A donor research tool created by a CLIC Sargent worker and her husband after a conversation over dinner not only boosted income to its Christmas appeal by 24%, but it has also won the charity two Institute of Fundraising awards.
On 3 July, CLIC Sargent was announced as the winner of ‘Best Use of Insight’ at the Institute of Fundraising's National Awards, picking up the award for its innovative methods of data analysis.
The award was for CLIC Sargent’s work to develop a new model to predict donor behaviour for its Christmas campaign. The resulting model saw a net income increase of 24% for its Christmas campaign from the previous year, and has transformed how CLIC Sargent views data and approaches campaign selections.
CLIC Sargent’s Supporter Data Analyst, Stacey Wood, developed the idea with her husband Chris over a family meal. The pair then worked on the model in their own time, which was based on Chris' work as a computational research scientist, identifying proteins using machine learning.
With the new method, CLIC Sargent can extract value from data where it wasn’t immediately apparent before and produce more targeted communications - only talking to supporters who would be interested in the communications sent to them, ultimately saving the charity money and keeping supporters engaged.
Last month, the charity was also announced as the winner of the ‘Most Powerful Insight Using Innovative Methods of Data Analysis’ award at the Institute of Fundraising's Insight in Fundraising Awards, which led to being shortlisted for the overall award.
“We’re so over the moon and proud to have won both awards. It's the equivalent of winning Queens then Wimbledon in the data world!
“It’s so exciting that our model was able to have such a huge impact. We can now apply this machine learning to future campaigns to reach more supporters and raise more funds for our fight for young lives against cancer.”
In their comments, the IoF judges said that the tool demonstrates how insight can be agile and innovative, and described it as an impressive piece which achieved powerful, significant results.
For more information, an interview or images, please email Rebecca.Bourley@clicsargent.org.uk or call her on 020 8752 2812.
About cancer in children and young people
Today, 11 more children and young people in the UK will hear the devastating news that they have cancer. Treatment normally starts immediately, is often given many miles from home and can last for up to three years. Although survival rates are over 80%, cancer remains the single largest cause of death from disease in children and young people in the UK.
About CLIC Sargent
When cancer strikes young lives CLIC Sargent helps families limit the damage cancer causes beyond their health. CLIC Sargent is the UK’s leading charity for young cancer patients and their families. We provide specialist support, to help and guide each young cancer patient and their family. We will fight tirelessly for them, individually, locally and nationally. For more information, visit www.clicsargent.org.uk
Note to sub editors
Please note that the name ‘CLIC Sargent’ should not be abbreviated to CLIC, and that the word ‘CLIC’ should always appear in capitals, as above.