New tool to integrate on- and off-line marketing by charities
Howard Lake | 3 March 2008 | News
Tangible Data (formerly Talking Numbers) has developed a new multi-channel campaign management system that integrates donor and supporter data from both online and off-line activity. The tool, called ‘Magellan’, offers a ‘single customer view’ from the various separate ‘silos’ that most charities still hold data in.
The new tool enables campaign planning, reporting and analysis, web tracking and analysis, and email broadcasting from the desktop, and is aimed at medium-sized to larger charities.
At Magellan’s heart is a SQL RDBMS system, which generates one merged dataset by taking feeds of data defined to a charity’s own business rules and specific requirements so they receive the accurate and detailed customer records.
For example, in an emergency appeal, Magellan will allow a charity to segment and contact all those supporters who have given to disaster relief in, for example, Africa with an email timed to arrive a few hours before a news item appears on the national TV news. A follow-up message could be sent the next morning and the whole activity tied into a larger offline direct mail campaign. Alternatively offline activity can drive people to respond via websites and appeals micro-sites. All this activity can be tracked and measured with a web analytics facility.
“Many charities are reluctant to try online fundraising because they often don’t have the in-house knowledge to carry it out effectively,” said Nigel Magson, Tangible Data’s managing director. “Magellan however, will bring email marketing within reach by eliminating the need for third parties, enabling email and web activity to be really integrated with off-line campaign activity, quickly and easily.”
www.talkingnumbers.com
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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.