Supporter Profiling - TotalSketch
Find more supporters by looking for patterns in those that support you already
The TotalSketch Supporter Profiling Tool
Successful marketers understand the people who support their organisation, either as members, donors or customers. Sometimes such insight is achieved by unique personal insight, but more often it's experience and sheer hard work.
To guide donor management, acquisition, activity location or product development, the TotalSketch profiling tool compares your supporter base against a unique and comprehensive database which represents the complete UK adult population.
How does it work?
Segment profiling is nothing new, but what makes TotalSketch different is that it focuses on the precise region served by your organisation, rather the whole of the UK, and it also works at household level, rather than in postcode sectors.
Using an anonymised sample of your supporter base, we match for patterns against a national database containing behavioural information on over 20 million households. The TotalSketch process builds a profile of of twelve key variables and compares these to the national and local pictures. As result, we measure and rank the the types of people that are interested in your cause or product.
TotalSketch is different to other profiles in two critical ways:
1. Are you the same as your neighbour?
Most profiles operate by matching a sample of supporters to pre-described socio-demographic classifications. Such profiles develop a personal model but then compare it to a national profile based on post code sectors. The problem with this is that people living in up to 16 houses in a common post code sector can all be classified as being of a similar profile or attitude, which is rarely the case.
2. Is your area just like the rest of the UK?
We all know that every local area has its own characteristics and these are different to the national picture. If your supporter profile is compared to a national picture, the differences are likely to reflect the whole area served as much as your supporter base in particular. Total Sketch separates out the impact of regional biases and compares your donor base to its own defined marketing patch.
Why use TotalSketch?
Purple Vision has no vested interest in the outcome of the work. Unlike others, we are not trying to sell data or media on the back of this profile. Consequently, you can be confident in the objectivity of the information delivered.
The database is drawn from a range of sources such as volunteered lifestyle data, Electoral Roll, Census, Land Registry and Government Statistics which provides a comprehensive and meaningful view of the UK's demographic, economic and environmental characteristics. Each individual adult is given a ranking for each of the variables held on the database. Scores are used to ensure that selections are based on strength of evidence from many sources rather than existence on a particular list.
The TotalSketch Supporter Profiling Tool
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