| Abstract: | With charities of all sizes now having the ability to collect and store very large quantities of data about their donors on in‐house database systems, detailed donor performance analyses have an increasingly essential role to play in the effective planning and management of fundraising. If, however, such activities are to support fully the work of fundraisers then it is important that they are undertaken from the perspective of the fundraiser rather than of the specialist data analyst. This paper introduces an approach to donor performance analysis that is founded on what is termed a ‘donor lifecycle model’. The aim of this is to provide a formal analysis methodology that provides end results that can be more easily interpreted by nonspecialists and so more effectively used in support of the efficient planning of fundraising programmes. Copyright © 2000 Henry Stewart Publications |
