Concern Worldwide is an international humanitarian organisation dedicated to reducing suffering and working towards the elimination of extreme poverty in the world’s poorest countries. It responds to emergencies – from conflict to natural disaster – while also addressing the root causes of poverty and inequality over the long term. Wood for Trees has worked with Concern Worldwide UK for a number of years, but this case study focuses on our work with their Irish division, Concern Worldwide Ireland.
Bringing data together
Concern’s development and fundraising team had plenty of data but no easy way to bring it together. Supporter, channel, campaign, and product data sat across different sources, requiring manual effort to extract and interpret. Teams were already using data, but often with only part of the full picture and with some reliance on colleagues in other functions to pull information together. There were also some data consistency issues to address, including categorisation that needed to be standardised before the information could be visualised and used more easily across teams.
From cluttered to clear
InsightHub is Wood for Trees’ fundraising intelligence platform, giving charity teams a live, centralised view of their supporter base without relying on manual reporting. Before going live, we worked through a structured onboarding process – categorising Concern’s data, sense-checking assumptions, and validating everything to strengthen the quality of the data and build greater confidence in the tool over time. We also ran monthly training sessions to drive adoption across teams. A reporting tool is only as valuable as the confidence people have in it, so embedding users early was a deliberate and essential part of the process.
Decisions made easy
When it came to answering data questions, InsightHub reduced the need for meetings, email chains, and waiting for information to be pulled together. Teams can now answer more of their own questions, monitoring campaign, channel, product, and supporter-level performance and making tactical changes based on trends. It enables continuous learning, sharper targeting, and better identification of growth opportunities. The tool has also become central to the wider analysis work Wood for Trees delivers for Concern. Quantifying the impact precisely is difficult, but the principle is simple: a shorter distance between data and decision supports faster, more confident action, and in a sector where every pound matters, that is no small feat.
