Transforming support engagement: Scaleable CRM and predictive insights for greater impact

This joint session brings together UNICEF and UNHCR to showcase how transformative donor engagement begins with strong CRM foundations and evolves through the power of centralised data warehousing leading to fundraising optimization through, for example, more insights and AI applications such as machine learning. In a rapidly evolving supporter landscape, building trust and inspiring support begins with a flexible, supporter-centric CRM strategy. The first part of session explores how to design innovative, scalable CRM architecture that place UN supporters at the heart of our work—connecting the dots from donation to real-time impact while optimizing costs and enhancing engagement.  The second part of the session will show how centralised data storage and processing, using the Google Cloud Platform, enables market analysts and fundraisers to leverage significant storage and processing power at a relatively low cost. The import and processing of, for example, Salesforce and digital advertising data will be described with case studies including the creation of data marts for use in reporting dashboards and the processing of data via machine learning for predictive analytics.