The Australian Red Cross has recently completed its foundational digital transformation, paving the way for more personalised messaging in its fundraising campaigns. Over the course of the past year, the organization has undergone a digital overhaul, developing various platforms for finance, customer relationship management (CRM), marketing automation, and more. With the implementation of these systems, the Red Cross now has a single view of its 400 staff, 25,000 volunteers, and 8,000 members, streamlining operations and increasing engagement.
The charity’s digital transformation journey began in November 2022. They opted for Microsoft’s Dynamics 365 for finance and operations, CRM, and marketing automation systems, along with Microsoft Purview for their enterprise data platform. The finance portion was completed in just six months, followed by the integration of the enterprise data platform, CRM, and marketing automation systems.
With the foundational digital infrastructure in place, the Red Cross is now focused on leveraging artificial intelligence (AI) to enhance its donor experience. By utilizing generative AI, the organization plans to create more personalized interactions with donors to boost fundraising efforts. For example, the Red Cross aims to employ marketing automation to segment donors based on their giving patterns and send customized electronic direct mail (EDM) campaigns. They intend to suggest increased donation amounts based on donors’ previous contributions, ensuring that the suggested amount is reasonable and compatible with their giving history.
The implementation of AI technologies such as Copilot within marketing automation will enable the Red Cross to make data-driven decisions and tailor their outreach strategies accordingly. By leveraging AI and analytics, the organization aims to optimize fundraising outcomes and cultivate stronger relationships with their donor base.
The digital transformation journey undertaken by the Red Cross has laid the groundwork for future innovations and technological advancements. As the organization continues to build upon its digital infrastructure, it anticipates further enhancements, such as the integration of Power Platform and the establishment of a master data hub using Boomi. These developments are expected to contribute to more streamlined operations, resource allocation, and ultimately, increased support for the Red Cross’s important humanitarian work.
The source of the article is from the blog xn--campiahoy-p6a.es