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Data Template: Gaining Actionable Insights For Your Charity

October 9, 2017

by John Gormley

With the next iteration of the What Canadian Donors Want survey launching this fall (results will be ready in early 2018), now seemed the perfect time to remind all AFP Canada members about the companion tool to the survey: a user-friendly data template.

Developed by the AFP Foundation for Philanthropy - Canada Research Committee, this tool can assist fundraisers in further analyzing donor motivation, solicitation and giving decisions, as well as views and attitudes toward the charitable sector of your own database, as benchmarked against previous survey results.

This analysis and segmentation will allow you to tailor fundraising strategies for your donors segmented by region, gender, age, income and likelihood to donate in the next 12 months, as well as by six donor motivation segments originally identified in the 2015 study.

This approach will allow your team to identify overall tendencies and drill down to uncover insights that are applicable and actionable specific to your organization.

To start exploring the data, simply open the file “AFP 2015 WCDW Data Template” and ensure macros are enabled: 

1)     Select the desired segment from the drop-down lists.

2)     Expand sections to see results for each topic.

3)     Index to understand how the segment compares to Canada (base of 100):

  • 176 indicates that the segment is 76% more likely to respond this way
  • 82 indicates that the segment is 18% less likely to respond this way

Download a PDF info sheet and the data template file here.

Want to learn more? Contact John Gormaly, or Lori Gusdorf,

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