Unicef boosts engagement with CRM platform overhaul

unicefUnicef UK has overhauled its CRM strategy by implementing a new bespoke platform to help transform its supporters experience by tapping into a “single supporter view”.

Devised by Giveclarity, the move has seen Unicef replace its traditional CRM fundraising database with a new, bespoke cloud-based 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 is powered by Salesforce, and has enabled Unicef UK to consolidate its disparate systems around a single centrally-managed CRM 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.

Unicef UK chief operating officer Mark Devlin 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.”

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