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How data analysis can help your charity to enhance its fundraising results

"Everyone has to develop a strategy. This needs to be underpinned by facts not conjecture. How can you do that if you don’t know who is supporting you?" says John Whitehead, a consultant data analyst.

Data analysis can tell you who has donated in the past, the amount and how they gave. Insight such as this can help you understand patterns of giving, such as whether income is falling because the number of donors is decreasing or because they are giving less. And it can help identify if you’re getting a return on investment.

"When recruiting new regular donors, for example, you need to project income over a longer period than one or two years. You may lose around 10% of donors a year through cancellation. A significant minority should still be supporting you in t10 years’ time," says Whitehead.

Becky Slack

Full Story: http://www.theguardian.com/voluntary-sector-network/2014/mar/04/how-to-use-data-analysis-to-enhance-fundraising

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