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