Olawumi Akinduro

DATA ANALYST PORTFOLIO Of: OLAWUMI AKINDURO This is a report on the recent individual projects completed as a transitioning data analyst. It includes the projects summary, problems framed, visualizations and proffered solutions to the problems framed. PROFESSIONAL BACKGROUND A data analyst with a background in Occupational Therapy and Psychology and a detailed-oriented, analytical and results-driven mind strives to pose and answer questions with quantitative-driven insights. Through development of personal projects and a valuable internship experience in interpreting and analyzing data for driving business solutions, I have learnt the importance of having a hypothesisoriented approach to data analysis. TABLE OF CONTENTS Of: OLAWUMI AKINDURO ......................................................................................................................... 0 1 PROFESSIONAL BACKGROUND ..................................................................................................................... 1 TABLE OF CONTENTS..................................................................................................................................... 1 A Report on the Analysis of Udemy Courses Database. ............................................................................... 4 PROJECT DESCRIPTION.................................................................................................................................. 5 DATA DESIGN ................................................................................................................................................ 5 FINDINGS....................................................................................................................................................... 6 Figure 1: Subjects by Number of Subscribers ........................................................................................... 6 Figure 2: Average price by subject level ................................................................................................... 7 Figure 3: Average rating by subject level .................................................................................................. 8 ANALYSIS ..................................................................................................................................................... 10 CONCLUSION............................................................................................................................................... 10 A Report on Analysis of the World’s Population......................................................................................... 12 PROJECT DESCRIPTION................................................................................................................................ 13 DATA DESIGN .............................................................................................................................................. 13 FINDINGS..................................................................................................................................................... 14 Figure 1: Sum of Top 20 Population in 2022/Percentage ....................................................................... 14 Figure 2: Top 20 Countries by Continent ................................................................................................ 15 Figure 3: Continent by Average 2020 Population ................................................................................... 15 Figure 4: Continent by Population and Year ........................................................................................... 16 Figure 5: Population by Country ............................................................................................................. 17 Figure 6: Country by Rank ....................................................................................................................... 18 Figure 7: Percentage by Country’s Population ....................................................................................... 19 ANALYSIS ..................................................................................................................................................... 20 CONCLUSION............................................................................................................................................... 20 2 A Report On The Donations For Education For All...................................................................................... 22 PROJECT DESCRIPTION................................................................................................................................ 23 ROOT CAUSE ANALYSIS ............................................................................................................................... 24 ANALYSIS ..................................................................................................................................................... 25 Table 1..................................................................................................................................................... 26 Table 2..................................................................................................................................................... 27 Table 3..................................................................................................................................................... 27 Table 4..................................................................................................................................................... 28 Table 5..................................................................................................................................................... 30 Table 6..................................................................................................................................................... 30 Table 7..................................................................................................................................................... 31 Table 8..................................................................................................................................................... 31 Table 9..................................................................................................................................................... 33 TABLEAU VISUALISATION............................................................................................................................ 36 Figure 1 ................................................................................................................................................... 36 Figure 2 ................................................................................................................................................... 37 Figure 3 ................................................................................................................................................... 38 Figure 4 ................................................................................................................................................... 39 Figure 5 ................................................................................................................................................... 40 FINDINGS AND RECOMMENDATIONS......................................................................................................... 41 CONCLUSION............................................................................................................................................... 42 3 A Report on the Analysis of Udemy Courses Database. September 15, 2022 4 PROJECT DESCRIPTION With data from four major Udemy subjects—Web Development, Graphic Design, Business Finance and Musical instruments— and over 3000 course titles, this report provides an update on the performance of the courses to track their performances and understand where opportunities to increase revenue may lie so as to give an insight on how to increase next quarterly earnings for the company. Comparing data from all the subjects revealed that Web Development is the major contributor of the revenue with over 50% of the total revenue and over 50% of the total subscribers. However, further increasing the price for the courses under this subject might result in a fall of the revenue. It is suggested that focus should be on Graphic Design as it is the subject with the highest rating but with the least amount of courses. This shows it has potential to generate more revenue if more courses could be added and price could be increased. DATA DESIGN The raw data collected on the subjects was imported to Google spreadsheet for cleaning and this was done by removing duplicates, blank cells; organizing columns by removing the ones not needed for the analysis and adding the ones needed. This ensures there is a more organized data to work with resulting in a more error free analysis. Further using spreadsheet, tables and charts were drawn to analyze the data cleaned; and tableau was used to visualize the tables and charts for a clearer and better understanding of each subject’s performance and impact on general course revenue. Included in this report are the various tables, charts and graphs drawn and visualized by spreadsheet and tableau respectively. 5 FINDINGS Figure 1: Subjects by Number of Subscribers Subject SUM of num_subscribers Business Finance - Graphic Design - Musical Instruments Web Development Grand Total - The table and chart above shows the sum of subscribers by each subject and we can see Web Development has the highest number of subscribers with a total of- and occupying a whole 68% of the entire chart. The second subject with the highest number of subscribers being Business Finance 6 has- subscribers occupying only 16% of the chart. This shows an unhealthy uneven distribution and how much the other subjects are lagging behind. Figure 2: Average price by subject level AVERAGE of price Level subject All Levels Beginner Level Expert Level Intermediate Level Grand Total Business Finance 70 69 66 62 69 Graphic Design 62 51 29 59 58 Musical Instruments 50 49 48 52 50 Web Development 75 79 67 85 77 Grand Total 67 65 58 67 66 In this section, the table and chart shows the average price of the subjects by each level. As we can see from the above, Musical Instruments has the lowest average price on both the beginner and intermediate levels as wells as in all the levels with a price ranging between 48 to 52. However, in the 7 expert level, Graphic Design has the lowest average price of 29. Furthermore, in all the levels, Web Development has the highest average price of between 67 to 85 with Business Finance being the second highest with a price of 62 to 70. Figure 3: Average rating by subject level AVERAGE of rating Level Subject All Levels Beginner Level Expert Level Intermediate Level Grand Total Business Finance 0.7 0.7 0.7 0.7 0.7 Graphic Design 0.7 0.7 0.9 0.7 0.7 Musical Instruments 0.3 0.3 0.3 0.3 0.3 Web Development 0.6 0.6 0.5 0.7 0.6 Grand Total 0.6 0.6 0.6 0.6 0.6 8 This table and chart in this section shows average rating of the subjects by level. Here, Graphic Design has the highest rating in all levels with an average of 0.7 to 0.9 followed by Business Finance with 0.7 and Web Development with an average of 0.5 to 0.7 while Musical Instruments has the lowest rating in all levels with an average of 0.3 9 ANALYSIS Using the five ways approach and based on the tables and charts above, it can be seen that the company generates more revenue from only one subject which is web development; this is because it is the most expensive subject and also the subject with the most subscribers taking a whole 68% of the subscribers. Also, it is the subject with the most number of courses and lectures which means it has more to offer people based on their wants and preferences than the remaining subjects. From this, we can deduce that the company is not generating the expected revenue because the revenue is mostly coming in through one source instead of four and the margin between this one subject and the rest is quite substantial. CONCLUSION Instead of increasing the cost of web development courses to get more revenue, I would suggest taking a look at other subjects and find ways to improve their contents in order to gain more subscribers especially graphic design which has the highest rating of the entire subject but also the one with the least amount of subscribers and the cheapest. Its high rating proves it has the content people want and would subject to compared to the remaining subjects. Web development is already the most expensive and further increasing its price might discourage people therefore causing a fall in revenue generation. However, graphic design has the potential to help increase revenue as with the few subscribers it has compared to others; it has the rating higher than the others which means the few people subscribed to it actually like its contents and would want more. Improving the quality of its contents and increasing its cost could give a better shot at increasing revenue. And although Musical instruments is one of the most 10 subscribed subject, it has a relatively low sum of subscribers, content duration, rating and reviews; this however proves it doesn’t have much potential in increasing revenue. 11 A Report on Analysis of the World’s Population September 19, 2022 12 PROJECT DESCRIPTION This is a report on the analysis of world population. This report doesn’t address any problem in particular but rather, to give an insight on the current world population compared to what it was few years back and predict where possibilities in increase in population may lie. Based on the data collected, it is observed that Asia is the most populous continent with China and India the most populous countries in the world having 1.4billion and 1.3billion respectively. These figures are expected to increase with India exceeding China. Other top 11 countries with population of 100million and have experienced a steady increase in population over the years are also expected to continue growing thereby greatly contributing to the total world’s population. DATA DESIGN Data collected on the subjects was imported to Google spreadsheet for cleaning and this was done by removing duplicate, blank cells and arranging the data for a more organized data to work with resulting in a more error free analysis. Further using spreadsheet, tables and charts were drawn to analyze the data cleaned with more focus on the top 20 countries with the highest population; and tableau was used to visualize the tables and charts for a clearer and better understanding but with a more focus on the entire countries. Included in this report are the various tables, charts and graphs drawn and visualized by spreadsheet and tableau respectively. 13 FINDINGS Figure 1: Sum of Top 20 Population in 2022/Percentage Country SUM of 2022_Population Percentage Bangladesh - 2.15 Brazil - 2.7 China - 17.88 - 1.24 Egypt - 1.39 Ethiopia - 1.55 Germany - 1.05 - 17.77 - 3.45 - 1.11 Japan - 1.55 Mexico - 1.6 Nigeria - 2.74 Pakistan - 2.96 Philippines - 1.45 Russia - 1.81 Thailand - 0.9 Turkey - 1.07 - 4.24 - 1.23 - 69.84 DR Congo India Indonesia Iran United States Vietnam Grand Total The table above shows the sum of the top 20 countries with the highest population and their percentage in the total world population. It can be seen above that China holds the highest population in the world with a total of- sitting at 17.88% of the world’s population. Following closing behind is India with a population of- and at 17.77% of the total world’s population. 14 Figure 2: Top 20 Countries by Continent Continent Africa Asia COUNTA of Country 4 11 Europe 2 North America 2 South America 1 Grand Total 20 This table shows the distribution of the top 20 countries with the highest population in their respective continents and we can see Asia has 11 countries out of the top 20 countries followed by Africa at a significant margin of having 4 countries while Europe and North America at 2 countries each and South America at 1. Figure 3: Continent by Average 2020 Population Continent AVERAGE of 2022_Population Africa - Asia - Europe - North America - South America - Grand Total - The table above shows the average population by continents in 2022. And as it can be seen, Asia remains the highest with an average of- followed by Europe at- and Africa at- Figure 4: Continent by Population and Year The chart above shows continents by population and year from 1970 to 2022. And as it is seen, Asia had the highest population all through the years followed by Africa and with Oceania with the lowest. This chart also shows there is a steady increase in Asia’s population as well as Africa. Oceania, on the other hand, seems to have exhibited only a slight increase in population over the years. 16 Figure 5: Population by Country The map above shows population by country in 2022 with the smallest dots representing countries with the lowest population and the bigger the dots are, the higher the population of the country. 17 Figure 6: Country by Rank This map represents country’s population by rank. The lighter shades indicating countries with the highest population rank and the darkest shades indicating countries with lower population. And as Asia has countries with the highest ranks contributing to the high population of Asia. 18 Figure 7: Percentage by Country’s Population The chart above is the percentage each country has in the world’s population and China which is the country with the highest population has a whole 17.89% and India with 17.78%; the third and fourth being USA at 4.24% and Indonesia at 3.45% respectively. 19 ANALYSIS This report on world’s population shows the distribution of the population amongst continents and countries. Asia is the continent with the highest population over the years followed by Africa and the third being Europe. China is the most populous country in the world as at 2022 with a population exceeding 1.4billion with India being the second at also1.3billion. These countries, having maintained a certain growth over the years are expected to continue growing until at least 2050 with India predicted to exceed China by a far margin. The following countries have populations exceeding 100million: United States, Indonesia, Brazil, Pakistan, Nigeria, Bangladesh, Russia, Mexico, Japan, Ethiopia, and the Philippines; have maintained a steady increase in population over the years and are expected to continue to grow. Moreso, the world’s population growth rate will be greatly impacted by these countries. As there are countries with billions and millions of people, there are also some with thousands of people and some with just hundreds such as Vatican City with only 752 total population in 1970 and 510 population as at 2022; based on the statistics, this country would possibly continue to see a decline in population growth. CONCLUSION Based on the tables and charts in this report, China being the most populous country is expected to continue to grow as well as India which is the second most populous country; although it is predicted to exceed China’s present population. Furthermore, the world’s population is expected to continue to 20 increase with most contributions from the top 11 countries exceeding 100million population and, have maintained a steady growth rate over the years. 21 A Report On The Donations For Education For All 22 PROJECT DESCRIPTION This report provides an update on donor insights and donor rates with objectives on how to increase the number of donors on the database; increase the donation frequency of the donors and increase the value of donations in the database. After asking the right questions by using the Root Cause Analysis, the possible causes of the business problem were framed Two dataset were collected: EFO_Donation_Date and EFO_Donor_Date; and imported to SQLiteonline for cleaning and analysis. And the following SQL commands were used to analyze the data: JOIN, ORDER BY, WHERE, AND, OR, SUM (), COUNT (), AVG (), MIN (), MAX (), GROUP BY, HAVING, DESC, ASC, LIMIT. This enabled the discovering crucial insights and pattern within the datasets. Visualisation was done using tableau for a clearer and better understanding of the datasets and how they contribute to the business problem; also possible ways the objectives might be achieved. Included in this report are the various tables, charts and graphs drawn and visualized by SQL and tableau respectively. 23 ROOT CAUSE ANALYSIS The problem framed is reduced donations and to understand why this is happening, the following questions were asked: • Is the current number of donors decreasing? If yes, do we need to scout for more donors? • What is the donation frequency of the present donors? • What is the lowest, highest, average and total sum of the amount donated? • Who are the top 50 and bottom 50 donors? • Is the donation dependent on the state, job field and/or gender of the donors? • Do specific states or job fields promote more donations from the donors? From the dataset, it can be seen there is an inadequate data like the following: • Longest and newest donors • Monthly or yearly donation sum • Donors churn rate • Strategies or mediums adopted to keep both old and new donors interested • Decline or increase in the donation rate and whether there is a steady donation rate 24 ANALYSIS The two datasets collected contain the following data respectively: EFO_Donation_Data EFO_Donor_Data id id first_name donation_frequency university car second_language favourite_colour movie_genre last_name email gender job_field donation state shirt_size These were imported into SQLiteonline. Using the SELECT, FROM, JOIN and ON commands, the two datasets were joined together: SELECT * FROM Donation_Data JOIN Donor_Data2 ON Donation_Data.id = Donor_Data2.id; To find the total number of donors: SELECT COUNT (donation) FROM Donation_Data; TOTAL NUMBER OF DONORS = 1000 For the total sum of donations: SELECT SUM (donation) 25 FROM Donation_Data; TOTAL SUM OF DONATIONS = 249,085 For the average donations: SELECT AVG (donation) FROM Donation_Data; AVG DONATION = 249.085 For the minimum value: SELECT MIN (donation) FROM Donation_Data; MIN VALUE = 5 For the Maximum value: SELECT MAX (donation) FROM Donation_Data; MAX VALUE = 500 Table 1 Since we need to know if the donation frequency affects the value of donation, the following code was used to get the value for donation frequency: SELECT donation_frequency, donation, SUM (donation_frequency) FROM Donation_Data JOIN Donor_Data2 ON Donation_Data.id = Donor_Data2.id GROUP BY donation_frequency ORDER BY donation_frequency; 26 donation_frequency donation sum(donation) Monthly 178 59680 Once 292 64586 Weekly 28 59152 Yearly 255 65667 Table 2 To find the state with 50 and above donors: SELECT state, COUNT (*) FROM Donation_Data GROUP BY state HAVING COUNT (*) >= 50 ORDER BY COUNT (*) DESC; state count (*) California 113 Texas 95 Florida 90 New York 58 Table 3 To find the job fields with 50 and above 50 donors: SELECT job_field, COUNT (*) FROM Donation_Data GROUP BY job_field HAVING COUNT (*) >= 50 ORDER BY COUNT (*) DESC; job_field count (*) Business Development 94 Human Resources 93 27 Engineering 93 Product Management 90 Training 84 Research and Development 84 Sales 83 Services 80 Accounting 80 Support 79 Marketing 74 Legal 66 Table 4 To find the sum of donations by state: SELECT state, SUM (donation) FROM Donation_Data GROUP BY state ORDER BY SUM (donation) DESC; state sum (donation) state 30264 Texas 24097 Florida 20562 New York 14759 Virginia 10750 Illinois 8674 District of Columbia 8376 Tennessee 8316 Georgia 8046 Ohio 6876 Pennsylvania 6574 North Carolina 6328 28 Nevada 5935 Michigan 5690 Missouri 5647 Massachusetts 5385 Louisiana 5191 Oklahoma 5126 Colorado 4437 Indiana 4079 Iowa 3866 Kentucky 3469 Minnesota 3465 Washington 3427 Arizona 3155 Utah 2901 Connecticut 2882 Arkansas 2837 Maryland 2773 Wisconsin 2591 Oregon 2406 Kansas 2371 New Mexico 2129 Nebraska 1871 Delaware 1569 Alabama 1446 Idaho 1435 Mississippi 1391 New Jersey 1376 Montana 1009 Hawaii 875 New Hampshire 841 South Carolina 819 West Virginia 793 29 Alaska 734 North Dakota 651 South Dakota 401 Maine 258 Wyoming 232 Table 5 To find the sum of donations by job fields: SELECT job_field, SUM (donation) FROM Donation_Data GROUP BY job_field ORDER BY SUM (donation) DESC; job_field SUM (donation) Human Resources 23060 Research and Development 22862 Product Management 22798 Business Development 22266 Engineering 21968 Training 21721 Accounting 20504 Services 19858 Support 19475 Sales 19009 Marketing 18255 Legal 17309 Table 6 To find the sum and count of donations by gender: SELECT gender, SUM (donation) FROM Donation_Data 30 GROUP BY gender ORDER BY SUM (donation) DESC; gender sum (donation) Male 127628 Female 121457 Table 7 SELECT gender, COUNT (donation) FROM Donation_Data GROUP BY gender ORDER BY COUNT (donation) ASC; gender COUNT (*) Male 492 Female 508 Table 8 To find the top 50 donors and bottom 50 donors: SELECT * FROM Donation_Data ORDER BY donation DESC LIMIT 50; id first_name last_name email job_field donation 139 Beverlie Andriesse - Support 500 264 Wallie Leather - Product Management 500 35 Clevie Camilletti - Legal 499 769 Peder Rilton - Sales 499 480 Worthy Le feaver - Sales 498 965 Amalea Knill - Research and Development 497 76 Tonnie Stockney - Support 494 31 500 Corbett Lansdale - Product Management 494 969 Nathaniel McGenn - Human Resources 494 565 Beverlee Camacke - Product Management 493 941 Corbin Rawne - Business Development 493 290 Hurley Bogey - Business Development 492 729 Eddi Atcherley - Training 492 153 Emmit McKenzie - Training 491 296 Babbette Fyers - Engineering 491 765 Karilynn Ivan - Engineering 490 90 Charlotta Bellison - Marketing 489 203 Ludvig Training 489 561 Broderick Dimitrijevic - Engineering 489 251 Maura Ferroli - Research and Development 488 931 Padraig Trittam - Product Management 488 459 Karena Andrieu - Marketing 487 465 Patrick Tardiff - Accounting 487 473 Read Arboine - Human Resources 487 537 Rupert Hazelgreave - Services 487 702 Tiffani Tombleson - Services 487 360 Shanie Judd - Business Development 486 944 Ford Evins - Marketing 486 838 Lin Bruckental - Engineering 484 936 Julio Vials - Training 484 946 Nico Twinterman - Sales 484 96 Emery Rospars - Product Management 483 284 Wilma Tummond - Legal 483 88 Hanson Cuchey - Training 482 119 Averil Crombie - Product Management 482 147 Nikaniki Chardin - Human Resources 482 338 Verene Hearse - Business Development 482 598 Clyde O'Kenny - Research and Development 482 617 Shana Farnsworth - Business Development 482 Alexsandrowicz- 32 910 Hedwig Ioselev - Sales 482 1000 Kellina Eastcourt - Support 482 553 Laney Tales - Services 481 127 Huntlee Durbin - Human Resources 480 877 Bernice Hinchshaw - Engineering 480 479 304 Tabbie Alibone - Research and Development 392 Fallon Gandley - Services 478 696 Augustine Leftbridge - Marketing 477 477 Clerc Pietron - Human Resources 476 786 Veronika Marioneau - Product Management 476 155 Cass Kauffman - Engineering 474 Table 9 SELECT * FROM Donation_Data ORDER BY donation ASC LIMIT 50; id first_name last_name email job_field donation 826 Mavis Tayspell - Engineering 5 845 Pet Bacon - Human Resources 5 118 Yevette Dodimead - Engineering 6 658 Garrek Wicklen - Business Development 6 679 Sherwin Stevenson - Human Resources 6 692 Alain Rothwell - Services 6 888 Sigmund Rudge - Engineering 6 712 Matthiew Cubitt - Product Management 7 783 Marline Merrington - Product Management 7 840 Korie Hourston - Product Management 7 640 Arturo Tuffrey - Human Resources 8 71 Marys Cosby - Marketing 9 9 9 160 Peta Kernar - Research and Development 171 Fleur Baudasso - Support 33 835 Mathilde Josef - Support 9 222 Ferdinanda Jaxon - Business Development 10 503 Othella Gong - Training 10 363 Latia Chamberlayne - Marketing 11 269 Harmony Gullefant - Engineering 12 492 Austine Eversley - Product Management 12 309 Jud Fortnum - Engineering 13 904 Avrom MacAllan - Accounting 13 562 Sari O'Dreain - Product Management 14 630 Ferdinand McMillan - Support 14 239 Huberto Maguire - Sales 15 396 Delano Hebbron - Business Development 15 918 Charleen Rothera - Accounting 15 115 Fremont Redsull - Business Development 16 249 Elle Corrington - Training 16 522 Tate Cromer - Marketing 17 530 Davy Brandreth - Training 17 557 Ynes Capelow - Engineering 17 751 Cristobal Houldin - Engineering 17 942 Howey Coathup - Sales 17 393 Wiley Chapelle - Support 18 158 Moina Bart - Business Development 19 226 Bond Clark - Human Resources 19 255 Arturo Purtell - Human Resources 19 235 Jo ann Ferrier - Sales 21 179 Faustine Jennions - Engineering 22 708 Ignacius Storry - Business Development 22 727 Laurice Ruttgers - Sales 22 94 Derby Tellesson - Support 23 198 Sonnie Libreros - Legal 25 585 Sigismund Yeandel - Marketing 25 816 Colline Goldes - Accounting 25 591 Anitra Heintz - Sales 26 34 260 Linnet Patching - Research and Development 27 482 Malvina Ledbury - Support 27 - Research and Development 27 632 Laurette Jorck 35 TABLEAU VISUALISATION Figure 1 The chart below shows the donation frequency and donation amount. It can be seen that there are differences but not a significant one in the amount donated once, weekly, monthly or yearly. Therefore, the business solution should address all the donations receives once, weekly, monthly or yearly. 36 Figure 2 This chart gives insights on the sum of donations by job field. Again, there is not enough differences to cause for alarm. However, we might want to take the lower donations into consideration and try to bring in more donors from there. 37 Figure 3 This is a chart on the states by number of donors. With the highest being California with a total of 113 donors and Wyoming, South Dakota and Maine the lowest with a value of 1 each. This suggest a lack of a/some factors that is present in other states but not the last three. 38 Figure 4 This shows the chart on gender by donors and as it can be seen, there is a close margin between the two and no major difference. Therefore, this doesn’t have any significant effect on the donations. However, a little more focus can be placed on female donors. 39 Figure 5 This chart shows job field by the number of donors and there isn’t any major gap in the number of donors. The lowest being Legal at 66 and highest being Business Development at 94. This simply means that job field has little to no impact on the number of donors and amount of donations. 40 FINDINGS AND RECOMMENDATIONS From the tables and charts above, we can deduce that the number of donors and amount of donations isn’t really dependent on state, job field and/or gender. And although there are difference in the values amongst the states, job field and/or gender, they are not major enough to have a great impact on donors and donations. This could only mean that the whole dataset need a lot of improvement. As mentioned earlier, there isn’t enough data to have an in-depth insights about the dataset. For example, there is no record of both old and new donor. This would have given us an idea about the number of new donors gained weekly, monthly or yearly. Also, there is no data on the sum of donation by month or year. This would have let us understand how fast or slow the donation amount changes. Furthermore the donors churn rate is missing therefore, we are unable to know the specific number of donors stopped donating at a point. In addition, there is no data strategies or medium to get new donors or keep the old donors interested. This could have been through social media, fundraising parties, advertisement specifically Google ads or TV ads. This, I presume is a fault from the marketing department which should be look into. Lastly, no data on the donation rate. This would have given an insight to whether there is a decrease or increase in the donation rate and help us keep track of the data. It would be suggested that, in order to get an increase in the number of donors, donation frequency of the donors and the value of donations; attention should be paid to the marketing. As mentioned above, social media have proved to be very effective in marketing and reaching a larger percentage of prospective consumers/clients and in this 41 case, donors. Fundraising parties would also help by bringing both old, new and prospective donors together providing the chance to pitch new ideas to them and also welcoming theirs. Furthermore Google ads specifically targeting old donors and similar audiences should be adopted. This could be in form of display ads, video, or native and could also depend on state, job field, gender, movie genre or second languages. Email marketing targeting old donors reminding and offering some incentives might also yield some result. Lastly, officially reaching out to old, new and prospective donors would prove most useful. This will enable us to know the donors thoughts and feelings about the donation and whether additional measures would be required to keep them interested. Regular check in on the donors might encourage them to donate more and more frequent. Since California, Texas and Florida are the state with the highest donors, these methods should be in action from there down to all the others. This doesn’t mean other states would be ignored but the response from the top states would determine how these strategies should be tailored for the other states. CONCLUSION Since the problem has been traced down to the marketing department, it is recommended that certain strategies be adopted to ensure increase in donors, donation frequency and value of donation. This would greatly increase awareness to attract new donors and incentives to keep old donors interested. Also, an updated database with valuable data is essential to keep track of all the trends within the donation data. 42