Modernizing Fundraising Analytics and Donor Attribution for CHOP Foundation
Creating a scalable Tableau analytics environment that unified donor data, enabled multi-touch attribution, and empowered data-driven decision-making across fundraising teams.
360°
Unified view of digital, CRM, and donor engagement metrics
5
Legacy Qlik Sense dashboards migrated to Tableau
3x
New specialized dashboards launched (Cash Flow, Planned Giving, Portfolio)
Services Provided
The Challenge
Modernizing Analytics to Fuel Mission-Critical Healthcare Fundraising
Fundraising plays a critical role in advancing Children’s Hospital of Philadelphia’s (CHOP) mission. To support that work, the CHOP Foundation needed an analytics environment that was intuitive, reliable, and capable of growing alongside the organization’s evolving fundraising strategy.
The Foundation relied on legacy Qlik Sense dashboards that were slow, difficult to maintain, and limited in their ability to support advanced analysis. Staff struggled with usability challenges, long load times, and reporting workflows that made it difficult to explore donor behavior, evaluate campaign performance, and generate actionable insights. At the same time, CHOP Foundation wanted to move beyond traditional reporting, seeking deeper visibility into donor engagement through advanced data integration, attribution modeling, and predictive analytics to support more informed decision-making.
Our Approach
Human-Centered Strategy Meets Advanced Analytics
Modea partnered with CHOP Foundation to modernize its analytics ecosystem while supporting a broader vision for data democratization, attribution modeling, and advanced fundraising intelligence. The engagement combined technical expertise, analytics strategy, and digital product strategy principles to ensure the new solution met both immediate reporting needs and long-term organizational goals.
Aligning Reporting Strategy Around Foundation Priorities
Modea began with a comprehensive assessment of CHOP Foundation’s reporting environment, data flows, dashboard usage, and stakeholder needs. Rather than simply recreating existing reports, our team worked closely with Foundation leadership to evaluate reporting priorities, simplify metrics, and establish a framework that could scale alongside fundraising operations.
Modernizing Reporting Around Five Core Fundraising Areas
Modea migrated five legacy dashboards from Qlik Sense to Tableau, including Qualification, Referral, Foundation, Clinical Impact, and Fundraising reporting. In addition, Modea designed and developed three new dashboards focused on Cash Flow, Planned Giving, and Portfolio Analysis to expand reporting capabilities across key fundraising activities.
Connecting Tableau to CHOP’s Data Warehouse for Reliable Reporting
The Tableau environment was integrated with CHOP’s Microsoft SQL Server data warehouse, ensuring reliable access to accurate and timely data. Rigorous QA and validation processes helped ensure consistency across reporting use cases, while Modea provided guidance on dashboard implementation, workflow integration, and self-service analytics best practices to drive adoption.
Modeling Donor Behavior Across the Full Giving Journey
To give CHOP Foundation deeper visibility into donor behavior, Modea connected web activity data with donor profiles housed in DonorForce. We then developed a custom R library for multi-touch attribution modeling using machine learning, allowing the Foundation to assign proportional revenue credit across complex donor journeys and leverage predictive analytics for strategic donor engagement.
The Results
Measurable Impact on Data Democratization and Donor Insights
Modea’s solution delivered meaningful improvements across reporting, usability, and fundraising intelligence, transforming how the CHOP Foundation accesses and acts on data. With a more connected and accessible analytics foundation, teams can better understand donor behavior, evaluate fundraising performance, and use those insights to inform strategic decisions.
Migrated & Expanded Dashboards
Successfully transitioned 5 legacy Qlik Sense tools into Tableau while introducing 3 new dashboards focused on high-value fundraising metrics.
Unified 360-Degree Donor View
Connected offline donor profiles with online digital web analytics, providing complete visibility into the full supporter journey across touchpoints.
Advanced Multi-Touch Attribution
Deployed custom machine learning models in R to calculate proportional revenue credit across complex, multi-channel donor conversion paths.
Enhanced Self-Service Adoption
Improved visual hierarchy and system performance, enabling non-technical stakeholders to explore data and pull insights independently.
Technology Stack
Built with Scalable, High-Performance Technologies
FAQs
How can healthcare foundations modernize legacy analytics platforms?
Healthcare foundations can modernize legacy analytics platforms by migrating to more flexible reporting tools, improving dashboard usability, and creating a scalable data infrastructure. For CHOP Foundation, Modea migrated legacy Qlik Sense dashboards to Tableau while introducing new reporting capabilities that improved access to insights and supported future analytics growth.
What is multi-touch attribution in healthcare fundraising?
Multi-touch attribution assigns proportional credit across multiple interactions in a donor’s journey rather than attributing success to a single touchpoint. This approach helps fundraising teams better understand which campaigns, channels, and engagement activities contribute to donor conversion and overall fundraising performance.
How can healthcare organizations connect donor, CRM, and web analytics data?
Healthcare organizations can integrate donor management systems, CRM platforms, and digital analytics tools to create a unified view of donor engagement. For CHOP Foundation, Modea connected web activity data with donor profiles to provide a more complete understanding of donor interactions across channels.
How does predictive analytics support fundraising strategy?
Predictive analytics uses historical data and behavioral patterns to identify likely future actions and engagement opportunities. In fundraising, predictive models can help organizations better understand donor behavior, prioritize outreach efforts, and support more informed decision-making.
What are the benefits of self-service analytics for fundraising teams?
Self-service analytics enables fundraising teams to explore dashboards and reporting tools independently without relying on technical resources for every request. This improves access to insights, accelerates decision-making, and helps organizations build a stronger culture of data-informed planning.