Migrate from Wealthengine to Mailchimp

Each WealthEngine individual profile maps to one Mailchimp contact record. The contact's email address (provided in the screening input file or API query) becomes the Mailchimp EMAIL field — this is the required unique identifier for every Mailchimp contact. First name and last name from the screening input map to Mailchimp FNAME and LNAME merge fields directly.

WealthEngine profiles for married couples or households store both individuals' financial data under one household-level record. We split these into individual Mailchimp contacts (one per person) and apply a HOUSEHOLD tag to both so segmentation rules can reassemble them if needed. The financial attributes from the household profile are applied to each individual's contact record.

WealthEngine batch screening produces a CSV or API response containing all screened contacts with their enriched fields. Each batch screening file maps to one Mailchimp audience or, if consolidation is preferred, to a single audience with Tags applied per batch name. The tag name matches the screening list label in WealthEngine so fundraisers can filter by campaign.

WealthEngine's NET_WORTH_RANGE field stores a range bucket (e.g., $1M–$5M, $5M–$10M) as a text or pick-list value. Mailchimp has no native equivalent — we create a custom merge field (e.g., WE_NETWORTH) as a text merge field and map the range values directly. For Mailchimp segmentation, range values are used as-is in text-based filter rules.

WealthEngine's ESTIMATED_ANNUAL_DONATIONS field stores a numeric estimate of yearly charitable giving. We create a numeric merge field in Mailchimp (WE_ANNUAL_GIFT) and map values directly. Mailchimp automation triggers can reference this field for tier-based routing (e.g., high-capacity donors enter a premium stewardship journey).

WealthEngine's proprietary Propensity to Give score is a numeric rating (typically 1–100 or a letter grade) predicting charitable behavior. Mailchimp has no native score field — we create WE_P2G_SCORE as a numeric merge field and store the score per contact. This field becomes the basis for Mailchimp segmentation rules that target high-propensity prospects.

WealthEngine's GIFT_CAPACITY_RATING field encodes a rating (e.g., A, B, C, or High/Medium/Low) based on financial indicators. We create WE_GIFT_CAPACITY as a text merge field and map the rating values directly. This field is distinct from P2G score and maps independently — both can be used in combination for segmentation in Mailchimp.

WealthEngine marks whether a profile owns real estate (TRUE/FALSE or property count). Mailchimp has no boolean-equivalent field type natively — we create WE_REAL_ESTATE as a text merge field storing YES/NO or a count. Alternatively, we apply a MAILCHIMP TAG (e.g., HAS_REAL_ESTATE) to simplify segmentation without consuming a merge field slot.

WealthEngine's STOCK_OWNERSHIP_INDICATOR field marks whether a profile has identified stock or securities holdings. We create WE_STOCK_OWNED as a text merge field or apply a STOCK_OWNER Mailchimp tag. Tag-based mapping is preferred if the source value is binary, because Mailchimp tags are more efficient for boolean segmentation than text merge fields.

WealthEngine's PHILANTHROPIC_INCLINATION field rates a profile's likelihood to engage with charitable causes (separate from financial capacity). We map this to WE_INCLINATION_SCORE as a numeric merge field. This field is distinct from P2G and Gift Capacity — fundraisers can combine all three scores in Mailchimp segment filters to build multi-dimensional prospect pyramids.

WealthEngine flags whether a profile serves on nonprofit boards or volunteers with charitable organizations. Mailchimp has no native board-membership field — we apply BOARD_MEMBER or VOLUNTEER tags to contacts with this indicator. Tags are preferred over merge fields for binary flags because they do not consume the audience's merge field limit and are easier to filter in Mailchimp segments.

Each WealthEngine screening result carries a timestamp indicating when the profile was last enriched or refreshed. We preserve this as WE_LAST_SCREENED, a date-type merge field in Mailchimp. This lets fundraisers filter for recently screened contacts vs. stale profiles and avoid outreach to contacts whose enrichment data is outdated.

WealthEngine organizes screening results by list or campaign name (e.g., 2024 Annual Fund Prospects, Capital Campaign Donors). In Mailchimp, we apply this as a TAG matching the list name, or optionally as a Group category if the team prefers Mailchimp Groups over Tags. The choice is made during migration planning based on the team's existing Mailchimp taxonomy.

WealthEngine assigns an internal profile ID to each enriched record. We store this as WE_PROFILE_ID, a text merge field in Mailchimp, for traceability. If the team later runs a new WealthEngine screening and wants to delta-update existing Mailchimp contacts, the WE_PROFILE_ID field is used as the deduplication key to avoid creating duplicate contacts.