MarketGEM™ for Charities

Are you concerned about any of these?

• Decline of personal donations
• Cancelled Direct Debits
• Cutbacks in corporate donations/sponsorship
• Reductions in statutory funding
• Greater competition for each donor pound
• Reduced discretionary income

MarketGEM™ delivers strategic insight about your donors and supporters. It will help pre-empt churn by directing the management of the relationships and identify opportunities for cross sell and up sell. You can increase the effectiveness of prospecting – improving donor and supporter acquisition whilst driving relevant, targeted communications.

MarketGEM™ will answer the following questions :-

• Why is a specific proposition most successful?
• Why do certain ad hoc supporters never become committed givers?
• Why do others never attend events?
• Which fundraising initiatives are value-formoney?
• What do we do well in comparison to competitors?
• What are the differentiators that define how donors and supporters behave?

The “Why” Chromosome in Donor Management - Charities frequently struggle to understand the needs of their donors and supporters and so miss valuable opportunities to expand relationships and maximise revenue potential.

MarketGEM™ is a new hybrid tool for your marketing armoury, a subtle yet effective combination of database strategy, analytics and market research that not only delivers the "who, what, when and how" but answers the question "why" donors and supporters behave as they do. The results identify how donors and supporters view an organisation, how these views influence donations and support and ultimately how the charity measures up to those expectations. Armed with this knowledge organisations can ensure their marketing strategy addresses these issues to pre-empt churn, enhance the relationship with existing donors and supporters and drive new relationship development.

A MarketGEM™ project provides specific details of opportunities e.g. who to contact and what proposition to present, so you can act upon the results and benefit immediately from the project. This technique can address some of the key business imperatives uppermost in the minds of marketers:

• The need to know more about their donors & supporters
• How to identify and protect against churn
• Direction for growth
• Areas where the relationship needs improvement
• Pinpointing the opportunities for cross sell and up sell

MarketGEM™ will provide a way forward to address business imperatives

• Making more convincing applications
• Creating donor/supporter profiles to drive a better relationship, retention and cross-sell through insight and understanding
• Recognising opportunities and the best channels for communication and for testing initiatives
• Complying with the needs imposed by Charity Commissioners for better awareness and control of data’s use
• The Competitive Edge

Does your charity need to understand the “Why” Chromosome?