Occam is conducting the study in order to investigate the practice of committed giving. With more than 20 leading charities having agreed to take part, it means that nearly 6m records are to be analysed.
The study requires all charities to submit a range of data which, when analysed, will highlight: how many committed givers pledge support for different charities; the level of committed giving that overlaps between different charities; and the crossover in committed giving between different charity sectors.
The research will also explain what the average yearly committed giving value is for each charity and whether this differs across sectors. Bespoke reports will then be provided for each charity taking part, which will provide insight relative to that particular charity and its own committed givers.
Scott Logie, managing director of Occam, said: "There has been a huge increase in marketing to 'regular givers' across the charity sector in recent years and as a result, direct marketing fundraising techniques have focused on bringing in regular donations rather than one-off cash gifts.
"We are aiming to discover whether regular givers are dedicated to one particular charity, or many, as we've found cash givers to be. I am sure we will uncover a wealth of insight, which will prove invaluable, not only to individual charities, but for the sector as a whole."
Occam's other clients include Age Concern, Amnesty International and WWF. Since it was founded in 1993, the company has experienced significant growth and now employs 100 staff with an annual turnover of over £11m.
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