EDM Media launches DonorTrends donor insight service in UK
Melanie May | 30 June 2016 | News
A service that helps charities to identify their most engaged or loyal donors and vice versa, and make insight-driven decisions about their donor relationships is launching in the UK.
Launched in the UK by EDM Media, DonorTrends uses predictive science combined with a charity’s actual donor data to forecast future activity and identify the donors at every giving level, from regular donors giving £2 per month to high-value, major donors, who are the most likely to want to respond to certain fundraising campaigns at a given time.
It works to improve key fundraising activity including retention, upgrades and reactivation campaigns, analysing donors based on their preferences and giving behaviour, and how this has changed over time. No third-party data is added during the analysis and profiling process, ensuring that all insights are based purely on the user organisation’s own consented data. All analysis is handled by EDM Media, which has partnered with DonorTrends to provide the service in the UK.
According to EDM Media, the service has already helped over 1,000 charities in the US to improve their donor relationships and retention through better understanding of donor engagement, and can analyse warm data within two days, and develop an action plan based on the results within six.
Suzanne Lewis, managing director of EDM Media, said:
“We are addressing the issues of blanket and far too frequent communication models that have been highlighted in recent best practice reforms. By introducing DonorTrends, charities will be able to engage less with those donors who are less connected to them, by contacting them less frequently and only at the times when they are more likely to respond. Equally those most loyal can be given greater focus. The result is far greater engagement, loyalty and revenue for the charity, and a much more accurate and meaningful relationship for the donor.”
EDM Media will be introducing DonorTrends at next week’s IoF Fundraising Convention, which runs from 4th to 6th July at London’s Barbican.
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About Melanie May
Melanie May is a journalist and copywriter specialising in writing both for and about the charity and marketing services sectors since 2001. She can be reached via thepurplepim.com.