In the nonprofit fundraising profession of "prospect research," a "nugg" is a small or
mid-level donor who has much larger capacity, typically the ability to make major gifts. A nugg's capacity is determined by how much money he or she has, measured by researching the value of their real estate, salary, investments, and other wealth indicators, like aircraft, boats, or valuable
art. Nuggs also may have made major gifts before to other nonprofits and charities, but not yet to yours. The term "nugg" is a shortened form of "
nugget," as in a gold nugget that an old timey gold prospector would find in his river rock sifting
pan after he ventured out to
California or Alaska during the gold rushes of the late 1800s.
Hey
Bob, I looked through your monthly new donors spreadsheet, and oh
man, I found a nugg! He had only given us a few $25 one-time gifts, but I just discovered that he owns a $12 million
house in Miami Beach, a $6 million cliffside home in Carmel, owns a 60' fishing
boat, and I found an obituary of his grandfather who founded a $200 million construction business in the 1960s that he inherited. He also has
made $50,000 donations to various other charities, so he can totally give us much more money than his current $25 donations. Send him a proposal or give him a phone call, stat!
