A non-profit for Prospect Development professionals. 

Apra-IL Blog


You Should Write a Blog About That!

As part of our goal to share industry and career-related information to colleagues in the fundraising development field, we encourage you to contact us if you would like to contribute to our blog. 

We also enjoy reading other blogs and may contact you to share a guest post. 


Current Apra-IL Blog Series

October 2018: Tales of Terror: The Prospect Development Edition

Dear Analyst

Motivations of Leaders

Completed in 2018  True Life: A Day in Prospect Development

Completed in 2018 - 50 Shades of Prospect Development


  • Thu, May 14, 2015 9:58 AM | Anonymous member (Administrator)

    By Sabine Schuller, Sr. Research Specialist, The Rotary Foundation @s_schuller

                                                                                                                                                                                                                   

    “It is a capital mistake to theorize before one has data. Insensibly one begins to twist facts to suit theories, instead of theories to suit facts.”
    ― Arthur Conan Doyle, from the Sherlock Holmes story
    A Scandal in Bohemia (1891)

    Even though this quote is from more than 100 years ago, I think the attendees of the recent Do Good Data conference  would have been proud to put it on a T-shirt.  The conference’s aim is to help learn how data can and is changing nonprofit work.  You might have heard stories about big box retailers and credit card companies using customer information to sell more products. Walmart shipping pop-tarts to Florida just as a hurricane hits comes to mind.  However, there are some who see a different purpose for using data analytics.  Instead of selling more iPhones, they want to pinpoint which rural South African farmers would benefit from having cell phones to track the weather.  Rather than target which demographic will click on a banner ad, they want to identify which youth are at most risk for dropping out of school. 

    Here are the highlights of conference presentations that caught my attention most.

    Peer to Peer Fundraising

    Traditional fundraising is usually seen as a one-on-one relationship between the NGO (non-governmental organization) and the donor.  The NGO gratefully receives the donor’s contribution supporting their work; the donor feels satisfied their resources are now being used for the greater good.  A peer to peer scenario is different. Some examples are the “fun runs” raising money for a cause from the athlete’s friends and family.  Girl Scout cookies  and the ALS Ice bucket challenge are other examples.  In those cases, the support depends more on the relationship between the participant and their donor, rather than the NGO or its cause.  In this fundraising paradigm, you would focus on the connectors to leverage their network rather than one large donor.

    What if:  You were a disease fighting charity that used “fun runs” and individual volunteer fundraising pages as your main way to build support?  One runner, Mr. W.E. Coyote, secured one large $200 donation from The Acme Corporation.  Another participant Ms. Roadrunner, had 20 of her friends donate US$20.  In this scenario, cultivating a relationship with Ms. Roadrunner might bear more fruit.  That’s because her larger network could potentially grow exponentially in support of your charity, compared to Mr. Coyote’s one connection.  But in order to do that, which tools would you need to identify your “best” prospects and what information would you need?  Would knowing Ms. Roadrunner’s personal financial situation be less important than understanding the strength of her network?

    One Well Presented Graph is Worth a 1,000 Word Report

    There’s only so much data the human eyes and brain can absorb without exploding.  Pictorial representations of data, like graphs, are one way to tell a compelling story still based on facts.  One presenter at the Do Good Data Conference used her program evaluation, data analytics, and graphic design skills to explain how to best present hard earned findings in ways non-expert decisions makers could easily digest.

    What if:  You presented a donor’s giving history in a pie chart instead of a table?  It would probably make it easier for someone to understand their primary philanthropic interests. 

    What if: You organized donor information using hierarchical text for a front line fundraiser:

    1.   Philanthropist Sells Kansas Farm: Donates US$7.5 Million

    2.     Money will save the lions, tigers, and bears in Oz.

    3.       Her favorite color is Ruby Red.

    Rise of the Machine

    If you’ve ever watched Netflix make their niche entertainment recommendations, you’ve seen an example of machine learning.  How do they do that?  The short answer is that clever data analysts create a mathematical formula by putting individual words associated with a movie into buckets.  By analyzing how many words go in each bucket (aka category), it predicts a result.  Let’s say you streamed Spiderman, Superman, and The Hulk all in a row.  It should come as no surprise Netflix recommends the newest Avengers movie.  The algorithm has picked up on keywords in the movie’s description or reviews like “super hero”, “villain”, “darkest hour” and predicted you’d like something similar.  In another example, this YouTube video shows an algorithm that “learned” the words “sweet” and “pleasant” are predictors of a “good” review.  

    What if:  You could use machine learning to identify fundraising developments by analyzing Twitter, social, or traditional media?  If there’s a steady, growing mention of “#FabulousNewFundraisingTrend” maybe that’s a technique you should invest in.

    If this piqued your interest, look ahead to the next Do Good Data Conference next year April 27-29, 2016.  I would like to thank my sponsors, the Strategy, Research, and Enterprise area at Rotary which paid my conference registration even though I work in a different department.  That’s how important they think building data knowledge is!  May many follow their example.

  • Mon, May 04, 2015 9:57 AM | Anonymous member (Administrator)

    By Katherine Ingrao, Assistant Director of Prospect Management and Research at Rush University Medical Center

    What a beautiful day at the Chicago Shakespeare Theater on Navy Pier! We had  35 attendees who joined us as we broke down the basics of a profile. Our workshop this year was organized around a new format and we thought it went really well. The workshop utilized materials from the Prospect Research Institute.

    The first half of the day consisted of a lecture by our Co-Director of Programming Lindsey Humphrey and our APRA-IL Secretary Karla Davis. They focused their discussion to the “Building Blocks of a Profile” section in the workshop workbook.  They broke down each section with clarity and efficiency, finding the right balance for the beginner and advanced audience member. Lindsey and Karla provided a considerable amount of tips and tricks during each section. I know I took away a few new websites to add to my research resource tab! One especially good find came from Karla regarding salary information for careers that are more on the creative side, such as blogger. The site Roberthalf.com provides a list of these less traditional career salaries annually with pretty unique names like Moolah Palooza. Definitely worth checking out!


    Following the morning lecture, our presenters broke everyone up into small groups of four to work on creating an event brief from the information provided during the lecture. This was a great activity in that it allowed for the dialogue among the attendees about the materials and research in general. The results were shared with the larger group at the end of the day.

    After lunch we welcomed Grace Vigilante (JDRF), Kirstin Leiby (NorthShore HealthSystem Foundation), and Heather Ruggio (Northwestern University) as our ethics panelists. All panelists came from  different types of organization; social services, healthcare, and higher education but could still relate on similar challenges. We had a very engaging discussion regarding researchers’ role in data security, privacy, and advocacy.

    It was a very successful and informative day. APRA-IL greatly enjoyed being in a new venue and trying out a new format for our spring workshop. We are looking forward to hosting Jen Filla the author of the materials from the Prospect Research Institute along with Preeti Gill of the Vancouver Foundation at our fall conference. 


  • Mon, April 06, 2015 11:48 AM | Anonymous member (Administrator)


    By Elisa Shoenberger, Senior Prospect Management and Research Analyst at Loyola University Chicago

    Recently, I had an individual reach out to me for an informational interview about prospect research. We were asked about what we do, what we love and dislike, etc. We thought it was a great idea for the APRA-IL blog post.


    1) What do you like most about working in prospect research?

    What I love best about prospect research is how you are constantly learning. Every day, you could end up in an unusual space for a prospect. One day I was trying to determine the average sale price for a cemetery while the next I was looking at a company that sells light fixtures.  No two prospects are the same. Moreover, there is that moment when you find an amazing lead that really brightens your day. Plus I’m a huge fan of corporate and foundation research. I love reading 990 forms (Foundation tax forms).


    2) What do you like least about working in prospect research?

    I’m not fond of politics but you’ll find them no matter where you work—in or out of the nonprofit world. Another challenge is that we have to explain what we do a lot to people within our organization. We are a niche field and not a lot of people know about it. We also spend time trying to define what we do and do not do.  We are often seen as gatekeepers to data even though we are not its stewards. It can be an awkward place.


    3) What is your average day like?

    I usually start off with a queue that has requested research from our gift officers and other departments. I first determine what the most important projects are in the queue for the day. Then I begin working on those pressing projects. Throughout the day, gift officers and other staff will ask me questions via email, phone and in person. Occasionally, I’ll have questions myself for the gift officers about projects.  Sometimes I get a priority project that makes me shift gears into another direction. When I’m not working on essential tasks, I’ll work on proactive research, prospect management, and other projects.


    4) Can you describe the balance of individual and team work in your position?

    In our shop, we were built as a team. We may work individually on projects but we help each other out. We have a client based model, so I am the point person for specific gift officers while my team members work with others. If I have a priority project that I’m working on and I cannot get to another project, I’ll ask for help from a team member. We often collaborate on how to approach projects and people.  There is also a thriving community outside of the office. We belong to APRA-IL of course, which is a great resource for us. There’s also Prospect_L, a list host, where you can ask questions and people do respond.

    5) How does data analytics play a role in your job?

    It’s the big trend in the field. We have a lot of people, and it’s hard to know where to start to find new prospects. Modeling projects can really help Prospect Management and Research and the gift officers know how to prioritize. For instance, a common modeling idea is: “This major gift prospect looks like this. Who looks like this person in our database but not currently a major gift prospect?” While analytics cannot guarantee that everyone who models well is a winner, it helps to narrow it down. Data visualizations are also key for Prospect Research and fundraising. Dashboards are amazing to understanding your data and realistically your constituency. Seeing data in a new way can really help drive strategy.

    6) Are there any specific skills that are particularly important for a position in prospect research?

    You need to be detail oriented. There’s a lot of data out there, but it’s not all good data. If you are looking at a prospect, you have to be careful not to confuse that person with someone else. You also have to be alert to possible trends. You have to be curious in this job. You have to be willing to go down the rabbit hole. Sometimes a research project is not cut and dry and you have to dig deeper.


    Project management is also key. Budgeting time and segmenting tasks is essential. You’ll get some complicated projects that you’ll have to figure out how to do. Also, research can fill up all the time you have so you have to know when to stop. Sometimes it’s not worth that extra 5 hours to confirm a tiny detail.


    7) What advice would you give someone looking to break into prospect research?

    I’d read some of the books out there on the field. I started with Cecilia Hogan’s Prospect Research. For analytics, check out Josh Birkholz’s Fundraising Analytics, Peter Wylie’s Data Mining for Fund Raisers, and Kevin MacDonell and Peter Wyle’s Score! There’s also a lot of great blogs out there too like Helen Brown Group’s blog.


    Moreover, I’d talk to people who work in the field. Informational interviews are great. Ask them more questions about what they do. Make sure it’s what you want to do. Also, it really helps to know what you are talking about when you go to interviews!


    Finally, go to APRA IL events, like the Basic Skills Workshop on May 1st! 


    Photo credit: Janneke Staaks

  • Wed, March 04, 2015 8:50 AM | Anonymous member (Administrator)

    By Jessica Szadziewicz, Prospect Information Specialist, Northwestern University

     On March 25, 2015, APRA Illinois will be hosting its first Salon, with the theme of ethics and social media. Historically, a salon was a gathering to exchange ideas during the 16th, 17th, and 18th centuries in Europe. The host, often a woman, facilitated discussion concerning society, literature, politics, etc. The salon encouraged thought and discussion, while mixing members of the aristocracy and the bourgeois. In England, salons were held in coffee houses where new tea and coffee (containing caffeine) from the colonies stimulated conversation and ideas. Therefore, we will be meeting in a café in the Loop.

    APRA Illinois hopes to re-create this environment of learning and idea exchange between professionals by discussing a different topic a few times a year. Although prospect researchers and development professionals across institutions do many of the same things, they do not always do it in the same way. The salon is the perfect setting to explore not only differences in process, but also tricky situations that do not necessarily have a clear answer.

    Our first theme will be the ethics of using social media for prospect research. The two articles we will discuss are currently posted with the event description on the APRA-IL website. The first, “Is it Ethical to Gather Social Data for Prospect Research?” by Sarah Bernstein, examines social media research in conjunction with APRA’s social media ethics statement. The second, “Researcher Sued for Scraping!” by Jen Filla, further discusses the issue of scraping LinkedIn and questions the legality and ethics of data scraping from social media sites. This is a very timely article that refers to the recent conversation that occurred on the PRSPCT-L listserv.

    We will begin our discussion with these two articles and see where the conversation takes us. Please feel free to bring any additional reading materials, articles, or questions. A benefit of the salon is its fluidity and flexibility; where we end the conversation might be far from where we began it.

    We hope to see you on March 25th at Panera at 2 N. Michigan Avenue!  

  • Fri, February 27, 2015 1:03 PM | Anonymous member (Administrator)

    By Amelia Aldred, Research Analyst, University of Chicago

    Once upon a time, before I entered the wonderful world of prospect research, I was an anthropologist’s intern in Morelos, Mexico, interviewing women about their lives as community leaders.  I also worked as a search engine consultant, a Spanish teacher, a museum guide, and a translator at an immigration advocacy center.  One of the things I adore about being a prospect researcher is that I get to bring all of these work experiences to my job.  During APRA Education Week, I felt like I hit the Things Amelia Loves Jackpot—I got to give a webinar about prospect research in Latin America.  Culture!  History! Non-profits!  Research in Spanish!    

    Out of everything that I said in the webinar, there are three points I hope attendees took to heart. 

    First, international prospect research is about giving context, not pigeonholing.  Latin America, like all regions of the world, is incredibly complex and diverse.  Trends and traditions help us understand the context in which a person’s philanthropy take place but doesn’t mean that all people follow the same trend in the same way.   

    Second, we may not be able to provide as much information as we can with US-based prospects, but we can still help our organizations gain more context so they can make informed decisions when interacting with prospects.  The question I ask myself when researching international prospects isn’t, “how can I know everything about Prospect X?” but “what do I need to know so that my organization can move forward with this prospect?”   

    Finally, since there are not the same data aggregators available in Latin America as the U.S., we must rely on primary sources  such as newspapers and stock markets as well as other research organizations, such as universities, professional associations, and government agencies.  I demonstrated how to use several useful sites including the multi-nation stock exchange site called MILA (Mercado Integrado Latinoamericano).

    One of the difficulties of using primary sources for such a large and diverse area is figuring out how to access and sift through all that data, including data not available in English.  I’ve been grateful for the resources and help in navigating the sea of international information shared by colleagues like Sabine Schuller and Beth Bandy; I encourage anyone starting out check out Sabine’s resource list and Beth Bandy’s site, especially her newsletter.  Their generosity in compiling and sharing information inspired me to start a free, crowd-sourced glossary for prospect researchers who handle non-English data.  It is full of prospect research focused keywords, vetted by people who speak and write the language, and makes doing keyword searches in newspapers, databases, foreign search engines, and documents more efficient.  Feel free to direct any polyglot colleagues or friends to the site, I’m always looking for more contributions!

    If you attended the webinar and would like to learn more about international research, I will be presenting with John Connelly of Northwestern University at the upcoming 2015 APRA International Annual Conference in New Orleans.  I hope to see you there, and at future APRA IL events.



    Photo Credit: Douglas Fernandes

  • Sat, February 07, 2015 4:22 PM | Anonymous member (Administrator)

    Happy 2015! It’s the beginning of another new year and we at APRA-IL are energized to elevate our organization and your career! With the New Year comes new opportunities and our President-Elect has landed a big one! I’m happy to say Leigh Petersen Visaya has accepted a position as Director of Prospect Development at Harvard Business School. With this new position she will be unable to continue on in her role at APRA-IL as President. In matters of vacancy, the APRA-IL Executive Board held a vote for a replacement to finish out Leigh’s 2 year term. In a unanimous vote, I was selected to take on the office and I am truly honored to be serving my chapter in this capacity. I have spent three years working with the programming committee with the last year as Co-Director.

    My involvement through APRA-IL has done so much for me as a development professional. Beyond the educational resources, APRA-IL has allowed me to meet so many outstanding colleagues across our diverse membership.  These connections have been a wonderful resource for me as a young professional and have been the best aspect of my engagement with APRA-IL.

    As your new chapter President, I would like to encourage you all to take the next step in your involvement with APRA-IL and consider volunteering with one of our four committees. To continue to provide our membership with quality programming and opportunities for enrichment we need members to be involved. If you are interested in volunteering and would like more information about the work of the programming committee, social media & marketing, membership committee, or the new finance and governance committee please email apraillinois@gmail.com for more information.

    Our calendar for 2015 is quickly filling up and I hope to meet you all at one of our events. Your first opportunity is February 12th for the Meet Your APRA-IL Board Happy Hour following the online Education Week webinar presented by Amelia Aldred on researching prospects in Latin America. Come and enjoy beer, brats, and ice curling in the beer garden at Kaiser Tiger (1415 W Randolph St, Chicago, IL) at 5:30 pm. Your board members will be in attendance and I hope you all come and meet your fellow APRA-IL members. APRA-IL is also taking a “Field” trip to The Field Museum to take advantage of Free Days for Illinois residents on February 28th. This is a great opportunity to explore a local institution and network with your fellow members. RSVP for all upcoming events on our website and keep in touch with us on Twitter, Facebook, and LinkedIn.  

  • Fri, December 12, 2014 2:34 PM | Anonymous member

    By Catherine Cefalu, Lead Prospect Research Analyst at University of Chicago

    The holidays are a time for coming together and deepening the connections with your family and friends. With that in mind, I'd like to talk a little about relationships: specifically, relationships between prospective donors.

    Side note: I was interviewed recently for an article on the topic for The Chronicle of Philanthropy ("Nonprofits Find New Donors With Databases That Track Connections"; 11/16/2014 [subscription only]).

    In fundraising, we tend to focus a lot on a prospect's relationship with our organization, but there are other relationships at play, too. While building a relationship with a prospect, it is also important to acknowledge and leverage the relationships that the prospect already has with other individuals connected with your organization. These friends and colleagues can deepen a prospect's engagement, provide opportunities for giving (nothing says "friendship" quite like naming a building in someone's honor!), and generally enhance the positive things that a prospect feels about your organization.

    Additionally, leveraging a donor's relationships can be a great tool for proactive identification of new donors. The anxiety that some gift officers feel about "cold-calling" a prospect is averted: you already have someone who can make an introduction. As a bonus, the donor making the introduction has a greater level of involvement with your organization.

    So now we have the "why"; let's look at the "how".

    First, as technology has evolved, there are now many more vendor options for relationship discovery and mapping than there were even five years ago. Mostly consisting of large databases of names with connections between individuals, several of these companies are now making the leap into customized searches, news alerts, and even automated reports. While these services aren't cheap, you get some serious bang for your buck. Many of these vendors have extensive trial periods where you can upload a list of top individuals connected to your organization so that you can test out the kinds of results you would get.

    If you decide to go that route, here are some things to consider when choosing a service: the price (obviously); the size of the database; how accurate, robust, and transparent the data is; the available search options and functionality; the quality of reports and how well they mesh with your own internal data; and what kinds of training and assistance are available.

    Another way to gather relationship information is through good old-fashioned research legwork. This can involve clipping lists of board memberships and employee lists, sorting through news items, and mining data from your own database (for example, we had a number of major donors who all lived in the same high-rise building). While this can be time consuming, it's a good way to confirm that you have the most up-to-date and relevant data.

    A third way to get relationship information is through your organization's gift officers. Talk to them, read through contact reports, look at event attendee lists. One great way to collaborate with your gift officers is to work together on a peer screening project for your top donors. Put together a list of people your organization wants to connect with, and put that list in front of your most involved volunteers and donors. Ask who they would be willing to introduce you to (and if you want to get them really involved, ask for their help in soliciting!). This kind of first-hand information can yield connections and details that you would not have been able to find otherwise.

    Now, once you get all of this great information, what do you do with it? The first thing to remember is: if it isn't in the database, it didn't happen! Have a way to code these relationships and refer back to them in the future.

    Additionally, have a way to display these connections. All of this data is useless if no one looks at it. There are lots of great data visualization tools that can help you illustrate relationships. There's a reason why it's called relationship mapping: visuals are important!

    Finally, go back to the "why": remember your end goal. You're doing all of this work for a reason! Having a plan and a goal will inform your deliverables, the resources you put into gathering the information, and will help you plan your next steps in the upcoming year (introductions, solicitations, event invitations, etc.)

    From all of us at APRA-IL, we wish you (and your prospects!) a happy holiday season.

  • Fri, October 31, 2014 8:41 AM | Anonymous member (Administrator)

    By Elisa Shoenberger

    No one reads the obituaries except maybe Prospect Management and Research.  It’s an interesting world in our field especially since people are always talking about “big data” and “analytics.” Obituaries seem the definition of antiquated, old-fashioned, and dull. It’s not a lot of fun reading through the obituaries day in and day out. My colleagues and I believe that the next billion-dollar idea is for someone to create a reliable obituary reading system.

    I digress. Obituaries, I’ll admit, have their place. They are probably one of the more reliable sources for family connections. From my experience with writing and editing an obituary for my family, I learned that the families or a representative of the family have to review the obituary. Mistakes are the result of family error or proofing errors. For me, this makes me feel pretty confident of obituaries as a source for family connections. Finding an obituary for someone in a family has solved so many mysteries of people’s relationships to each other. It is actually disappointing when I cannot find one when researching someone when a question comes up about their family.

    Obituaries can help accomplish your organization’s mission. This is the heart of why Prospect Management and Research go over the obituaries every day. We want to acknowledge the passing of alumni, friends and their loved ones. Plus it is unfortunate when an institution keeps mailing to people who have passed away.  No need to accidentally salt a wound. Moreover, Loyola has priests on staff that can reach out to the families to provide pastoral care. Some of the priests even preside over funerals. So it’s essential for us to continue in fulfilling our mission.

    In addition to aiding in cause of mission, obituaries surprisingly can be a wealth indicator. Obituaries are not cheap; the longer the obituary, the pricier they get. We are talking about a couple hundred dollars if not thousands of dollars. Moreover, if someone is in the New York Times, it is really a big deal. At least a thousand dollars for a short death notice. For many newspapers, the picture is extra too. Curiously, the Chicago Tribune will give you a deal, if you run the obituary for multiple days. Of course, you have to be careful about the way you promote a lead when there has been a death in the family.

    While obituaries mark sad and serious occasions, they can definitely reveal quirky and sometimes humorous aspects about the deceased and/or their family. Several obituaries have referred to “granddoggers,” a term to refer to the deceased’s beloved dogs. Sometimes you find interesting hobbies about the deceased from obituaries. One obituary mentions a person’s love of raising chickens in the city nonetheless and acupuncture. Independently, these activities would be mildly unusual but not special. Together, they are unique. Some euphemisms for death are curious, such as suggesting that the deceased had been promoted to the heavenly baker of the sky.

    Sometimes you get a window into the family dynamics. For instance, in one obituary, one of the children was referred to as “the favorite son.” And yes, there were multiple children listed. One obituary made mention about how one child and her husband took such loving care of their parents and then proceeded to mention the other children.  Another obituary got a little more scandalous than is common. It used the phrase “Her shimmering hips led to” and then named the couple’s children. Another obituary mentioned how the living spouse survived the marriage. That’s one way to put it.

     One obituary noted how the deceased and her husband eloped and got married in Las Vegas. It is neat to see that some people have actually done this; it is not just something you see in Hollywood movies. And there was the recent obituary written by the deceased that has gone viral. You have to read it to fully appreciate it.

    Obituaries have their place in our big data world. They are great for family relationships. Moreover, they can help your organization fulfill its mission. The costs related to obituaries make them a bit of an unexpected wealth indicator. Finally, there can be some interesting and quirky aspects to obituaries.

  • Tue, October 07, 2014 9:51 AM | Anonymous member (Administrator)

    Written by Elisa Shoenberger

    What a datapalooza! The APRA IL Fall Conference was a blast. We had the three rock star data analytics gurus, Josh Birkholz, Peter Wylie, and Kevin McDonnell instruct and inspire us in the wonderful world of data analytics. We had attendees from all over the US and even a few from Canada! We here at APRA IL are so pleased at the quality of attendees and speeches of the event.

    To give a brief recap, we began with networking roundtables over breakfast. I hosted one table roundtable where we brainstormed about new ways to find prospects and how to implement data analytics into our everyday jobs. This gave us a chance to learn from our peers about their challenges and successes. Upstairs, we had a photographer taking professional headshots so we could spruce up our profiles.

    Josh Birkholz and attendees

    Our first speaker, Josh Birkholz, a principal at Bentz Whaley Flessner (BWF), gave a wonderful talk on the state of data analytics in the business and the nonprofit worlds. Big companies like Target and UPS have made extensive use of analytics to segment their customers or to predict future engine failures. Target has even put microchips in some shopping carts to see how people move them around the store! Fundraising shops can benefit significantly from employing data analytics in their operations. Josh Birkholz outlined five ways that analytics can be used to gain business insight. First, you can profile your constituents to get a descriptive analysis of your constituents. This would be traditional market research. Second, you can conduct a descriptive analysis at the program level. Third, you can make your data accessible through data visualizations. After all, we have to sell the data. Fourth, you can conduct predictive modeling to predict constituents and process outcomes. Fifth, you can forecast or simulate future business outcomes like future cash in or campaigns. That’s powerful for any organization. From BWF research of organizations that have implemented analytics, 91% of established programs have observed positive results while the rest have not had enough time to see the benefits. Very compelling argument for the power of analytics! Josh Birkholz ended with the apt quotation from Hal Varian: “I keep saying that the sexy job in the next 10 years will be statisticians. And I’m not kidding.”

    In the afternoon, Peter Wylie and Kevin McDonnell, coauthors of Score!, walked us through a model that they created. They worked with Rush University Medical Center to model patients and alumni for this presentation. In order to create a predictive model, three things are needed: a data file, statistics software, and something to predict.  It’s important to have a solid question before you go into the data. They began by walking us through a simple scoring model to predict lifetime giving on the data set from Rush University Medical Center. They walked us through some easy data transformations where we changed data to 1s and 0s to indicate if we had data or not. We then looked the various variables in statistical software and created a score based on our findings. It was a great opportunity to see “behind the curtain” of modeling. Too often we get caught up on how complex things can be, so it was nice to see how a model was done.

    Peter Wylie

    The dynamic data duo pointed out some useful tips for individuals who want to start implementing data analytics. First, do not let messy data get in the way of modeling. Clean data is obviously better but you do not want to wait for the perfect conditions to learn how to make your own models. No time like the present to start. Second, never get rid of data; old data is useful! Third, it may be useful to look back at old models. Kevin McDonnell talked about how he’ll revisit past models in six months to a year to see how effective it was and build on that knowledge. The more you do it, the better (hopefully) you get. Fourth, no matter what you do, research should look at the individuals before they get rolled out to gift officers. We’ve all learned hard lessons about sending spreadsheets to gift officers. We have look at the individuals that score well and determine the next steps with them. Do not blindly push people out, at least at the Major Gift Level.

    Kevin McDonnell

    That’s just a taste of the magic at the conference! I can’t wait for our next conference! Hope to see you there!

    (Photo Credits: Rodney Young)

     

  • Wed, September 24, 2014 2:46 PM | Anonymous member (Administrator)

    Written by Elisa Shoenberger

    Uncle Sam Wants You at the Data Analytics Conference!

    The temperatures are falling. The trees are exploding in rainbows. It’s that special time of year. Yes, it’s APRA IL’s Data Analytics Conference! We are eagerly crossing off the days in anticipation of this event with renowned speakers: Josh Birkholz of BWF and Peter Wylie and Kevin McDonnell, authors of Score!

    But the big question is why analytics? Why is it important for researchers like you and me? As you may know, Big Data is the buzzword of the year, if not the decade. With the monumental increases in technology, we live in an age where an unprecedented amount of data can be collected and analyzed. Now, this might seem very scary to some people, especially with recent revelations about the NSA or scarily accurate predictive modeling by Target.

    Despite these challenges, this new world order of data presents a lot of opportunities for researchers in the fundraising world. Analytics can help us make smarter decisions as a research department, as a fundraising department, and ultimately as an organization. In Josh Birkholz’s Fundraising Analytics, he writes: “Analytics is a suite of metrical tools and techniques for understanding the past and projecting the future. We can use analytics to understand our fundraising programs.” Faön M. Mahunik, Director of Research Analytics, writes that analytics can help you spot patterns in your data. He uses the example of a museum that tracks its members and people who attend events. Is there any relationship between people who attend events and people who become members? Data mining can help figure it out.

    Analytics can help us figure out if we are spending the right money on the right donors. In a recent article about donor retention, Helen Brown talked about how analytics can help identify new donors that are the most likely to renew and make sure that those people are effectively stewarded.   Think of how much money could be raised and saved on direct mail if you only mailed to donors that are likely to renew!

    While analytics is particularly helpful for annual giving, there are important applications at the major gift level. Birkholz continues on and says, “We can use analytics of pave our road for the future. Which prospects will be our top donors 10 years from now?” Analytics can be used to determine: What do our major donors look like as a whole? Maybe they all live in Oak Brook or live in the Gold Coast of Chicago. But most importantly, analytics can help you figure out who else in your database also looks like a major gift donor. Maybe that’s the next person I should research. I know that I’ve used Major Gift Scores from modeling projects to help me prioritize my work. These modeling scores are critical to increasing the efficiency and effectiveness of our researcher work. This is just another example of the power of analytics. All in all, data analytics, to paraphrase from Josh Birkholz, can inform the fundraising strategy, which is the core of our research work.

    So, come on, come all to APRA IL’s Data Analytics Conference and find out how you can join the data effort!

    Josh Birkholz, Fundraising Analytics, John Wiley * Sons, Inc, 2008, 2.

    Faön M. Mahunik, “How Analytics Impacts Fundraising,” CCS Philanthropy 360, 5/17/11, accessed 9/22/14, http://ccsfundraising.wordpress.com/2011/05/17/how-analytics-impacts-fundraising/

    Helen Brown, “Prospect identification: 4 ways to help retain new donors,” Helen Brown Group, 9/18/14, accessed 9/22/14, http://www.helenbrowngroup.com/prospect-identification-4-ways-help-retain-new-donors/.

    Josh Birkholz, Fundraising Analytics, John Wiley * Sons, Inc, 2008, 2.


Apra-IL is a 501(c)6 non-profit organization. 

332 S Michigan Ave. Suite 1032 #A62, Chicago, IL 60604 | 872.267.2772 | apraillinois@gmail.com

Copyright © 2018 Apra-IL. All rights reserved. 

Powered by Wild Apricot Membership Software