b'Are you throwing away your most valuable fundraising data?Auckland Grammar School Case Studye-newsletters,AucklandGrammarSchoolFoundation In2017,AucklandGrammarSchoolsTrust communications and many parent notifications)DevelopmentOfficetransitionedto83,000 event attendances (all school and alumni events)Potentiality as its CRM system. The reason8,000individualOutlookemails(trackedthroughan for this change? We wanted to integrate all ourOutlook Plugin), 2000 attached notes as well as meetings various connections/touch points with our Oldand phone callsBoys, past and current parents and donors to developamuchmoreinformedandnuancedApproximately 2000 survey results from login registrations pictureofhowengagementlinkedwith(including expressions of interest in donating)philanthropy. 34,000 payments to the school (excluding donations and We instinctively knew, and research has borne out, that theevents)more engaged a person is with your story, the more likely theyRelevant data from the school database such as leadership are to donate.positions or awards received.Up until then, we had separate systems for event management,So how can this data help identify donors? The approach was eDMs, emails, payment portals and donor management.Weto use advanced statistical analysis in a community of 55,000 needed to do significant amounts of uploading and de-dupingmembers to understand if and to what extent the different of data.Not only was it a slow and onerous process whichengagementdata(e.g.emailclicksandeventsattended) wasnt getting us any closer to finding out how we were trackingrelates to the probability of a person becoming a donor or with donor acquisition and conversion, paying multiple licensesdonor propensity.was expensive for a New Zealand state school.Although we are only in the early stages of our donor discovery process, the work we are doing with our CRM is throwing upThe analysissome interesting data which we are now assessing. Please also note, we have a small base of donors. Many support theWe gave an anonymous version of the data to a data analyst Academic Endowment Fund campaign which is an ongoingto calculate the influence of each engagement variable. This program, however, since 2018 we have also been operating awasdonebyrunningaregressionanalysisinvolvingthe capital campaign in parallel, acquiring and engaging with newhuge quantity of engagement data and 20 years of historical donors.fundraising data. Once the initial setup was complete (changing daily habits andOnce the data analyst completed the work we had a very good migrating existing data from numerous sources) the day-to- idea about how engagement influenced fundraising behaviour. day management of our office was greatly simplified and theFor example if a community member logged in to the online visibility and the control we have on the personal information ofcommunityandexpressedaninterestinCapitalProjects our school community greatly increased. or Supporting teachers, the likelihood of becoming a donor With a data specialist on staff the focus then became how weincreased around 5000%. could start using the wealth of engagement data automatically collected as part of our daily processes, to help with donorUsing the dataidentification. Some examples of the data collected for analysis: At this point we introduce our donor prospecting tool within 4.6 million clicks across 3 connected sites over 3 years Potentiality which plots each member of the community on a propensity versus capacity to donate chart based on live data Over650,000readand125,000clickstatisticsonallin the database. bulk communications (Headmasters Bulletins, Old Boy 6 6 FACE 2 FACE MAGAZINE'