Machine Learning Basics: Decision Trees
Moving Beyond Regression to Find Patterns
Traditional donor modeling uses one-size-fits-all equations that simply sort constituents into lists. However, modern fundraising demands a more sophisticated approach to understand and improve the donor journey.
This introductory course teaches you how to use machine learning techniques to uncover hidden patterns in your donor data and identify distinct audience segments for more effective engagement.
What you'll learn:
- Core concepts of machine learning and how it differs from traditional linear modeling
- Practical experience with multiple decision tree methods
- Testing methods and presenting findings effectively
Through practical examples and exercises, you'll learn how to transform your fundraising analytics from simple sorting to sophisticated segmentation that drives real results.
Prerequisites: Experience in building linear models, including data preparation, significance testing, and modeling; and ability to use R for data science.
Your Instructor
Marianne Pelletier has over 35 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.