3 Top Analytics Techniques Every Fundraiser Should Know, Part 3

Using this data, you build statistical models to predict who will reactivate. Your lapsed donors are ranked and given scores. Typically, the top 10 percent to 15 percent with the highest scores are identified as key prospects for lapsed initiatives/mailings. Combining what you know and what you gather from the co-op, you can get a more advanced look at who your lapsed donors are. For example, you might know that a lapsed donor has given you three donations over five years, donates $25 on average and has given a high gift of $40. To supplement that, the co-op lets you know that that lapsed donor has an income of $60,000, donates to five different organizations each year, has given six gifts this year, has purchased twice from a clothes catalog and once from a garden catalog in the past year, and subscribes to a quilting magazine.