Unicef UK launches ground-breaking supporter relationship management platform with Giveclarity


Unicef UK has launched a major new supporter relationship management platform to help transform its supporter experience, following a ground-breaking project with Giveclarity, a Salesforce partner. The solution will help the charity move towards a single supporter view and is the largest implementation of the Salesforce Non Profit Cloud in Europe.

Giveclarity has helped Unicef to replace a traditional CRM fundraising database with the new, bespoke cloud-based CRM solution. Unicef UK will now manage all fundraising, campaigning and programme delivery with an organisation-wide view of its supporters and their preferences.

The new charity-specific solution being implemented by Giveclarity is powered by Salesforce, the world’s no.1 CRM platform. The flexibility and robustness of the Salesforce platform will allow Unicef UK to consolidate its disparate systems around a single centrally-managed platform and to take advantage of new technologies as they emerge.

The new platform integrates all supporter communications and fundraising into a single multi-channel solution, including on- and offline activity, major-donor campaigns, trust and grant management, long-term legacy programmes, donations processing and Gift Aid collections.


Andrew Harley, Managing Director, Giveclarity explains:

Unicef UK is an impressive leader in adopting new technologies in its fundraising and communications, yet its internal legacy systems were holding it back. Giveclarity and Salesforce have created a truly transformative solution that will help Unicef UK take their supporter engagement to an entirely new level.


Mark Devlin, Chief Operating Officer, Unicef UK said:

This is a major project for Unicef UK that will transform our supporters’ experience. A fuller view of every interaction will provide a deeper appreciation of what most interests our supporters about Unicef’s work and importantly how they prefer to receive communication from us. This will help us to communicate more effectively and relevantly with them. As our committed supporter base continues to grow, this directly enables Unicef to increase the impact of our protection, education, hygiene, nutrition and vaccination programmes for the world’s most vulnerable children. Therefore, it is vital we ensure that all our supporters feel valued, understood and informed about the work they are enabling. Giveclarity’s experience in the sector and their Salesforce expertise made them the right partner in our development process.


Giveclarity won the project with Unicef UK following a competitive tender process and assisted Unicef UK in uniting all of its data to create a single supporter view with visibility across all data sources and channels that feed in to and out of the organisation.

The solution uses Salesforce Non Profit Cloud for CRM, Salesforce Service Cloud for Supporter Care, Salesforce Marketing Cloud for mass email, Clarity Gift Aid for Gift Aid collections, Clarity Banking for direct debits, Jitterbit and Clarity Data Transform for importing third party files.


Key benefits for Unicef UK

Unicef UK commissioned the new solution from Giveclarity with the aim of improving its understanding of supporters and to be able to develop a more focused, personalised and engaging supporter journey. It will enable Unicef UK to:

  • Integrate multiple systems to combine all datasets into one central repository
  • A single supporter view across the entire organisation (360 degree)
  • Improve the quality of its data and data management
  • Better use insight to gain a true understanding of supporters and why they engage with the charity
  • Streamline fundraising processes around donor engagement
  • Better manage programmes, donations, campaigns and supporters’ needs
  • Fully integrate on and offline activity
  • Create a more targeted and profitable fundraising and advocacy strategy
  • Develop and increase its supporter journey strategy
  • Evaluate and, where possible, automate all existing business processes
  • Transform its reporting and analysis capabilities
  • Maximise efficiencies and ensure growth is underpinned and sustainable

Written by

Julia Whitehead