03 Mar 09

SNBTS Mosaic profiling

MediaCom Explore add value via Mosaic

Background

The SNBTS were experiencing a decline in blood donations. This needed to be addressed, however there was a limited media budget available.

How MediaCom Explore made a difference

In the 6 months following the campaign:
- existing donors made, on average, an extra 1.4 donations
- new blood donors increased by 16

MediaCom Explore identified the SNBTS’s greatest resource – their donors database. This would hold the key to understand more clearly who currently donates, and therefore help us to:
- encourage increased frequency of donation
- isolate where we can find more like-minded individuals

Analysis
Explore took the full database file, over 1 million records, and ascribed each record with a MOSAIC classification. This not only allowed us to understand what these donors were like, but also where they were distributed across Scotland.

Targeting
The key MOSAIC types making up the database were used as a profile to target these and new donors. Hotspots of donors were mapped across Scotland, and a targeted outdoor and leaflet campaign followed our analysis.

Results
In the 6 months following the campaign:
- existing donors made, on average, and extra 1.4 donations
- new blood donors increased by 16%