The charity has enlisted marketing management software firm Occam to overhaul its 4m-strong supporter database.

RNIB head of fundraising strategy Joe Jenkins said: "Occam's solution will get us closer to our data, rigorously ensure it is fit for purpose and get us closer to our supporters."

Jenkins hoped the new system would reduce waste from badly addressed mail and help the organisation execute mail campaigns "more scientifically".

"We need to talk to our donors more than ever in this economic climate. Occam's task is to ensure we do this with minimum waste and maximum return," he added.

Occam will validate names and addresses across the supporter base to allow more selective campaigning. RNIB's marketing team will be able to access selections, analysis, campaigns and reporting data to tailor its campaigns.

Strategy director at Occam, Scott Logie, said: "RNIB required a more flexible environment for cleaning, managing and using data. We will ensure data is prepared before it is used for more targeted, relevant and effective donor marketing activity."

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