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    The Three Keys Introduction: What is Propensity, Affinity, and Capacity?

    Good things come in threes. When it comes to ideal donor ratings, the big three are propensity, affinity, and capacity (The Three Keys). Throughout the nonprofit industry, there are many different perspectives and names for this ratings trio.

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    The Three Keys Series – CAPACITY: Does Your Prospect “Have” What It Takes to Be a Major Gift Prospect?

    The third aspect of The Three Keys series is for some the most important, but for all, probably the most...

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    The Three Keys – AFFINITY: Finding the Major Gift Donor of Your Dreams

    In the second of The Three Keys Series, we explore Affinity. Let’s discuss how and why a strong affinity rating...

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    The Three Keys Series – PROPENSITY: Finding Clues in Charitable Giving, Board Affiliations, Volunteering, and More

    In the first of our Three Keys Series, we tackle Propensity. Let’s discuss how and why a strong propensity rating...