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.
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.