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Data: GB Group selected to cleanse Christian data
Christian Aid has appointed data specialists GB Group to help increase donations this year from existing and new donors in the run up to Christian Aid week (13-19 May 2007).
The appointment will see GB Group - which works with a number of major charities including the NSPCC, RSPB, Marie Curie Cancer Care and The Salvation Army - use a range of sophisticated name and address matching, cleansing and suppression processes on the charity's vast marketing database of 1.4 million donors.
GB Group will use its National Register database, one of the UK's most comprehensive sources of individual household and business data, to clean and enhance records. As part of this process, the company will also supply new addresses for people who have moved and flag any deceased and duplicate information.
Dawn Varley, data development manager at Christian Aid said: "As one of the UK's largest charities, we rely on the loyalty of our donors and, quite rightly, they expect efficient service from us.
"Our reputation rests on the quality of our data so it's vital for us to invest in it. Having recently implemented a CRM system to consolidate our existing databases and achieve a single customer view, we need to use it to its full potential - accurate customer data is crucial to this.
"We had to find the right team to help us with this project. We met with five different data cleansing agencies, but GB Group totally understood our objectives and we felt they were singing from the same hymn sheet.
"With Christian Aid week fast approaching, we're now in the best position to improve on last year's fundraising success."
Richard Law, chief executive of GB Group, said: "Christian Aid does important work with poverty stricken people across the globe and donor loyalty is vital to the continuation of these projects.
"Efficiently cleansed data will enable the charity to provide both new and existing donors with a far better service. Using our National Register database, the charity can ensure it gets maximum return on investment from its campaigns and increases donations to fund programmes that will help thousands of people around the world."
21 March 2007