Love the Loyal | BLACKBAUD'S Prospect Research Blog for Non-Profit Fund Raising

Love the Loyal | BLACKBAUD'S Prospect Research Blog for Non-Profit Fund Raising: n the early days of building predictive modeling services for nonprofits, I was hoping to prove that there are two separate concepts — likelihood to give and capacity to give — that we could statistically combine in different ways to rank our prospects and understand the giving choices they were most likely to make. I believed that likelihood, also known as affinity, inclination, or propensity to give offered us more insight to future behavior than capacity.