HOME fundraising use Prospex GIS
Identifying call locations for charity fundraisers
HOME fundraising work with many of Britain's most well-known and trusted charities. They enable different charities to find donors who are inspired by and willing to support their work.
Increasingly, charities aim to stay in touch with donors by phone or email, strengthening relationships by providing regular updates on their beneficiaries. Many charities find that a face to face conversation is a brilliant way to begin that relationship, and a very important means to secure the necessary permission for future contact.
We are really impressed by HOME fundraising’s professionalism and commitment to ethical fundraising. They’re proud of the work they do and the value they provide for both their clients and the donors they recruit.
Our challenge was to use Prospex, our market analysis GIS, to provide a cost-effective solution (because that’s what we do) which enabled their team of professional fundraisers to identify where and where not to call.
HOME fundraising also wanted to build more insight into their communities of donors by using GIS and demographic data. This level of detail would enable them to develop further strategy around site management, with a view to improving engagement with donors and retaining their support for longer.
HOME fundraising chose Prospex GIS after reviewing a number of systems. It displays raster data detailed enough to see the outline of every house when you create a map. It has a macro language that automates repetitive tasks. Any area can be defined within the system and the number of households calculated.
Fundraisers and their supervisors need detailed maps showing them where they need to call and just as importantly, which houses and areas not to call. The Prospex GIS macro language can generate 6,000 easy to use maps showing all the details they require. The map areas can also be defined by postal geography or using HOME fundraising's own polygons.
Whereas most mapping systems can draw a rectangular area, it was important in this case to mask out those parts of the map where no calls were needed. This enables the fundraisers to focus on their defined areas. Having this functionality built in and usable in a Prospex GIS macro saved time especially when preparing thousands of maps. Automation leads to consistency so that once a template map is set up, the computer can do the rest.
We wrote every line of code in the Prospex GIS software, so we can extend the macro language to automate any task our clients can define. The macros written for HOME fundraising accessed data from almost all the libraries in Prospex GIS to generate the maps and calculate the statistics displayed on them.
Prospex GIS has been designed for market analysis, so it is also really good at geodemographic profiling; choosing the best location for offices and designing an area and regional structure.
“We now manage our nationwide suppression list centrally. It’s vital that fundraisers are armed with the most up to date information when in the field. Prospex has enabled us to better monitor our site rotation, given us the ability to further analyse site usage and ensure we are respecting the wishes of those households who do not want to be visited by fundraisers.”
Russ Peterken, Head of Standards, Policy and Access
HOME fundraising are confident that people who don't want fundraisers to call will not be called. A charity’s reputation is often its greatest asset and they can now be assured that it is safe in HOME fundraising's hands.
The detailed maps help to make their fund raising as efficient as possible. The extra insight provided by their geodemographic profiling enables HOME’s management to analyse how territory is being used thus improving efficiency, while identifying risks and opportunities by overlaying their existing donor data on to the maps.
How this could help you
Any organisation contacting people at home or needing to understand the types of people that live in an area would benefit from a solution like this. Prospex is a market analysis GIS built for this task by us and contains many features not found in generic mapping packages. Here are four aspects of what we offer that were especially useful to HOME fundraising:
- Prospex is supplied with a wide range of GIS data, from raster maps to every UK census count, address and road. Most other GIS software requires data to be bought as an add-on or sourced from a third party.
- We can even incorporate data from other providers, as well as our own.
- We have over twenty years’ experience of creating maps using a wide range of data for different industries.
- We can automate many tasks to make your job easier.
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