Send a Cow are a registered UK charity that works in partnership with farmers in rural Africa to grow themselves out of poverty. Their fundraising team were keen to learn more about their supporter’s demographics before embarking on new acquisition marketing campaigns through social, PPC, magazine inserts and door drops.

Through a Smart Insight analysis project, profiles and locations of supporters most prevalent on their database were identified plus potential key new audiences that may have affinity with the charity’s work. Results were also analysed according to a range of individual giving and event participant types to really drill down into audience differences according to fundraising product.

Our research has led to Send a Cow’s test marketing campaigns hitting target in respect to average gifts and response rate.

“I wouldn’t hesitate to recommend Smart Insights with a research project of this nature. The analysis they conducted was invaluable to understanding our current audiences and potential new supporters we could reach and has resulted in our new acquisition campaigns hitting target. In addition, the team worked in partnership with us, identifying at the start what we wanted to achieve and providing excellent account management along the way.”

Rebecca Parford, Head of Public Fundraising, Send a Cow