Predicting Who Will Give
Almost every charity’s pool of donors includes plenty of people who have both the means and the inclination to make a far bigger gift than they ever did in the past. The trick, of course, is to figure out just which people will make the leap.
To that end, Memorial Sloan-Kettering Cancer Center, in New York, has become one of a small but growing number of institutions to embrace a technique known as predictive modeling to help it set priorities and decide which donors deserve the most attention. While the approach requires fairly sophisticated statistical software and a staff member or a consultant who knows how to use it, fund raisers say predictive modeling can be an option for even relatively small organizations in need of a way to sort through records of previous donors.