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Webcast and Research Opportunity: Cultivating Disaster Donors


 
  
The challenge to researchers is: 1) develop analytical tools for identifying likely repeat donors amongst those who first contribute to a disaster and 2) determine which marketing strategies are most effective in transitioning these donors from disaster-based to long-term.


Wharton Customer Analytics Initiative
A WCAI Research Opportunity Sponsored by the American Red Cross and Russ Reid

Webcast, December 8, 2012, 1 - 2 PM EST

American Red Cross When a major disaster hits, the American Red Cross (www.redcross.org) is there to provide relief to those in need. "Disaster donors," the generous people who give in response to disasters, are kept on file with the American Red Cross after their first donation. Moving forward, the American Red Cross makes ongoing appeals to them, asking them to contribute to a variety of programs, such as those focused on helping Americans prepare for disasters (i.e. community emergency response training). The American Red Cross, as well as non-profit organizations in general, have had difficulty converting disaster donors into long term donors; less than 30% of American Red Cross disaster donors give a second time. Finding effective strategies to cultivate longer relationships with this large group of donors would significantly impact the Red Cross, and potentially the entire non-profit industry.

The American Red Cross and Russ Reid (www.russreid.com), the nation's largest marketing and communications firm for non-profits, are sponsoring a WCAI Research Opportunity. The American Red Cross will be providing a data set with complete donation histories going back to 2006, as well as records of direct marketing efforts targeted at over 500,000 donors. Details on the wide variety of creative executions for appeals delivered to these donors will also be provided.

The American Red Cross' challenge to researchers is twofold:
1) develop analytical tools for identifying likely repeat donors amongst those who first contribute to a disaster and
2) determine which marketing strategies are most effective in transitioning these donors from disaster-based to long-term. To learn more about the data and business context, interested faculty and doctoral students can attend a live webinar on Thursday, December 8 at 1 - 2 pm EST. During the webinar the data will be described and executives from the American Red Cross and their marketing and communications partner, Russ Reid, will be available for Q&A. The webinar will also be archived for those who cannot attend at the scheduled time.

Please register at video.webcasts.com/events/wcai001/40417/.

After the webinar, interested researchers can submit proposals to wcai-research@wharton.upenn.edu by January 3rd, 2012 to request access to the data. A committee with representatives from the Wharton Customer Analytics Initiative, the American Red Cross and Russ Reid will select up to six research teams to receive the data. Teams will be selected based on potential for academic contribution and ability to address issues of strategic importance to the Red Cross, and the nonprofit industry as a whole.


 
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KDnuggets Home » News » 2011 » Nov » Webcasts » Webcast and Research Opportunity: Cultivating Disaster Donors  ( < Prev | 11:n27 | Next > )