3 Top Analytics Techniques Every Fundraiser Should Know, Part 2

By Joe Boland

He then provided the example of a cluster analysis a client he worked with performed, which revealed that the organization had five segments — 24 percent of donors were in their AARP years, 23 percent were younger couples and singles, 22 percent were affluent professionals, 18 percent were large settled families, and 13 percent were middle-class families. From that data, the organization learned the following:

Segment 1: Affluent Professionals

The wealthiest segment, average age of 51 and 62 percent of household heads are 45 to 64.
Average incomes is $143,000 and all earn more than $75,000
43 percent are in professional or technical professions
55 percent have children 18 years or younger in the household
Average length of residence is about eight years
Average donation is about $31, and 52 percent are $25+ donors

Segment 2: Middle-Class Families

Average donor age is 52, and 63 percent of household heads are 45 to 64 years old
Average income is $67,700, 56 percent earn $50,000 to $100,000
38 percent are in professional or technical professions
76 percent are married
Average length of residence is about five years
Average donation is about $19, and 32 percent are $25+ donors

Segment 3: Large Settled Families