Data Philanthropy


As we see it, our contribution to communities near and far is not about giving back. It’s about investing. And if skills-based volunteering is our smartest investment, Data Philanthropy is its best expression — an opportunity to donate unique skills and talents no one else can.


As a global leader in data insight, we understand how data can produce fresh perspectives for any organization — including charities. That’s why we developed our unique Aimia Data Philanthropy model. Pairing Aimia analytics experts with specific charities during intensive events, Data Philanthropy helps charities drive improvements in their operations, fundraising and recruiting. In practical terms, this may mean less poverty and more vulnerable kids kept in school and off the streets.

What does data have to do with charities anyway?

Think of the word “charity” and it would be a long time before you associated it with the word “data”. But charities often have vast amounts of data – on the way they talk to supporters, on the way their service users connect with them and on the delivery of the services themselves.  

What they often lack is the technical ability or financial resources to make sense of all this data to improve the way they do things. A simple example: a sports charity whose coaches lose up to 30% of their time with children because they are collecting data on paper forms. Automating the process allows for much more time for insights and footie skills, gymnastics or swimming technique kids can be learning.

With the goal of exploring how better data analysis could improve the way charities achieve their mission, Aimia’s Data Philanthropy pilot projects were a resounding success. The company’s data analysts have given more than10,000 hours of their time to work with more than 40 charities in the UK and Canada and this large-scale pilot culminated with executive agreement to expand and extend support over the long term. Since then, activities have also been held in the United States, Australia and the Middles East. In 2015, the positive impact of Aimia Data Philanthropy was recognized with the Guardian Award for Social Impact and the Dragon Future Proofing Charities Award in 2015.

Read about Aimia’s first Global Week of Data Philanthropy, our pledge to create the first hub for data philanthropy in Canada and view our events videos.

At a time when money is tight and funders want evidence of success, data analysis is critical to the future success of the charity sector.


Social purpose is not just something we do; it is who we are. From our Aimia Executive Committee and our social purpose leaders to our employees around the world, we are all engaged and committed to Aimia’s social purpose journey — particularly with respect to skills based volunteering, which leverages our people’s formidable talents and magnifies their contribution. This can be any skill – including data analytics, loyalty, marketing, social media, communications, talent management and even sharing legal advice when it comes to consumer privacy for example… basically any skill that we have on our team. For International Volunteer Day Aimia asked some of its employees, “why volunteer”?

The Ambassadors Network: To identify needs and optimize impact

In 2015, we have launched our network of ambassadors who are responsible to build more deep and meaningful relationships with selected charities. By focusing on charities needs and matching our volunteer activities on those areas where we have significant knowledge, experience and skills, we are able to bring the best of Aimia to our charitable partners and deliver results and insights that contribute meaningfully to making this world a better place for everyone. Examples of workshop and projects:

  • Telephone skills:  to help get the word out about applying for grants offered by MusiCounts to school music programs.
  • Marketing plan: to help Equitas identify new avenues to diversify its sources of funding.
  • LinkedIn Expertise:  to support the David Suzuki Foundation, and all Beyond Miles partners and their ambassadors, by optimizing their use of LinkedIn for Human Resources management.
  • Survey expertise:  to help Médecins Sans Frontières build a survey for their donors, and ensuring that the resulting survey can be useful to all Beyond Miles partners.

We work in partnership with not-for-profit organizations to bring to life, sustain and strengthen initiatives that offer the best potential to enhance trust and reciprocity in the world.


We encourage all of our employees to bring the best of their talent, skills