This document discusses how non-profits can use big data and predictive modeling to better understand their donors and improve donor engagement. It recommends that non-profits collect demographic and behavioral data on donors to build models that predict behaviors like likelihood to donate, attend events, or renew lapsed donations. These models can be used to segment donors and personalize communications and campaigns. Tracking engagement metrics from donations, events, social media, email newsletters and websites can provide insights to increase engagement over time, leading to increased success in fulfilling the non-profit's mission and attracting more donors and members.