Qbase Enjoy Another Successful TRIBES Show in London

By Robin Cronan, 2nd February 2015

TRIBES is our annual charity industry forum, which is held each year in January and this year, like in other years, has been a huge success.

The event at the Barbican in London was attended by around 100 delegates and guests. The day was split into morning and afternoon itineraries, each with their own separate focus. Charities who attended the event were able to take away a wealth of new ideas and insights to help them improve their own data-driven fundraising initiatives.


This year TRIBES looked at how charities can ‘become truly supporter centric’ and featured case studies from Great Ormond Street Hospital Charity, NSPCC, Macmillan Cancer Support and the Alzheimer’s Society.

The first session was kicked off by Liz Essex, from Great Ormond Street Hospital Charity, who discussed how they delivered more value from their data by ensuring they structured and maintained their data appropriately and looked at how other charities can affect the same change in their organisations.

Mark Robinson followed with an investigation into the metrics employed by supporter centric charities like NSPCC, how they can be tracked and how they can be adopted globally to measure the real success.

Next was Gehan Heenkende, from Macmillan Cancer Support, who explained how they developed and implemented well thought out behavioural analysis and how charities can anticipate supporter needs whilst still achieving corporate objectives.

Anita Connolly, from Alzheimer’s Society, showed delegates how they test supporter journeys in order to learn more about their supporters, their behaviour and optimise those supporter journeys against new supporter centric KPIs.

Showing charities how to bridge the gaps between data and marketing, Alzheimer’s Society’s Martin Sheehan showed how analysis, modelling and ultimately insight can be used to brief agencies and creatives in a way that hugely improves the response rates above and beyond anything achievable from data alone.

Finally, Rob Jones, Director at Qbase, talking about fundraising automation and how trigger-based interactions, informed by analysis, insight and experimentation, can proactively engage supporters across multiple channels and how this can help charities respond to specific supporter needs.


Plans are already underway for TRIBES 2016, with the Qbase team currently on the hunt for a better and more exciting venue.

Next year will see Qbase unveil something that has never been presented to the charity sector before and will revolutionise the content we present and how we present it, cementing TRIBES as the number one event for charity fundraising professionals in the UK.

Stay tuned for more information throughout the year. If you have any questions you would like to put to our team please contact us today.