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Database marketing specialist Datalytics has been appointed by The Royal Marsden Cancer Campaign to build a supporter segmentation solution which will enable the charity to communicate more effectively with its supporters. The Royal Marsden Cancer Campaign is the newly established, official charity of the well renowned cancer specialist treatment centre, The Royal Marsden Hospital. Established in 2002, the charity was set up in order to raise money for hospital funds and specific projects.
Following the success of the charity’s 2004 £30 million appeal, The Royal Marsden Cancer Campaign identified the need to develop its existing donor database in order to maximise the effectiveness of marketing communications. Datalytics solutions will enable The Royal Marsden Cancer Campaign to obtain a comprehensive understanding of its supporter base. As part of the project, Datalytics will utilise specialist insight expertise to develop a comprehensive model of each supporter segment; ensuring the charity nurtures and maintains long-term supporter relationships in addition to maximising donor potential.
Stuart Broughton, Managing Partner at Datalytics states; "Following the success of its £30 million appeal, The Royal Marsden Cancer Campaign needed a robust solution which could support its new ‘proactive’ approach to fundraising. We will undertake an extensive segmentation exercise to ensure that all donor communications are not only more targeted, but will also generate a higher response rate. Our past experience with not for profit organisations means that we are well placed to deliver a solution that is not only financially viable, but will provide the maximum return on investment."
Isabella Douglas, Marketing and Communication Manager at The Royal Marsden Cancer Campaign adds; "Every donor has different reasons for their affiliation with the Royal Marsden Cancer Campaign, usually as a result of personal experience with the hospital or of cancer. The solution that Datalytics will provide will enable us to further understand why and how each donor supports the campaign. From this, it will be able to segment our database to make donor communications relevant to these key donation triggers."
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