EXCELLENCE IN DQM FOR MARKETING MACMILLAN CANCER SUPPORT
Excellence in DQM for Marketing: Macmillan Cancer Support The experts behind Macmillan Inline on
stage with sponsor Marco De Caprio of Greenstone Data Solutions (left) and Database Marketing Managing Editor Antony Begley (right).
R
ealising that that the quality of the underlying data is utterly paramount to maximising the effectiveness of its mailing campaigns, Macmillan Cancer Support decided that, rather than simply running their data through some cleansing software, they would have an experienced data bureau build them a bespoke, complete data processing solution.
And Macmillan wouldn’t accept anything less than perfection in their requirements: the solution had to ensure 100% accuracy of Macmillan’s data prior to running a campaign, 0% waste of funds or resources across all of Macmillan’s marketing and communication database campaigns, and fully protect Macmillan’s identity as the UK’s number one charity brand.
No mean feat, then, but the result was the
fully tailored Macmillan Inline Automated Data Processing Solution produced by meta-morphix, a unique and highly efficient solution.
INLINE WITH THE TIMES
While Macmillan makes use of a multi-million pound database marketing budget each year, the total cost to build the Inline solution and deep clean the entire 10 million strong database was less than £100,000.
26 November 2011
www.dmarket.co.uk
The charity calculates that from this investment it will generate savings in year one of over £54,000 with subsequent annual savings of over £90,000 as the database grows and decay figures increase.
At that rate, ROI will top a quarter of a million pounds over three years – a result, in anyone’s book.
The Data Quality Management activity was informed by an overarching fundraising strategy to contribute towards Macmillan Cancer Support’s overall fundraising strategy to increase net income by 70% over four years. This strategy was underpinned by the adoption of a consistent and systematic approach to the way data is captured and communicated across the whole organisation so that all departments, from fundraisers to data specialists and IT were singing from the same hymn sheet. Similarly, Macmillan’s external support systems could not work disparately; everyone needed to be speaking the same language.
KEY OBJECTIVES
Other key objectives of the DQM activity were to increase ROI, ensure minimum brand damage by not mailing deceased records, a high priority due to the nature of charity, and to encourage continued engagement with supporters and their families including those who have lapsed. Macmillan also wanted to reduce costs associated with mailing deceased and gone- aways from 5% per mailing and improve the supporter and prospect communication process across the entire organisation Lastly, the charity wanted to increase overall
data processing speeds so it can make final data selections as close as possible to the mail date. Macmillan Inline achieves all of these goals
and more, taking the campaign data from a secure ftp site and undertakes routine tasks agreed with the charity, requiring no human intervention, before and a clean mailing file is returned within the hour. A commendable solution for a commendable organisation. n
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