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.

The Netherlands Red Cross gathers data from various sources, including the website, general (online) donations, direct mail, telemarketing, and events. The inability to consolidate this donor data resulted in some challenges:

• Lack of a centralized customer view: data were scattered across different sources and systems, making it difficult to get a complete picture of donors. This hindered the execution of targeted campaigns and reaching out to donors personally at the right time and through the best channel.

• Limited insights into donor behavior: the absence of a central customer view made it difficult to identify patterns in donor behavior, hindering the prediction of donors' responses to particular campaigns and missing opportunities to increase donations and foster loyalty.
• Inefficient campaigns: the lack of a centralized customer view and limited insights resulted in ineffective campaigns targeting broad audiences without considering donors' needs and preferences.

The Invenna CDP addressed the challenges of the Red Cross by consolidating all donor data into a central platform, providing several advantages:

• Centralized customer view: the CDP consolidates all donor data from various sources and systems to create a complete 360-degree customer view. This helps the Red Cross understand its donors' needs, interests, and behaviors.
• Omnichannel marketing: the CDP enables the Red Cross to reach donors online and offline, allowing for targeted or excluded donor communication. This improves personalization and activates marketing automation, resulting in a consistent and personalized customer experience regardless of how donors interact with the Red Cross.

• • Advanced analytics: the CDP provides advanced analytics features that enable the Red Cross to analyze donor behavior patterns, including online behavior. This allows for more accurate donor response prediction, improving marketing campaign targeting.
    
    

  "The Invenna CDP allows us to make our customer view easily accessible to the entire organization. We have gained more insights into our donors' needs and desires. As a result, we can target our fundraising efforts more effectively and remain successful in traditional fundraising channels."—Inge Meijer, Senior Database Marketer, The Netherlands Red Cross.

  

The collaboration exemplifies how centralized donor data and a 360-degree customer view enhance fundraising efforts. These results are self-evident:

Increased conversions

• Direct mail campaigns for contributions had a 13% increase in conversion rate.
• The average donation amount increased by 28% after receiving contribution mail.
• The conversion rate for telemarketing campaigns increased from 29.2% to 46.6%.
• The conversion rate for email donation requests increased from 1.9% to 2.9%.

Campaigns and interactions

• 10 automated omnichannel campaigns per week
• 17 million interactions in four years

With all donor data in one platform:

• There are more fully automated and omnichannel campaigns.
• Processes are more efficient, making marketing campaigns more effective.
• They can make data-driven decisions about campaigns and strategies.
• Gain insight into unusual transactions and reversals of recurring donations.
• Monitor donations through real-time dashboards.