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John Sauvé-Rodd Datapreneurs™

……. with SPSS. John Sauvé-Rodd Datapreneurs™. How is the world made ‘better’ by SPSS?. We can make sense of donor behaviour We recognise the best (and worst) donors We make budgets go further We make more money (net) We create INSIGHT. Agenda. Charity fundraising in the UK

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John Sauvé-Rodd Datapreneurs™

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  1. ……. with SPSS John Sauvé-Rodd Datapreneurs™

  2. How is the world made ‘better’ by SPSS? • We can make sense of donor behaviour • We recognise the best (and worst) donors • We make budgets go further • We make more money (net) • We create INSIGHT ASSESS November 2007

  3. Agenda • Charity fundraising in the UK • Analytics • Tools & skills • Common tasks • Advanced uses of SPSS • Q&A • Some light reading ASSESS November 2007

  4. But first - Let’s talk about ME! • Veteran fundraiser and dataholic (with no recovery plan) • 25 years in the biz • International fundraising consultant (no, really) • Adore, love, addicted to SPSS • Founder & Chair of the INSIGHT in Fundraising Special Interest Group • Want the truth? • www.datapreneurs.net ASSESS November 2007

  5. It’s big business Fundraising….. 190,000 registered charities £40 billion (not a misprint) raised annually ‘Top 20’ dominate revenue – such as NSPCC, CRUK, Salvation Army, Guide Dogs, Save the Children Known as the ‘third sector’ of British civil society More: (http://www.charity-commission.gov.uk) ASSESS November 2007

  6. Fundraising Analytics Evolution STARTED: 1970s - direct mail marketing / mass markets / huge volumes / data mining GREW: phone, face to face, legacies, community fundraising NEW: web fundraising EMERGING: major gifts / the super-rich YET TO COME: insight / melding of qualitative with quantitative research But where are the TOOLS? ASSESS November 2007

  7. Tools & Skills 6 x 9 = 42 • CONSTRAINTS • Fundraising databases can’t do analysis well • EXCEL can’t handle large amounts of data • raw SQL / VB programming v. tedious • data transformation essential • …. as well as statistical functionality • budget/TCO always an issue • SPSS is ideal (learning curve excepted) ASSESS November 2007 7

  8. Common tasksData validation & reformatting ASSESS November 2007

  9. Data / file transformation Let’s have a look at some syntax…. ASSESS November 2007

  10. Advanced uses of SPSS in fundraising • Complex data • Multiple file joins for advanced prospect research • ‘Stickiness’ analysis • Predictive modelling • Regression • CHAID • KPIs • Retention rates • Reactivation rates • File growth projections • Profitability* • Lifetime value • Donor life-cycles • Tenure ASSESS November 2007

  11. How is the world made ‘better’ by SPSS? • We can make sense of donor behaviour: • In a vast, swirling, ever-changing marketplace • We generate genuine insight • We recognise the best (and worst) donors • And can thus meet their needs • We make budgets go further • Charities LOVE to save money • We make more money (net) • And this helps our cause and mission ASSESS November 2007

  12. Summary (applies to SPSS Base) • If we didn’t have SPSS …we’d have to invent it • SPSS’ flexibility is one of its strongest assets • TCO is good but the learning curve is steep • SPSS’ own training courses are poor: • Because they are generic & not fundraising–focused • Modular SPSS add-ons make analysis development attainable • Most of the ‘real’ stats applications in SPSS are unused (and this is likely to continue for as long as fundraisers remain a mathematically challenged group) Q&A??? ASSESS November 2007

  13. Some light reading My 2007 research paper on Donor-level Profitability (using SPSS & published by the Institute of Direct Marketing) will be on the ASSESS website for anyone foolhardy enough to want to know more (20 pages / 6,000 words and a lot of charts) http://www.spssusers.co.uk/Events/2007/confprog.html ASSESS November 2007

  14. Words to live by ASSESS November 2007

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