Plan UK: The evolution of fundraising

Starcount worked with children’s charity Plan UK, to develop a publicity and targeting strategy aimed at identifying potential donors and recommending brand partnerships.

The Challenge

Due to the introduction of new fundraising regulations, Plan UK needed to develop a new strategy to target only those who would be interested in donating. As a result, they partnered with Starcount, working with their existing TGI (Target Group Index) survey data to enhance their understanding of who potential donors are.

The Approach

Using the TGI data, Starcount created two segments for those who give: Global and Equality. Then, using social intelligence, they identified various profiles, which personified the two segments. Together with Plan, they then selected 3 profiles that would be most effective to engage and target.

The segmentation revealed the specific passions felt by each group, which could be harnessed to inform a communication strategy, from the type of content they’d enjoy to the channels they would prefer. Starcount then matched specific people to each of these profiles and identified potential donors.

The Impact

By compiling and analysing this insight, Starcount was able to help support a more successful strategy for Plan UK by recognising that their target audience had a desire to be informed by trusted individuals. As part of this, Starcount was also able to recommend specific brand partnerships and help create business cases in order to attract these brands and influencers.

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