Improving dialogue with donors

The Communication & Fundraising (C&F) department is responsible for generating support for Artsen zonder Grenzen within Dutch society. Through various media and channels, C&F seeks dialogue with supporters and donors. Artsen zonder Grenzen is a premium NGO with an extensive reach and excellent reputation. For C&F, it wants to have extensive knowledge of its supporters, donors, and their needs to be relevant to every target group at every moment and touchpoint.

What did we do?

Using the Business Accelerator, Cmotions assisted the department in accelerating the realization of these ambitions for one of its key target groups. We did this in 6 sprints, each lasting two weeks.

With a multidisciplinary team, we first mapped out the current and desired customer journey – from a new, one-time giver to the second donation – and defined objectives that deliver value for the organization and the donors. Then we gathered as many factual insights as possible: which channels are being used, and where can we improve? What is missing in the journey, and which parts are redundant? But also, what feedback have we received from donors about this, and where can we best use this input?

We captured all these improvements in a content strategy. We developed this into an improved customer journey in the next five sprints. We also developed a dashboard to monitor and benchmark this new flow about the ‘old’ situation and thus continuously improve it.

What was the outcome?

In addition to the new, improved journey and dashboard, we reviewed with the team the current way of working, data, and tooling to determine which components suit MSF’s data-driven ambitions and which areas the organization needs to accelerate. With this input, Artsen zonder Grenzen can prioritize choices and investments related to data-driven work.

Within three months, we thus deliver scalable improvements that allow Artsen zonder Grenzen to move forward independently:

• An improved data-driven customer journey
• A dashboard that monitors and improves the journey
• A multidisciplinary team working more data-driven and agile and ready to take more ownership

About Artsen zonder Grenzen

Artsen zonder Grenzen believes that everyone, everywhere in the world, has the right to medical help. In more than 65 countries worldwide, MSF employees work day and night to help people in crisis. In more than 20 countries, people were sent by Artsen zonder Grenzen in the Netherlands. Countless committed supporters and loyal donors provide the necessary support in various ways.