Case History: UNHCR

Contactlab and UNHCR Italia partner to positively affect people’s lives through donors

Context

UNHCR Italia posed the challenge to analyze and understand a vast amount of data in order to define the next steps of the contact plan to increase donors’ engagement, involvement and donations ultimately giving an opportunity to refugees.

Objectives

Analyze and organize donors’ data to create cluster based on behaviour and marketing data
Increase donations in terms of numbers and amounts
Build an advanced personalized digital communication plan

Project

We partnered with UNHCR Italia to do a qualitative and quantitative analysis of the marketing and behavioural data of donors and prospects. We worked to normalize the database segmenting donors and prospects, and built a roadmap of the future strategy recommended to improve the donor engagement and increase donations in terms of number and amount.

As additional benefits, UNHCR achieved a better understanding of the donor journey and the digital contactability impact on donation.

Finally, we drafted a digital communication plan based on advanced segmentation, which allows the NPO to engage in a personalized way its donors. The project is the natural evolution of a long lasting relationship: UNHCR and Contactlab work together on many digital marketing campaigns since 2009.

Key Facts

53%

database growth in 2015

72%

of the entire donations coming from digitally contactable users

54%

of one off donations is influenced by emails

15%

of one off donations is directly generated by emails

+63%

average donation from email clickers vs non receivers

Sector

Non profit

Project starting date

Data-driven communication strategy started in 2016, client trusts Contactlab since 2009

What UNHCR says about Contactlab

“Contactlab’s unique blend of skills and technologies allowed us to understand and act upon our data to drive a positive change”

Giulio Cok

Digital Fundraiser

Interactive Key Award 2012
Freccia d'Oro 2010