Podcast Summary: RKD Group: Thinkers

Episode Title: Balancing Data and Creativity: Lori Collins on Finding the “Why” Behind the Numbers
Date: September 25, 2025
Host: Justin McCord (B), with Ronnie Richard (C)
Guest: Lori Collins (A), Executive Vice President, Head of Marketing Science, RKD Group

Episode Overview

This episode dives into the intersection of data analysis and creativity in nonprofit marketing, featuring Lori Collins. Lori shares her journey from statistics in academia to inspiring research leadership at RKD Group, while emphasizing the importance of combining analytical rigor with creative outlets in personal and professional growth. The conversation explores trends in philanthropy, the value of understanding the "why" behind numbers, and the balance required between left-brain data science and right-brain artistry.

Key Discussion Points & Insights

Lori’s Right-Brain, Left-Brain Balance

• Yoga & Aerial Arts as Creative Outlets
  Lori discusses how yoga, which she first started in college in 1990, and the aerial arts serve as important ways to nurture her creativity:
  • "It's important to have balance in the left brain, right brain spheres. That's something that I think lends itself more to that artsy side, which is not something I do a lot." (04:32)
  • She describes the aerial arts (aerial silks, like Cirque du Soleil) as a transformative practice that builds both physical and creative strength (04:59-06:08).
  • Lori laments losing her home aerial rig after moving, highlighting the challenge of maintaining creative pursuits amid busy schedules (07:11).

Path to Nonprofit Data Science

• Early Passion for Statistics
  Lori’s interest in statistics was sparked by psychology courses:

  • “What happened to those folks in the placebo only control group? What happened? That kind of put me on a path of the why behind the numbers and the application of them. And that's the beauty of statistics, right? It's applied math.” (11:00-12:35)

• Career Journey
  Lori details her transition from commercial database marketing (TV, pharma) to nonprofit analytics, motivated by a sense of purpose:

  • “You can apply statistics to frogs, pharmaceuticals or sports marketing or actually social impact and social good arenas. So why not do the latter?” (09:30)
  • She reflects on moving away from the "cutthroat" pharma sector to the "familial" nonprofit space:
    "Here in this space, we're making an impact in our own little ways of making the world a better place. Like why wouldn't you want to do that?" (14:53)

Research Application in Fundraising

• Bringing Data to Life
  The discussion critiques research that becomes static ("a binder on the shelf") and underscores the need to activate insights for strategy:

  • “Lori's passion and her expertise at bringing to life the insights and the findings from research and analysis are really unmatched.” (01:21)

• Applied Math & Transparency

  • Lori distinguishes between theoretical and applied math, advocating for applied statistics to ensure data integrity and transparency: "If you massage the data long enough, you can get it to say anything you want. Right. And that's what, through transparency and the right statistics at the right time.” (13:46)
  • She corrects a host’s attribution of a Mark Twain quote, illustrating her attention to detail:
    “Do you know that was actually former British Prime Minister Benjamin Disraeli that said that, not Mark Twain.” (13:31)

Trends in Philanthropy: The State of Giving

• RKD Barometer
  Lori introduces the quarterly “barometer” tracking giving trends, emphasizing its function as a measure of imminent changes rather than long-term forecasts due to unpredictable factors (17:02-18:20):

  • “It tells us what's around the corner, it doesn't tell us what's beyond the next hill.” (22:06)

• Key Statistical Trends
  She outlines major shifts, such as:

  • Fewer donors are giving more—a trend driven by growing wealth disparity (18:45).
  • “Donor replacement” vs. “revenue replacement”: nonprofits must focus on sustaining major, mid-level, and sustaining donors to maximize ROI.
  • The most common barrier to giving is affordability—“Those that don't give and about half of US adults don't give charitably. And that's because they believe that they or they truly cannot afford it.” (19:39)
  • Only about 2.5% of US wealth is held by the bottom 50% of households; the rest is highly concentrated, explaining why donor participation rates decline (20:40).

• Understanding Giving, Beyond the Numbers

  • Lori advocates for recognizing small-dollar donors and including all non-religious, non-political charitable giving in research for a realistic measure of generosity:
    “To me, [$1 given] is a reflection of your heart, not your finances. How generous are you?” (24:13)
  • She notes discrepancies between her findings and major studies (like those from the Lilly School), attributing differences to definitions and inclusivity of small donations and religious giving (24:35-25:44).

Influences & Mentors

• Alex Langford: Co-Pilot in Analytics
  Lori credits Alexa Langford as a key influence:
  • “She and I worked together for a dozen years…helped me understand the nuances of analytics applied to charitable giving. She’s one of the smartest analysts in the space.” (26:29)

Relationship Building & Trust

• Trapeze as Metaphor
  Cohosts and Lori joke about trapeze acts as the ultimate trust-building exercise:
  • “I think it would kind of be the ultimate trust building exercise, because social psychologists say the higher up you are, the more you've got that high energy that really cements emotion and feeling.” (28:42)
  • Lori jokes about preferring to perform alone, showing her introverted side (30:23).

Memorable Quotes & Timestamps

• "You can apply statistics to frogs, pharmaceuticals or sports marketing or actually social impact and social good arenas. So why not do the latter?"
  – Lori Collins, 09:30

• "What happened to those folks in the placebo only control group? What happened? That kind of put me on a path of the why behind the numbers and the application of them."
  – Lori Collins, 11:00

• "It's important to have balance in the left brain, right brain spheres."
  – Lori Collins, 04:32

• "If you massage the data long enough, you can get it to say anything you want. Right. And that's what, through transparency and the right statistics at the right time."
  – Lori Collins, 13:46

• “It tells us what's around the corner, it doesn't tell us what's beyond the next hill.”
  – Lori Collins, 22:06 (explaining why she calls her report the 'barometer')

• "To me, [$1 given] is a reflection of your heart, not your finances. How generous are you?”
  – Lori Collins, 24:13

• “I think it would be the ultimate trust-building exercise... Maybe we do some trust building exercises with trapeze.”
  – Lori Collins, 28:42

Notable Segments & Timestamps

• Lori’s Creative Outlets & Balance: 02:44 – 07:11
• Career Journey into Nonprofits: 08:01 – 10:15
• Why Applied Math Matters: 10:58 – 13:02
• Barometer, State of Giving, and Wealth Disparities: 17:02 – 22:15
• Inclusivity in Giving Research: 23:45 – 25:44
• Mentorship and Influences: 26:15 – 28:09
• Trapeze & Trust-building Metaphor: 28:09 – 30:23

Tone and Style

Lori brings a blend of analytical rigor and self-deprecating humor, while the hosts keep the tone light with circus and high-wire jokes. The conversation is approachable and insightful, offering actionable wisdom for nonprofit professionals, data scientists, and fundraisers.

Conclusion

This episode inspires nonprofit marketers to avoid letting research "sit on the shelf" and instead actively apply insights to achieve impact. Lori Collins exemplifies how combining quantitative discipline with creative exploration enhances problem-solving, leadership, and personal fulfillment. Fundraisers are encouraged to adapt to donor trends pragmatically, value every form of generosity, and build resilience through both skill and trust—on the ground and in the air.

For more information, visit: rkdgroup.com