Financial Benefits of Data Analytics

Kennickell is the beta site for Kodak on their new data analytics tool. We are running a membership campaign for the athletic fundraising arm of The Citadel. We discovered something today that will save The Citadel's foundation about $30,000 on each future mailing. We analyzed the database of members and discovered that only 1% of those who live over 250 miles from campus historicly will join. Over 13,000 live 250 miles away or more, so if we don't mail to them we only risk losing 130 potential members but we save $30K (a financial benefit for every mailing in the future). The benefits of membership are game day parking passes and better seats in the stadium. Not surprising that the further away you live, the less interest you have. Now we have the data to prove it. We also debunked several myths they had about their membership. Data analytics is a very powerful tool!

Al Kennickell