Charity Comic Relief is using geographic analysis to maximise fundraising potential for its 2010 Sports Relief campaign.
Sports Relief organises a series of mile runs across the UK to raise funds. Using ESRI(UK)’s geographical information system (GIS) integrated with Microsoft’s Bing Maps, Comic Relief is able to better target its marketing campaigns.
It can pinpoint the postcodes and resident demographics where people are more likely to take part in events. The software also makes it easy for organisers to plan appropriate routes near to public transport.
“When this information is deployed on a map it’s a lot easier way for people to see what is going on. We can see which areas to target and it’s far easier to see the gaps in target areas on a map,” said James Taylor, database analyst for Comic Relief.
The company intends to use the software for a number of future campaigns, in addition to Sports Relief.
