REaD Group’s prospectus for charity combines demographic and behavioural data
Howard Lake | 25 February 2015 | News
Data communications specialists REaD Group has launched ‘prospectus for charity’, a new product covering over 40 million individuals and 20 million households. The data is designed to help charities manage donor acquisition activities and inform their retention strategies.
The product, developed by Acxiom and marketed by REaD Group, combines demographic and behavioural data. As well as financial and channel preference data, the product includes other propensities, such as affinity with named charities, affinity with cause, ability to give, and attitude to leaving a legacy.
Prospectus for charity adds to REaD Group‘s other products, including Qinetic, Gone Away Suppression (GAS) file, Active and The Bereavement Register (TBR), as well as other data from Acxiom.
REaD Group has worked with many charities including Macmillan Cancer Support, Breast Cancer Care and Maggie’s Cancer Caring Centres.
Photo: one in a million by Ed Samuel on Shutterstock.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.