The importance of acquiring new donors

Michelle de Souza

Head of CRM & Group Database

Channels to Market

Channel Reach in 13/14 Change on previous year

SMS 5.8m texts +318%

Email Marketing 210m contacts +53%

Telephone marketing 14.4m calls +25%

Direct mail 200m contacts +21%

Face to Face 26m contacts -13%

Barriers and opportunities

Why donor acquisition is important to Age UK

• Age UK is forecast to deliver income of £165 - £170m for 14/15

• £110M ( 67%) of our income is derived from data driven marketing

Age UK penetration into the 55yrs+ market

Age UK2.8M24%

Estimated ABC1 market size 11.7M

Estimated C2DE market size 5.8M

Age UK1.6M28%

PROFILE

Younger Cluster, Age

45+

Wealthiest Cluster, Income

£50k+

Most likely to own home

outright and have a detached

house with 4+ bedrooms

Go on holiday 2+ times a year

Most likely to consider leaving

a legacy

Strong Donor and Supporter Segment

OVERVIEW PROFILE ATTITUDES

More likely to have children

<18

DUTIFUL DO-ERS

Social networking

Using the Internet (via any device)

At the cinema

Out of home

Watching TV

Reading newspapers

or magazines

Cash and CG Donors (including SAG and RIAF)

Legacy Pledgers

Raffle Players Campaigners

Events Participants

Listening to the radio

1 2 3 4 5 6

AGE UK KEY RELATIONSHIPS

MEDIA

DEMOGRAPHICSCLUSTER POSITION

LESS LIKELY MORE LIKELY

MAKING USE OF INTERNET

CO

NT

EN

T W

ITH

OU

T

CH

AN

GE

high

low

highlow

DUTIFUL DO-ERS

AGE BAND

SO

CIA

L G

RA

DE

high

low

highlow

DUTIFUL DO-ERS

DUTIFUL DO-ERS

ENTERPRISE

FU

ND

RA

ISIN

Ghi

ghlo

w

highlow

ATTITUDES

Strong Donor and Supporter Segment

OVERVIEW PROFILE ATTITUDES

DUTIFUL DO-ERSMOST LIKELY TO AGREE WITH MOST LIKELY TO DISAGREE WITH

• We all have a responsibility to provide charitable support to developing countries

• I enjoy receiving new product promotions in the mail

• I like to give to charities who work internationally

• I frequently read newspaper and magazine adverts

• I love eating foreign food • I am not interested in learning how to use new technology

• I often use the Internet to search for product reviews and information

• I find it difficult to pay the bills at the end of every month

1 2 3 4 5 6

People in this cluster are more

likely to over-index on

Supporting International

Causes, Elderly being

Neglected and Cash Rich.

They are less likely to be

Discovering New Products,

Content without Change and

believe Family comes First.

AGE UK KEY FACTORS

CLUSTER POSITION

MAKING USE OF INTERNET

CO

NT

EN

T W

ITH

OU

T

CH

AN

GE

high

low

highlow

DUTIFUL DO-ERS

AGE BAND

SO

CIA

L G

RA

DE

high

low

highlow

DUTIFUL DO-ERS

DUTIFUL DO-ERS

ENTERPRISE

FU

ND

RA

ISIN

Ghi

ghlo

w

highlow

We’re all channel hopping !

• Train Panels

• Insert Prospecting

• Cold Mail /Door Drops

• DRTV

• Radio

Value of profiled data to Age UK

1.Disparate data sets.

2.Budgets are tight and targeting is essential

3.Our donors and customers still like to communicate through the more traditional channels

Why profiled data is im

portant to

Age UK

Any Questions?