PRIZM5 and Believer targets April 5 2018 Agenda CCFC donor data what do we know What is PRIZM5 segmentation Sample PRIZM5 c luster What are Believer targets Believer Target Groups of donor base ID: 1045811
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1. Maximizing donor segmentationPRIZM5 and Believer targetsApril 5, 2018
2. AgendaCCFC donor data – what do we know?What is PRIZM5 segmentation?Sample PRIZM5 clusterWhat are Believer targets?Believer Target Groups - % of donor baseDeep dive into our largest target – Sophisticated BelieversWhy is this important?What is CCFC doing with this information now?What’s next?Questions
3. CCFC donor data – what do we know?Name, address, phone number for mostTenure - when they came to CCFC (not 100% complete, but fairly close)How they came to CCFC – DRTV? Door-to-door? Concert? Other? (also not 100% reliable, but close)Email address for manyGiving history – are they child sponsors? CommunityRise™ supporters? Gift catalogue donors? Major Giving donors?Lifetime givingAge, but only for about 10% of donor baseLimited demographic info from sporadic surveys conducted in recent yearsWe identify our core targets as ‘Believers’
4. What is PRIZM5 segmentation?Privacy-compliant demographic and psychographic (attitudinal) data from Environics AnalyticsAllows us to layer in data and insights that are not feasible for us to collect or maintainPRIZM clusters – Canada – segmented into 68 different neighbourhood types – incorporates household income, ethnicity, age, family life stage, education, occupation, media habits, shopping behaviour, type of community & more*Social Values – core values established in young years – they remain fairly stable throughout life – Environics Analytics has correlated Social Values with the 68 PRIZM clustersLeisure, recreation, shopping and media habits linked to PRIZM clustersData linked at postal code level* Sources: Statistics Canada, Canada Revenue Agency, Canada Post, Vividata, Nielsen, Numeris, Canadian Financial Monitor
5. Sample PRIZM5 cluster – nearly 5% of our donor base, 3.6% of Canada (excluding Québec)Where are we more likely to find them on the ground?Where do we find them online?
6. What are Believer targets?A marriage of CCFC donor data and Environics Analytics (EA)PRIZM5 segmentation In partnership with EA we segmented donor data into groups Imagine working at the cluster level – we might have 25 or more “targets”Four “above average” donor groups emerged, as well as two more where giving behaviour is about average, with potential to improve
7. Believer target groups - % of donor base
8. Deep dive into our largest target – Sophisticated Believers – who make up 16.9% of donors
9. Why is this important?Communicate with our donors and prospects more meaningfully without creeping them outFind more donors that match characteristics of existing “good” donorsBroaden our outreach and impactMitigate risks associated with upcoming brand changeSupport Major Intermediate and Planned giving prospectingHelp more children!
10. What is CCFC doing with this information now?Existing donors in our system now have PRIZM5 cluster and Believer target groups appendedUse customized messaging to communicate with our supporters, by targetE.g. Sophisticated Believers will hear more about sponsorship and legacy giving, while Contented Believers will hear about CommunityRise™ Direct Mail outreach is more targeted – smaller mail quantities to more responsive audience rather than “spray and pray” approach
11. What’s next?Ongoing – append PRIZM5 and Believer target codes to new acquisitions from all channels – update database weeklyTarget acquisition efforts:Guide D2D partners to fund-raise in neighbourhoods more receptive to our askGuide DRTV partner, where possible, to air our spots in markets & stations preferred by our targetsEnable corporate partnerships through understanding shopping and consumer behaviours by target groupMessaging about upcoming Brand change will be tweaked to resonate with each targetEnhance and quantify organizational researchLeverage for new product design (e.g. Sponsorship 2.0) and revenue diversification (foundations, organizations, affiliations)
12. Questions?
13. For more informationDoris Hamilton | Marketing Analytics ManagerChristian Children's Fund of CanadaPhone: 905-754-1001 x331|Toll Free: 1-800-263-54371200 Denison Street, Markham, ON, Canada L3R 8G6dhamilton@ccfcanada.ca|www.ccfcanada.ca
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