Age UK Prospect Us Presentation
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Transcript of Age UK Prospect Us Presentation
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%
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