Agenda for this morning

• Welcome – Jon Cano-Lopez; CEO at REaD Group

• AdSmart, A New Media for Charities - Daniel Stephenson; AdSmart Controller (Strategic Alliances) at Sky UK

• The importance of acquiring new donors - Michelle de Souza; Head of Customer Relationship Marketing and Insight at Age UK

• prospectus for charity – Scott Logie; MD at REaD Group Insight

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

The importance of acquiring new donors

Michelle de Souza

Head of CRM & Group Database

Channels to Market

Channel Reach in 13/14 Change on previous year

SMS 5.8m texts +318%

Email Marketing 210m contacts +53%

Telephone marketing 14.4m calls +25%

Direct mail 200m contacts +21%

Face to Face 26m contacts -13%

Barriers and opportunities

Why donor acquisition is important to Age UK

• Age UK is forecast to deliver income of £165 - £170m for 14/15

• £110M ( 67%) of our income is derived from data driven marketing

Age UK penetration into the 55yrs+ market

Age UK2.8M24%

Estimated ABC1 market size 11.7M

Estimated C2DE market size 5.8M

Age UK1.6M28%

PROFILE

Younger Cluster, Age

45+

Wealthiest Cluster, Income

£50k+

Most likely to own home

outright and have a detached

house with 4+ bedrooms

Go on holiday 2+ times a year

Most likely to consider leaving

a legacy

Strong Donor and Supporter Segment

OVERVIEW PROFILE ATTITUDES

More likely to have children

<18

DUTIFUL DO-ERS

Social networking

Using the Internet (via any device)

At the cinema

Out of home

Watching TV

Reading newspapers

or magazines

Cash and CG Donors (including SAG and RIAF)

Legacy Pledgers

Raffle Players Campaigners

Events Participants

Listening to the radio

1 2 3 4 5 6

AGE UK KEY RELATIONSHIPS

MEDIA

DEMOGRAPHICSCLUSTER POSITION

LESS LIKELY MORE LIKELY

MAKING USE OF INTERNET

CO

NT

EN

T W

ITH

OU

T

CH

AN

GE

high

low

highlow

DUTIFUL DO-ERS

AGE BAND

SO

CIA

L G

RA

DE

high

low

highlow

DUTIFUL DO-ERS

DUTIFUL DO-ERS

ENTERPRISE

FU

ND

RA

ISIN

Ghi

ghlo

w

highlow

ATTITUDES

Strong Donor and Supporter Segment

OVERVIEW PROFILE ATTITUDES

DUTIFUL DO-ERSMOST LIKELY TO AGREE WITH MOST LIKELY TO DISAGREE WITH

• We all have a responsibility to provide charitable support to developing countries

• I enjoy receiving new product promotions in the mail

• I like to give to charities who work internationally

• I frequently read newspaper and magazine adverts

• I love eating foreign food • I am not interested in learning how to use new technology

• I often use the Internet to search for product reviews and information

• I find it difficult to pay the bills at the end of every month

1 2 3 4 5 6

People in this cluster are more

likely to over-index on

Supporting International

Causes, Elderly being

Neglected and Cash Rich.

They are less likely to be

Discovering New Products,

Content without Change and

believe Family comes First.

AGE UK KEY FACTORS

CLUSTER POSITION

MAKING USE OF INTERNET

CO

NT

EN

T W

ITH

OU

T

CH

AN

GE

high

low

highlow

DUTIFUL DO-ERS

AGE BAND

SO

CIA

L G

RA

DE

high

low

highlow

DUTIFUL DO-ERS

DUTIFUL DO-ERS

ENTERPRISE

FU

ND

RA

ISIN

Ghi

ghlo

w

highlow

We’re all channel hopping !

• Train Panels

• Insert Prospecting

• Cold Mail /Door Drops

• DRTV

• Radio

Value of profiled data to Age UK

1.Disparate data sets.

2.Budgets are tight and targeting is essential

3.Our donors and customers still like to communicate through the more traditional channels

Why profiled data is im

portant to

Age UK

Any Questions?

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 SURVEYSprospectus for charity

40.7m Marketable Individuals

21.3m Households

InfoBase Lifestyle Census

17m Marketable Individuals

6.8m BehaviourBank Individuals

Charity Relevant Data

Charity Relevant Data

Common Format Survey Files4.5m Transactions

2.7m Individuals

From Jan 2009 to Jan 2014

Acxiom Data Exclusive to REaD Group

Anal

ytics

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 networkDonate 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

loyalRegular 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?

Relevant Charity Insights

Relevant Charity Insights

At Scale

40

prospectus for charity

Multi-Channel

Charity Sector Relevant

Loyalty

Affinity

Insight driven messagingH

ou

sew

ife

AffluentP

rofe

ssio

nal

FemaleMale

Young familyRetired

Empty nester

Struggling

Pet

ow

ner

Theatre goer

Enjoy walking

Charity volunteer

Under 35

Ove

r 65

Age 40-50

Home Owner

Com

fort

ab

le

Targeted Donor

Acquisition

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.

Thank-you