# Experian's new service helps charities reduce mailings to 'goneaways'

- Link: https://fundraising.co.uk/2004/03/25/experian039s-new-service-helps-charities-reduce-mailings-039goneaways039/
- Published: 2004-03-25T00:00:00+00:00
- Author: Howard Lake

Information solutions company Experian has launched ‘Absolute Movers’, a service
to help charities keep track of donors who move home and changing their address.

Absolute Movers is designed to help charities improve the effectiveness of their
direct marketing campaigns by reducing the waste created by mailing individuals 
who have moved home, or ‘goneaways’ in the jargon.

Experian claims that its unique data is updated and made available more quickly 
than other consumer suppression services currently available.

Keeping track of supporters’ current addresses is hard work. According to government
statistics, more than 12% of the UK population move house each year: this is about
18,000 people every day. Where goneaway data is identified from returned mail, it
can take months to receive, collate, capture and load the information before it 
is ready for use as a suppression list. Absolute Movers helps solve this problem
by making goneaway data available much faster; the company has identified over 3.5
million new movers in the last six months alone.

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Sue Tomalin, Data Quality Consultant for Experian’s Marketing Services division,
believes that the speed with which goneaway data can be made available is essential
for charities. “On average,” she said, “an individual receives 13 pieces of direct
mail per month, so if there is a four month delay in identifying a single mover,
50 wasted mail packs will have been sent to their old address. Absolute Movers has
been developed by Experian to address this specific weakness in the suppression 
data currently available to the charitable sector.”

In addition, Absolute Movers keeps up-to-date with people who temporarily move house
and then return; for example, students who move away for the period of their study
and work secondments.

Absolute Movers is available from Experian and through Experian Intact, the online
data cleansing service.

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