The SickKids database of 266,000 donors was profiled according to ethnic groups, financial asset size and potential for giving. OriginsCanada—which predicts cultural, ethnic and linguistic origins—helped profile donors among more than 20 groups. WealthScapes was used to examine the wealth of each group and HouseholdSpend and Opticks powered by Vividata were used to determine the level of donations and propensity to donate.
- Financial Profiling
- Data Mining
- Custom Segmentation
By using the more than 20 existing donor group profiles, the SickKids development team was able to identify their potential donor base within different ethnic groups. Through this process, they were able to identify more than 1.5 million potential donors in the Chinese and South Asian community alone.
- Cultural Diversity
- Visualization and Reporting
By building a detailed portrait of multicultural populations, SickKids was able to identify and target specific ethnic communities with individually tailored fundraising messaging and events. As a result, the organization was able to deploy its engagement efforts on specific groups and community events in a more efficient and effective manner.
- Communications Planning
- Integrated Campaign and Content Management
- Campaign Response Management