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WaterAid UK-Based WaterAid Turns to The Information Edge™ To Ensure Continued Fundraising Growth
Founded more than 20 years ago, WaterAid is a highly-respected international nongovernmental organization, helping some of the poorest communities in 15 countries in Africa and Asia set up and maintain safe water, sanitation, and hygiene facilities.
The Challenge:
With millions of gift records collected, WaterAid needed a better way to turn high volumes of data into actionable information that would help increase giving and decrease donor attrition. WaterAid also needed a better way to determine what donors should be giving, when it was appropriate to ask for a larger gift, what message should be used, and what the ask amount should be. A small increase in monthly donations, or even a slight decrease in donor attrition, could incrementally help the organization’s growth initiatives.
The Solution:
WaterAid chose The Information Edge™ to help turn high volumes of data into actionable, insightful information. WaterAid was already using The Raiser’s Edge®, and integration between the two products was a contributing factor in the decision.
The Results:
With better analysis and segmentation in place, staff members are now equipped to implement a test-and-control cycle that helps them evaluate the effectiveness of different creative packages used. Staff members also rely on reports that come with The Information Edge to evaluate the performance of campaigns and apply what they learn to new fundraising efforts.
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