Some of the more sophisticated not-for-profits have been benefiting from data mining techniques for some time. However, as Piya Choudhury explains, almost any organisation can play in the gold mine. Some of the more sophisticated not-for-profits have been benefiting from data mining techniques for some time. However, as Piya Choudhury explains, almost any organisation can play in the gold mine. While some fundraising professionals immediately look externally for new sources of donors and income, sometimes the answer lies within. Studying the characteristics of current donors can help identify new groups of potential donors in the community as well as unearth opportunities for higher giving amongst existing supporters. Data mining techniques…