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

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) INSIGHT We create INSIGHT 2ASSESS November 2007

3. Agenda 1.Charity fundraising in the UK 2.Analytics 3.Tools & skills 4.Common tasks 5.Advanced uses of SPSS 6.Q&A 7.Some light reading 3ASSESS 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 www.datapreneurs.net 4ASSESS 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)http://www.charity- commission.gov.uk 5ASSESS 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 ? 6ASSESS 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) 7ASSESS November 2007

8. Common tasks Data validation & reformatting 8ASSESS November 2007

9. Data / file transformation Let’s have a look at some syntax…. 9ASSESS 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 10ASSESS 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 insight We generate genuine insight We recognise the best (and worst) donors their – And can thus meet their needs We make budgets go further LOVE – Charities LOVE to save money We make more money (net) – And this helps our cause and mission 11ASSESS 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) 12ASSESS November 2007 Q&A???

13. Some light reading Donor-level Profitability 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 13ASSESS November 2007

14. 14ASSESS November 2007 Words to live by