The MS Society is to join Occam's Reciprocate programme, the reciprocal data solution for the charity sector. The Society is aiming to enhance its ongoing acquisition campaign strategy and maximise the results of its direct mail campaigns.
Reciprocate allows charities to identify other charities with which it can undertake the most complementary reciprocal mailings.
Occam say that Reciprocate is "the largest single source of charity data in the UK", with over 5 million swappable records. It is used by over 90 charities. Organisations which have joined the programme this year include the Soil Association, National Autistic Society, Smile Train, FourPaws, Animals Asia, and Medical Mission International.
Gillian Brown, Head of Marketing at the MS Society, explained that the charity's income is almost entirely reliant on voluntary donations. "In the past", she said, "we've relied heavily on standard cold list recruitment to generate support. However, by working with Occam and Reciprocate we hope to enhance our ongoing acquisition campaign strategy and increase both response rates and donation levels."