A donor is for life not just for Christmas: Strengthening donor loyalty through deep understanding

This case study describes how the United Nations High Commission for Refugees (UNHCR) used research to revolutionise the way it segments and communicates with its donors.

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...

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