Helping charities to do the most good with the resources they have

Few sectors can benefit more from location intelligence than the charity sector and, over the years, we’ve helped many charitable organisations to work as efficiently as they possibly can. Geographical and geodemographic analysis can help a charity to;

  • Identify those areas most in need
  • Illustrate the local or national impact of the cause they champion
  • Find new potential donors
  • Demonstrate their effectiveness to supporters and trustees

The benefits of geographical analysis to charities speak for themselves; accurate targeting of fundraising campaigns, providing benefits to those most in need, clearly illustrating the importance of their causes and effectiveness to potential donors, influencers and trustees.

Composite image of fundraising and caring set over a local map.

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Do the most good with the resources at hand

We can help charities to help more people by identifying trends in their beneficiary database and applying them to a regional or national picture to:

  • Identify those areas most in need by plotting the location of current/former beneficiaries to ensure fair national distribution, or highlight those areas in greatest need
  • Understand beneficiaries more fully by applying geodemographic profiles to those on your database, to identify common social or lifestyle trends
  • Predict future areas of demand by applying the geodemographic profile of beneficiaries nationally, to find similar groups and identify those who could use your help in the future

Case Study: Planning capacity for the future

The Royal Air Force Benevolent Fund came to us needing to gain a better understanding of the national demand for their services in order to allocate resources effectively and predict future requirements.

RAFBF logo and veteran image.

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Illustrate the impact of your cause across society

Turn un-emotive statistics into intuitive data maps that will help your audience to comprehend the true importance of the problem in a national context. Whether this is to support research, illustrate a fundraising campaign, or allow those affected by a condition to meet others close by, a well-formatted map can speak volumes at a glance.

  • Illustrate the nationwide impact of an issue by plotting statistics and results from national research onto a national map to make it understandable for any audience at-a-glance
  • Create heat maps of demand on your services using generalised data from your beneficiaries to demonstrate your overall effectiveness as a charity
  • Create a way for those affected to meet others local to them by creating a secure, online data map from your beneficiaries database
  • Use geodemographics to predict the spread of an issue by modelling common factors from your beneficiary database, or research data, and applying them to a map


Case Study: Heat mapping schizophrenia in England

The University of East London used our geodemographic profiling data to look for national trends in schizophrenia to analyse possible environmental causes.

Heat map of instances of schizophrenia in England.

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Find more high-propensity donors

Geodemographics and detailed location intelligence can help you to find more people likely to support your cause and allow you to approach them most efficiently.

  • Use your donor database to find like-minded audiences by applying geodemographic profiles to current donors and then mapping similar groups nationally
  • Assess a location for its propensity to support you either by looking at your current database or a localised propensity to give to charity, in order to target direct mail or doorstep fundraising campaigns
  • Avoid complaints from your doorstep campaigns by generating individual territory maps for each fundraiser to avoid duplicated effort and exclude addresses of known complainants

Case Study: Intelligent doorstep campaigns

How we helped one door-to-door fundraising agency with street-level mapping and postcode lists to help fundraisers work as effectively as possible.

Street map with target addresses identified.

Data and tools that aren’t money-centric

Our geodemographic profile data P2 People & Places is not reliant upon credit or financial transaction data to define its groupings. Instead we use a core of census data and add in Living Costs and Food Survey (LCF) and The British Population Survey (BPS) data modelled to a national level. This means that our geodemographic data offers good levels of discrimination between groups at low affluence levels. This makes it particularly effective at analysing issues in areas of deprivation.

Meanwhile, our latest mapping tool, MapVision, moves away from the need for long-term software licences, hefty software installs, lengthy downloads, and the need for in-house expertise. Instead it offers a completely online in-browser mapping system that is intuitive enough for anyone to use and has a flexible subscription model. This means that even the smallest charity can produce impactful and easy-to-understand maps at a very low cost.

Scaleable and tailored services

Many of our charity clients prefer to use our consultancy services rather than buy data or software and produce maps in-house. This is often the most cost-effective way to work, even on ongoing projects. We are flexible enough to be able to work on small projects at a low fixed cost and can provide a truly bespoke service to meet your mapping needs. Our web based interactive tools facilitate the sharing of data, ensuring effective online collaboration. As a result, we are able to provide a measurable benefit to your organisation at minimal cost to you.



Whether you are looking to improve your organisation's efficiency, predict future demand, or demonstrate the national impact of your work, we have the tools and expertise to help.

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