Part 3: The Analytics Journey Throughout Your Campaign: Using R
Part 3: End of Campaign and Post-Campaign Analysis
Part 3 of our series covers end of campaign prospecting, as well as post-campaign forensics. Modeling last-minute and repeat donors helps make sure that your campaign will reach its goal. The end of your campaign is also the best time to analyze its results while outcomes are still fresh. Using these tools will help build strategy for both your next campaign and your post-campaign major gifts program.
This course is designed for a program manager and an analytics staff member to work through together. We review the concepts of using data to drive campaign planning and execution, and then provide separate videos on exercises for the analyst to use to analyze and model the data.
As your campaign winds down, your analytics needs change from prospecting, to assessment, to last-minute prospecting. Identifying what strategy your campaign needs is key to its success, and, as fundraisers, we often don't have a daily handle on the metrics we need to improve strategy in a timely way.
Using workbooks and discussion, explore the campaign timeline through the eyes of modeling, visualizations, dashboarding, and assessment. You will be walked through specific exercises, using your own data in your shop, to assess your program and to add tools and processes to create the best possible business intelligence for your campaign.
This course if effective for both multi-year and annual campaigns, as well as for campaigns for specific projects.
You must already be familiar with using the R package, preparing data, and running models such as linear and logistic regression. This is not a beginner's course: It is designed for data scientists to expand their skills and thoroughly support their organizations' campaign efforts.
Marianne Pelletier has 30 years of fundraising experience, with the majority in prospect research and prospecting. She is one of the first adopters of donor modeling and data mining techniques. Her professional experience includes prospect research, both as a research analyst for Harvard and Lesley Universities and as a department director for Carnegie Mellon University and Cornell University.
Pelletier’s multi-decade career also includes running an annual giving program with average increased revenues of 27% per year; and providing software consulting through the Datatel Corporation, teaching clients both how to use their new software and assisting them with better analysis and more efficient processing. She led the analytics division of the Helen Brown Group for over 10 years, and remains an associate.
A recipient of a lifetime achievement award from the New England Development Research Association and a Woman of the Year designation by the National Association of Professional Women, Pelletier has served as a volunteer for both election campaigns and social service agencies. She has served on the boards of the New England Development Research Association, the Upstate New York chapter of APRA, and ending as secretary for the APRA International board.
A prolific writer, she has published articles on management, prospect research, fundraising, and personal growth on a range of platforms. A sought-after speaker, she often speaks on how to start an analytics shop, along with a variety of other subjects related to prospecting.
Pelletier is a graduate of Rockford University, and earned her MBA at Southern New Hampshire University.