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Alzheimer’s Society

Understanding the impact of communications on Regular Givers

Introduction

Alzheimer’s Society is the UK’s leading care and research charity for people with dementia and those who care for them.  They campaign and lobby on behalf of sufferers and carers to influence government policies, as well as funding medical research programmes to improve the lives of those affected by dementia.

The society maintains a transactional database which records all donations, however its structure is not designed for analysis, thus the organisation has struggled to undertake regular supporter analysis.  The charity recognised that timely insight would help them to improve their fundraising and supporting communications strategy, especially during an economic downturn.  So, they asked Aszent to take a closer look at their Regular Givers to help them understand them better.

The requirement

We were asked to answer 5 questions:

  1. What % of regular giving donors are we losing year on year of our existing base for the periods 05/06, 06/07, 07/08?
  2. Is the current level of regular giving activity replacing these lost donors i.e. compare new recruits versus lost recruits and their value to us.
  3. What is the attrition for each recruitment channel? What proportion are non-payers, cancel within 3 months, cancel within Year 1, 2, 3 4 etc.?  What are the attrition patterns for each channel and which channels are likely to support longevity of giving?
  4. Provide a breakdown of current live regular givers by recruitment source
  5. Looking at contact histories, is there a link between the level of communication a supporter receives and attrition/longevity of giving?

The challenges

There were a number of challenges facing us:

  • The data was received in an unusual format, increasing the amount of time required to load the data into a structured analytics application such as FastStats
  • The data was received over a period of three weeks, and not in one load, which meant that we had to try to make sense of incomplete tables.
  • There was no data dictionary maintained at the charity, and a gap in the knowledge banks, so had to make sense of the codes ourselves.
  • We had no access to the extract logic, so we could not comment on whether the data extract we received was accurate and reflected the requirements of the analysis.

What we did

We assessed the data and concluded that it would be faster to load the data into FastStats and undertake the analysis there.

We found some rather stark insights hidden in the data, none of which were suspected by Alzheimer’s Society – although these were not entirely positive, it did mean that the organisation now had a good starting point from which to commence their revised communications strategies.  Please note that the findings remain client confidential.

The findings illustrated the importance of undertaking regular, robust analysis that would help to pinpoint new directions for the organisation; by treating data analysis as an occasional activity, rather than intrinsic to any marketing activity, meant that Alzheimer’s Society could not be pro-active or remedy certain behaviours of their supporter base.

The benefits

Our analysis provided Alzheimer’s Society with the ability to review and revise their communications plans, as well as streamline their operations. Our recommendations spanned various functions, as these were intrinsic to the development and implementation of the data and marketing strategies within the organisation.

We recommended further penetrative analysis that will enable Alzheimer’s Society to gain more insights into the entire base – we are awaiting briefing on further analytical studies.

Aszent has proved invaluable in automating SeachStar’s web analytics and statistics; we’re able to save time and focus on our core business as a result of their innovation and dedication. They have delivered 100% customer delight & are hugely recommended for their intelligent solutions and genuine customer service. — Dan Fallon, MD, SearchStar


Call Aszent on 07887 653595