Database review for health charity

The Motor Neurone Disease Association plans to double its donor numbers in the next four years.

The charity will begin by trying to identify the behaviour of its core donors so it can approach them more skilfully in future. It has appointed agency Cascaid to review its database.

"We are looking at possible research projects across segments of existing donors to discover why they support us, what type of people they are and what motivates and engages them," said Amanda Oates, head of data at the agency.

She said the review would focus on previous appeals and responses to discover successful strategies.

"It's about placing the supporter at the heart of the charity's activities," she said.

The charity plans to launch a recruitment drive for new donors in May, and another in June targeting existing donors who have given recently.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus