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Dennis McCarthyGilman Sullivan
• Gilman -Introduction & Context• Dennis
• What is (are) Analytics?
• Leveraging Analytics – tomorrow
• Case Studies – solving problems• Gilman
• Organization Issues in Implementing
• Key Questions to Ask?
• Duet – Summary Q & A
The Analytics Journey
2
• Efficiency
• Relationships
• More $$$$$
• Too many Priorities
• Too few resources
• Coins in the couch cushion!
Context
3
GOLD MINE
• Your supporter & donor information is an endowment!
• Do you sit on the data or grow your relationships?
• Analytics is a way to cultivate your supporter
Context
4
What is (are) Analytics?
5
What are Analytics and why do I care
What are Analytics and why do I care
• Key Types
DESCRIPTIVEHow are things
Going?
PREDICTIVEForecasts future
behavior orperformance
PRESCRIPTIVESuggests a prescribed
next step or action
#1
#2
#3
Now that I care…what do I do?
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Now that I care…what do I do?
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TYPE #1 Descriptive Data #2 Predictive Data #3 Prescriptive Data
Defined What is happening now? What is likely to happen? Do what next?
Examples • Wealth Screening• Philanthropic Giving
History• Consumer
Demographics• Social Media Profiles
• Who will respond?• Who will give a Major
Gift?• Who will attend an
event?• Who will reactivate?
• Assign to a Major Gift Officer
• Ask for $50k• Ask for $50 Direct
Mail• Contact a person
NOW
Why? To develop a profile on a donor, prospect or a segment of people with common traits
To identify individuals who are likely to take action and prioritize them ahead of others
To take a very specific action knowing that statistically it is likely to be the best approach
Some examples of analytics informing non-profits.
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Baptist Health Foundation of Greater Lousiville
Challenge:
Small development staff – how do they expand their work and remain efficient?
How do you create business processes to cultivate the right relationship with the right donor?
And then how do you create an authentic stewardship of your best supporters?
E.F Schumacher: adaequatio
Operation Smile on the path to learning & kaizen
A high performing international NGO, recognized as Non-Profit of the Year in 2008.
Challenge:
How do we compare to our peers?
How do we learn in an open and collaborative process?
Are we prepared to make the paradigm shift of measurement, sharing and change management
• Organization Issues
• Leadership support – embracing
• Leveraging the tools
• Engaging & Educating
Considerations in Implementing
14
• Key Questions to Ask
– Data?
– Capabilities in house for analysis?
– Current decision process?
– Organization ready to tackle this?
CONSIDER - Culture trumps all else !
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• Pollyanna Principles
• Prioritization
• Embracing means supporting!
– And asking questions
CONSIDER - Leadership
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• Involve many in the idea
• Critically evaluate abilities
• Educate & Train where necessary
• Start slowly
CONSIDER - Engaging & Educating
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• Benefits/Value
• Cautions
Summary
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What are your questions?
