Microdata: Your Key to the Prospects Hidden in Plain Sight

This session will define microdata and identify some of the many sources of microdata attendees may already possess that they aren't using today. It will then outline how microdata can be used to build models that sharpen our understanding of donor behaviors. Users will come away understanding how to begin identifying and collecting sources of microdata, how to preserve it for future use, and how it can inform prospect identification and outreach strategies.

Learning Objectives:

• Attendees can understand what microdata is, how to identify high-value sources of microdata within their data ecosystem, and why it is valuable.
• Attendees can name examples of ways microdata might be leveraged to support their institution's fundraising efforts.