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.
