A donor is for life not just for Christmas: Strengthening donor loyalty through deep understanding
Opinion Leader and UNHCR
Summary
This piece of research has revolutionised the way the United Nations High Commission for Refugees (UNHCR) segments and communicates with its donors. By conducting a multi-stage, multi-mode in-depth research programme across 4 countries, we identified two distinct segments of donors – 'actives' and 'passives', both of which have different relationships, communications and engagement needs from the Agency.
An innovative and 360 degree approach was adopted:
- Scoping interviews were conducted with heads of fundraising in each of the markets and on...