Oral Presentations - Session 1E: UC 332
DATA MINING AND THE NON-PROFIT
Presentation Type
Presentation
Faculty Mentor’s Full Name
Jakki Mohr
Faculty Mentor’s Department
Marketing
Abstract / Artist's Statement
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
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.