Charity Launching into the Irish MarketStudy:

Background

- A well known UK charity examined the Irish market and identified an opportunity to develop a donor base in the ROI.
- They had previously used MOSAIC to good effect in the UK and it was part of their ongoing acquisition strategy.
- They approached us to see if in the absence of Irish data to profile could we use the UK learnings and apply them to the Irish market.

Objectives:

- To test the Irish market for fundraising potential.
- To test the MOSAIC as a ‘targeting tool’ and build on the success of their UK experience
- To establish a benchmark for the Irish market against which all future fund raising would be measured

Strategy

- We developed a mailing matrix with the client based on the successful UK MOSAIC profiles identified.
- We produced a scored MOSAIC report with a test quantity recommendations.
- They mailed these groups tracking responses and donation value per mailing cell.

Results

- The test campaign was a huge success generating in excess of €300,000 in one campaign.
- Further MOSAIC analysis of the respondents enabled us to develop more refined targeting for the next mailing based on Irish respondent data.
- The second campaign generated an increase in ROI of 100% on the original mailing.
- The charity is now established in Ireland and continues to successfully fund raise here using MOSAIC as an integral part of their targeting strategy.
 
       
 

Experian Marketing Services Ireland Ltd, 4 Upper Fitzwilliam Street, Dublin 2
Tel: +353 1 661 4808 Fax: +353 1 661 6893 Email: info@experian.ie