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Presented by
Ian McNamaraMatthew Tamea
Building an Effective Supporter Selection Strategy
15th October 2008
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Sector challenges
1.
Data strategy
2.
Software in Action
3.
What are the benefits?
4.
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1. Charity Sector Challenges
A clearer view on relationships is required Other relationships are becoming more important Recruitment through events, activism, legacy pledging, catalogues,
hand raising on the increase
More sophisticated approaches to segmentation needed to drive further income
RFV is fine but does not work for all engagement We need to find ways of approaching all supporters who have
the potential to give
More innovation in recruitment is needed Acquisition needs to be an organisation wide discipline Co-ordination of contact is very important
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2. Data Strategy
Basic objectives: Increase the size of the supporter base Increase the income from each supporter Cut costs – primarily through management of communications
Basic questions What is the size of the supporter base? How much income is received from each supporter? How do I tailor my communications? What are the costs and how are they assigned?
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Most organisations find it hard to answer to these questions, regardless of the sector
Data Strategy – Why?
The data to answer them is usually not in one place:
Fundraising system Legacy database Financial systems On-line database MS Excel on various computers
Data Information Knowledge Decisions Profit
Effective data management leads to informed decisions which in turn leads to improved resource allocation
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Data Strategy: Key Components
Data and technical infrastructure
Reporting and management information
Supporter understanding, analysis and segmentation
Communication management
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Reporting/Management Information:
Tells you what has happened, in the time and frequency you require
Key Performance Indicators:
How much; When; Which channel; How often
Supporter Change:
Segment movements; attrition rates; acquisition rates
Campaign Analysis:
Individual campaign level; programme level; year to date
Income measurement
Reporting and management information
OUTPUT – a regular ‘fact base’ of information to provide a view of the
change in the supporter base
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Segmentation
Many types for different purposes
Data driven, RFV, motivational, research based
Data Analysis
Tells you what and why things happened
Structured vs. un-structured
Enhance with market research
Data Modelling
Predicts what is likely to happen in the future
Value analysis – current, NPV, LTV, potential
Supporter understanding, analysis & segmentation
OUTPUT – a much deeper understanding
of the supporter base that will inform decisions
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Communication Management
How do we apply all of what we have learned into our campaigns? Inclusions Exclusions
What additional sophistication can be put into campaigns? Contact and response history Optimisation Event/Triggers
OUTPUT –
a structure to look at the selection for any campaign
How do we balance our cost to generate maximum income across:
Channels
Supporter types Acquisition and Retention
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Campaign Management/Selection
How sophisticated are the users?
Who needs access to the information?
What can be distributed/ out-sourced?
What should this cost?
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Low end
Blue Tahiti (demo)
Middle ground
FastStats (demo); Business Objects;
Higher end
Alterian (demo); Smartfocus, SAS, Chordiant
Top-end
Affinium
Self-serve tools
Zebra, Fusion, Vision
Campaign Management/Selection Tools
Huge choice of tools available:
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Live Demonstrations
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Benefits
Ongoing Measurement of Success
Generate campaigns faster through re-use of functionality
Reduce wastage in communications by cutting out non-responding segments
SAVE MONEY.MAKE MONEY. DRIVE EFFICIENCY.
Increase Income through better targeted communications
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Thank you.Further questions?