Data mining for higher education fundraising

Agatha Albano, Peter Busch

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution

Abstract

Higher education fundraising in Australia is typically conducted by a university office called ‘Advancement’. This office is responsible for encouraging and securing the university’s fundraising and development activities. While investment in alumni giving is consistent and increasing in Australia currently, much can still be done to increase the effectiveness and success of fundraising activities - specifically what is referred to as the annual fund. One appropriate technique to help in this mission is data mining where even high level data analysis can provide great insight into the data. Clustering algorithms can group donors based on shared characteristics and hopefully help the advancement team at the university in understanding their alumni and donors, what engages these groups and how an initial gift can be used to build long term relationships. By improving donor understanding and developing donor profiles the advancement team can personalize their targeted messaging and enhance donor engagement. The use of cluster analysis can also improve the effectiveness of annual fund raising campaigns and returns on investment by using data driven strategies. For best insights the underlying data must be clean, consistent and available; this is a challenge of implementing data driven strategies.
Original languageEnglish
Title of host publicationProceedings of the 33rd International Business Information Management Conference (IBIMA)
EditorsKhalid S. Soliman
Place of PublicationGranada Spain
PublisherInternational Business Information Management Association, IBIMA
Pages154-168
Number of pages15
ISBN (Electronic)9780999855126
Publication statusPublished - 2019
Event33rd International Business Information Management Association Conference, IBIMA 2019 - Granada, Spain
Duration: 10 Apr 201911 Apr 2019

Conference

Conference33rd International Business Information Management Association Conference, IBIMA 2019
CountrySpain
CityGranada
Period10/04/1911/04/19

Keywords

  • Data Mining
  • Fund Raising
  • Higher Education
  • Australia

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  • Cite this

    Albano, A., & Busch, P. (2019). Data mining for higher education fundraising. In K. S. Soliman (Ed.), Proceedings of the 33rd International Business Information Management Conference (IBIMA) (pp. 154-168). Granada Spain: International Business Information Management Association, IBIMA.