Datalytics will aid The Royal Marsden Cancer ±±¾©Èü³µpk10 in developing a better understanding of its supporter base, by providing accurate records of why they chose to become a donor.
The company says it will be able to provide targeted donation requests that will generate a higher response rate.
Isabella Douglas, marketing and communications manager at The Royal Marsden Cancer ±±¾©Èü³µpk10, said: "Every donor has different reasons for their affiliation with The Royal Marsden Cancer ±±¾©Èü³µpk10, usually as a result of personal experience with the hospital or of cancer.
"From this, it will be able to segment our database to make donor communications relevant to these key donation triggers."
The Royal Marsden Cancer ±±¾©Èü³µpk10 has raised £30m to support its work at the Royal Marsden Hospital, which has sites in Fulham and Sutton. Founded in 2002, the charity was established to raise money for the hospital's commitment to improving cancer patient survival rates, and providing new therapies, better equipment and facilities.
Stuart Broughton, managing director at Datalytics, said: "The Royal Marsden Cancer ±±¾©Èü³µpk10 needed a robust solution, which could support its new proactive approach to fundraising.
"We will undertake an extensive segmentation exercise to ensure that all donor communications are not only more targeted, but will also generate a higher response rate."
Datalytics has past experience of working with non-profit organisations, including Age Concern. A partner of Alchemetrics, the company was founded in 2003 by former Claritas directors Stuart Broughton, Stuart Hopwood and Alan Tomlinson.
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