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Higher conversions by creating a unified view on donors for The Netherlands Red Cross

Charity support and the number of members and donors are growing. This means an increase of (customer) data. The Netherlands Red Cross also notices this: the amount of sources and channels that process the donorships is rising. They searched for a solution to merge all these donor data, turn it into one unique customer view and gain better insights into (potential) donors. Hereby creating even more successful campaigns. We used the Customer Data Platform for B2C to bring this into manifestation.

Connect people through aid and data through platform technology

For over 160 years, The Netherlands Red Cross has been a symbol of aid and solidarity. Since its establishment in 1867, the organization has been dedicated to relieving human suffering wherever it arises.

The Red Cross and other non-profit organizations are facing a challenge: the number of supporters and the complexity of donor data are increasing. Valuable data are being collected and stored across various channels and systems, making it difficult to understand their donors comprehensively. This fragmented data and the absence of a complete customer view hinder the ability to run targeted campaigns, leading to missed opportunities to identify and engage with new donors.

The Red Cross sought assistance from Invenna and its Customer Data Platform (CDP) to address these challenges. The Invenna CDP offers a centralized solution that consolidates and organizes all donor data, enabling the organization to generate a 360-degree customer view.

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De challenge: fragmented data and missed opportunities

The Dutch Red Cross collects data through various channels, such as the website, general (online) donations, direct mail, telemarketing, and events. The inability to bring these donor data together led to several challenges:

Lack of a central customer view aan

Data was scattered across different sources and systems, making it difficult to get a complete picture of donors. This made it harder to run targeted campaigns and reach donors personally at the right time and through the most effective channel.

Limited insights into donor behavior

Without a central customer view, it was difficult to identify patterns in donor behavior. As a result, predicting which donors would respond to specific campaigns became more challenging, leading to missed opportunities to increase donations and foster loyalty.

Inefficient campaigns

‍The lack of a central customer view and limited insights resulted in inefficient campaigns targeting broad audiences, without taking into account the individual needs and preferences of donors.

The solution: the Invenna CDP and the power of centralized data

The Invenna CDP solved the Red Cross’s challenges by bringing all donor data together into one central platform. This offers several advantages:

Centralized customer view

The CDP combined all donor data from various sources and systems, creating a complete 360-degree customer view. This enables the Red Cross to better understand the needs, interests, and behaviors of its donors.

This creates a consistent and personalized customer experience, regardless of how donors interact with the Red Cross.

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Advanced analytics

Omnichannel marketing

The CDP makes it possible to reach donors across all online and offline channels. This allows the Red Cross to target or exclude donors, further improve personalization, and activate marketing automation.

The CDP provides advanced analytical capabilities that allow the Red Cross to uncover donor behavior patterns, including online behavior. This enables more accurate predictions of how donors will respond, allowing marketing actions to be better aligned.

Inge Meijer, senior database marketer, the Dutch Red Cross. - "Thanks to the Invenna CDP, we can make our customer view easily accessible across the entire organization. We now have greater insight into the needs and preferences of our donors. As a result, we can target more effectively and continue to be successful in traditional fundraising channels.”

The results: higher conversions and a stronger connection with donors

Grafiek met vier iconen: 13% bij een brievenbus met brief, 28% bij een hand die een munt in een spaarpot doet, 17 miljoen bij spraakballonnen, en het nummer 10 met mediagerelateerde iconen eromheen.

The collaboration is an example of how centralized donor data and a 360-degree customer view lead to improved fundraising. The results speak for themselves:

Not only emails perform better
17 million interactions over 7 years
10 automated omnichannel campaigns per week

Increased conversions

+13% higher conversion rate on direct mail membership campaigns, and +28% higher average donation amount after receiving a membership email.

Inge Meijer - "While many fundraising organizations are facing declining revenues, the Red Cross has actually seen slight growth in recent years. Thanks to the CDP, we are able to optimize our customer contact strategy, resulting in increased conversion across nearly all channels.”

The future: strengthening impact

With a solid foundation of centralized data, a complete customer view, and clear insights, the Red Cross will sharpen its fundraising strategies further. This will help more people in need and increase its impact on society in the coming years.

Inge said, "While many fundraising organizations experience a decline in revenue from these channels, the Red Cross has seen slight growth in recent years. The platform helps us improve our customer contact strategy, increasing conversions across almost all channels."

Making a difference together

Do you also want to increase the impact of your non-profit organization? With our years of experience and proven track record in supporting various charities, we are here to help when you need expert advice.

Get in touch with us and discover how to centralize your donor data, gain new insights, and run more targeted campaigns.

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