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.