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Athora Netherlands has many diffused (customer) datasets. As a result, important customer information is not readily available for employees and a unique customer view is missing. In order to provide their employees with this view as well as deeper insights into each customer, they wanted to use a Customer Data Platform. That's why Athora Netherlands called in the expertise of Invenna.
Athora Netherlands consists of two insurance brands: Reaal and Zwitserleven. The financial service provider offers smart solutions to customers and helps turning dreams into reality and protecting valuables. To achieve this daily, the process of merging and unifying customer data is essential. In this case you read how the Customer Data Platform for B2C succeeded in unifying the customer data of each Athora brand.
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:
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.
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.
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 Invenna CDP solved the Red Cross’s challenges by bringing all donor data together into one central platform. This offers several advantages:
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.
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 collaboration is an example of how centralized donor data and a 360-degree customer view lead to improved fundraising. The results speak for themselves:
+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.”
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."
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.
In the complete case you read how we provided a unique real time customer view and which new insights are available.
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