Program Administration and Management

Data Mining: How To Build Your Own Engagement Score

Shelley De Leon

THURSDAY, OCTOBER 3, 11:30 A.M. – 12:30 P.M.


Are you a small shop looking for a way to find the best donors in your database? Do you wish you could use big data and predictive modeling, but don’t have enough money to hire the big vendors? This session will teach you step by step how to build your own engagement score. We’ll start with the queries to use, and progress to creating point values for your ultimate score. If you can pull a query and sort in Excel, then you can create your own organization-specific engagement score.

Learning Objectives

  1. Understand what an engagement score is.
  2. Learn to create your own engagement score.
  3. Plan next steps to use the score you’ve created.


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Shelley De Leon

Manager, Planned Giving Data & Analytics, City of Hope

Shelley De Leon works at City of Hope in the newly created position of Manager, Planned Giving Data & Analytics. Prior to that she worked at the Los Angeles Philharmonic and Caltech in their gift planning departments. Before her career in development, Shelley worked at several major law firms including Proskauer and Latham & Watkins doing business development and database management. Shelley received her Bachelors from Brown University and recently received her Masters of Science in Predictive Analytics from Northwestern University. For her capstone project, she led a team of six data scientists to build 17 predictive models to help guide annual fund, major giving, special events and planned giving efforts.