Since bringing together data was a critical part of the organization’s strategy, they collaborated with Merkle to accomplish their goal. Merkle’s technology—such as Rapid Audience Layer for data ingestion and Merkury for identity resolution—enabled the organization to achieve this.
Merkle helped the organization connect multiple disparate donor databases across giving programs with millions of historical transaction records, creating the organization’s very first unified data set. The team linked donor identities across various sources gaining insights into how donors differed from a demographic standpoint across the various programs such as age, income, interests, education levels, and geographic location.
Data was also fed into Merkury to develop additional insights into the organization’s most valuable donors across each program. Merkle evaluated donor retention within each program, crossover between programs, demographic data, and overall retention to the organization.
This effort provided a number of insights that were strategically valuable to the organization. For example, it was revealed that there was not much crossover between programs because constituents were generally only donating to one giving channel. This created an opportunity for cross-promotion to encourage giving to multiple programs. In addition, donors would often give to a particular program only one time. So it was less of a concern that one program would be taking donations away from another if they shared constituents’ information.