Maaike den Besten is Head of Collections at the Netherlands Red Cross. Maaike: "The fundraising is organized by the districts of the Red Cross. The National Office supports them in this. The proceeds of the fundraising benefit our local assistance. So if you donate to the collection, the money is also spent in your neighborhood."
Until 2019, the Red Cross only organized a door-to-door collection week every year. In 2020, digital fundraising had to be set up within a few weeks due to corona measures. The flow of this ran well, but the customer journey was still quite sparse.
In 2021, for the first time, both digital and door-to-door fundraising was organized. What was new about the door-to-door fundraising was that donors could now also donate via iDEAL QR. Thanks to the link between CM.com and Collecteweb, the Red Cross was able to see exactly how much a fundraiser had collected via iDEAL QR. After a successful iDEAL QR payment, donors entered an interactive chat where they received the mini-guide First Aid after leaving their email address.
For digital fundraising this year, 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."
Kentaa and CM.com had joined forces and were able to offer us a solution: Kentaa's Digicollect fundraising system backed by CM.com's Mobile Marketing Cloud to set up the customer journey.
All Digicollect data from Kentaa, such as the created digital collection boxes and donations, are automatically stored into the Customer Data Platform (CDP) of Mobile Marketing Cloud. Maaike: "With Mobile Marketing Cloud, we can 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 is 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 can be 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 who was number 1. We saw that such a video works very well. We will continue to do this."
Maaike can certainly recommend CM.com and is thinking about using Mobile Marketing Cloud in the same way next year: "I find the combination of Kentaa and CM.com very strong." Maaike is already looking forward with great confidence to the next collection week when the customer journey of the fundraisers can probably be mapped out even better. Everything to help the fundraisers and to make them enthusiastic for their good work.
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