OVERVIEW

Acquiring new donors can be difficult and expensive for any annual giving program. Fortunately, predictive modeling can make the challenge of converting non-donors into donors easier and more efficient. Creating and applying a simple scoring system can help you to determine which non-donors are most likely to respond to direct appeals and which marketing channels will yield the highest return for various segments.

WHAT YOU’LL DISCOVER

• Methods for building low cost donor acquisition models in-house using Excel
• Guidelines for applying model scores to prioritize prospects and non-donor segments
• Advice for allocating your resources to each of your marketing channels based on model outcomes
• Tips for assessing the strength and effectiveness of your models and your acquisition efforts
• Examples from other institutions, and more!

Thanks to the Annual Giving Network (AGN) team for inviting me to present on predictive modeling for donor acquisition.