You can't measure breadth of engagement without comprehensive data about each supporter
A Supporter Profile isn't just a database table - it's a comprehensive, point-in-time snapshot of everything you know about each supporter
Basic supporter information, transaction history, and giving patterns over time
TPC and TPS tracking over time - the core of breadth of engagement measurement
Response patterns, channel preferences, and engagement trends
Derived metrics, scores, and predictive variables for modelling
Historical profiles, not just current state - essential for predictive modelling
Rich data foundation enables sophisticated modelling and forecasting
Most databases only show you the current state. But to build predictive models, you need to know what supporters looked like before they took an action.
For example, to predict who will leave a bequest, you need to know what bequestor profiles looked like before they made that decision, or at least left the bequest - not what they look like now.
Supporter Profiles capture historical snapshots, allowing you to analyse what characteristics predicted future behaviour - the foundation of all predictive modelling.
2020
TPC: 1 (Appeal only)
TPS: 001000000
2021
TPC: 2 (Appeal + RG)
TPS: 101000000
2023
TPC: 4 (Appeal + RG + Event + Volunteer)
TPS: 101000101
2025
TPC: 6 (Deeply engaged)
TPS: 111100101
Increasing commitment visible through TPC growth
Each layer builds on the previous, creating a comprehensive supporter understanding
TPC, TPS, channel activity, behavioural patterns
Giving history, RFM metrics, campaign responses
Gender, Age, Postcode, geo-based variables
Let's discuss how to create the data infrastructure that powers engagement-driven fundraising