List Factory’s Fusion Exchange data co-operative holds a world of acquisition potential, learns Greg Johnson.
List Factory’s Fusion Exchange data co-operative is home to around 25 charity members, creating a pool of over 400,000 mailable Australian charity donors. The exchange’s records include transactional data, enabling recency, frequency, monetary and affinity modelling as part of the data selection process.
“From a charity perspective, we utilise transactional information from a whole range of parties – including charities – to build models and create a score which identifies whether a person is likely to respond to a mail piece from that particular sector,” explains List Factory director Gordon Loch. “We use both transactional analysis and an affinity analysis.”
Fusion Exchange – which includes business to consumer data in addition to charity data – is also linked to the company’s business to business (B2B) data pool. That allows clients to actively pursue or exclude B2B records from their mailings as required.
Which channel is best?
List Factory has developed an online tool which can assist in determining a new supporter’s most responsive channel. Called Fusion Now, the real-time verification product helps ensure you’re speaking to donors through the channel they’re most comfortable transacting in.
“It can be built into the back-end of a website and you can automate the lookup names straight away as they sign up to see if they’ve got past purchase behaviour and you can then tailor your offer from that,” says Loch. “It can help you determine where to efficiently put your budget for donors who have been acquired online – for example, if you know they are more likely to be phone responsive rather than mail responsive, then you can tailor your approaches through that channel.”
Attrition management for a sustainable co-op
While List Factory has over 400,000 mailable charity donors in its co-op (donors who appear on two or more co-op members), it does place limitations on how many times the data can be used per year. The business rule is focussed on taking a sustainable approach to data attrition, according to Loch.
“When we get data from members, data usage for each record is capped in a 12 month period and a lot of members find that rather reassuring,” says Loch. “We’re building a sustainable business, and trust in data usage rules needs to be a big part of that for data co-ops in the long term.”