Two years ago, Dutch Council for Refugees chose a new fundraising strategy and tooling. Ternair provided Ternair Marketing Cloud as a solution and helped set it up. This unlocks data, communicates more efficiently and flexibly, and grows campaigns with their associated results.
Agile marketing makes more productive
The new setup of marketing operations enables a new way of working between teams.
"We can now work together much better and faster."
"When there are important, topical events in the media, we come together immediately - fundraising, communications, possibly with someone from press briefing and someone from the content side there. We look from the point of view of urgency: what is the message? What actions can we take? And then we do that. We can switch very quickly now, Simone outlines."
"The campaign work has also been structurally improved. All expressions are linked and follow-ups are faster."
"All our communication is ultimately aimed at the well-being of refugees, for example by increasing support for refugees in society. Every tweet or email should contribute to that. We can now fine-tune that very effectively," Simone says. "No direct marketing letter goes out the door without the online team knowing about it and an online link being made. We know immediately who has responded to an action and can also follow up immediately. That makes us much more accurate and faster, which has made us much more productive as a team."
Just in time
The one-half-mile society made physical fundraising very difficult in 2020. Actions, field marketing and campaigns such as "Bakkie Doen?" promoting contact and meetings between refugees and Dutch people were not possible as usual. Just in time, Dutch Council for Refugees had shaped its strategy into a digital platform.
"We can now optimally approach our target groups through different channels. We know much better who we are addressing, and we can monitor the results from start to finish.
"Partly because of this, we were also able to run a very good year in the corona year," Simone states.
