Data analysis reveals best donors to achieve fundraising goals.
The Jesuits are an order of religious men who are primarily engaged in teaching the apostolate. The Detroit, Chicago and Wisconsin Provinces had just merged to form the New Midwest Province. Each of them had their own database. Plus, we wanted to convince the Jesuit schools and universities within the Province to share their data.
To maximize their fundraising prospects, we took the data from each and ran it through our database management system to analyze the information as a whole. Then, after the best fundraising prospects were identified and tagged, the data was returned to each constituency without compromising or sharing private information between the institutions.
Our use of predictive analytics and Humanalytics helped achieve fundraising goals by significantly improving the way to identify, manage and build relationships with donors. They help improve donor engagement and returns on fundraising efforts. With Humanalytics we were able to unlock insights within the data to:
- Identify prospective donors
- Understand and anticipate donor needs, behaviors and preferences
- Know where to deploy donor resources for the biggest returns
- Predict which donors are most likely to donate, how much they will give and when they would likely donate
- Determine the most effective messages and channels for solicitation (such as email, phone, direct mail or others)
- Optimize the frequency of donor contact to maximize contributions
- Anticipate when staff should provide additional attention to a specific donor
- Tag social influencers within the donor database
There are four basic steps that flow from our analytical process: align donor data, predict what donors want, personalize donor interactions and integrate what was learned back into the process to optimize future predictions.
Step 1 – The foundation of our process is the alignment all existing raw donor information from sources and systems across the organization including surveys, databases and social media. It is all integrated into a central location/solution.
- Demographic data such as age, income, occupation, family status, business and personal relationships
- Campaign data such as contact history, responses and donations
- Opinion data captured from donor feedback in social media, emails and surveys provide insight into donor needs and preferences
Step 2 – Understand and anticipate what donors want and will do next. Determine ideal donor segments, score the data and predict the likely success of future efforts. With this insight, staff would not only know which donors are likely to provide the biggest returns, but also which precise messages or campaigns should be implemented in order to maximize the success of every donor interaction.
Step 3 – Personalize donor interactions by integrating all the insights from steps 1 and 2 into the operational processes and systems in order to communicate in a relevant way, factoring in the human emotions involved. This will help guide the actions of your donor outreach representatives, identify which donors may be dissatisfied and need a little extra care and where to focus retention efforts.
Step 4 – Optimize predictions. With each iteration of the predictive analytics, new insights are gained from donor responses. That valuable source of information gets integrated back into the analytical process to continually improve future performance.
Our comprehensive research and information mapping gave us an extensive understanding of their database and led to a successfully integrated communications plan which created awareness, cultivated new relationships and achieved their fundraising goals. We were able to integrate data from all sources to get a better overall picture of the donors without compromising or sharing personal data from one Jesuit database to another.
The donor base was then divided into different buckets and then customized one-to-one marketing materials were created to appeal specifically to each group, maximizing the connection between donor and the Jesuits. The stronger the connection and engagement of each group, the more likely they are to donate or donate more.