DATE 1-26-15

USING DATA IN SPORTS FUNDRAISINGDATA-DRIVEN METHODS

DATA MININGA 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%

WITHIN SPORTS IT HELPS SHOW SOME FACTS AND FIGURES RATHER THAN JUST RELYING ON GUT FEELING

PREDICTIVE ANALYTICSuses 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

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!

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

IN HOUSE STAFF? THIRD PARTY?STAFF LIMITATIONS NATIONAL ORGANIZATIONS NEED COMPUTER PROFICIENCY!

DATA MINING & PREDICTIVE ANALYTICS IN HIGHER EDUCATIONUNSTABLE ECONOMY TIGHT BUDGETS STAFF CUTBACKS/HIRING FREEZES ALUMNI, FACULTY, STAFF, DONOR BASE = CRITICAL TO OPERATION

ECONOMY AFFECTS FUNDRAISING FOR COLLEGE ATHLETIC FACILITIESATHLETIC SPENDING = SOURCE OF TENSIONS BETWEEN CORE MISSION OF UNIVERSITY AND COMMERCIAL VALUES

*KNIGHT COMMISSION ON INTERCOLLEGIATE ATHLETICS STUDY, 2011

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…

IF CORE MISSION IS TO RAISE $, NOT A GOOD IDEA TO ELIMINATE FUNDRAISERS LIFEBLOOD

WHY IS ATHLETICS A TREMENDOUS ASSET TO THE UNIVERSITY???

THE FLUTIE EFFECT

16%

12%

ENROLLMENTS

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.

IN CLASS EXERCISEHOW ATHLETICS HAS HELPED UNIVERSITY GROW IN POPULARITY/APPEAL/ENROLLMENTS