Princess Alice Hospice - CRM Optimisation

CRM Optimisation

The Challenge

Princess Alice Hospice collect donations in four ways: cash, regular giving, lottery and retail gift aid. Our challenge was to develop a CRM strategy to drive crossover between supporters giving types, which would in turn increase income per individual supporter and improve retention rates.

What We Did

Marketing Metrix created a marketing database that consisted of 15 bespoke segments of look-a-like supporters. These segments were investigated to highlight areas where response to specific cross sell campaigns were high and reveal the best way to target supporters to increase their individual income and improve retention. The analysis was used to develop a CRM strategy that maximised cross sell opportunities.

The Outcome

The CRM strategy was implemented by Princess Alice Hospice. The tools provided included a communications plan, pen portraits and segment allocation formulas.