SAS® Marketing Automation helps drive fundraising at Great Ormond Street Hospital Children's Charity

The world famous children's charity will deploy SAS analytics to aid fundraising efforts needed to care for seriously ill children and their families

03 November 2010 -  SAS, the leader in business analytics software and services, today announces that Great Ormond Street Hospital Children’s Charity will deploy SAS® Marketing Automation to help increase donations and extend supporter life time value. This significant investment is a key plank of the charity’s overall business strategy to focus on and improve donor stewardship.  SAS will play a role in helping the charity meet its obligations to the hospital of reaching its ambitious goal of raising £50 million every year.

SAS Marketing Automation uses advanced analytics to segment contributors based on unique characteristics and behaviours, and then align messages to these groups for more targeted and relevant campaigns. The solution, which is underpinned by SAS’ advanced analytical platform, enables the charity to automate the creation, management and execution of highly targeted marketing programmes; helping to secure the best possible return from fundraising budgets. The aim is to generate much needed funds to support the hospital in its care of patients and families.  This builds upon the charity’s existing marketing capability, which already delivers hundreds of campaigns a year. 

The SAS solution will give Great Ormond Street Hospital Children's Charity the capability to build a single view of the supporter to be used for campaign selection, analysis and reporting. Ultimately the solution will help to boost campaign effectiveness and conversion rates, increasing supporter value whilst reducing attrition. The charity has chosen SAS Managed Services to host and manage the solution in order to accelerate its delivery and minimise impact on its existing IT organisation. SAS Managed Services will enable all its efforts to be focused on gaining benefit from the new solution.

Andrew Hibbert, director of finance and support services, says, “SAS software and Professional Services will facilitate a critical project for Great Ormond Street Hospital Children’s Charity by laying the foundations for a series of targeted fundraising campaigns. The hospital delivers world-class care to many thousands of children with critical and often life-threatening conditions. Effective fundraising means we can support the hospital in its work; providing the very latest specialist medical equipment, funding family accommodation; helping to pioneer breakthrough research and raising funds towards the hospital’s significant redevelopment programme.  SAS and the expertise of its Professional Services team will help increase efficiencies essential to improve our quality of service.”

Ian Manocha, Managing Director, SAS UK and Ireland, continues, "The current economic climate means that charities, which rely heavily on donations, are finding it increasingly challenging to raise essential funds. The SAS Marketing Automation solution will make a significant difference to Great Ormond Street Hospital Children's Charity's campaign efforts, helping it to meet its ambitious targets, and improve care for very ill children and their families."

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