Using data analysis in strategic legacy marketing

This paper is about the application of database analysis to records of deceased persons who have made bequests to charity, in order to establish their key characteristics. All findings are based on researched findings, with sources disguised. The paper outlines the benefits of such analysis in strategic planning, with particular reference to understanding the profiles of future legators, reducing inappropriate or wasteful marketing, establishing segmentation criteria, positioning legators in demographic terms, locating them geographically, sizing the market, establishing the most attractive prospects and determining the earning power of the existing ‘live’ supporter database versus the wider general public, and anticipating the effects of competition. Finally the paper suggests ways in which an understanding of legator profiles can control the effort applied to incoming enquiries and pledgers, using database analysis to predict their potential.