Using data to create the perfect donor experience

Produce better donor insights

It’s essential to understand your donors giving decisions and preferred channels of giving. The data you collect on your supporters helps you draw accurate profiles and build insights.

Enriching a donor profile with additional details like dwelling information or demographic data opens the door for more powerful insights. It boosts your existing records with previously unknown data and fills in incomplete records. Enriched data helps you more accurately predict how a supporter will react to your organisation.

For example, a charity can audit their existing data using solutions that capture, cleanse, validate and enrich address, email and mobile data at point of entry and in batch.

• Improve internal and external supporter experience: offer frictionless, easy to navigate digital supporter experiences that accurately capture key consumer information
• Drive success with accurate data: maximise the value driven from data at a strategic and operational level. Clean data drives clear thinking, helping businesses build robust strategies and plan effectively. Accurate data improves communications’ deliverability and increases return on marketing/communications investment
• Understand data health and opportunities to improve it: establish data health baseline and identify how to drive improvements to data quality
• Optimise efficiency with reduced manual intervention: remove the need for manual data checking and correction, freeing up resource and time to support your business where needed
• Secure Gift Aid submissions: with the full and valid address required in order to claim Gift Aid, capturing accurate, validated address data is vital for maximising the Gift Aid opportunity
• Understand supporter/volunteer base better: engage with supporters, volunteers and the wider public more effectively through enhanced understanding of key cohorts

Types of data sets

Additional data attributes give you information to expand your customer view and get more from your data. The data sets give you access to reliable data that is periodically updated automatically, meaning there’s no need to obtain a refreshed list or validate the information in our data sets. Types of data sets include:

1. Business data

Business data delivers addition insights into your business contacts and customers. Appending and enhancing with additional attributes such as business names, addresses, telephone numbers, employee site counts, company registration keys, SIC codes, and business types benefits decision making and analysis.

2. Public sector and government data

Our Government data set provides governmental and electoral details for postcodes, such as Government Office Regions and Local Authority Names.

3. Address, property and location data

Whether your customers are located within the UK, Ireland or across the world, location data enrichment provides comprehensive information that precisely pinpoints the physical location of a given address, a property or a location that may not have an address yet on the map. It includes UK Postal Address (PAF), Welsh Language Postal Address, Irish Eircode, international postal address, geographic data, geodemographic data, access-point information and more.

4. Health data and patient propensity data

Health data consists of the relevant NHS authority, primary care organisation, clinical commissioning group and Local Authority ward codes which are assigned to a given postal address in England, Scotland, Wales, and Northern Ireland.

5. Suppression data

Suppression data contains additional information associated with some addresses, which indicates that an address may not be useful to your organisation. It could be because people pass away, move to a new home, or register with the Mail/ Telephone Preference Services. The information you first collected on a customer could be outdated. Suppression data enrichment techniques cleanse your records of outdated information so you can stay up to date with your customers.

Benefits of enriching data with Experian

Experian’s enrichment datasets are unparalleled in the market and can help enhance your fundraising strategy, marketing activity and business operations. Your data is one of the most important tools your organisation has, but it has to be used correctly to benefit. Simply collecting and storing data isn’t enough.

Each new record you collect should add value to your charity by delivering insights that can drive engagement and increase donations. Doing this alone can be intimidating, but working with an experienced data quality leader like Experian, with dedicated consultants and a range of data quality solutions, gives you the tools and resources to be successful.