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Hello from Anton, Data and Analysis Manager

Updated: May 29

Hello, my name is Anton Krause and I've recently joined the About Loyalty team as Data and Analysis Manager.

A photograph of About Loyalty's Data and Analysis Manager
Anton Krause, Data and Analysis Manager

I have been working in the charity sector in data roles since the mid 2000s, most recently with Kew Gardens and Independent Age. Prior to that, I worked in education as a lecturer teaching databases and programming at Lewisham College and City University - and before then in database management and data retrieval for a microfiche company – so data has been part of my life since my very first job.

The thing that fascinates me about data is that every data set is full of stories. Whether it's from survey responses, your CRM, or from external data sets - these can all be combined in myriad ways to tease out meaningful insights.

"Every data set is full of stories... these can all be combined in myriad ways to tease out meaningful insights."

The job of a data analyst is a bit like that of an archaeologist – sifting through the earth to find the nuggets of information, then cleaning and polishing them up for presentation. I’ll try not to get too carried away with the Indiana Jones fantasies! As you can tell, I'm a fan of classic cinema and the theatre, as well as cricket, travel and cooking at home in south London.

I really enjoy doing that digging, and this new role is the perfect opportunity for me to do so - not just for one organisation, but for a growing community of like-minded investigators.

In previous roles, I've mostly worked from behavioural data – asking, 'how much has a supporter given?’, ‘when did they last give?’, or ‘how many gifts?’. These metrics are often mistaken for indicators of supporter loyalty, but - as proven by About Loyalty's research into the drivers of supporter loyalty - they are merely consequences.

Working on The Chase Index data has completely changed my attitude towards measuring what a supporter feels rather than what they do. This is a new way of thinking for me, and the start of a long journey which I look forward to continuing.

So, here I am, looking forward to meeting you all and helping you sift through your data.  Hopefully we will uncover some of those nuggets together!

Feel free to contact me if I can help in any way:


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Interested in joining the team?

We're hiring a Supporter Experience Lead to help charities around the world understand, grow and measure their supporter loyalty.


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