Maaike den Besten is Head of Collections at the Netherlands Red Cross. Maaike: "The collection was organized by districts of the Red Cross. The National Office supported them in this. The proceeds of the fundraising benefited our local assistance. So if you donated to the collection, the money was also spent in your neighborhood."
Since 2021, donors could donate in addition to cash in the collection box via iDEAL QR. The flow of this ran well, but the customer journey was still quite sparse.
Both a digital collection and door-to-door fundraising were organized in 2021 and 2022. However, the Red Cross chose to discontinue the fundraising due to too few collectors and thus disappointing revenues. New to the door-to-door collection was that donors could now also donate via iDEAL QR. Thanks to the link between CM.com and Collecteweb, the Red Cross could see exactly how much a fundraiser had collected via iDEAL QR. After a successful iDEAL QR payment, donors entered an interactive chat where, after leaving their email address, they received the mini-guide First Aid.
For digital fundraising, the Red Cross was looking for a company that could help them with their different needs. "We wanted a fundraising system where the digital collection boxes of the fundraisers were already prepared in advance. Then all they had to do was fill in a photo and motivational text. But even fundraisers who were not yet known to us and wanted to register in the collection week had to be able to create a digital collection box. Often you end up with 2 fundraising systems. We, however, wanted just one, so that you only have to fill in and prepare everything once. We also wanted to be able to set up a customer journey, so that we could quickly respond to developments and adjust the fundraising where necessary."
All Digicollect data from Kentaa, such as the created digital collection boxes and donations, were automatically stored in the Customer Data Platform (CDP) of Mobile Marketing Cloud. Maaike: "With Mobile Marketing Cloud, we could build personal customer journeys around the fundraisers and motivate them even more. Being able to do this with Mobile Marketing Cloud meant more and better contact moments with our fundraisers for us."
Maaike: "The functional side of our choice for CM.com lies in the clever integration with the Kentaa platform. Furthermore, we know from our own experience that CM.com is an excellent cooperation partner. They always look for the right solution together with the customer. It's not like: here is your password and good luck with it, CM.com really thinks along with you. The training we received ensured that we could set up everything ourselves and I could always call if I had a question. Personally, I like being in control instead of being completely unburdened. Even outside of office hours! That flexibility on the part of CM.com was incredibly nice."
The direct contact with the fundraisers was the most important result of the cooperation for Maaike: "We have received very positive reactions from the volunteers regarding the text messages and emails that we sent to them during the Digital Collection Week. People liked it and became more motivated. Especially the trigger-based messages that were sent when, for example, 100 euros was collected in the digital collection box, resulted in a lot of positivity. Halfway through the week, we also sent a video of the fundraiser that was number 1. We saw that such a video works very well.''
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