I’m obsessed with data. But insight is where the real fundraising value is.

It’s easy for me to say why insight and analysis matter – it’s how my brain works, and how my life is at home. Both of us have jobs relating to data, and most of my life is in spreadsheets – if it can go in a spreadsheet with formulas, it does. I’m always looking to optimise things at home (even if it does annoy my husband), how to get the most out of something, how to make something more efficient. Luckily, he just rolls with it!

But insight isn’t just data, it is qualitative research too. It’s getting under the skin of the why, the motivations, and the emotions of your supporters.

And because great fundraising starts with knowing who you’re talking to and ends with building a relationship that lasts, it underpins and builds the foundations of everything we do at Different Kettle. Whether we’re planning campaigns, shaping creative, or improving supporter journeys, it sits at the heart of our approach.

But why does this matter in fundraising?

In a landscape where supporter expectations are shifting, attention is fragmented, and competition for generosity is greater than ever, one thing remains constant. The charities that truly understand their supporters, perform better.

Not only do they acquire more of the right supporters, they also retain them for longer.  Because if you understand your audience, you can create deeper connections, more meaningful engagement, and ultimately, greater lifetime value, from acquisition to legacy giving.

This is exactly what we saw with NSPCC’s cash appeals programme. Through the insight, we were able to see that with the change in acquisition strategy, it changed the profile of supporter resulting in declining second gift rates.

A supporter’s first gift is the beginning, not the end. And when you understand the why behind the first gift, you understand why they continue to support. And maybe I’m biased from working in the sector for so long, but understanding my why, my giving patterns to certain charities, will make or break my relationship with them.

And the thread that ties it all together?

Data (yay!) and audience insight. 

Yes, some of it is numbers, but the numbers are only a piece of the pie. It is about understanding the nuances of each charity. How their story is told and visually represented, and which message resonates with different segments of your audience. It’s about knowing which channels will work, because not every channel works for every cause. And it is about understanding your donors, what makes them unique to you, why they give, their motivations, their connection to the cause, and their emotions.

Bringing both quantitative and qualitative insight together gives you a true idea of the supporters you are reaching but also the opportunities for growth. It allows you to work with real data, not just a hypothesis of who your supporters might be.

When we got into the qualitative insight of NSPCC cash supporters, one thing that came through strongly from supporters – they want to feel they are making a difference locally as well as nationally.

These insights can be the spark that fuels creativity.

When you know what your audience cares about, how they behave, and why they give, you can craft communications that connect more deeply and respectfully, ultimately driving stronger results. I love handing my research over to the creative team, bouncing ideas around, and then seeing it come to life.

So, where did the insights take our first appeal? First, it was designed to address what supporters wanted to see, the impact of NSPCC in their community. So, we created a highly regionalised communication to showcase children in need in their area.

But we also tested a shorter, more visually led creative for the acquisition channels, which were seeing low second gift rates.

And the outcome has been incredibly positive, with both an increase in response rate and income.

Data and insight sharpen decisions

At its best, data and insight don’t just inform decisions, it sharpens them. It helps us move away from guesswork and assumptions, and towards strategies grounded in real human behaviour, reflecting what people care about, how they engage, and what keeps them connected. It helps us understand where we might find more high-quality supporters, so when you’re adding people to your supporter database, you’re adding people who are invested in the cause and supporting your work for the long haul.

Our insight doesn’t replace humanity though, it amplifies it. It helps us create a proposition that feels like it is written for supporters, not at them. It helps us identify and agree where the challenges are for supporters, and build relationships that feel human rather than automated. And create content that speaks to what their supporters have told you they value.

Want to read more about our approach to the NSPCC cash strategy – the case study is here.

But, if you want to know how we can support you with an audience-first, insight-driven approach, drop us a line at hello@differentkettle.com

Amy Mitchell – Fundraising Planner

If you want to know how Different Kettle can help your fundraising programme, get in touch at sayhi@Differentkettle.com.