Nov 2011: The analyst’s greatest hits …and how you can increase your impact

Opening and closing presentations

Rob George – Head of Supporter Insight & Systems – RSPB

Speaking truth to power: how insight can shape strategy
How RSPB commissioned and delivered a major insight project to reveal an uncomfortable truth about its brand and how the project influenced all areas of RSPB’s future strategy. An unusual combination of quantitative and qualitative research, traditional and social media monitoring, archival research, literature reviews and workshops produced a single report that is changing how the RSPB thinks about its supporters.

Robbie Buscombe – Individual Giving Manager, Projects – Marie Curie Cancer Care and Steve White – Operations Director – Wood for Trees

Analysis Top Ten at Marie Curie Cancer Care – the final countdown
We began our analysis journey in 2009 to understand MCCC needs and resources – to improve data effectiveness as well as data analysis and processing. The analysis journey continued with a focus on improving net income; predicting the most responsive supporter types for the main four campaigns. MCCC has used this information throughout 2010 and 2011 to re-focus their activity for these campaigns, with exceptional results to date. The second stage of the data work involves improving the quality and efficiency of the MCCC supporter database, so that tools such as prediction models become even more accurate and reliable in the future. Measures include carrying out de-duplication and a programme of mentor-style training. Data users are now able to take full advantage of the new database tools. But the journey doesn’t stop here in making sure data makes a difference to the bottom line. Top ten analysis hits that have made a difference to fundraising performance. In true greatest hits style, we present a countdown from 10 to 1 …

Lee Gisbourne – Database Marketing Manager – RNLI

How classic analysis has opened new market segments
RNLI recognised latent potential in existing donors to support at a higher level than current giving, but supporters had never been asked. We developed a ‘mid value’ product to bridge the gap between supporter giving at a higher average gift level and those considered to be high level donors. Discover the analysis steps to understanding the supporter base, how classic analysis was used to establish a test segment of supporters, results and lessons learned.

Kate Parker – Senior Data Insight Analyst – Guide Dogs for the Blind Association

Maximising ROI in Guide Dogs raffles
How Guide Dogs have used simple analysis methods to maximise the impact of quarterly raffle campaigns. Using several case studies, we will demonstrate how logical methodologies for raffle book quantities can empower charities to reduce wastage and increase ROI without negatively impacting response. This session is aimed at all sizes of charities and all levels of software complexity.

Ryan Davies – Lead Consultant, Dynamic & Personalised Content – RAPP

The power of insight driven dynamic content; how Best Western increased hotel bookings by 41%
This presentation will explore how analysis, segmentation and technology can combine to create hyper-personalised, more effective communications into today’s super-connected world. Using refined analysis techniques, Best Western created a detailed segmentation mixed with dynamic content to derive a digital communications programme for its loyalty club members with over 10 million combinations. This improved targeting and creative approach led to strong click through rates and, ultimately, £840,000 of incremental revenue over 12 months.

Bob Francis and Ben Hewitt, NSPCC and MarketShare

Using econometrics to measure results
How the technique of econometrics was used to understand how different acquisition media (TV, online, face to face) combined together to acquire new regular givers for the NSPCC. It shows that these days you cannot just measure the result of one type of acquisition activity in isolation – they all interact together to deliver results.

Howard Barber and Paul Handley, Tangible

Signing up a lost generation to the Scottish Organ Donor Register
Recruitment for the Scottish Organ Donor Register should in theory share many parallels with charity appeals and campaigns. This campaign shows that to be the case – with audience analysis, direct mail test and learn and a focus on family and friends delivering quite outstanding results, helping to recruit a very different (and very valuable) audience relative to other channels.