Description
Book SynopsisFundraising Analytics: Using Data to Guide Strategy Fundraising Analytics shows you how to turn your nonprofit''s organizational datawith an appropriate focus on donorsinto actionable knowledge. The resultA vibrant, donor-centered nonprofit organization that makes maximum use of data to reveal the unique diversity of its donors. It provides step-by-step instructions for understanding your constituents, developing metrics to gauge and guide your success, and much more.
Trade Review"….is a gift to the massess..a lens into the world of the sophisticated fundraising operations that pump the big bucks into major institutions. Written by Joshua Birkholz, the book's subtitle is 'Using Data to Guide Strategy" and that's what the book delivers." (
CharityChannel.com, June 6, 2008)
Table of ContentsAcknowledgments xi
Foreword xiii
Chapter 1 Overview of Fundraising Analytics 1
Defining Analytics 3
The Mind of an Analyst 6
What to Expect 11
Enjoy the Journey 14
Chapter 2 Understanding Your Constituents 17
Natural Segments 17
Portfolio Assignment 18
Derived Segments 19
Cluster Analysis Case Study 25
Final Thoughts on Understanding Your Constituents 30
Chapter 3 Analytics and Prospecting 31
Development Business Process 31
Integrated Prospecting System 38
Analytics as Part of the Prospecting System 42
Final Thoughts on Analytics and Prospecting 50
Chapter 4 Analytics and Campaign Planning 51
Assessing Campaign Factors 52
Incorporating Campaign Factors 62
Campaign Pyramid 68
Final Thoughts on Campaign Analytics 70
Chapter 5 Data-Driven Prospect Management 71
Elements of Successful Fundraising Organizations 72
Prospect Management 75
Final Thoughts 113
Chapter 6 Annual Giving Analytics 115
Constituent Life Cycles 117
Traditional Donor Segments 127
Predictive Modeling for Annual Giving and Membership 128
Metrics for Annual Giving 133
Final Thoughts on Annual Giving Analytics 135
Chapter 7 Selecting Data for Mining 137
Selection Criteria 138
Variables to Include in Your File 138
Format for Your Data File 152
Chapter 8 Descriptive Analysis: Basic Statistics and Scoring Models 153
Descriptives 154
Frequency Distribution 159
Cross Tabulation 162
Recoding Variables 164
Correlation 170
Correlation Ranking 173
Calculating Database Capacity 175
RFM Analysis 184
Attachment Score 186
Chapter 9 Regression Analysis 189
Define Business Need or Goal 189
Determine Required Data Elements 190
Model Selection 192
Prepare the Data for Modeling 193
Modeling 197
Model Evaluation 207
Final Thoughts on Predictive Modeling 210
Final Thoughts on Fundraising Analytics 211
Glossary of Common Analytics Terminology 213
AFP Code of Ethical Principles and Standards of Professional Practice 217
A Donor Bill of Rights 218
Index 219
