Switzerland for UNHCR

Marketing Cloud

Switzerland for UNHCR use Salesforce Marketing Cloud to build a transformative supporter experience.

 

About Client

UNHCR, the UN Refugee Agency, is a global organization dedicated to saving lives, protecting rights and building a better future for refugees, forcibly displaced communities and stateless people.

UNHCR in Switzerland and Liechtenstein monitors the implementation of international standards and engages with its national partners in public advocacy for the rights and well-being of persons of concern. It regularly exchanges with persons of concern. Switzerland for UNHCR is also involved in public information, awareness-raising activities, and the mobilization of support for the organization’s global efforts to protect people forced to flee.

The Challenge

Switzerland for UNHCR (CH4U) planned a significant programme of both Individual Giving and PPH activities. They had ambitious growth targets and a bold vision for their fundraising programme, but did not have an independent emailing system for donors.

Project Aims

The goal was to rapidly grow a cross channel database of supporters with best-in-class technology and automated processes across their digital infrastructure.  They sought to do this through:

  • Having an audience centric approach, driven by insight
  • Having long term and joined up planning
  • Providing a tailored/personalised supporter experience
  • Providing our supporter base with a cross functional view and opportunities to support in a greater variety of ways
  • Fully exploiting the communication opportunities presented by an Omni-Channel environment
  • Supporting a data-driven culture of testing and learning across all channels and types of audiences

Through supporter journeys and sterwardship Switzerland for UNHCR wished to maximise supporter retention, re-engage lapsed supporters, and replace lost supporters by highly targeted and cost-effective recruitment.

The Solution

Marketing Cloud offers a unique platform to manage marketing communication activities across all the digital channels.

We approached the implementation of Marketing Cloud in two parts:

  1. Part 1: Foundation – The essential setup and integration for establishing Marketing Cloud as CH4U’s strategic digital marketing platform, enabling CH4U to contact their full list of supporters (held in Salesforce) with confidence that consent/bounces are being managed
  2. Part 2: Growth – Building upon initial setup to enable more sophisticated segmentations and selections in Marketing Cloud; Developing high-priority automated journeys for CH4U, and training & supporting technical staff in developing further journeys and automations

The Results

  • Integrating Giveclarity’s Sales Cloud Consent Model to conform to GDPR requirements
  • Full range of email templates and dynamic content across 3 languages
  • 3 Journeys incorporating 5 campaigns including those who have donated towards Ukraine appeals
  • Over a dozen separate automated segments for one-off appeals for 3 languages
  • Full data model for Opportunities and Recurring Donations
  • Donors are now being onboarded through the journeys that have been setup

Salesforce Marketing Cloud could not have been implemented at a more critical time, with the Ukraine appeal currently underway.

Head of Individual Giving, Switzerland for UNHCR

Fanny Dardeau

“Giveclarity supported us with the implementation of our full digital infrastructure, including Marketing Cloud and Salesforce integration. We were launching our marketing program from scratch, so our main challenges were to define our business needs whilst working within limited financial and human resources. The 2 steps strategy suggested by Giveclarity was thus a very good approach for us which enabled us to launch our program on time and budget. Many thanks to the Giveclarity team for their support and commitment.”