Essex Air Ambulance

Database cleansing and profiling improves response rates for life saving charity

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Essex & Herts Air Ambulance Trust (EHAAT) is a Helicopter Emergency Medical Service (HEMS); providing a free life-saving service for Essex, Hertfordshire and surrounding areas.

Unlike NHS emergency services EHAAT is a charity relying solely upon the generosity and goodwill of the people and businesses of Essex and Hertfordshire to remain operational and saving lives.


EHAAT needed to review and cleanse their existing database of donators (both B2B and B2C) to ensure the most effective direct marketing campaigns with minimal wastage.

They also wanted to profile the type of people most likely to donate to the charity in the future to allow them to better target their marketing and fundraising efforts.


Using our extensive database as well as the industries leading suppression files - we were able to carry out a ‘Data Quality Audit’ and highlight areas for improvement within EHAAT’s existing database.

From here we:

  • Corrected contact details and appended additional information where available
  • Identified and removed Gone Away records
  • Identified and consolidated duplicates
  • Amended formatting to ensure this met best practice and was consistent across all records
We identified and removed 10.75% of the original mailing list where address details were incorrect

Using the cleansed database and past donation records we also worked with EHAAT to profile and segment their target audience based on the likelihood to donate.


Following the data cleanse and profiling EHAAT is planning to run various marketing campaigns using the improved database.

We also identified and removed 10.75% of the original list that did not need to be mailed - as addresses were incorrect. With mailing costs of 50p per item this suppression could potentially save the charity over £1500 per send.

Criteria Amount of File Removed
Gone Away 3.24%
Deceased 1.95%
Moved Home 4.28%
Duplicates 1.28%
Total 10.75% of the file removed where information inaccurate