Online donation platform JustGiving will be launching a data tool for charity marketers which will make it easier for them to identify their demographic. The tool was presented to charities on January 29th at JustGiving’s marketing innovation conference.
A survey from the Charities Aid Foundation has demonstrated that donations fell from GBP11bn to GBP9.3bn from 2010/11 to 2011/12. It is hoped that the new tool will boost donations and engagement by analysing users’ personal data to formulate donor-orientated marketing plans. The tool can also be used to integrate JustGiving data with existing CRM systems, such as Salesforce.
Head of marketing at JustGiving, Romain Bertrand, says: “We wanted to make sure that they had the best access to data around the donations given through JustGiving, around the individual users, so they can go back to these users if they have permission. They can mine all the different trends, look at all the different products, mine it by the time of the day, by channels like mobile.
Janet Snedden of the Institute of Fundraising says: “Open source data is a good thing and any additional insight that charities can get about supporter behaviour will help them nurture relationships. Data allows charities to better serve their supporters. They can strengthen the types of communications they can do, offer more engagement, better timing for communications like thank-yous for donations and it gives better capability for long-term strategic planning rather than just waiting for donations to arrive.”
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