Help the Aged selects Experian for data quality

by Sarah Woods, Brand Republic 20-Jun-06, 07:30

LONDON - Experian has been appointed by Help the Aged to improve the quality of its donor data in an attempt to keep its direct mail campaigns up to date.

The charity will use a range of data integrity services from Experian's Marketing Services division to ensure that the information used for its direct mail fundraising campaigns is kept accurate and current.

It is hoped that this will help the charity to build on its donations revenue, which accounts for 26% of its income.

Louise Miller, database marketing manager for Help the Aged, said: "By working with Experian, we can now protect our most important direct marketing asset -- our data.

"By improving the accuracy of our marketing database, we will now be able to communicate far more effectively with a greater number of our donors and reduce the mailing costs from our fundraising activities."

Chris Smith, bureau sales director for Experian's marketing services division, said: "Our data integrity service will enable the charity to improve donation values by maintaining contact with individuals after they change address."

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