The service reads a copy of your nation’s supporter, donation, and email activity records and uses them to score each person on three distinct questions:
How much a donor is likely to give over time
How likely a first donation is
How someone engages with email
The results come back to your nation as a collection of curated custom fields and people tags, so your team can see them and act on them immediately.
Your data stays in your nation
The offering is a set of analytics models that run against your own nation's data, which means each run uses only what is already in your nation, and the models apply established, industry-standard statistical reporting methods to that data.
Because nothing from outside your nation is brought in, the scores come entirely from your supporter, donation, and email records. Those records are not shared with other customers or with third parties either, since the only connection the service makes is to your own NationBuilder account.
The analysis itself is done by code rather than by AI, so your data is never sent to an AI model during a run of this service.
📌 Note — Every nation is scored the same way because the rules the models follow are fixed in code, although some cutoffs, such as the rising cutoff and the major-donor line, are calculated from your own data on each run.
What it reads
The service works from a copy of your nation's data and draws on a few sources in your nation's database. Supporter records tell it who is in your nation and what each person's opt-in status is, and donation history supplies the amount and date of each donation made. Email activity completes the picture by showing which email campaigns each person was sent and how that person engaged with them over time.
What it writes
The service adds values to the supporter records it scores in the form of custom fields and tags, and each model writes only its own fields and tags. A dictionary of every field and tag the service adds, along with how to interpret their values, can be found in the tags & custom values data appendix.
The custom fields have names that start with insights_, such as insights_dlv_segment, and each one holds either a short text value or a number.
All the people tags have names that start with #insight: followed by an audience and a suggested next action, as in #insight: major donor 💎 cultivate, and the service creates each tag in your nation as the model adds it to the relevant records.
One additional field, insights_status, keeps a run history by recording which model wrote each value and when, but your team does not need to act on it.
📌 Note — The service does not add or remove supporter records or donations, and it does not send email, change anyone's opt-in or do-not-contact status, or remove anyone from a list. It also leaves the data in any field or tag it did not create unchanged.
How we get started
Before the first write, we will prepare your nation for a run in two ways.
We will add six (6) custom fields to your nation, using the names and types that the appendix lists
We will generate a NationBuilder API token for your nation where we are working so that the service can write back the custom fields and tags.
📌 Note — It is important that custom field slugs match the appendix exactly, including lowercase letters and underscores, and our team checks that field setup before a run.
What stays the same
With the exception of the tags and custom field values that this offering owns, nothing in your supporter records or donations is deleted or edited. Opt-in and do-not-contact status stay the same as well.
The service recommends specific list actions through tags but never changes anyone’s opt-in or do-not-contact status automatically.