Charities, like businesses in general, have limited resources – and in the same way that businesses are accountable to their owners, charities are accountable to their donors. To this end, the Wellington Cancer Society needed to ensure that it spent donor’s contributions wisely and approached Datamine for assistance in ensuring its marketing spend delivered a positive return on investment (ROI).
To help the Cancer Society increase its campaign ROI Datamine profiled the Society’s existing donors - establishing what they ‘looked like’ and how they behaved. Using a combination of Cancer Society donor data, census data, Quotable Value NZ data, and the Deprivation Index, Datamine created profiles for five unique donor groups – from very high through to very low.
Using variables such as age, frequency of donations, occupation and property values, Datamine compared each of the five donor groups to the Society’s entire donor base (i.e. the average), and also to the greater NZ population. In addition, maps of the Wellington region showing the penetration and value of donors by geographic location were produced. Equipped with accurate donor profiles, the Cancer Society was then able to make strategic shifts in its donor acquisition campaigns, much improving their targeting, relevance and effectiveness.