This document discusses how data-driven methods like data mining and predictive analytics can help with sports fundraising. It provides examples of how analyzing demographic and behavioral data can help identify prospective donors. A case study showed predictive models using variables like graduation year, gender, race, etc. successfully identified major gift prospects at 10 institutions. The document also discusses how a tight economy affects fundraising for college athletic facilities and how athletics can be a tremendous asset by boosting enrollment, visits to university websites and applications through the "Flutie Effect". It suggests analytics can help sports fundraising identify major prospects and predict response to solicitations.
2. DATA MINING
A search within a lot of data
for info, insight and
comprehension of
tendencies
Statistical examination to
discover patterns
Not MAGIC BULLET - helps
with course of action
EXPLORATORY - not 100%
3.
4.
5. WITHIN SPORTS IT HELPS SHOW
SOME FACTS AND FIGURES RATHER
THAN JUST RELYING ON GUT FEELING
6. PREDICTIVE ANALYTICS
uses facts to forecast the future
what is their past behavior???
Looks at demographic &
behavioral elements
Behavioral elements are
important to predict actual
behavior
Just because someone makes
$200k per year does not make
them a good prospect for
athletics
7. 55 year old man
rarely attends sporting events
55 year old woman
repeatedly goes to athletic events
purchases a lot of athletic merchandise
DEMOGRAPHICS OR BEHAVIOR???
misguiding!
8. Predictive Analytical Model -
Dan Luperchio (Johns Hopkins)
Case study at 10 institutions
Based on variables
Graduation year, gender, race, city/state, # of children
Successful at all 10 institutions
Conclusion shows predictive scores will identify prospects in alumni databases likely to
make a major gift
IDENTIFIES major prospects for:
FROM CONSITUENCIES (PART-TIME ALUMNI) OR COHORT (Grad Year)
PREDICTS RESPONSE TO PARTICULAR ANNUAL FUND SOLICITATION OR
SOLICITATION VEHICLE (email/letter/call)
THE SUCCESS OF THIS CASE STUDY CLEARLY HAS POTENTIAL TO PRODUCE
TANGIBLE REWARDS IN THE SPORT FUNDRAISING ARENA
10. DATA MINING &
PREDICTIVE
ANALYTICS IN
HIGHER EDUCATION
UNSTABLE ECONOMY
TIGHT BUDGETS
STAFF CUTBACKS/HIRING
FREEZES
ALUMNI, FACULTY, STAFF, DONOR
BASE = CRITICAL TO OPERATION
11. ECONOMY AFFECTS
FUNDRAISING FOR
COLLEGE ATHLETIC
FACILITIES
ATHLETIC SPENDING = SOURCE OF
TENSIONS BETWEEN CORE MISSION OF
UNIVERSITY AND COMMERCIAL VALUES
*KNIGHT COMMISSION ON
INTERCOLLEGIATE ATHLETICS STUDY,
2011
12. ADDING ADDITIONAL
REVENUE SOURCES
PREMIUM SEATING
ATHLETIC ONLY
FACILITIES - Led to creation
of REC CENTERS
Use of student fees/
integration of facilities now
a smart move
As a result of
competitive environment…
13. IF CORE MISSION IS TO RAISE $, NOT A GOOD IDEA TO ELIMINATE
FUNDRAISERS
LIFEBLOOD
WHY IS ATHLETICS A TREMENDOUS ASSET TO THE UNIVERSITY???
16. From March 21 to March 25,
2012, visits on the admissions
page of the FGCU website
jumped from 2,280 to 42,793
The visits to the school website
jumped from 47,067 to 230,985
and the athletics website visits
jumped from 8,177 to 117,113,
according to school records
When Butler reached the national
title game in 2010 NCAA
Tournament, applications went up
41 percent.
17. IN CLASS EXERCISE
HOW ATHLETICS HAS HELPED UNIVERSITY GROW IN POPULARITY/APPEAL/ENROLLMENTS
