Recommendations and next steps:

Based on the findings, and on our extensive experience across a wide range of not-for-profit organisations,Wood for Trees was able to make a number of recommendations, including:

  • Increased investment is required in recruitment and methods of engagement

  • Boost individual giving activities (extra cash appeals, reactivation, prospect conversion)

  • Use analysis to acquire a clearer understanding of the audience analysis and tailor marketing activities to suit

  • Expand the product range to attract new audiences

  • Use learnings around the LTV to target relevant and appropriate methods of giving

  • Employ segmentation to better target donors until enough data is captured for a propensity model