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Great Ormond Street Hospital Children’s Charity Harnesses Data Analytics to Optimise Fundraising Campaigns

Effective Use of Data Saves 15 Days’ Worth of Time and Resources per Campaign

June 04, 2019

Winnersh, UK – Qlik has partnered with Great Ormond Street Hospital Children’s Charity (GOSH Charity) as part of its Corporate Social Responsibility program to help optimise the charity’s fundraising, creating savings equivalent to 15 days of cost and time per campaign. These efficiency gains have helped the charity continue to focus time and resources on vital fund raising efforts to support the hospital and the seriously ill children and young people from across the UK they serve.

GOSH Charity needed a way to improve an inflexible reporting structure that was time and resource-intensive. Through Qlik the charity’s campaign managers now have access to user-friendly data insights. Results are visualised for easy comparison against previous campaigns, with fundraising progress now tracked in real-time enabling the charity to tailor future activity much more quickly.

GOSH Charity began working with Qlik in September 2018, creating an app to boost the effectiveness of its direct marketing strategy by increasing engagement with supporters during fundraising campaigns. By using GeoAnalytics mapping in tandem with Qlik Sense, GOSH Charity has been able to identify the best locations to hold fundraising events in support of the hospital.

The charity also used Qlik to better understand how much supporters opted to donate. Based on this analysis, they can review the performance of different sets of suggested donation amounts, and refine and tailor the donation prompt amounts within appeals.

Self-service access to data through Qlik has democratised information throughout what is now a more data literate workforce, which has led to improved efficiency. Staff have been enabled to explore data themselves and draw their own insights, meaning they can report faster and move on to planning the next campaign.

Over the next year, the charity plans to expand the use of Qlik, with a particular focus on post-campaign analysis. In addition to more efficient reporting, these apps will add greater value by creating propensity models that help the charity’s communications reach the right people at the right time.

GOSH Charity will also introduce an app that forecasts gifting for the year ahead and tracks the progress of different partner agencies in line with this, as well as another that tracks consent across different communications channels to help inform the Charity’s programme of consent renewal.

In addition to providing these analytic tools, Qlik has been fundraising for GOSH Charity for the last two and a half years by taking part in bake sales, football tournaments and much more. This October, Qlik is one of the sponsors for the RBC Race for the Kids 5k family fun run and family festival, and is aiming to recruit their biggest ever team to take part. Qlik aims to reach a £150,000 donation to GOSH Charity by the end of the year.

“Using Qlik’s analytics tools has been a significant step for us, helping us explore new avenues of monitoring our fundraising as well as optimising our existing work,” said Tanya Mitchell, Deputy Director of Direct Marketing at GOSH Charity. “The tools give our staff access to clear and interactive data sets and our teams are now able to explore large quantities of data via an intuitive interface. We are also really grateful to Qlik’s team for their fundraising efforts, which will help to support the hospital and the seriously ill children and young people from across the UK who are cared for there.”

“Qlik has an ongoing commitment to use its software, culture and people to ensure that data has a meaningful impact,” added Julie Kae, Executive Director of Qlik.org and Global Head of Corporate Responsibility at Qlik. “We are proud to support GOSH Charity and look forward to our continuing partnership. The improvements demonstrated by our partnership highlight the significant benefits that effective use of data can have in the third sector.”

Meet the GOSH Charity team at the Qlik Analytics Tour in London on the 18th June and hear their story.

About Qlik

Qlik’s vision is a data-literate world, one where everyone can use data to improve decision-making and solve their most challenging problems. Only Qlik offers end-to-end, real-time data integration and analytics solutions that help organizations access and transform all their data into value. Qlik helps companies lead with data to see more deeply into customer behavior, reinvent business processes, discover new revenue streams, and balance risk and reward. Qlik does business in more than 100 countries and serves over 50,000 customers around the world.

About Great Ormond Street Hospital and Great Ormond Street Hospital Children’s Charity

Great Ormond Street Hospital is one of the world’s leading children’s hospitals with the broadest range of dedicated, children’s healthcare specialists under one roof in the UK. The hospital’s pioneering research and treatment gives hope to children from across the UK with the rarest, most complex and often life-threatening conditions. Our patients and families are central to everything we do – from the moment they come through the door and for as long as they need us. 

Great Ormond Street Hospital Children’s Charity needs to raise money to support the hospital to give seriously ill children, the best chance for life. The charity funds research into pioneering new treatments for children, provides the most up to date medical equipment, funds support services for children and their families and supports the essential rebuilding and refurbishment of the hospital. You can help us to provide world class care for our patients and families. For more information visit www.gosh.org

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