CASE STUDY · UNICEF

UNICEF revamps fundraising for the future

By managing all fundraising and campaigning through a single, seamless platform, UNICEF can do more for children in need around the world.

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Raising the bar for raising funds

Since its inception, The United Nations Children’s Fund (UNICEF) has never strayed from its mission to transform children’s lives. Now, thanks to a new fundraising and customer relationship management (CRM) platform, the organization is taking that mission to the next level.

By partnering with Accenture to launch a not-for-profit platform powered by Salesforce, local UNICEF teams in Southeast Asia can create better tactics and strategies that help improve supporter engagement. The solution also helps reduce risks through enhanced data privacy compliance and increases operational efficiencies through automation. In just a year, UNICEF teams across Thailand, Malaysia, Indonesia and the Philippines have successfully migrated contact information data for 1 million supporters to the new platform.

A single, seamless Salesforce solution

UNICEF teamed up with Accenture to consolidate multiple systems around a centrally managed, Salesforce-powered CRM. This new platform integrates all supporter communications and fundraising into a single multi-channel solution including on- and offline activity, major-donor activation, advocacy and volunteer campaigns, trust and grant management, long-term legacy programs, and donations processing.

Working on an accelerated timeline, the initiative launched in Thailand in March 2022, just six months after the program kicked off. Subsequent launches rolled out in Malaysia (December 2022), Indonesia (May 2023) and in the Philippines in November 2023.

UNICEF’s bespoke CRM solution is delivering:

Better experiences

Faster response time to customer questions and concerns, and seamless payment billing and transactions, leading to an increase in engagement.

Improved security

Supporter data security is enhanced, and donation receipts and reports that used to get lost in the mail are now sent electronically.

Enhanced marketing

The new platform enables UNICEF to better leverage digital marketing channels and analyze which campaigns could be best replicated.

Delivering for those in need

Now, UNICEF has a solution that allows it to manage all fundraising and campaigning with an organization-wide view of its supporters and their preferences, with real-time data to track their performance.

The entire process has been reinvented, with seamless transactions, payment billing connected to local banks, real-time insights and reports, and revamped marketing operations and donor services. All supporter queries and service requests are also integrated and tracked in Salesforce, regardless of how they reach out for assistance (through text, email or the call center, for example).

Ultimately, and most significantly, the biggest beneficiaries of this transformation will be the children at the heart and soul of UNICEF’s mission.

Our unwavering collaboration with Accenture and shared passion for creating a better future enabled us to use technology in unprecedented ways in support of children's rights.

Jose Alba / Private Fundraising and Partnerships, UNICEF