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Data Analysis
The change from a piece-rate compensation scheme to an hourly compensation scheme was enacted in the fall 2011, however the fall giving period is typically not comparable to the spring period. Thus, data from Spring 2011 and Spring 2012 are used. The data was received directly from the Annual Funds records. There are 23 call lists in total: 11 from Spring 2011 and 12 from Spring 2012. The additional group from Spring 2012 is omitted from the results because there is not a corresponding control group from Spring 2011.
The list categories were as follows:
- List 2 (Second Ask): Individuals asked to be called in spring for second donation.
- List AB (Assigned Prospects): High income individuals given to the Annual Fund to call.
- List D (Donors): Individuals who give $0-$250 every year for under 5 years in a row.
- List F (Donor First): Individuals who gave for the first time last year.
- List G (Long Lapsed): Individuals who haven’t shown support for at least 4-7 years.
- List H (Holding Poll): Individuals whom research has shown to have a high income.
- List L (Lapsed): Individuals who gave 2-3 years ago.
- List N (New): Individuals who have never shown support.
- List P (Donor Plus): Donors that give $250-$1000 annually.
- List R (Recent Grads): Individuals who graduated from UMass in the last 5 years.
- List S (Spring Donor): “Call only in spring” donors.
Table 5.1: Call attempts and pledges by list
| List | Spring 2011 Call Attempts | Spring 2011 Pledge Amount ($) | Spring 2012 Call Attempts | Spring 2012 Pledge Amount ($) |
|---|---|---|---|---|
|
2 AB D F G |
117,679 5,747 28,408 2,658 95,745 |
255,700 35,036 75,494 4,190 43,700 |
107,782 9,184 15,085 173 47,429 |
222,044 40,075 30,197 250 14,428 |
|
H L N P R |
5,937 92,921 261,499 2,733 13,635 |
7,735 67,946 97,188 27,100 2,705 |
1,865 30,694 305,375 1,394 147,993 |
2,940 16,715 90,607 24,425 34,493 |
| S | 68,895 | 67,236 | 96,946 | 89,474 |
| Total | 695,857 | 684,030 | 764,190 | 565,648 |
The number of call attempts decreased for groups 2, D, F, G, H, L, and R; the amount of call attempts increased for groups AB, N, R, and S. The amount of pledge dollars decreased for groups 2, D, F, G, H, L, N, and P; the amount of pledge dollars increased for groups AB, R, and S. The total amount of call attempts increased by 68,333; however, the total amount of pledge dollars decreased by $118,390.
Table 5.2: 2011 and 12 pledge per attempt by pay scheme
|
2 AB D F G |
2.173 6.096 2.657 1.576 .456 |
2.060 4.364 2.002 1.445 .304 |
-5.2* -28.4* -24.7* -8.3* -33.3* |
|
H L N P R |
1.303 .731 .372 9.916 .198 |
1.576 .545 .297 17.523 .233 |
20.952 -25.4* -20.2* 76.7 17.7 |
| S | .976 | .923 | -5.430* |
| Total | .983 | .750 | -24.7* |
∗ indicates a percentage decrease in pledge per attempt
For lists 2, AB, D, F, G, N, and S the amount of pledge dollars received per call attempt decreased. For lists H, L, P, and R the amount of pledge dollars received per call attempt increased. Overall, seven out of the eleven lists decreased in pledge dollar amount per attempt, which is consistent with how much pledge dollar amount decreased overall. Additionally, the overall amount of pledge dollars per call decreased by almost twenty-five cents.
Table 5.3: Percentage changes in pledges by compensation and industry
| Compensation Type | Industry | % Change |
|---|---|---|
| Hourly | Donation calling center | -24.7 |
| Piece-rate | Autoglass installation | 36.0 |
| Piece-rate | Tree thinning | 20.0 to 23.0 |
| Piece-rate | Published research | 50.0 |
| Period | Days Spring 2011 | Days Spring 2012 | Spring ’11 Pledge per Attempt | Change Previous Month % | Spring ’12 Pledge per Attempt | Change Previous Month % |
|---|---|---|---|---|---|---|
|
January February March April May |
31 28 31 30 30 |
31 29 31 30 30 |
.884 .763 1.067 1.168 .784 |
- -13.7 39.8 9.5 -32.9 |
1.056 .828 .613 .929 .699 |
- -21.6 -25.9 51.5 -24.8 |
