UNHCR: Leveraging Personalization & Journeys to Maximize Engagement & Donations

Eva Maria Schmidt
January 14, 2021

When technology meets purpose, we can achieve incredible things.

At Selligent, we’re proud of all our clients and every campaign we’re able to help marketers deliver through our omnichannel platform. But sometimes, a specific campaign rises above in terms of impact and results. That’s certainly the case for a recent digital campaign launched for the holy month of Ramadan, where we worked closely with our agency partner, Acxiom, on behalf of the UNHCR: The UN Refugee Agency.

As you may know, UNHCR is a global organization dedicated to saving lives, protecting rights, and building a better future for refugees and forcibly displaced communities since 1950. On the occasion of this past year’s Ramadan, known as “the month of giving” in the Islamic calendar, UNHCR launched its global fundraising campaign, ‘Every Gift Counts’, to help raise funds for the most vulnerable refugees and internally displaced people. Using a thoughtful, segmented email communications strategy, UNHCR told the personal stories of refugees and people of concern from regions that include Yemen, Syria, Jordan, and Bangladesh.

Using a highly engaging digital marketing strategy that was powered by Selligent’s advanced marketing automation technology, and guided by Acxiom, the campaign (targeted to the MENA region) drove one of the most successful Ramadan donation periods in the history of UNHCR. The digital campaign leveraged personalized content and journeys to maximize engagement and contributions. As a result, more than 330,000 emails were sent, with a 23% open rate – and donations increased by 30% from the previous year, in a time when a global pandemic presented fundraising challenges for many charitable organizations.

We’re honored that UNHCR entrusted Selligent with powering a campaign like this, committed to making an impact for some of the most vulnerable populations around the world. This program serves as an inspiration and truly underscores why we do what we do. We are proud to work as a strategic partner to an organization like UNHCR that is dedicated to helping people in need – and humbled that we were able to play a role, small though it may be, in making a difference in the world through our technology.

Here’s to inspiring campaigns and great success for all our clients and partners in 2021!. Thanks for all you do.

Click here to read the full press release about the UNHCR-Selligent-Acxiom Ramadan 2020 campaign.