REaD Group unveils new charity file

The REaD Group has beefed up its assault on the not-for-proft sector by launching a new Acxiom-developed data solution, dubbed “Prospectus for Charity”.
Claimed to deliver unrivalled consumer insight and targeting for the so-called “third sector”, it is designed to help charities efficiently manage successful donor acquisition and inform retention strategies.
Prospectus for Charity covers over 40 million individuals and 20 million households, providing demographic, financial and channel preference data. This is then segmented by a wide variety of behavioural propensities, such as affinity with named charities, affinity with cause, ability to give, attitude to leaving a legacy and others, to inform campaigns.
This level of lifestyle detail informs marketing messages that are highly tailored to each individual, using data insight to improve ROI, the REaD Group claims.
REaD Group Insight managing director Scott Logie (pictured) – who joined the company late last year – said: “Charities are often the most in need of support from the general public, be it financial or otherwise, yet have a mountain to climb due to what they are asking for from this audience.
“Some may need to target those with a higher social responsibility, who are more likely to volunteer or donate, more efficiently and all on a tight budget. prospectus for charity provides the rich insights to solve this problem, successfully converting recipients into loyal donors at a far higher rate than currently possible.”
The REaD Group has a rich heritage in the charity sector, having launched the company with a single product, The Bereavement Register, nearly 25 years ago. It now offers a raft of data services, as well as products such as Qinetic, Gone Away Suppression file, and Active. It is also the exclusive reseller of a suite of Acxiom’s data products.