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First Gift Model

Predict which non-donors are most likely to give a first gift

What is the First Gift Model?

The First Gift Model identifies which of your organisation's non-donor contacts are most likely to make their first charitable gift. The model looks at engagement via email as well as demographic data, and is trained on the Dataro Data Pool (anonymised, aggregated data from across the Dataro client pool).

Each non-donor contact is assigned to one of four tiers (“Hot”, “Warm”, “Cool”, or “Cold”) based on their predicted likelihood of giving. Predictions refreshed weekly as new data flows in.

What data is required for the First Gift Model?

The Interest Areas tool requires access to marketing email content and interaction data, typically through an added connection with a supported email platform (e.g., Mailchimp).

How do I use the First Gift Model?

You can create an audience using the First Gift Model by going to the Audience Builder, then either searching for the First Gift model filter, or finding it under “Other Predictions”.

What do the tiers mean?

Each non-donor contact is placed into one of four tiers. Hot and Warm contacts represent a smaller portion of your total list but typically justify direct conversion spend based on their expected likelihood to donate. Cool and Cold contacts benefit more from nurture-focused approaches.