1april2006 - Professional Fundraising

1april2006 - Professional Fundraising: "Fundraisers lacking in donor analysis skills

[John Sauve-Rodd]
Fundraisers are failing to maximise the full potential of their databases due to an inability to analyse data, and as such are missing out on valuable funds, according to the founder of the new Analysis in Fundraising Special Interest Group (SIG). John Sauvé-Rodd (pictured), chair of the SIG and director of Datapreneurs, told Professional Fundraising that while fundraisers are great at campaign analysis, working out ROI and even lifetime value calculations, when it comes to basic donor performance “it all falls down”.

“There are a lot of untrained people who are looking at the figures and drawing completely the wrong conclusions,” he said. “There are also certain areas of conventional wisdoms that when properly investigated are found to be wrong – the donor pyramid, for example, doesn’t exist.”"