Helping Non-Profits Resonate with the Right Audience #ExperianStories

Published: December 17, 2017 by Editor In United States


My work with the non-profit side of Experian started more than a decade ago, when I was asked to provide some general oversight with a project. I was only meant to play a supporting role, but my passion for the work blossomed immediately. It also seemed fortuitous that my colleagues could jokingly call me “Tammy Non-Proffitt.”

Non-profits are dedicated to furthering and advocating for their respective social causes, but they don’t always have the resources they need to drive their message home. Additionally, non-profits sometimes have trouble understanding who their actual donors are due to a lack of data insights. With the limited budgets non-profits have, it would be a shame to waste hard-earned dollars on a campaign that won’t resonate with the right people. Luckily, Experian utilizes data that helps non-profits target the audiences that care about their causes across multiple channels, driving donations that are crucial to the organization’s function, while raising awareness about their cause and furthering their efforts.

Recently, I worked with the Raleigh, North Carolina-based non-profit Rise Against Hunger, an international organization that prevents hunger by providing food and aid to people who need it. When Rise Against Hunger was looking to promote several fundraising Facebook campaigns, our data allowed the organization to identify the right audiences for them to target. With this data, Rise Against Hunger can directly target people who are more likely to care – and donate – to their cause.

I’ve also had the opportunity to work with The Orangewood Foundation, based in Santa Ana, California, which prepares former and current foster youth to reach their potential and learn about the basic life skills they need to succeed. Like Rise Against Hunger, Orangewood needed help segmenting their own current donor base for different promotions and campaigns, based on age, location and area of interest. Orangewood provides services to more than 1,500 youth every year, so making sure they are targeting the right people for donations is extremely important. Since I began working with Orangewood, I’ve had the chance to visit their campus and charter school, and was simply blown away by the quality of their staff and facilities.

Data drives and informs decision-making, helping organizations like the non-profits I work with make smart choices about their communications outreach. In addition, my recent work has not only allowed me to help non-profit clients I care about, but also connected me with other Experian employees, showing how different teams can effectively collaborate to use data for good.


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