New tool to integrate on- and off-line marketing by charities

first_imgNew tool to integrate on- and off-line marketing by charities  28 total views,  3 views today AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to LinkedInLinkedInShare to EmailEmailShare to WhatsAppWhatsAppShare to MessengerMessengerShare to MoreAddThis Tagged with: Individual giving Technology About Howard Lake Howard Lake is a digital fundraising entrepreneur. Publisher of UK Fundraising, the world’s first web resource for professional fundraisers, since 1994. Trainer and consultant in digital fundraising. Founder of Fundraising Camp and co-founder of GoodJobs.org.uk. Researching massive growth in giving. Howard Lake | 3 March 2008 | News Tangible Data (formerly Talking Numbers) has developed a new multi-channel campaign management system that integrates donor and supporter data from both online and off-line activity. The tool, called ‘Magellan’, offers a ‘single customer view’ from the various separate ‘silos’ that most charities still hold data in.The new tool enables campaign planning, reporting and analysis, web tracking and analysis, and email broadcasting from the desktop, and is aimed at medium-sized to larger charities.At Magellan’s heart is a SQL RDBMS system, which generates one merged dataset by taking feeds of data defined to a charity’s own business rules and specific requirements so they receive the accurate and detailed customer records.For example, in an emergency appeal, Magellan will allow a charity to segment and contact all those supporters who have given to disaster relief in, for example, Africa with an email timed to arrive a few hours before a news item appears on the national TV news. A follow-up message could be sent the next morning and the whole activity tied into a larger offline direct mail campaign. Alternatively offline activity can drive people to respond via websites and appeals micro-sites. All this activity can be tracked and measured with a web analytics facility.“Many charities are reluctant to try online fundraising because they often don’t have the in-house knowledge to carry it out effectively,” said Nigel Magson, Tangible Data’s managing director. “Magellan however, will bring email marketing within reach by eliminating the need for third parties, enabling email and web activity to be really integrated with off-line campaign activity, quickly and easily.”www.talkingnumbers.com AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to LinkedInLinkedInShare to EmailEmailShare to WhatsAppWhatsAppShare to MessengerMessengerShare to MoreAddThislast_img read more