Unified Communications Boost Donor Retention for UNICEF

Technology Category

Networks & Connectivity - 5G
Platform as a Service (PaaS) - Application Development Platforms

Applicable Industries

Cement
Telecommunications

Applicable Functions

Quality Assurance
Sales & Marketing

Use Cases

Behavior & Emotion Tracking
Livestock Monitoring

Services

System Integration

The Challenge

UNICEF, a UN agency working to protect and promote children’s rights in over 190 countries, was facing a decrease in donor retention and an increase in churn for first-time donors. The organization needed to streamline and optimize donor communications to improve engagement, reduce churn, and convert conversations into donations. However, several challenges were hindering this process. These included siloed data and channels, lack of performance metrics, difficulty in transferring data into the CRM, and no email validation. UNICEF used SMS, email, telemarketing, and WhatsApp as its key customer communication channels, but each channel was managed through a different platform, making it difficult to deliver a consistent donor experience. The lack of a unified platform made it hard to measure performance and consolidate donor insights from multiple sources.

About The Customer

UNICEF, the United Nations Children’s Fund, is a global organization that works to build a better world for every child, every day, everywhere. UNICEF operates in some of the world’s toughest places, reaching out to the world’s most disadvantaged children. The organization works in more than 190 countries and territories, striving to build a better world for everyone. Donors are key to UNICEF’s mission to deliver change for children. However, in recent years, UNICEF saw a decrease in donor retention and an increase in churn for first-time donors, prompting the need for a more streamlined and optimized donor communication strategy.

The Solution

To address these challenges, UNICEF partnered with Infobip to implement a unified omnichannel solution. Infobip provided UNICEF with an integrated solution that included Moments, an omnichannel customer engagement hub for segmentation, analytics, and event-triggered messaging; Answers, a chatbot-building platform for always-on support; Conversations, a cloud contact center solution for real-time information to donors; and email validation to ensure their database was up to date. Infobip's data platform, People CDP, helped bring all donor data into one central location to build segments and relevant customer journeys, and to optimize campaigns. With this solution, UNICEF was able to segment its donors based on data, behavior, preferences, analytics, and stage of the journey, and set up communication flows for each stage of the customer journey triggered by donor behavior.

Operational Impact

The implementation of Infobip's unified omnichannel solution transformed UNICEF's donor communication strategy. The organization was able to manage multiple communication channels over the same interface, improving the consistency of the donor experience. The use of data and insights to segment and personalize campaigns for each donor profile enhanced the effectiveness of their communication efforts. The solution also improved customer experience and lead generation. The addition of automation to the omnichannel communication strategy further boosted UNICEF's engagement with donors. The integrated solutions also helped UNICEF cut the cost of sending the same message over different channels, making their communication efforts more cost-effective.

Quantitative Benefit