Industry Challenges:
- Charities rely on donors to fund their good work for their causes. Both digital and financial disruption has changed donor behaviour, and charities need to find a way to touch donors at multiple touch points of their customer journey.
- Typically, charities know how much their donors have given in the past, but not their emotional connection to the cause. This makes it difficult to engage existing donors in a meaningful way, instead charities divert to target more affluent and older audiences.
- Younger audiences are engaging with cause-led mindsets, particularly in social media movements but this data isn’t always visible to charities. Finding a way to target younger audiences will be key to the growth of charities.
Starcount Solution:
Starcount has launched a cause-led segmentation built from combining demographic and social media data.
- Enrich Donor Data: By matching a charity’s donor data to Starcount’s cause segments, we can reveal WHY donors are connected with the cause, WHY it’s important to them and the emotional hook that will keep them donating again and again. For some charities, we have uncovered audiences they didn’t know they had.
- Fundraising: Our data can give a donor breakdown of cash-givers versus regular-givers versus payroll giving versus fundraising. Understanding the differences in h why each group chooses to give will improve product strategy and optimise fundraising efforts.
- Engaging Younger Audiences: Gen Zs and younger audiences are some of the most socially active and cause-led consumers in generations. Whilst young people often get behind movements and activism on social media, many charities miss a trick in engaging this caring cohort in a relevant way. New products, channels and content types are key in engaging this digitally-savvy audience and our data can show you how
- New Donor Acquisition: Rather than targeting ‘old and affluent’, Starcount’s cause segmentation is mapped to UK postcode in order to provide key geographic areas that will step change your acquisition strategy. Segmenting the UK based on the causes they support blows traditional geo demographics out of the water.
Popular Activation Channels for this industry (including but not limited to):
Brand partnerships, CRM, Paid social
