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Company History Key People News Customer Profiles Contact Us Employment |
Category: Fundraising What Price Relationships? Ray Satterthwaite at Queen's University in Kingston, Ontario, uses Data Desk to decide what kind of alumni events to organize and to assess their effectiveness. As Associate Vice Principal of Advancement, Ray is responsible for fundraising all over North America. What this boils down to, he says, is cultivating relationships with Queens graduates, and "Basically," he says, "what I'm using Data Desk for is to quantify the value of relationship building." This is a greatly simplified description of the sophisticated modeling Ray does in Data Desk. He begins with several sets of broad characterizations and scores the graduates in terms of these descriptors. Then he relates the scores to financial giving. "We started out with characteristics we thought represented connectedness," Ray says. "We gave everyone in our data base an objective score for connectedness and then created a model to correlate these scores with financial donations." In another exercise, Ray used event and giving information to score the list for potential participation and event attendance and again related "engagement" with giving. A third model sorted university graduates into three personality types: resistors, re-connectors and rallyers. It then analyzed the variance in gift size among both personality types and graduates of the various "faculties" or disciplines. In the final step of Ray's analysis, he classified graduates into demographic cohorts and then correlated this information with giving. By a process of continuous refinement Ray's models and their interconnected results create a detailed statistical portrait of the graduates most likely to make financial contributions to the university and thereby most likely to reward the efforts of Ray and his colleagues. Data Desk not only helps improve the development staff's efficiency but, especially important now during a major fund-raising campaign, it provides objective justification of the work they do building relationships. Ray had studied some statistics at university, but as you can see from the sample analysis shown below, he has taken Data Desk’s modeling capabilities to a high degree of sophistication. In spite of this he says he hasn't really begun to exploit the program's capabilities. "The program is so easy to use that I feel like I'm just playing with numbers and I am ending up with valuable insights that help us to set our strategies."
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Name: Ray Satterthwaite Affiliation: Queen's University in Kingston, Ontario, Canada |
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