Glossary
Analytics & Forecasting

Predictive Score

By: Alec Hollingsworth
Updated:  
July 16, 2025

Definition:

A Predictive Score is a data-based estimate of how likely a donor or contact is to take a desired action, such as giving or engaging.
A Predictive Score is a data-driven metric that estimates the likelihood of a specific donor or constituent taking a future action, such as making a donation, renewing a membership, or engaging with a campaign. Using historical data and advanced analytics, predictive scores help nonprofits segment their audience, prioritize outreach, and personalize communications to improve fundraising and engagement outcomes. These scores are generated by analyzing patterns in past giving, event attendance, email engagement, and other relevant behaviors. By leveraging predictive scores, nonprofits can focus resources on constituents most likely to respond positively, thereby increasing efficiency and impact across development efforts.

Key Takeaways

  • Predictive Scores estimate future supporter actions.
  • They use historical and behavioral data for accuracy.
  • Nonprofits can prioritize outreach based on these scores.
  • Improves fundraising efficiency and results.

Why It Matters

Predictive scores help nonprofits target the right supporters at the right time, improving campaign effectiveness and resource allocation.

Real World Example

Imagine a nonprofit planning a year-end giving campaign. Using predictive scores calculated in their CRM, they focus their phone outreach on supporters with scores above 80, indicating high likelihood to donate. As a result, their call team secures more gifts with fewer calls, while lower-scoring contacts receive a targeted email instead. This data-driven approach allows the organization to maximize results with limited resources, ensuring that every supporter is engaged in the most effective way possible based on their unique likelihood to give.

Frequently Asked Questions

How does a predictive score work in nonprofit CRMs?

A predictive score combines historical giving, engagement data, and behavioral patterns to estimate the likelihood that a supporter will take a target action.

How can predictive scores improve fundraising campaigns?

They help organizations focus outreach on those most likely to respond, increasing efficiency and overall donations.

Does Keela automatically calculate predictive scores?

Yes, Keela’s software generates predictive scores for each contact based on their past interactions and giving history.

Can predictive scores be used for actions beyond donations?

Absolutely. Scores can be tailored to predict volunteerism, event attendance, or other supporter actions.

Are predictive scores updated over time?

Yes, as new data comes in, scores are recalculated to reflect current engagement and behavior.

Related Terms

Accessibility Compliance
Automation Trigger in a Nonprofit CRM
Average Gift Size
Board Member Profile
Bounce Rate
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