Case Study: Organ Donor Charity
A mid-size charity whose purpose was to save lives by helping people find the right organ donors. The charity received significant grants from the EU but post-Brexit the grants were massively reduced, so it was looking for other ways to fund itself and use data to find new revenue streams and new supporter base.
Mission was to become self-sufficient in terms of funding and drive massive growth in supporter base and revenue through individual giving propositions and improve the use of the CRM system to increase revenue from existing customers.
What Our Associate Did
Delivered market and opportunity sizing
The Associate understood the current proposition of the charity, analysed its data and developed a ‘lookalike model’ which overlaid the demographics and attitudes of the current supporter base to the overall UK population to find the core target market for the charity. This gave the charity a much clearer estimate of the size and opportunity in the market and the core target audience and its current market share.
Delivered a market segmentation and targeting model
Once the size of the market was determined, a detailed behavioural and attitudinal analysis was conducted to segment this existing market into distinct personas. Overall six distinct, sizeable segments were determined which were clearly interested in specific proposition and showed different kinds of engagement with the charity. The associate developed a targeting model which was delivered to the marketing team to execute through the marketing channels and the CRM system.
Increasing revenue from existing customers through the CRM system
The Associate carried out an audit of the capabilities of the incumbent CRM system and more importantly assessed the way it was used. Various new recommendations were given including the use of predictive models to communicate with supporters, recommendations on new supporter journey. New CRM KPIs were also suggested and new real-time reporting and dashboards were deployed in the CRM system.
Suite of predictive models
A suite of predictive models was developed in order to improve performance at all levels. Acquisition modelling was developed to communicate with the right type of new consumers. Lifetime Value modelling was developed to extend donor lifecycle and revenue from existing donors. Churn modelling was developed to ensure timely and right communication with supporters who were likely to stop donating.
The whole mind-set of the organisation changed from being reactive to proactive
- ROI of marketing communications improve by 3:1 from 0.8:1 after deployment of predictive models
- Donor Revenue and volumes went up by 40% over 12 months
- Lifetime value revenue of donors also went up due to new CRM roadmap
- New CRM domain expert was recruited
- Real-time reporting became ingrained in the culture and decisions were taken on the right KPIs
- New distribution channels like partnerships with digital vendors with one-tap donation were initiated as a result of the insights from the segmentation