The Royal National Institute of Blind People (RNIB) has appointed Occam to a major brief that will revolutionise the way supporter data is cleaned, analysed and used for communications. The UK’s leading sight loss charity has tasked Occam with creating an easy to use, high-speed interface that will enable less wasteful and more effective supporter marketing activity.
Initially, more sophisticated cleansing and identification of duplicate supporters within the main supporter database will be addressed. The data cleansing element will provide RNIB with a record of validated names and addresses across their whole supporter base, enabling more selective campaign activity and minimising wasteful mailing.
Secondly, the presentation of this data within the FastStats application will empower the marketing team with immediate access to counts, selections, analysis, campaigns and reporting. The RNIB team will now be able to understand selection volumes far in advance, and as such can tailor forthcoming campaigns to make the best use of available data.
Joe Jenkins, Head of Fundraising Strategy at RNIB says: “Occam’s solution will enable us to get a lot closer to our data, rigorously ensure it is fit for purpose, and then, in turn, get closer to our supporters. Not only will we now be able to ensure we are cutting back of waste generated through badly addressed mail, but we will also be able to plan and execute our campaigns more scientifically. We need to keep talking to our donors more than ever in this economic climate – and Occam’s task is to ensure we can do this with minimum waste and maximum return.”
Scott Logie, Strategy Director at Occam adds: “It was clear to us that the team at RNIB required a more flexible environment for cleaning, managing and then using their data – one where real-time analysis was possible. We have approached this in a two pronged way to ensure that the data preparation is first class before it is then used for more targeted, more relevant and more effective donor marketing activity.”
For more information about Occam's charity-specific marketing solutions please visit http://www.occam-
