Name of Company:Aimia

Aimia is a data-driven marketing and loyalty analytics company. It established the Aimia's 'Data Philanthropy'(DP) programme to harness market-leading private sector knowledge, experience and resources to help charities better understand their impact using interpretation of data.

The programme has supported 40 charities to gain this understanding, leading to over £2.5million of pounds of new funding and enhancing the outcomes for the charitires’ beneficaries. The volunteers support the charities through hackathon events, making private sector statistical tools available to the charitable sector for free, and provison of long-term data specialist mentors. Three charities that have benefitted from the support from Aimia include Centrepoint, Greenhouse and Place2Be. The charities have secured new funding on the back of being able to better evidence their impact among target demographics. Homeless charity, Centrepoint was able to use the data to make key decisions about staffing resources and the influence of different needs and backgrounds of young people, and whether thay have moved on effectively after Centrepoint. The programme has been so sucessful in strengthing the charitable sector, that the programme has been replicated in Canada, the US and Australia.

Olivia Curno from Place2Be said the charity had benefited from Aimia’s winning Data Philanthropy initiative. She said: “We had a huge amount of data stretching back 20 years. Aimia were able to assess all that the data, pick out interesting themes and trends, and help us understand the impact we have on the children we support.”



  • 40 charities supported
  • Aimia staff volunteered 15,000 of pro bono analytic support
  • Charities were able to unlock a funding stream of over £2m
  • Data Philanthropy programme replicated in Canada, US and Australia