But the Real Winner Is Data

Marketing data and insight agency REaD Group has further cemented its success in data-driven and insight marketing after winning a number of awards at two separate industry events, and being shortlisted for a further three categories in a third.

Alongside Marie Curie, REaD Group was named as winner of the Best Use of Insight Award at the IoF National Fundraising Awards on 2nd July for the Big SHIFT project. The National Fundraising Awards celebrate the very best in fundraising and are a unique opportunity to showcase excellence in the charity fundraising sector.

The award follows swiftly on the heels of REaD’s win at the Insight in Fundraising Awards in June. Together with Marie Curie, REaD took home the Most Powerful Insight using Data Analysis award. The awards recognise the best work, innovation and inspirational stories of individuals working in data, analysis and insight contributing to fundraising practices.

REaD was also shortlisted for three categories in the DataIQ Awards for Transformation with Data, alongside Marie Curie; Best Use of Data in a Marketing Programme, with customer Titan Travel; and the Best Place to Work.

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“It is a genuine honour that REaD Group and Marie Curie have been recognised in these prestigious awards – a reflection of the power and impact that data and insight can have on a charity’s fundraising initiatives,” commented REaD CEO, Jon Cano-Lopez. “The real winner, though, is data. In these highly regulated times, all businesses need to be confident that their data is clean, accurate, complete and compliant. And with the technology available to manage data quality more efficiently and securely advancing almost daily, there really is no excuse for it not to be.”

Deeper insight projectsMarketing data and insight agency REaD Group has further cemented its success in data-driven and insight marketing after winning a number of awards at two separate industry events, and being shortlisted for a further three categories in a third.re and support for people living with a terminal illness, and their families across the UK, with people interacting with the charity through many touchpoints, including its hospices, nursing services and shops. The Big SHIFT project aims to model the effect of these services on fundraising income. A team of senior analysts was established, both internal and external, comprising Steve White from Marie Curie, Scott Logie and Diane Dao from REaD Group, Colin Stewart from Caversham Analytics and Andrew Lockett of Natural Data Insight.

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A carefully-constructed methodology enabled the creation of a baseline fundraising landscape onto which Marie Curie-specific variables were overlaid. Analysis of these ‘layers’ generated predictive models that were then mapped, highlighting areas where fundraising performance is above or below expected levels, in the context of service provision in the locality. A strategically-powerful tool, it has already delivered surprising and extremely effective insights.

“This project has been a great example of successful collaboration and team work,” commented Steve White, Fundraising Strategy and Insights Manager at Marie Curie. “Understanding these impacts has not only provided invaluable insight that helps to inform our business and marketing decisions, it has also supported the business case for different areas of the organisation working more closely together.”

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