The national research charity devoted to leukaemia and related blood disorders is to use Experian's Prime Performance Modelling as part of its strategy to acquire new donors.
Experian's National Canvasse and Canvasse Lifestyle databases will add to Leukemia Research's own. Applying Prime Performance Modelling's techniques will then allow the charity to most effectively target responsive donors.
Richard Hogg, Leukaemia Research's managing director, said: "In Prime Performance Modelling, we have a tremendously powerful targeting tool at our disposal.
"The level of insight provided... will enable us to greatly enhance the return from our donor acquisition campaigns."
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