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

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 SURVEYS

InfoBase Charity Prospect Pool

40.7m Marketable Individuals

21.3m Households

InfoBase Lifestyle Census

17m Marketable Individuals

6.8m BehaviourBank Individuals

Common Format Survey Files

4.5m Transactions

2.7m Individuals

From Jan 2009 to Jan 2014

Acxiom Data Exclusive to REaD Group

An

alyt

ics

At Scale

40

ProspectUs for Charity

Multi-Channel

Charity Sector Relevant

Loyalty

Affinity

Insight driven messagingHouse

wife

AffluentP

ro

fes

sio

na

l

FemaleMale

Young family

Retired

Empty nester

Struggling

Pe

t ow

ne

r

Theatre goer

Enjoy walking

Charity volunteer

Under 35

Ove

r 6

5

Age 40-50

Home Owner

Comfortable

Targeted Donor

Acquisition

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 network

Donate 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

loyal

Regular 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

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