1. Who? Supporter Audience Analysis
Wood for Trees
May 2016
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Wood for Trees: Outstanding Marketing Services Provider 2011 (Database Marketing awards)

2. Why

3. New Five Year Fundraising Strategy
How it all began
New Five Year Fundraising Strategy
Identified 5 strategic objectives
Charity X has always been a very audience led organisation
They have always tried to keep the donor at the heart of our fundraising efforts
But we recognized the need for further improvement.

4. We set out to do three things:
Audience led
We set out to do three things:
Identify our key audiences
Understand their needs and behaviours
Make them the starting point of everything we do.

5. AUDIENCE LED FUNDRAISING STRATEGY
High level
What do we already know about our supporters?
Where are the opportunities for future growth?
AUDIENCE LED FUNDRAISING STRATEGY
Approached WfTs
High level
What do we know about them now
Where are the opportunities for future growth

6. Who are our priority audiences? Who are our secondary audiences?
Who are they?
Who are our priority audiences?
Who are our secondary audiences?
What do these people look like?
What are their interests and attitudes?
Where do we find them?
How do we talk to them?
Give us a deeper understanding of our audiences

7. Opportunities for growth?
Where is the value and potential within the Irish market?
How can we use this for stewardship?
How can we inform our communication & fundraising strategy?
How can we improve product development?
Where are there new opportunities for product development?

8. How

9. Their worth is estimated at €100 million
Overall View
Population is ~ miliion
10% ‘support overseas’ (330,000)
110,000 have given to you recently
This leaves 250,000 untapped
Their worth is estimated at €100 million
Assumes €400 LTV per supporter

10. Who? Supporter Audience Analysis
“Insight into market sizing and audience potential”
This project will develop a better understanding of the reach of the current offer and how this varies across different audience segments

11. Why is Who different?
….and whilst knowing who our supporters are is a great start this can be limited to their location, donating history and profile and broad demographics
This project is different…. it links geodemographic and questionnaire- based research to supporter data, making it possible to identify exciting new dimensions in the behavioural and attitudinal attributes that characterise the supporter base

12. External Profiling Data
Methodology
Database
External Profiling Data
Opportunity
Current Penetration
Current Value
Propensity to give to charity
Propensity to give to
cause
Mosaic or Sonar
Recruitment Channels
Key Products
Tenure
LTV
Demographics
Hobbies & Interests
Preferences
Attitudes to charity and charity giving
Profiles

13. We will understand the segments which have
High penetration and value
High penetration but provide low value or retention
Low penetration but provide high value or loyalty where they do support
Low penetration and low value
“Sizing the opportunity and its value”

14. Insights

15. Sizing the Opportunity

16. Overlaying Value

17. The Audience Landscape

18. FOUR Key Priority Audiences

19. Farming Commuter Mix

20. Who are they
Married couples & families (30-60yrs)
Large houses in rural areas ($200k+)
Mix of agricultural & urban commuters
Educated & comfortable
Many have chosen to live rurally, in pursuit of work life balance – because family & community matter

21. Good value & tenure

22. DRTV & print reaches them

23. Little RG Engagement

24. Outside Urban Centres

25. So what

26. So what did this mean for Charity X?
Gave direction & focus
Identified large untapped rural audience
Enhanced our product portfolio
Optimised our supporter journey to create stickier donors
Increased LTV through careful cross-sell and up-sell campaigns while carefully monitoring attrition.
Maximised our fundraising efficiencies
Direction & Focus:
Not trying to be all things to all people
Not casting our net wide in the hope that we’d catch a few fish
Rural Audience
Audience was not being reached by current channels and products
Utilised new channels to connect with this audience
Product portfolio
Able to identify which products are not applicable for our key audiences and identify gaps
Optimise our supporter journey
Because we know who they are and what motivates them so we can ensure the journey is appropriate.
Includes offering them opportunities to support us outside of financial asks.
Increased LTV – we can offer things that they are likely to be interested in increase uptake and reducing attrition
Maximise fundraising efficiencies
Stop asking people to do things they are unlikely to say yes to
Stop spending money on products they are not interested in
Reduce our costs whilst maintaining or increasing income
Improved our ROI

27. Thank you
Who
Audience
Analysis