From Insight to Impact: How AMREF Health Africa Used Data to Save €100K and Drive Smarter Fundraising

How Daniël Rozendal Advanced His Skills through the ABW Fellowship to Create Real-World Change

At AMREF Health Africa, the mission is clear: to improve health across the African continent, particularly for those who need it most. Every euro raised can translate into access to care, vaccines, or life-saving interventions; therefore, ensuring fundraising efforts are as effective and ethical as possible is crucial. To support this mission, Amref has been actively exploring smarter, data-driven ways to raise funds. One of the key challenges the organisation faced was turning real-world needs into actionable data projects. That motivated Daniël Rozendal, a data analyst at AMREF Flying Doctors, to participate in the Third Cohort of the Analytics for a Better World (ABW) Fellowship.

The results? Remarkable. Cost savings of €100,000 per year — all without decreasing AMREF’s fundraising income.

From Fellowship to Fundraising Breakthrough

The Third Cohort of the Analytics for a Better World Fellowship took place from September to November 2024, to strengthen the capacities of the next generation of data intrapreneurs by equipping them with skills that can further foster a data-driven culture within mission-driven organisations. Through a fully online, ten-week, intensive hands-on program, top industry data scientists from companies such as ORTEC, Nippur, DHL, leading scientists from the University of Amsterdam, such as Dr Claudia Orellana Rodriguez and Professor Dr Joaquim Gromicho, and mentors from the academic, public, and private sector partners focused on teaching the Third Cohort Fellows about the ‘art of the feasible’ to help accelerate the data-driven solutions movement in mission-driven organizations.

Daniël Rozendal is a data analyst at AMREF Flying Doctors, with over fifteen years of experience in data analysis and marketing. Known for his creative approach and strategic thinking, he has consistently improved campaign effectiveness and return on investment across a wide range of projects. His expertise in developing data-driven marketing and CRM strategies was reflected in his work during the Analytics for a Better World (ABW) Fellowship.

Although Rozendal entered the Fellowship as a seasoned professional, the experience offered him the opportunity to deepen his analytics skills further and explore new tools and techniques. Before joining the program, he had solid experience in data analysis and dashboarding. Still, during the Fellowship, he progressed toward more advanced data science skills, such as building predictive models and visualising data more effectively. He also learned to work with Python, which brought more structure and depth to his analytical work.

His Fellowship project focused on a powerful and practical challenge: using predictive analytics to identify which donors were most likely to respond to a fundraising letter. Drawing on real donor data, Rozendal built and validated a predictive model during the program. Using tools such as Python, Google Colab, and AI-assisted tools, and with support from voluntary mentors across ABW’s academic, public, and private sector networks, he successfully turned a concept into a working solution, demonstrating the real-world value of applied analytics in the nonprofit space.

Rozendal attributes part of his success in the program to a clear overview of the possibilities, the relaxed and supportive approach of the trainers, and his perseverance. Even when faced with internal challenges about the scope of his project and the Fellowship’s structure and tone, he was able to push through and grow without ever feeling pressured.

His journey is a strong example of how professionals at any stage in their data journey can unlock new capabilities and contribute more meaningfully to their organisation’s mission. For Rozendal and AMREF, the Fellowship not only led to new technical skills—it also resulted in a tangible, measurable impact that continues to shape their approach to fundraising and data-driven decision-making.

I chose the Analytics for a Better World Fellowship because I wanted to broaden my technical analytics skills and develop myself further in applying data to real-world challenges.

Daniël Rozendal - Data Analyst at AMREF Flying Doctors

€100,000 Saved—Without Sacrificing Impact

Once the model was tested and implemented, the results were remarkable. It enabled Amref to avoid sending letters to donors who were highly unlikely to respond, reducing the number of mailings and saving approximately €100,000 per year, without any drop in fundraising income. These savings are now being reallocated to more targeted initiatives and health programs across Africa, helping maximise impact.

What made Rozendal’s project possible? He noted that three factors facilitated the journey from idea to impact:

A clear business challenge with clear potential for improvement,
The accessible and supportive nature of the ABW Fellowship,
And a team within AMREF Health Africa that was ready to experiment and grow.

Growing a Data Culture

Rozendal noted that “fundraisers within AMREF have responded very positively, seeing firsthand how data can empower smarter decisions with real-world impact. This is just one example of how data science, when made accessible and purpose-driven, can make a real difference.” Through the Fellowship, Rozendal not only strengthened his data and analytics skills but also successfully further consolidated the enthusiasm within AMREF to apply data-driven insights and build upon this work in the future.

His advice for fellow changemakers?

The tools are becoming increasingly accessible, and with the right mindset and support, more and more workers in the NGO sector can utilise data to drive smarter decisions and achieve greater impact.

Start with a real business case, identify where there is potential for improvement and find the right techniques and tools to support it. Test, visualise, and learn to truly understand the patterns you discover.

Daniël Rozendal - Data Analyst at AMREF Flying Doctors