Salocin Group agencies Join the Dots and Wood for Trees are joining forces under a single offering called WTF! What the fundraising, in a move designed to help charities brief a single team for their data and communications, instead of two separate businesses.
The group is keen to stress that this is not a new company, insisting that both agencies will continue to operate separately for some clients.
Wood for Trees will provide the data and insight for WTF!, while Join the Dots will provide the communications and creative, giving charities one united team and one contract in place of separate insight and communications agencies.
Over 30 years, the two agencies have worked with more than 100 charities and not-for-profits. In recent years, the group says clients have repeatedly said they are tired of acting as go-between for their insight agency and their communications agency. It doubles their workload, and they feel that income is being left on the table.
In this scenario, the insight agency profiles supporters and writes the report but rarely sees the communications plan it should shape. The communications agency buys the campaign but rarely holds the data that would sharpen it. Neither owns the handover, so the charity does.
WTF! brings a number of capabilities together through one team, including intelligent supporter data, self-service reporting and like-for-like sector benchmarks through the Core Charity Data Model and InsightHub; CRM and martech, testing whether fundraising, marketing and stewardship join up across people, process, data and technology; and privacy and compliance, sector-specific privacy reviews, guidance on the soft opt-in and privacy-first design.
It will also offer strategy and insight; supporter-led media and communications; creative and production; and measurement and reporting.
According to the DMA’s The Value of Customer Data 2025 study, campaigns driven by supporter data deliver 14% higher ROI and a 38% uplift.
Salocin Group managing director of communications and impact Ben Briggs (pictured) said: “Fundraising leaders told us they carry every handover between their data and their media by hand. WTF! means they no longer have to. One team reads the data, builds the plan and answers for the income. That’s truly joined-up thinking!”
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