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Understanding donor behaviour through database analysis

Nov 2019
How a comprehensive database analysis gave a charity the insights required to develop new fundraising products

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A large charity whose income had remained stable for a number of years wanted to understand the underlying trends in giving behaviour and identify opportunities for growth.
The charity provided a subset of their supporter database from which I created a ‘single supporter view’ which enabled me to analyse long-term trends in donor activity and behaviour.

Insights & Outcome

The analysis showed that 6% of donors accounted for 67% and very few of these were considered ‘major donors’. In addition, although income was stable donor numbers were falling. These insights were used to enable the charity to develop a high value programme and specific product for the recruitment (and retention) of new donors.

What the client said...

“Susie was a pleasure to work with, bringing her experience and expertise to the project in a way that enhanced the insight we received; we felt informed, and confident in what was being delivered. The interactive session Susie ran with our in-house fundraising team at the end of the project was a particular benefit and highlight; it brought the data to life and facilitated helpful discussion on the practical action we would then take.”

Head of Individual Giving, Large UK Charity (£20M+)

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