Fundraising Analytics : Using Data to Guide Strategy

by Birkholz, Joshua M.

• ISBN13: 9780470165577
• ISBN10: 047016557X
• eBook ISBN(s): 9781119782353
• Edition: 1st
• Format: Hardcover
• Copyright: 2008-04-04
• Publisher: Wiley
• More Book Details
• Purchase Benefits

Summary

Praise for Fundraising Analytics Using Data to Guide Strategy "Birkholz has shown in print why he's such a sought-after presenter: his ability to humanize descriptive analytics and provide real-world applications of modeling to fundraising challenges. At the same time, the book presents analysts and statisticians with a clear window into the theory and business practices of philanthropy. Fundraising Analytics belongs on every advancement professional's bookshelf!" -Robert D. Scott, Executive Director of Development Services Massachusetts Institute of Technology "Identifying and analyzing your best prospects is fundamental to successful fundraising. Particularly for institutions blessed with large databases, the knowledge developed through the use of analytic tools can transform the institution's ability to realize its fundraising potential. By applying science to the art of fundraising, organizations are able to bring hard evidence to management decision-making and better define the optimal size, scope, and makeup of the fundraising enterprise." -Richard K. Naum, Vice President of Development Memorial Sloan-Kettering Cancer Center "Companies and institutions in every industry are increasingly discov-ering the power of predictive analytics in gaining competitive advantage and driving success. In Fundraising Analytics, Josh Birkholz paints a clear picture of the application of predictive analytics in the world of nonprofit fundraising. The book establishes an easy-to-follow framework for creating a data-driven approach to decision-making and paves the way for nonprofits to transform their advancement strategies." -Jack Noonan, CEO SPSS Inc., a global leader in predictive analytics software "Josh Birkholz makes a complex topic totally accessible. Any organization that doesn't understand the use of analytics today risks not being around tomorrow. This book is a must-have for every development shop." -Arthur J. Ochoa, Esquire, Senior Vice President of Community Relations, Cedars-Sinai Medical Center

Author Biography

Joshua M. Birkholz is a principal at Bentz Whaley Flessner, a leading fundraising consulting firm, and director of its analytics division, DonorCast. He has built data mining solutions for leading universities, medical centers, and cultural nonprofits throughout the United States. His areas of specialty include metrics for nonprofit fundraising, constituency analysis, segmentation, and integrated prospect identification systems. He is a sought-after speaker and presenter in the field of analytics, prospecting, and constituent relationship management.

Table of Contents

Acknowledgments	p. xi
Foreword	p. xiii
Overview of Fundraising Analytics	p. 1
Defining Analytics	p. 3
The Mind of an Analyst	p. 6
What to Expect	p. 11
Enjoy the Journey	p. 14
Understanding Your Constituents	p. 17
Natural Segments	p. 17
Portfolio Assignment	p. 18
Derived Segments	p. 19
Cluster Analysis Case Study	p. 25
Final Thoughts on Understanding Your Constituents	p. 30
Analytics and Prospecting	p. 31
Development Business Process	p. 31
Integrated Prospecting System	p. 38
Analytics as Part of the Prospecting System	p. 42
Final Thoughts on Analytics and Prospecting	p. 50
Analytics and Campaign Planning	p. 51
Assessing Campaign Factors	p. 52
Incorporating Campaign Factors	p. 62
Campaign Pyramid	p. 68
Final Thoughts on Campaign Analytics	p. 70
Data-Driven Prospect Management	p. 71
Elements of Successful Fundraising Organizations	p. 72
Prospect Management	p. 75
Final Thoughts	p. 113
Annual Giving Analytics	p. 115
Constituent Life Cycles	p. 117
Traditional Donor Segments	p. 127
Predictive Modeling for Annual Giving and Membership	p. 128
Metrics for Annual Giving	p. 133
Final Thoughts on Annual Giving Analytics	p. 135
Selecting Data for Mining	p. 137
Selection Criteria	p. 138
Variables to Include in Your File	p. 138
Format for Your Data File	p. 152
Descriptive Analysis: Basic Statistics and Scoring Models	p. 153
Descriptives	p. 154
Frequency Distribution	p. 159
Cross Tabulation	p. 162
Recoding Variables	p. 164
Correlation	p. 170
Correlation Ranking	p. 173
Calculating Database Capacity	p. 175
RFM Analysis	p. 184
Attachment Score	p. 186
Regression Analysis	p. 189
Define Business Need or Goal	p. 189
Determine Required Data Elements	p. 190
Model Selection	p. 192
Prepare the Data for Modeling	p. 193
Modeling	p. 197
Model Evaluation	p. 207
Final Thoughts on Predictive Modeling	p. 210
Final Thoughts on Fundraising Analytics	p. 211
Glossary of Common Analytics Terminology	p. 213
AFP Code of Ethical Principles and Standards of Professional Practice	p. 217
A Donor Bill of Rights	p. 218
Index	p. 219
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