The fundraising arm of Great Ormond Street Hospital is investing in data integration systems to boost fundraising opportunities.

The software has improved the hospitals Children’s Charity's communication with donors by improving data quality and enabling greater understanding of individual benefactors.

Enhancing relationships with supporters will boost donations, said the charity's head of community fundraising, Matt Forrest.

"IT plays a vital role in underpinning our operations, and this offers clear efficiency benefits through a consistently reliable, comprehensive view of our donors," said Forrest.

"We are already seeing how this will help us build long-term relationships and understand where we can unlock further funding."

The software from SAS-owned data quality technology supplier DataFlux enables targetted fundraising in specific areas by providing geographically and socio-economically categorised information on donors.

The technology will also improve data management, said Laura Shobiye, head of business support for the charity.

"Operationally we are able to use the system to customise data quality business rules, allowing us to define how data is managed and ensure its integrity and cleanliness," she said.