Usage limits set on new charity database of 2.5million known UK donors

UK business and consumer marketing data specialists, DBS Data, has announced the availability of a newly enriched 2.5 million record charity database, of known charity donors in the UK and – in what the company says is a ground-breaking move for the data marketing industry – usage of the data will be limited to one charity delivering one communication per month to each donor.

Charities that will benefit from this new DBS Data service are those operating in the health and medical, animal, cancer and environmental sectors.

Managing director of DBS Data, Adam Williams (pictured), said: “This new service enables charities to better target people with the highest propensity to donate to their specific cause. The result will be a combination of lower yet more effective marketing spend and higher more profitable response rates.

“We have taken the bold decision to place usage limits on the data, to prevent households from being bombarded with donation requests which can lead to apathy. In doing so we hope and expect that this will help charities to stand out in their marketing communications and increase donations.”

The new database has been created by extracting key characteristics from DBS’s pre-existing 2.5 million charity donor file and overlaying it with its LifeBase pool of 46million consumer records. This means that using DBS propensity scoring models and flags, DBS can enable charities to target and engage with donors (by mail, email and Facebook) based on the types of charities the person donates to and the value and frequency of their donations.