Using Data to Drive Donor Engagement: How More Metrics Supports Charities

Wednesday 21st May 2025

In today’s competitive fundraising landscape, charities must make every interaction count. From identifying the right audiences to improving donor retention, data is at the heart of effective strategy. That’s where More Metrics comes in—offering powerful, actionable insight tools designed to help charities understand their supporters more deeply and improve fundraising outcomes.

Building Insight Without Heavy Lifting

More Metrics data has been rigorously tested and consistently outperforms conventional datasets in both breadth and granularity. This means that organisations can uncover new layers of understanding without the need for complex infrastructure or heavy technical investment.

In the charity sector, our data supports smarter decision-making in areas such as:

Profiling donors and event participants

Understanding what drives different supporter groups

Testing models for targeting and segmentation

Informing creative direction and messaging

This type of analysis helps charities uncover not just who gives, but also why, how, and what keeps them engaged over time.

Smart Licensing for Smarter Fundraising

We understand that every charity is different. That’s why More Metrics offers flexible licensing models designed to meet varying levels of need and integration.

Insight-Only Use

Charities can access a curated set of data for:

Supporter analysis and dashboarding

Insight reports to guide campaign strategies

Developing prototypes or testing segmentation models

This approach is ideal for organisations that want to enhance strategic planning without committing to full-scale operational integration.

Operational Use

For charities ready to apply data directly to supporter records - for example, tagging databases, refining audience selections, or powering automated marketing - an operational licence is required. Licensing costs scale based on the number of variables used, keeping it affordable and transparent.

Understanding Supporters, One Postcode at a Time

One of More Metrics’ most powerful features is the ability to turn postcode-level information into meaningful, human insight.

Our data is grouped into Geo Segments that capture a wide range of attributes, including:

Attitudes and personal values

Household income

Family composition and life stage

Health indicators

Property characteristics

Vulnerability and socio-economic challenges

These segments allow charities to clearly identify where their supporters live, how they behave, and what messages are most likely to resonate.

A Charity Case Study in Action
Consider a fictional UK-based charity using More Metrics to enhance supporter insight:

Regular givers often fall into younger, higher-income demographics.

Cash givers are typically older, while event participants tend to be middle-aged.

Health indicators, such as low chronic illness prevalence, correlate with higher levels of giving.

Retention is better predicted when income, property, and lifestyle data are combined.

Understanding these patterns enables charities to optimise recruitment, reduce attrition, and deliver a higher return on acquisition spend.

What’s Next? Predicting Potential
More Metrics data isn’t just about understanding the past—it’s about anticipating the future.

With our AI-powered models and postcode profiling, charities can:

Predict donor response

Prioritise regions for face-to-face fundraising

Tailor messaging to resonate with specific segments

Improve long-term donor value

Whether you’re planning your next campaign or rethinking your supporter engagement strategy, More Metrics offers the insights you need to make informed, impactful decisions.

Want to learn more?

Reach out to explore how More Metrics can help your charity deepen supporter understanding and drive meaningful results.