World Wildlife Fund has taken a data-led approach that enables the Not-For-Profit to improve targeting and audience segmentation to better specify individuals in the public whose values align with the cause. This data segments audiences across the company’s six priorities ranging from species protection to habitat restoration.
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It is part of an approach that sees the global organisation uses a digital and data lead strategy to reduce environmental degradation. We spoke to Michael Turnley, Head of Digital, Data and Business Intelligence at the World Wildlife Fund about how WWF uses data to better understand their audience, in order to correctly target donors.
He told Which-50, “It’s very much digital and data-led strategy, which is driven by a customer data platform behind it, which is actually sort of monitoring what people are doing and ensuring that we are providing them with the sources of information that they’re looking to do, making sure that they are placed into the sorts of journeys that they want and need to be on so that we can maximise the lifetime value of those supporters.”
Digital also assists WWF in fulfilling the goals of the organisation through innovation in their service delivery. Michael references the organisation’s innovation centre as key to delivering these outcomes.
He says “Our CEO is very focussed on innovation … we have an innovation centre and that centre has implemented a strategy which is data and digital lead and it certainly has been delivering results in terms of targeting, improved results in our fundraising campaigns and in our supporter engagement and brand awareness,” says Turnley.
The production team for the video series included Blake McIntyre, Lloyd Ashton, and Sharon Mani.