The Client:

Scope – a national UK charity with a mission to create equality for disabled people

The Brief:

Scope approached us with the aim of focusing marketing efforts more on the retention and value growth of the existing supporters. They wanted to understand their individual supporter journeys and how best to engage with them along those journeys.

The Challenge:

Not all data had been fully integrated into a Single View at a supporter level, and marketing teams were siloed based upon the type of supporter e.g. campaigner, volunteer, donor.
The challenge was to bring it all together and extract valuable data to lead a communications strategy.

Our Approach:

Stage 1: Supporter Landscape

• Received contacts, transactions and email engagement data
• Investigated journeys, behavioural trends and sequences of actions, identifying when and how values changed and supporter cycles of giving

Stage 2: Supporter Segmentation

• Built out many of the variables from the landscape insight
• Ran clustering and behavioural splits and identified commonality and points of difference that could be built into dimensions
• Created dimensions relating to how a supporter interacts with Scope and the ‘mindset’ of their relationship
• Created scoring system for these dimensions
• Combined the dimension scores with the predicted models for likelihood and value in a layered process into a macro segmentation

Our Findings:

Stage 1:

• Identified opportunities for positive behavioural change through utilising the relationship with Scope
• Little interaction between supporter types, but increased interaction drives value and loyalty
• Email engagement has a positive impact on retention and value

Stage 2:

• Five segments of discreet and homogenous behaviour types built with their usability for strategic planning central to their acceptability
• Value is dominated by Individual Giving and Lottery, but breaks down very differently by segment
• Adding a layer of probability provides additional insight for retention and growth strategies

Strategic Recommendations:

• Supporter level retention and lapse mitigation programmes
• Supporter centric planning
• Relationship led communication programme to support retention are essential
• Marketing efficiencies
• Increase drive for digital sign up of regular givers, including reactivation
• Plan a programme of contact to ensure all supporters receive appropriate frequency of communication

Insight with an action plan