John Sauv

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. with SPSS

• John Sauvé-Rodd
• Datapreneurs

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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)
• We create INSIGHT

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Agenda

• Charity fundraising in the UK
• Analytics
• Tools skills
• Common tasks
• Advanced uses of SPSS
• QA
• Some light reading

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But first - Lets 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

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Its 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)

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Fundraising Analytics Evolution
But where are the TOOLS ?

• 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

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Tools Skills
6 x 9 42

• CONSTRAINTS
• Fundraising databases cant do analysis well
• EXCEL cant 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)

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ASSESS November 2007
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Common tasksData validation reformatting
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Data / file transformation
Lets have a look at some syntax.
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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

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How is the world made better by SPSS?

• We can make sense of donor behaviour
• In a vast, swirling, ever-changing marketplace
• We generate genuine insight
• We recognise the best (and worst) donors
• And can thus meet their needs
• We make budgets go further
• Charities LOVE to save money
• We make more money (net)
• And this helps our cause and mission

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Summary (applies to SPSS Base)

• If we didnt have SPSS wed 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 fundraisingfocused
  
• 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)

QA???
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Some light reading

• 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.ht
  ml

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Words to live by