Case Study: Save the Children achieves more personalised, better-targeted fundraising with Acxiom

Save the Children - Customer Case Study

Save the Children, a global charity active in 120 countries, faced a fundraising challenge: its 2.5 million‑record donor database contained only transactional data, leaving marketers without age, income, lifestyle or household insight to create personal, relevant communications. To fill that gap the charity worked with Acxiom to enhance its supporter records using profiling from Acxiom’s UK consumer database, seeking variables such as “equivalised income” and “age‑driven life stage” to enable more appropriate targeting.

Acxiom matched a sample of Save the Children’s data to its own database and appended the selected profiling attributes across the donor file, allowing marketers to segment audiences, tailor messaging and choose channels based on life stage (for example targeting retirees differently). As a result, Acxiom’s enhancement increased campaign relevance and responsiveness, reduced irrelevant mailings, and gave Save the Children the ability to A/B test targeting approaches to improve marketing effectiveness and fundraising efficiency.

Save the Children

Simon Freeman

Supporter Data Analysis Manager