Donor file bids for higher ground

With charity marketers under intense pressure to show they are doing the right thing, a new scheme claims to enable third-sector organisations to target only the most responsive donors based on actual spend across over 500 brands.
The modelling solution, dubbed Collaborate, is being launched by Epsilon Abacus, in partnership with Medialab, and uses what is claimed to be the UK’s largest transactional data cooperative, the Abacus Alliance.
It is claimed that the solution has already a proved successful for 350 charities in the US, as it uses an average of 30 transactions per household within the last five years to determine whether or not a person is a good prospect for charity appeals.
The firm reckons that by accessing these market-wide donor profiles, charities can identify new responsive prospects, outside of charity lists, and source substantial incremental volumes of responsive prospective donors.
Epsilon Abacus UK country director Lara Bonney said: “We are confident that the combination of an unrivalled source of UK consumer data, experience of delivering high performance solutions to UK cataloguers for over 17 years plus Medialab’s in-depth knowledge on the uniqueness of the UK charity market will make Collaborate a valuable new way of engaging with donors for long term success.”