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American Red Cross

Transforming Non-Profit Marketing

Challenges

  • Seek innovation in delivering constituent preferences and experiences
  • Increase lead volume through awareness and positioning of programs
  • Optimize lead acquisition efficiency and quality to increase donations
  • Enhance lead management effectiveness and improve major donor conversion and recurring contributions
  • Improve post-donation experience to maximize recurring donations

Approach

  • Gathered business requirements and facilitated the process for evaluation and selection of an Integrated Marketing Management platform
  • Partnered with Brand and Creative, Field Marketing and Consumer Marketing departments to define processes, performance measures and management reporting needs and then configured solution accordingly
  • Assisted with deployment and rollout of the solution across the organization – leading the change management process and facilitating user adoption

Results

  • Deployed broad range of multi-channel marketing capabilities to enhance growth of Financial Donations and Humanitarian Services
  • Assisted in ARC achieving their marketing goals in support of donor development
  • Improved cycle time for marketing response and constituent outreach in times of disaster

 

Case Study AmericanRedCross EMM

 

 

 

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