We profiled the SickKids database of 266,000 donors according to ethnic groups, financial asset size and potential for giving using a variety of datasets. OriginsCanada, which predicts Canadians cultural, ethnic and linguistic origins based on first and last name, helped profile donors among more than 20 groups. Next we turned to WealthScapes to examin the wealth of each group. Finally, using HouseholdSpend and the Opticks Vividata datasets we were able to determine how much money Canadians were donating to charities and assessed their propensity to donate to hospitals.
- Financial Profiling
- Data Mining
- Custom segmentation
Using the more than 20 existing donor group profiles, incorporating ethnicity, wealth and propensity to donate, the SickKids development team was able to construct their potential donor base within different ethnic groups. They were able to identify more than 1.5 million potential donors in the Chinese and South Asian community alone.
- Cultural Diversity
- Visualization and Reporting
SickKids identified and targeted specific ethnic communities with individually tailored fundraising messaging and events. Equipped with a detailed portrait of area multicultural populations, the organization was able to determine which groups and which community events to focus of their engagement efforts on.
- Communications Planning
- Integrated Campaign and Content Management
- Campaign Response Management