Title

DATA MINING AND THE NON-PROFIT

Presenter Information

Crystal Wood

Presentation Type

Presentation

Abstract

Data mining is the process of using a scientific approach in identifying patterns from large data sets. This approach to data analysis supports customer relationship management, an organization’s efforts to understand and provide enhanced service to its most important customers. Data mining is used by many organizations today and non-profit agencies have discovered the benefits to utilizing this scientific approach in their marketing efforts and projections. Drawing on existing empirical academic writings and research by UM faculty, as well as other documented research, this paper examines what data mining is and how non-profit agencies can utilize this approach in donor profiling. As a result of this analysis, the pros and cons of data mining are identified. Additionally, the relationship between how non-profit agencies use this data analysis to target fundraising opportunities and the effectiveness of this approach is examined.

Category

Social Sciences

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Apr 15th, 9:20 AM Apr 15th, 9:40 AM

DATA MINING AND THE NON-PROFIT

UC 332

Data mining is the process of using a scientific approach in identifying patterns from large data sets. This approach to data analysis supports customer relationship management, an organization’s efforts to understand and provide enhanced service to its most important customers. Data mining is used by many organizations today and non-profit agencies have discovered the benefits to utilizing this scientific approach in their marketing efforts and projections. Drawing on existing empirical academic writings and research by UM faculty, as well as other documented research, this paper examines what data mining is and how non-profit agencies can utilize this approach in donor profiling. As a result of this analysis, the pros and cons of data mining are identified. Additionally, the relationship between how non-profit agencies use this data analysis to target fundraising opportunities and the effectiveness of this approach is examined.