Nonprofits are too slow to use data as part of their operations, despite its increasing importance, cautions the book Score! Data-Driven Success for Your Advancement Team, written by Kevin MacDonell, a fundraiser at Dalhousie University, in Halifax, Nova Scotia, and Peter Wylie, a data analyst.
To help fundraisers make the transition, the book explains how to recruit people with the right analytical capabilities. Institutions are urged to hire internally, if they can, to save time and resources, while stressing aptitude over a list of skills. Fundraising offices don’t need people with vast technical knowledge, the authors write. They guide readers through basic terms involved in data analysis, what variables to examine, how to build data files, and what math skills (not much beyond the reach of most fundraisers) are required. The book includes case studies of how nonprofits mine data to attract new donors and how they figure out whether a donor is likely to make a big contribution based on the telephone contact with a fundraiser who calls seeking an annual-fund gift.
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