Talking Numbers wins Data Strategy Award
Howard Lake | 22 November 2007 | News
Marketing data specialist Talking Numbers has won the award for Best Use of Data in Charity at the Data Strategy Awards. The award recognised its work in optimising income from Help the Aged’s raffles programme, which included a doubling of the average banked value per contact.
Michelle de Souza, Head of Central Database Marketing at Help The Aged, said: “The award is testament to the innovative and creative thinking behind Talking Numbers. We have worked with them for a number of years in a highly successful and collaborative relationship that always challenges and pushes our long term marketing data strategy.”
The project delivered the best ever result for the charity’s raffles programme, representing a 17:1 return on investment (ROI) for the data strategy. Recruitment rates were 26% higher and banking rates were up 59%. In addition, the average banked value per contact was more than doubled.
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Help the Aged tasked Talking Numbers with increasing the overall revenue generated from its raffles, in the face of declining recruitment rates. It was keen to improve the targeting of future campaigns and to identify the best prospects within its Collections base and wider supporter base.
To achieve this, data from two separate databases within the charity had to be integrated, cleaned, enhanced and analysed, with a feedback loop of campaign results.
Supporters were then scored based on recency, frequency and value. A propensity model was then developed based on the key differentiators of supporters who had previously engaged in raffles compared to the rest of the supporter base.
The RFV score was applied dynamically to reflect the results of the three campaigns that are conducted across the year. The results of each campaign were evaluated and re-weighted, then fed back into the score and model.
Future raffles campaigns will use this enhanced RFV score, and the charity has adapted its contact strategy for existing raffles supporters. The lowest scoring prospects are being dropped and the frequency of communications and raffle books sent to the rest based on their score.
The only organisation to win two awards at the 2006 Data Strategy Awards, at this year’s awards Talking Numbers was short-listed for four awards, more than any other attending organisation.
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.