# New tool to integrate on- and off-line marketing by charities

- Link: https://fundraising.co.uk/2008/03/03/new-tool-integrate-and-offline-marketing-charities/
- Published: 2008-03-03T19:33:05+00:00
- Author: Howard Lake

**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.

## Advertisement

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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