3 Top Analytics Techniques Every Fundraiser Should Know, Part 2

This allows more personalized messaging, taking into consideration things like giving amount, giving history, demographics, etc., helping you predict future behaviors. Personas give you a better understanding of donor motivation and ability to donate.

Once you’ve identified donor clusters and created personas, you can do a cluster analysis. It should be driven by traits affecting donation behavior and requires specialized analytical tools, but it is an invaluable practice, so long as you “keep it manageable, but large enough to be representative,” Austin said.