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Demographic Profiling of your Fundraising Supporters

Posted by Redbourn Business Systems on Tuesday, October 30, 2012 Under: Database & Profiling

Demographic Profiling of your Fundraising Supporters

Understanding your supporters in this ever changing environment is crucial to maximise the potential of your data and improve response of your existing database.

MOSAIC UK is Experian’s consumer classification tool which places each postcode and household into 67 types, which are grouped into 15 categories.

Each type has a comprehensive description which will highlight the probable characteristics such as which media people are more likely to respond to, purchasing trends, holiday habits, housing types and tenure, likely leisure pursuits and life stage.

Consumer classification identifies invaluable insight and can help you target new supporters.  Segmenting your supporters inline with the MOSIAC can help you to define and profile, gain and develop profitable new supporter relationships and improve your charity or not for profit organisation’s overall fundraising results.

AFD’s Censation™ is another profiling tool that can be used to profile your supporter database.  It classifies every UK postcode using a simple code system. The code system is built using the most up-to-date and fully comprehensive data about where people live, their affluence status and what 'life stage' they are in. Over 600 variables including, housing, employment and qualifications, from the latest UK Census are analysed together with residential and commercial data and then authenticated using a leading life-style dataset.

Charities and not for profit organisations can benefit from demographic profiling by using your existing database to gain insights about the audience you want to target.  Depending on the aim of the campaign, you’ll then target new prospect supporters based on the value of donation or engagement of the cause.

Redbourn Business Systems offer data cleaning and enrichment services that can add these demographic profiling options to your existing AdvantageNFP Fundraiser database.  We also provide interfaces to enable this information to be captured at the point of data entry into AdvantageNFP Fundraiser.  For more information on these services, please email marketing or call 01582 794229.

In : Database & Profiling 

Tags: "mosaic" "consumer classification" "segmenting" "demographic profiling" 
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