Donor lists age quickly; re-engagement and sunset policies protect reputation.
What lead scoring for email is#
Lead scoring assigns points to contacts based on fit (role, company size) and behavior (clicks, page views, replies) so automations and sales can prioritize and adapt messaging.
Why it matters#
Without scoring, every contact gets the same cadence. With it, hot leads get a human and cold ones get nurture.
Implementation plan for nonprofits#
- Define fit criteria with sales and assign static points.
- Assign behavior points with decay so old activity fades.
- Set thresholds that trigger handoff, nurture, or suppression.
- Review score accuracy against closed deals quarterly.
Priorities specific to nonprofits#
Donor lists age quickly; re-engagement and sunset policies protect reputation. Weight your effort toward the steps above that address this constraint first, and measure with metrics that match how nonprofits generate value from email.
Common mistakes#
- Scoring opens after Mail Privacy Protection.
- Never decaying scores, so everyone eventually looks hot.
Frequently asked questions#
Should lead scoring include email opens?
Give opens little or no weight. Clicks, replies, and site visits are far more reliable.