The Minerva Collective Wellbeing Index

Insights to help not-for-profit marketers to reach at-risk Australians


Not-for-profit organisations across all segments share a common goal: they want to improve the wellbeing of Australians. To do this they want to reach people who need their help and provide the right support to them. Data can help do this but NFPs generally don’t have either the data or the analytical resources needed.

We aim to mobilize a movement of corporate sponsors and volunteer analysts to help bridge this gap. To start we are creating the Minerva Wellbeing Index using anonymised data donated from leading Australian organisations to develop a tool that NFPs can use for free to help them increase their social impact.

Use Cases

By providing new insights into the levels of wellbeing across Australia, NFPs can:


Increase the number of Australians receiving help by informing targeted outreach and marketing tactics to specific geographic or demographic segments that are more likely to be in need.


Improve the effectiveness of programs by helping to customise relevant content and services for specific groups based on predicted levels of wellbeing or risk.

How It Works


  • Partner organisations donate de-identified and aggregate data to build Indexes. 
  • Data is shared & analysed through the secure data exchange infrastructure provided by our founding sponsor, Data Republic. 


  • The Minerva Collective, with the support of the volunteer analyst community, applies analytics to the data to develop an Index of wellbeing. 
  • Indexes are built by identifying hypothesis with the support of NFP subject matter experts and applying algorithms to create variables that reflect them.  


  • Indexes are broken into segments of Australians across geographic and demographic groups of age and Socio-Economic Status.  
  • We make the Index available through an interactive Dashboard and a Report that can be downloaded and integrated with a NFPs own data. 



We want to manage expectations: it is going to take time before these Indexes are powerful, reliable tools for social good. We are tackling this as a continuous work in progress where we will be releasing new versions each quarter with the support of sponsoring Partners. Each new version will have improvements in three ways:

  1. NFP experts will provide insights to refine the hypothesis and focus of the Index
  2. The Minerva Collective community of Analysts will donate time to improve the algorithms underpinning the Indexes
  3. Sponsor Partners will donate data to improve the scope of the Index

Version 1

Our first Sponsor Partner, Worldsmart, has donated de-identifed grocery data from Australia’s largest independent grocer. Using this we have built the foundation of two indexes of wellbeing. These indexes rest on unproven assumptions and will significantly improve as we iterate with the help of participating NFP users, volunteer analysts and additional data. 

Healthy Living

Research shows that unhealthy diet corresponds to many social issues including physical illness, mental health and education. We are seeking to provide a tool that enables relevant NFPs to identify groups to focus their support towards. 

How it works: 

  • Using the health star ratings of items in baskets from over 300 stores, an overall index of healthy living can be determined.
  • With the de-identified data from the independent grocers' loyalty program, the average healthy living score for specific geographic post-codes and demographic groups of age and Socio-Economic Status can be estimated. 

Basic Needs Spending

Following the logic of Maslow's hierarchy of needs, we are exploring the use of data to identify groups of people living at a level where only 'physiological needs' such as basic food, water and shelter are being met. This can help NFPs and Government agencies to identify groups or areas to prioritise support.

How it works: 

  • Grocery data can reveal the proportion of items that are considered 'basic needs' such as 'home brand' items vs. non-essential items such as 'organic products'. 
  • The average percentile for the population of specific geographic and demographic groups can then be estimated. 

Not-for-Profits: Access the Report

The Minerva Collective Wellbeing Index is available for use now. We will give 2 hours of pro-bono support in using the insights to the first 20 organisations. In return, we just ask for your feedback.

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Minerva Collective Partners: Get Involved

Volunteer Analysts

  • Want to get your hands on rich commercial data to help develop insights for social good? Join the Minerva Collective volunteer community to get involved in monthly Data Co-ops. 

  • Think your team or company could get behind the next version of the Index? Get in touch about sponsoring a sprint.  


  • We are just getting started, to achieve great social impact we need the help of sponsor organisations to fund operations, contribute skills and donate data. 

  • We will work with you to provide a program for your employees to get engaged in using data for social good and will develop media opportunities to talk about your contribution. 

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