Using data to drive life-changing impact at Red Nose

Our students are using data to improve donor engagement and increase fundraising efforts to support Red Nose’s life-saving work.

It’s one of Australia’s most well-loved charities dedicated to saving little lives and helping families affected by the loss of a pregnancy, stillbirth, or the death of a baby or child.

But Red Nose faces the same challenge as many non-profits: how to raise funds in a crowded market and utilise limited resources.

In a recent Marketing Analytics course at Melbourne Business School, Master of Business Administration students took on a real-world project that transcended the classroom.

Leveraging data from donors’ histories over three decades, students worked to uncover insights to guide Red Nose towards a future that will drive greater efficiency and effectiveness in their fundraising.

Professor of Marketing Ujwal Kayande who delivered the course, said it was a clear demonstration of the far-reaching impact marketing analytics can have.

“In today’s market, where charitable organisations must balance compassion with efficiency to make a difference, data analytics offers profound value in driving positive social change,” he said.

Red Nose’s Director of Fundraising Rachel Bailey said the insights provided by Melbourne Business School students would be directly applicable to the charities’ strategic operations.

“Their work has not only highlighted opportunities within our current fundraising strategies but also given us a fresh perspective on donor engagement,” she said.

“We’re excited to put their recommendations into action to deliver an even greater impact for Australian families.”

Uncovering data-driven insights to inform fundraising

The project saw students set out to achieve three outcomes that could shape Red Nose’s fundraising initiatives:

1. Analyse campaign effectiveness

By analysing data on past campaigns, students could identify the fundraising initiatives that resonated most with donors, helping the charity make informed choices about where to focus resources.

2. Measure donor equity  

Students used predictive modeling to estimate “donor equity” across campaigns, helping the organisation understand the cashflows that they should expect in the future.

3. Predict donor retention  

Understanding which donors are likely to continue their support is invaluable for a charity working with limited resources.

Using data on donors’ recency and frequency of donations, students built statistical models to predict the probability of future donations from individual donors.

Combining this prediction with the amounts they are likely to give in the future, students enabled Red Nose to make smarter, data-informed decisions on donor engagement.

Translating insights into life-changing outcomes

The students’ work extended beyond simply answering the project’s main questions.

They provided additional recommendations, such as personalised outreach strategies for high-likelihood donors, demographic-specific messaging, and carefully timed campaigns to maximise engagement.

Students used SAS software to conduct their analysis, which provided them with the data and AI apps necessary to handle large datasets and run complex models.

“SAS, a founding partner of the school’s Centre for Business Analytics, was integral to the project,” Professor Kayande said.

“It allowed students to perform sophisticated analyses, develop accurate predictions, and ultimately recommend evidence-based actions for Red Nose Australia to take.”

The project was invaluable for students who had the opportunity to apply complex analytical techniques to real-world data and see the direct impacts of those insights on an organisation.

“In our MBA program, we aim to train students to be problem-solvers who can connect evidence and insights to action,” Professor Kayande said.

“This partnership with Red Nose allowed our students to bring their skills to life, with real impact.”

A fresh perspective on donor engagement

Marshall Owen, one of the MBA students involved in the project, said the experience was an excellent learning opportunity.

 “It wasn’t just about analysing the data; we were always cognisant of the real people and families behind the data,” he said.

 “We felt a responsibility to make our analyses meaningful and actionable.

“Knowing that our work could help Red Nose with such an important cause made this one of the most rewarding projects of my MBA journey.”

Marian Ngo who completed her MBA at the School in 2016 and is currently a partner at the global law firm K&L Gates and Deputy Chair of the Red Nose Board, helped connect the two organisations earlier this year.

“Connecting my alma mater with Red Nose for this project was incredibly fulfilling,” Ngo said.

“The students’ work will help us make better decisions to support our mission, and it’s inspiring to witness the next generation of leaders using their skills for such meaningful causes.”

To find out more about studying at Melbourne Business School, visit our Degree Programs and Short Courses pages, or learn about our range of services For Organisations.

For more analytics information and research, visit our Centre for Business Analytics page.

For more information about Red Nose or to support their work, visit their website.