Post on 16-Jul-2015
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At REaD Group we believe everyone is an individual – that includes you, your customers and your prospects. We help
you understand each individual in detail and then work with you to build better relationships with them.
REaD Group
Challenges for the Charity Sector
• Increasing competition for donor acquisition Vital to target the group of people who have a stronger sense of social responsibility and higher
propensity to get involved in volunteering activities and donation
• Pressure for charities to justify marketing spend Must make the most of limited budget, which requires an accurate targeting strategy
• Drive for donor loyalty to ensure marketing ROI Strengthen the relationship with existing donors and convert them into committed, loyal donors
Focus on prospects who have a high propensities to donate but have not established a strong attachment with any other charity
• Growing channel mix for motivating donors to give Find messages which resonate best with the donor in respect to their life stage, lifestyle and strength of
affinity with your cause
InfoBase® Lifestyle Universe
Survey Data Collection
PRODUCT REGISTRATIONS
CUSTOMER SATISFACTION SURVEYS
ONLINE /OFFLINE SURVEYS
InfoBase Charity Prospect Pool
40.7m Marketable Individuals
21.3m Households
InfoBase Lifestyle Census
17m Marketable Individuals
6.8m BehaviourBank Individuals
Common Format Survey Files
4.5m Transactions
2.7m Individuals
From Jan 2009 to Jan 2014
Acxiom Data Exclusive to REaD Group
An
alyt
ics
At Scale
40
ProspectUs for Charity
Multi-Channel
Charity Sector Relevant
Loyalty
Affinity
Insight driven messagingHouse
wife
AffluentP
ro
fes
sio
na
l
FemaleMale
Young family
Retired
Empty nester
Struggling
Pe
t ow
ne
r
Theatre goer
Enjoy walking
Charity volunteer
Under 35
Ove
r 6
5
Age 40-50
Home Owner
Comfortable
Targeted Donor
Acquisition
Causes Contributed to in last year:
• Medical Research
• Children’s Welfare
• Helping The Elderly
• Homelessness
• Military Causes
• Local Hospice
• Third World Causes
• Disaster Relief
• Environmental Causes
• Wildlife Causes
• Animal Welfare
• Protecting Birds
• Protecting our Countryside
• Protecting our Woodland
Prefer to receive product
information:
• Via email
• Via mail
• Via text/SMS
• Via telephone
• Via social network
Donate regularly to charity
via:
• Post
• Internet
• In Street/At Door
• Telephone
• Direct Debit
• In Will/Legacy
Loyalty Behaviours
• Loyal to their causes but open to giving to
other causes
• Give to multiple causes but tent not to be
loyal
Regular Hobbies and Interests
• Charities/Voluntary Work
• Religious Activities
• Wildlife/Environment
• Theatre/Art Events
Loyal Donors - consistently
donated over 3+ years to:• Medical Research
• Children’s Welfare
• Helping The Elderly
• Homelessness
• Military Causes
• Local Hospice
• Third World Causes
• Disaster Relief
• Pets
• Hiking/Walking
• “Green” behaviour
• Environmental Causes
• Wildlife Causes
• Animal Welfare
• Protecting Birds
• Protecting
Countryside/Woodland
Ranked percentile based on households
likely levels of donation (willingness to give
and ability to afford wrapped into a single
predictor)
Levels of Affordability
Levels of Discretionary Income
Causes considering donating to
• Action for Children
• Age UK
• Amnesty International UK
• Arthritis UK
• Barnardo's
• Battersea Dogs & Cats Home
• Blue Cross (Animal Welfare)
• British Heart Foundation
• British Red Cross
• Cancer Research
• Catholic Aid Agency
• Cats Protection League
• Centrepoint
• Children in crisis
• Compassion in World Farming
• Dogs Trust (was NCDL)
• Ethiopiaid
• Great Ormond Street Hospital
• Guide Dogs for the Blind
• Help Orphans in Poor Countries
• IFAW
• Macmillan Cancer Support
• Meningitis Trust
• Mental Health Foundation
National Trust
• Already Member
• Considering Joining
• NSPCC
• Oxfam
• Parkinson's
Disease Society
• PDSA
• PETA
• RNIB
• RNLI
• RSPB
• Rspca
• Salvation Army
• Save The Children
• Smile Train
• SPAN
• Sponsor a Child in a Third World
Country
• Terrence Higgins Trust
• The Royal British Legion
• UNICEF
• WaterAid
• Woodland Trust
• World Cancer Research Fund UK
In Market Timing
Product Category Propensity
Channel Preference
Attitudes & Behaviors
Spending Index
Media Usage Propensity
Brand Propensity
Audience Propensities for the Charity SectorHelp predict the answers to important marketing questions…..
What level of donation are they able or willing to give?
What is their preferred communication channel?
• Motivation to donate
• Likely to gift through a legacy
• Give across broad or narrow range of charities
• Likely to be loyal or become committed donor
How will their attitudes influence their donation behaviours?
Do they have affinity with my cause?Are they connected with my brand?
Opportunity for testing
• We are looking for some charity partners to help us test this dataset.
• Selection in an acquisition campaign.
• Tagging for profiling against the current supporter base.
• Inclusion in propensity modelling or segmentation.