For the inaugural IoF Insight SIG awards programme, we are inviting entries for the best use of insight and analysis in the following categories:
- Driving strategy (entry form)
- Supporter Acquisition (entry form)
- Supporter Development/Retention (entry form)
- Innovation (entry form)
- Team of the year (entry form)
- Supplier of the year (entry form)
Note that we are looking for best practice in the sector. For some types of projects this may mean relentless optimisation through rigour in applying executional excellence time and time again. For others, innovation in approach or out-of-the-box thinking that challenges the status quo may be recognised.
Further guidance on what each category covers follows:
- 1. DRIVING STRATEGY
We will be looking for a project where insight or the intelligent use of data has made a significant difference to a charity’s strategic direction or fundraising approach. The project’s findings will have been embraced by senior stakeholders in the organisation, challenged conventional thinking and inspired action. We expect to see rigour in methodology, the discovery of fresh and genuine insights and a step-change in performance as a result of the project.
- 2. SUPPORTER ACQUISITION
Entries in this category are invited for any aspect of using data and insight effectively in the support acquisition process – for example, from scoping and targeting new markets, establishing audience insight, blending data sources, segmentation and targeting strategy, executional elegance through to metrics and optimisation techniques employed. It is essential that entrants provide evidence of results achieved and the impact on the organisation’s success.
- 3. SUPPORTER DEVELOPMENT/RETENTION
This category covers the smart use of insight and data to any aspect of supporter development and retention post acquisition. Examples include converting single donors to regular givers, upselling raffles players to lottery products, generating legacy pledges, increasing average gift value (e.g. via ask point analysis), cross-selling and initiatives that seek to reduce donor or supporter attrition. Even insights to help map and refine the supporter journey itself or data models that inform contact strategy or drive campaign targeting may feature in this category. Please dramatise how data and insight has made a major difference to the strategy developed and subsequent execution. Again, concrete results will be expected showing the impact in key areas such as supporter value, experience and ROI.
- 4. INNOVATION
We will be looking for a project that has pioneered the use of data, analytics, market research or campaign management to deliver an extraordinary impact for a charity. The innovation can feature in any aspect of the project, for example data sourcing and integration, analytical process and techniques applied, segmentation and targeting strategy for tailored messaging, multi-channel deployment or measurement and reporting. The data strategy must show demonstrable value created for the organisation, supported by results achieved.
- 5. TEAM OF THE YEAR
This award is for internal charity teams who, together, have increased the impact of insight and data within their organisation significantly in 2011. The winning team will be a collection of highly motivated and professional individuals who have worked well in collaboration to improve fundraising performance. Examples of leading attributes include strong leadership, a culture that invests in training and development, working practices that inspire the best in everyone, a high profile within their organisation, incredibly efficient use of (scarce) resources and a wide respect for the team’s contribution. Please demonstrate how your team has achieved outstanding results by providing examples of projects and feedback from stakeholders.
- 6. SUPPLIER OF THE YEAR
We will be looking for a marketing service provider or agency that helps charities achieve exceptional results, time after time. Known for adding value, the winning company will display a combination of consistently delivering on their service promise whilst pioneering solutions that are creative and cost-effective. In addition to welcoming entries directly from suppliers we shall also be canvassing the SIG’s membership for recommendations.