COVER STORY CHARITY MARKETING
Is charity marketing in better shape than ever?
The charity marketing sector has been hit just as hard by the recession as any other and has had to change and adapt the way it works to fit into the new world order – but will the efficiencies learned in the last few years mean it emerges stronger than ever, asks Antony Begley?
Case study CCR Data helps The Association for International Cancer Research
Client: The Association for International Cancer Research (AICR) exists to help save lives that are currently being lost to cancer.
The perceived challenge: CCR Data was engaged to simply identify and manage duplicates within the AICR supporter database.
The real challenge: CCR carried out an initial assessment of multi-million record client supporter database, created a reporting structured and analysing the results. These reports showed that deduplication was not the key data issue: a far deeper problem existed in relation to data suppressions.
12 April2012
Due to the extremely high number of data suppressions identified, it was agreed that data segmentation would need to take place. The ‘year of last donation’ was used as a core segmentation value and bespoke segmented data audits created which highlighted each specific area of concern within each segment. Data enrichment opportunities were also identified. Due to the length of time required during the consultation and investigation stages a new supply of data was needed to take into account any natural data changes within the supporter base. All records were then processed through data cleansing routines. Deduplication was carried outs, data was matched and reverse-matched to PAF and all goneaways, movers and deceased individuals were
flagged. Goneaways previously marked within the supporter base were also processed through CCRs’ movers service to provide an up to date mailing address. Data enrichment was also carried out as a number of records did not contain an email address or date of birth.
Results: Over 8% of data was matched to suppression files for goneaways, movers and deceased. Records were then flagged and any lapsed donors who had moved were traced and re-contact enabled. Over 13% of the data was appended with an email address eneabling new contact methods for existing donors. Additionally, over 15% of the file was appended with a data of birth
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