporter to the database. Wealth scores will be automatically refreshed on a regular basis to report when supporters' conditions have changed and thereby alter communications.

David Sims is a contributing editor for TMCnet. For more articles please visit David Sims' columnist page.

[ Back To TMCnet.com's Homepage ]