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Employees of MRS Accredited Company Partners can attend two 2021 Professional Webinars free of charge.
Free
£25 + VAT
A study by Boxclever has provided a clear picture of the link between the cancer population and the supporters who donate money and time. This shift in understanding provides an important missing element in quantifying the impact that delivering cancer services has on donation income – thereby enabling Macmillan, for the first time, to predict future donation behaviour and know exactly where to focus its resources to maximise this.
Speakers:
What you’ll learn:
In this webinar, Boxclever and Macmillan Cancer Support show how tackling a challenging topic with ethnography and analytics (not the most natural of partners!) can have a significant commercial impact. A combination of exploratory qualitative research followed by clever data analytics drove strategic change, in this case to inform Macmillan’s fundraising and service strategies by quantifying the donation impact that each interaction with cancer services has.
Ethnographic interviews were initially used to explore a challenging, sensitive topic using a methodology that unearthed the intimate experiences and needs of a person living with cancer and those within the cancer ‘network’ – their family and wider social networks.
The same moderator conducted both sets of ethnographic interviews, establishing meaningful connections and opportunities to play back experiences. This provided a 360o lens on all those impacted by cancer, layering in different views to gain richer insights for Macmillan, who often saw the experience more through the eyes of the person living with cancer than the broader network.
Analytics @ Boxclever then took the qualitative insights that identified different behaviours and mindsets across the cancer networks and fed them into innovative modelling, which defined a causal relationship between mindset and donation behaviour. This resulted in a powerful tool for the charity, enabling it for the first time to predict future donation behaviour and inform both service and fundraising strategies.
This event has taken place
Employees of MRS Accredited Company Partners can attend two 2021 Professional Webinars free of charge.
Free
£25 + VAT
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