How improved data quality management helped Comic Relief boost fundraising campaigns

How improved data quality management helped Comic Relief boost fundraising campaigns

How improved data quality management helped Comic Relief boost fundraising campaigns

The charity sector has been undergoing a public trust crisis in the past few years, with direct fund raising techniques part of the concern. According to the latest figures from the Charity Commission, trust in charities is at its lowest point since the Commission started asking about it back in 2005, with public trust dropping to 5.7 out of 10, down from 6.7 this time last year.

As anyone involved in direct marketing of any description will know, data is the bedrock of a successful campaign that treats prospects, fundraisers or donors with respect.

We recently worked closely with Comic Relief as it undertook a major project to further strengthen its relationship with fundraisers by improving its CRM processes to ultimately increase its fundraising potential.

By streamlining multiple sources to one accurate, enriched source of data, Comic Relief has created a consistent and sustainable single view of its dedicated team of fundraises, resulting in more participants and more funds raised in its Red Nose Day and Sport Relief events.

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For Comic Relief, the data improvement programme was all about better understanding who its fundraisers are, where they are, what activity they undertake to support the charity and therefore how best to communicate with them around each major campaign.

There really is no excuse to be sitting on a data liability

The more relevant and empowering the communications from Comic Relief the more effective its fundraisers can be, all focused on raising more funds to address poverty and social injustice. It’s not everyday we at Trillium have the honour of improving data that matters quite this much.

The starting point for Comic Relief was gaining a single-view of fundraisers by profiling its data records to identify potential duplicate records, which were subsequently merged and combined.

After all, it’s not at all uncommon for John Smith to be the same person as Jon Smith in a database.


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