I really like the ‚ÄúMythbusters‚ÄĚ television series.
I find that my adoration of the show grows in direct proportion to the amount of gunpowder they deploy in their iconoclastic ventures.
I find that there are some annual appeal myths in dire need of busting.
Close and methodical segmentation of our annual appeal data tells us everything about everyone (those who give and those who don‚Äôt give)
Pass the dynamite.
All too often, development officers look at specific key donor attributes to determine the shape of their pending campaign.¬† These may include such factors as giving rates and frequencies as well as appeal participation rates within zipcodes.¬† As very few diocesan development offices have data analysts on staff, a quick review of historical data sets often suffices as the final ladder to ultimate donor understanding.
Light the fuse.¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†
The simple fact of the matter is that if a development office is going to gaze into statistical tea leaves, it needs to do so in a thorough manner.
Diocesan development offices would do well to deploy ‚Äúdata clustering‚ÄĚ in their statistical modeling efforts.¬† This is done by identifying a set of characteristics present in those groups whose behaviors you are seeking to change and developing solutions germane to each cluster.
For example, if your major donors are, say, clustered in three zipcodes, are married, and all have an average fund participation range of between $500¬† – $2,500, you may want to do a targeted mailing to other married couples in this zipcode asking for a gift in that range.
See, wasn‚Äôt that a pretty explosion.