Understanding Weekly Nudges and AI Donor Scoring

Weekly Nudges uses artificial intelligence to analyze donor behavior and surface the most important cultivation and stewardship opportunities. This guide explains the concept of AI-powered nudges and how to interpret recommendation categories.

Use Weekly Nudges to prioritize weekly outreach efforts, identify donors who need attention, and discover high-value giving or engagement opportunities.

What Are Weekly Nudges?

Weekly Nudges is an AI-powered recommendation engine that evaluates your constituents' giving patterns, engagement history, and behavioral signals to identify priority outreach opportunities. Each week, Humanitru generates a ranked list of donors or members who would benefit from specific types of engagement.

Accessing Weekly Nudges

1. Log into Humanitru and navigate to Insights.
2. Select Weekly Nudges from the Donor Insights sub-sections.
3. The interface displays a ranked list of constituents, sorted by priority.

Weekly Nudges interface showing ranked constituent list

Understanding Giving Score vs. Engagement Score

Each constituent in the Weekly Nudges list receives two AI-generated scores:

Giving Score (Green, 1-99): Measures the likelihood and value of a future gift based on past giving patterns, frequency, and recency. A higher Giving Score indicates a donor who is likely to give again and potentially at a higher level. Scores are calculated using:

• Historical giving frequency and amount.
• Time since last gift (recency).
• Trend direction (increasing or decreasing gifts).
• Donor segment and peer giving patterns.

Engagement Score (Blue, 1-99): Reflects how actively a constituent is engaging with your organization through emails, event attendance, website visits, and social media. Higher Engagement Scores indicate more active, loyal supporters. Factors include:

• Email opens and clicks.
• Event attendance and RSVP history.

Scores display: Giving Score (green) and Engagement Score (blue) for constituent

Recommendation Categories

Weekly Nudges organizes constituents into recommendation categories based on their scores and behaviors:

Lapsed Donor Re-Engagement: Constituents who previously gave but have been inactive. These donors have shown giving capacity and intent; they may need a strategic re-engagement touchpoint.

Near Lapsed Member: Members whose memberships are nearing expiration. Proactive renewal outreach can prevent membership loss.

Higher-than-Average Gift Size: Donors whose recent gifts exceeded their historical average. These constituents may be ready for a major gift solicitation.

Increased Gift Size: Constituents whose giving has grown over time, indicating increasing capacity or commitment.

Decreased Gift Size: Donors whose gifts have declined. This may indicate changing circumstances or satisfaction issues that warrant a check-in conversation.

Interpreting the Ranked List

The constituent list is ranked by priority based on Giving and Engagement Scores. Constituents at the top of the list are recommended as the highest priority for immediate outreach.

• New badges highlight constituents who have entered a recommendation category this week.
• Hover over scores to see brief explanations of why a constituent received that score.
• Constituents with both high Giving and Engagement Scores are usually the highest priorities.

Accessing Score Methodology

To understand the scoring models in more detail:

1. Look for “?” by Giving Score and Engagment Score.
2. Hover over the symbol for a detailed explanation of how Giving and Engagement Scores are calculated.
3. Review the weighting of factors used in the algorithm.

Pro Tips

• Focus on constituents with both high Giving and Engagement Scores. They're warm prospects ready for major gift cultivation.
• Review Lapsed Donor Re-Engagement category weekly to prevent donor attrition.
• Use the NEW badge to focus on recent category entries that may represent emerging opportunities.

Common Mistakes

• Scores indicate propensity, not certainty. Always personalize outreach.
• Ignoring low Engagement Scores, even with high Giving Scores. These donors may be disengaged and need re-cultivation.