For a great cause
understanding the Donation Base
the challenge
Special Olympics wanted to understand the distribution of participant sign ups and donations up until an event by key event dimensions Ultimately they wanted like to forecast sign ups and donations so that they could optimally change marketing activities to meet their desired event targets
the strategy
The analysis focused on a foundational exploratory analysis to understand sign up and donation patterns. Over 50,000 records were analyzed containing participant signups and donations. In addition the following fields were provided:
Event
State
Gift amount
Online vs offline donation
Group vs Individual
Repeat donor vs one-time donation
The distribution of sign-ups and donations were examined by Days to Event.
the solution
Our analysis determined that the average donation had increased each year and the average gift was higher if an individual belongs to a team, donates offline and is a repeat donor. Participant sign up and donation contributions are very predictable by week so we were able to provide an excellent opportunity for forecasting total event dollars. We also found that online donations represent 69% of total donation dollars and occur at a faster pace presumably due to the ease of making an online donatio
We helped the client understand It maked sense to market to past participants and donors using social and email marketing to increase engagement, to look at donations by city and focus marketing in those high donation areas to “pick the low hanging fruit”
Event data was available for 50,873 individual leads including participants and donors
Number of participants and donations have dropped in the past 3 years
94% of participants and 73% of donations are from Virginia
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