Explanation in fundraising
John Whitehead
Supporter Planning Manager
WaterAid
Top level explanation
Cash
74,000
Direct debit
130,000
Standing Order
24,000
54,000 114,000
21,000
16,000
3,000
Total active donors
208,000
Segment regular donors by value and explain
where the money is coming from
40%
20%
25%
12%
3%
15%
13%
27%
25%
20%
0%
10%
20%
30%
40%
£0.01 -
£35.99
£36.00 -
£59.99
£60.00 -
£119.99
£120.00 -
£239.99
£240+
% Number
% Value
Segment direct debits by source and
understand who is lapsing
Regular Gift Retention by Channel
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Start 1 Year 2 Year 3 Year 4 Year
Inserts DRTV Face-to-Face
Explaining where appeal income is
coming from
A Last gift over £500 Response % Ave Gift
A1 Last gift £500+ and that gift 0-12 months 12% £620.73
A2 Last gift £500+ and that gift 13-24 months 9% £573.45
A3 Last gift £500+ and that gift 25-36 months 4% £403.87
A4 Last gift £500+ and that gift 37-48 months 3% £490.00
B Last Gift £100 - £499.99
B1 Last gift £100.00 - £449.99 and that gift 0-12 months 15% £159.76
B2 Last gift £100.00 - £449.99 and that gift 13-24 months 10% £146.73
B3 Last gift £100.00 - £449.99 and that gift 25-36 months 5% £130.97
B4 Last gift £100.00 - £449.99 and that gift 37-48 months 2% £143.34
C1 Last Gift £25 - £99.99C1 Last gift £25.00 - £99.99 and that gift 0-12 months 18% £37.81C2 Last gift £25.00 - £99.99 and that gift 13-24 months 10% £35.64C3 Last gift £25.00 - £99.99 and that gift 25-36 months 5% £36.09C4 Last gift £25.00 - £99.99 and that gift 37-48 months 3% £33.74
D Last Gift £2.00 - £24.99D1 Last gift £2.00 - £24.99 and that gift 0-12 months 25% £14.23D2 Last gift £2.00 - £24.99 and that gift 13-24 months 12% £14.57D3 Last gift £2.00 - £24.99 and that gift 25-36 months 6% £13.32
What do recency, frequency and value tell us
when selecting donors for appeals?
At WaterAid we consider most donors of
48 months recency ‘active’ in so far
traditionally we mailed them all.
In terms of value, we have learned, if
their last gift value was under £25, then
it is not worth mailing them further back
than 36 months recency.
And we mail no-one whose last gift was
less than £2.
And in terms of recency, if they’ve only
ever given one gift, it not worth going
back further than donors of 36 months
recency.
You can actually take ‘value’ to mean
many things in different contexts
Last gift value
Highest gift value ever
Highest gift value in the last two years
Average gift value
Total gift value
Explaining database dynamics – recency
by last gift value
Recency
Last Cash Gift Value 0-12 months 13-24 months 25-35 months 27-48 months TOTAL
£0.01 - £24.99 20% 13% 10% 9% 52%
£25.00 - £99.99 13% 8% 7% 8% 35%
£100.00 - £4999.99 5% 3% 2% 3% 12%
TOTAL 38% 24% 19% 19% 100%
Recency by lifetime value
Recency
Lifetime Gift Value 0-12 months 13-24 months 25-35 months 27-48 months TOTAL
£0.01 - £24.99 6% 6% 5% 5% 22%
£25.00 - £99.99 11% 8% 7% 8% 35%
£100.00 - £4999.99 21% 9% 7% 6% 43%
TOTAL 38% 24% 19% 19% 100%
Last Gift Value by Highest Gift Value?
Horiz % Highest Gift Value
Last Cash Gift Value
£0.01 -
£24.99
£25.00 -
£99.99
£100.00 -
£499.99
£500.00 -
£4999.99 TOTAL
£0.01 - £24.99 80.0% 18.0% 2.5% 0.5% 28,000
£25.00 - £99.99 90.0% 9.5% 0.5% 16,000
£100.00 - £499.99 95.0% 5.0% 5,000
MOSAIC PROFILE OF WATERAID CUSTOMER CAMPAIGN DONORS
% W
A
% U
K
Index
A1 Global Connections 1.2% 0.7% 167
A2 Cultural Leadership 1.9% 0.9% 207
A3 Corporate Chieftains 1.8% 1.1% 161
A4 Golden Empty Nesters 2.8% 1.3% 211
A5 Provincial Privilege 3.2% 1.7% 193
A6 High Technologists 2.6% 1.8% 143
A7 Semi-Rural Seclusion 3.7% 2.0% 181
B8 Just Moving in 0.2% 0.9% 22
B9 Fledgling Nurseries 1.0% 1.2% 85
B10 Upscale New Owners 1.2% 1.4% 89
B11 Families Making Good 2.1% 2.3% 91
B12 Middle Rung Families 2.2% 2.9% 77
B13 Burdened Optimists 1.4% 2.0% 71
B14 In Military Quarters 0.1% 0.2% 59
C15 Close to Retirement 4.0% 2.8% 142
C16 Conservative Values 3.4% 2.8% 120
C17 Small Time Business 4.0% 2.9% 137
C18 Sprawling Subtopia 3.4% 3.1% 110
C19 Original Suburbs 3.9% 2.4% 162
C20 Asian Enterprise 1.3% 1.0% 127
D21 Respectable Rows 3.2% 2.7% 121
D22 Affluent Blue Collar 2.3% 3.1% 74
D23 Industrial Grit 2.7% 3.8% 71
D24 Coronation Street 1.7% 2.8% 60
D25 Town Centre Refuge 1.2% 1.1% 106
D26 South Asian Industry 0.9% 0.9% 102
D27 Settled Minorities 1.6% 1.6% 99
E28 Counter Cultural Mix 1.6% 1.4% 118
E29 City Adventurers 1.8% 1.3% 142
E30 New Urban Colonists 2.6% 1.4% 191
E31 Caring Professionals 2.2% 1.1% 204
E32 Dinky Developments 0.9% 1.1% 82
E33 Town Gown Transition 0.9% 0.8% 118
E34 University Challenge 0.2% 0.3% 77
F35 Bedsit Beneficiaries 0.4% 0.7% 56
F36 Metro Multiculture 0.6% 1.7% 36
F37 Upper Floor Families 0.7% 1.7% 41
F38 Tower Block Living 0.1% 0.5% 20
F39 Dignified Dependency 0.4% 1.3% 30
F40 Sharing a Staircase 0.0% 0.5% 11
G41 Families on Benefits 0.3% 1.2% 25
G42 Low Horizons 0.6% 2.6% 23
G43 Ex-industrial Legacy 0.8% 2.9% 28
H44 Rustbelt Reliance 0.9% 3.0% 30
H45 Older Right to Buy 1.1% 2.7% 41
H46 White Van Culture 2.0% 3.2% 63
H47 New Town Materialism 0.9% 2.2% 41
I48 Old People in Flats 0.3% 0.8% 36
I49 Low Income Elderly 1.0% 1.6% 61
I50 Cared for Pensioners 0.8% 1.4% 56
J51 Sepia Memories 1.1% 0.8% 147
J52 Childfree Serenity 2.3% 1.3% 172
J53 High Spending Elders 3.4% 1.5% 222
J54 Bungalow Retirement 1.7% 1.3% 135
J55 Small Town Seniors 3.3% 2.7% 122
J56 Tourist Attendants 0.5% 0.3% 167
K57 Summer Playgrounds 0.4% 0.3% 138
K58 Greenbelt Guardians 3.0% 1.7% 172
K59 Parochial Villagers 1.7% 1.6% 104
K60 Pastoral Symphony 1.6% 1.3% 122
K61 Upland Hill Farmers 0.5% 0.4% 122
Sym
bols
of
Success
Happy F
am
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Suburb
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Com
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Tie
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munity
Tw
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Subsis
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Gre
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pectives
Rura
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tion
Urb
an I
nte
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Welfare
Bord
erlin
e
Munic
ipal
Depend-
ency
Blu
e C
olla
r
Ente
rprise
0 100 200
Explanation
and targeting
by
neighbourhood
Jane and Peter Reynolds
Mid 50’s
Children 19 and 23
Ethel Brown
Late 70’s
Widowed
Daniel McGregorLate 20’s
Single with partner
Caroline and Simon TaylorEarly 40’s
Children 4, 7 and 11
Explaining segments to creatives
Jane and Peter Reynolds
Mid 50’s
Children 19 and 23
Ethel Brown
Late70’s
Widowed
Daniel McGregorLate 20’s
Single with partner
Caroline and Simon TaylorEarly 40’s
Children 4, 7 and 11
INSERTS
Segmentation is not just about
description
Segmentation is about explanation
and it is about application