Our 2014 Insight in Fundraising Special Interest Group annual conference saw a magnificent line-up of speakers and a feast of topics around data and insight. Themed ‘From nuts & bolts to grand designs’ the event showcased the very best of successful data insight from our sector. The conference was supported by CACI and Prospecting for Gold and run by our committee of volunteers. I thank them all for their contribution to making this event such a success. Janet Snedden, Chair Insight SIG
Here’s what some of the delegates said:
“More practical advice than previous years”
“I hope to go to work tomorrow feeling energised to use learnings”
“Lots of actionable points to take away, thanks!”
“As always, an excellent conference and networking event”
“I always shuffle my diary to make sure I can attend this!”
SPEAKERS AND PRESENTATION LINKS
Paul de Gregario, Open Fundraising
Mobile isn’t the future, it’s the present
Is your organisation maximising the fundraising potential of mobile? We’ve all got one, we keep them close and they have an inbuilt response system. In this session Paul de Gregorio from Open Fundraising will talk about Open’s obsession with mobile and why this simple ubiquitous device is changing the way we approach fundraising. Paul will take you on a whistle stop tour of how mobile is being to the best effect by a range of organisations.
Sarah Fitzgerald O’Connor, Save the Children & Andrew Bathgate, Good Innovation
Generating audience insight for new product development – the DIY model
Save the Children will share how ethnographic audience insight is driving new product development for mass market fundraising and how you don’t have to spend a fortune with research agencies – you can (and should) do it yourself!
Rob Jones Qbase and Neda Rahimi Barnardo’s
Successful Long Lapsed Supporter Reactivation
Taking a look at how using predictive modelling, Barnardo’s successfully managed to reactivate lapsed supporters of 9 years or more with significantly higher than average cash gifts and response rates that outperformed their best banker prospect lists. We’ll take a look at what happened to those supporters over the following months and years and show you how you can employ the principals employed within the solution at your own charity.
Owen Bowden Leukaemia & Lymphoma Research
Performance Reporting: London Bikeathon Dashboard
Leukaemia & Lymphoma Research’s insight team used free open source tools to build a dashboard aimed at helping entry management, targeted marketing and delivery for their flagship sporting event, The London Bikeathon. They’ll share what they learned about building them and how you can use the same tools for free to blend difference data sources such as CRM, fundraising and web analytics onto a dashboard for actionable insight.
Dan Prebble UNICEF UK
Google Analytics: what works for us
This session looks at some of the basics of using Google Analytics and looks at some live examples of how it is used at Unicef. It will cover some quick wins that you can apply immediately as well as some of the times where it hasn’t gone entirely to plan. We’ll be covering segmentation, demographics and reporting structure to try and help you get the most out of your statistics.
James Lennon CACI and Jane Harris, Leonard Cheshire Disability
From Sheds to Skyscrapers
Building on the themes of Nuts & Bolts – CACI and LCD will take you through the process behind any robust structure; having a clear vision, understanding the purpose, getting internal engagement, choosing the right components, employing the right skills and staying focussed on the objectives.
James Culling, Parkinson’s UK
Where’s Wally? Finding supporters hiding in plain sight!”
Parkinson’s UK cash appeals had hit an RFV-based selection trap: mailing more or less the same people time after time, trimming the mailing of non-responders to save money and consequently watching net income decline with each successive campaign. The charity needed a way to identify new supporters who were not regularly selected but might prove responsive – without incurring the expense of contacting large numbers of people just to find the few nuggets of gold.This session will outline how they overcame that Issue and share the results from using a predictive model developed by Wood for Trees and how this expanded their audience, increased income and had knock on effects across the rest of Fundraising.
Raimonds Kulbergs, Funderful
The Game of Giving: an online competitive giving approach that beat Stanford!
Stockholm’s School of Economics raised its alumni participation by 300% to a record 35%, beating the giving rate of world leader Stanford, USA. Without any campaign budget, it had to rely on alumni wanting to donate instead of being asked to donate. So it built a unique donation platform enriched with gaming elements, fully transparent, integrated with social media with real time data analytics, all with an aim to recognise the human needs of alumni and grow alumni participation rate. In an ever more competitive market for charitable giving and engaging the individual supporter, this ground-breaking case study offers insightful discussion how the game-like approach could change the way education institutions, and charities in the wider sector, raise donations with a step change in participation levels.
Nick Mason, RNIB
Do You Really Know What’s Working?
It’s better to have an approximate answer to the right question, than a precise answer to the wrong one”. Over the last few years, data has gone from an off-shoot of IT to a critical determinant of success for organisations across the public, private and third sectors. It has done so by providing deep access – insight – to the real behaviours of our customers, and has heralded the move to customer-centric marketing; the backbone of fundraising. They key challenge is to move beyond mere description to ensuring that the right key questions are asked – at a customer, channel, campaign, organisation or sector level
David Cole (fast.MAP) and Jenny Moseley (OPT4)
Data Permission Benchmark
Practical guidance for fundraisers in an increasingly challenging data legislative environment where consent to market will be ever more difficult. Privacy legislation coming from Europe in the guise of the General Data Protection Regulation will make things so much tougher for charities . Start planning now and get ahead. Explore Data Permission strategies without involving your donors and benefit from shared experience through the Data Permission Benchmark.
Andrew Hyman (UCL) and John Whitehead (freelance)
Geodemographics from the ground up
Are you looking to enrich your fundraising database but not sure where to turn to learn more about your supporters? Geodemographics offer powerful way of understanding them based on where they live. But are they effective? In this talk, Andrew Hyman will share early insights in to the use and value of such data within the Development and Alumni Relations Office at UCL, including key headlines from a ground-breaking dissertation comparing the relative utility of Acorn (CACI), Mosaic (Experian) and OAC (ONS/UCL) to better understand UCL’s regular giving donors. Some thoughts on building your own bespoke, postcode based classification using your very own data will also be offered. John Whitehead will talk about how practically to go about building your own geo-dem.
Jon Kelly, Wood for Trees and Stacey Conway, Dogs Trust
When Less Really Does Mean More …
Everyone knows that supporters are different, and respond in different ways to the same ask. How far is it possible to target the most appropriate ask – the one most likely to get a positive response – to the right supporter? Over more than three years, Wood for Trees has been developing and refining a (recently award-winning) response uplift model that optimises asks for different segments of the supporter base. We look at the detail and share the success achieved by a major UK charity in putting the theory into practice.
Paul Becque, Tangible
Channelling the rise of Social Fundraisers
All fundraisers today face the unknown when looking at the future of their donor bases. Donors are in most cases ageing, and recruitment and retention is getting harder. Some of the most successful fundraisers these days are ordinary young people who have inspired and galvanised support from hundreds or even thousands of people they have never met — and in the process raised millions of pounds for charity. this session will outline what “”traditional”” charities should be doing to embrace this new phenomenon and channel the passion and motivation of this new breed of fundraiser to the good of their cause.
David Dipple & Jonathon Moore, Adroit Data & Insight
Analysis on a Shoestring
There are many excellent statistical an analytical software solutions available, but these can be expensive to buy and so the cost often puts charities off getting them. There are; however, a number of excellent open source and free software packages that will allow you to perform all of your analytical needs, from basic profiling to complex modelling. We will demonstrate some of the best free/open source analytical software solutions available and compare them with the current stats software leaders.
Elizabeth Kessick, JustGiving
Viral Fundraising: get ready for your 15 minutes of fame
From #nomakeupselfie, to the ice bucket challenge, to the extraordinary response to the fire at the Manchester Dogs’ Home, viral charity appeals are making waves (and raising enormous amounts of money for good causes). In this session we’ll look at the results from recent social fundraising trends, and run through some tips on how to prepare your charity when the next viral campaign takes off.
Martin Squires, Alliance Boots