Our IT Director helped this charity increase its existing revenue streams by extending and expanding the customer lifetime value of their existing patrons. By implementing a rugged CRM system, the organisation could improve segmentation, targeting and crucially communication.
A mid-size charity whose purpose was to save lives by helping people find the right organ donors. The charity received significant grants from the EU but post-Brexit the grants were massively reduced, so it was looking for other ways to fund itself and use data to find new revenue streams and new supporter base.
The mission was to become self-sufficient in terms of funding and drive massive growth in supporter base and revenue through individual giving propositions and improve the use of the CRM system to increase revenue from existing customers.
What Our Director Did
Delivered Market And Opportunity Sizing
The IT Director understood the current proposition of the charity. They then analysed its data and developed a ‘lookalike model’ which overlaid the demographics and attitudes of the current supporter base to the overall UK population to find the core target market for the charity. This then gave the charity a much clearer estimate of the size and opportunity in the market and the core target audience and its current market share.
Delivered A Market Segmentation And Targeting Model
After determining the market size, we conducted a detailed behavioural and attitudinal analysis to segment the existing market into distinct personas. Six distinct, sizeable segments were identified. Each showing interest in a specific proposition and displaying different engagement levels with the charity. The Director then developed a targeting model and delivered it to the marketing team for execution through the marketing channels and the CRM system.
Increasing Revenue Streams From Existing Customers Through The CRM System
The Director audited the capabilities of the current CRM system and, more importantly, assessed its usage. They then provided various recommendations, including using predictive models for supporter communication and suggestions.
Suite Of Predictive Models
The Director developed a suite of predictive models to enhance performance at all levels. He created acquisition modelling to communicate with the appropriate new consumers. They formulated Lifetime Value modelling to prolong the donor lifecycle and increase revenue from existing donors. Additionally, he designed churn modelling to communicate timely and appropriately with supporters likely to cease donations.
The whole mind-set of the organisation changed from being reactive to proactive
- ROI of marketing communications improve by 3:1 from 0.8:1 after deployment of predictive models
- Donor Revenue and volumes went up by 40% over 12 months
- Lifetime value revenue of donors also went up due to new CRM roadmap
- New CRM domain expert was recruited
- Real-time reporting became ingrained in the culture and decisions were taken on the right KPIs
- New distribution channels like partnerships with digital vendors with one-tap donation were initiated as a result of the insights from the segmentation