Save the Children has made incredible strides in its use of digital channels to connect with donors, especially during two of the 21st century’s most challenging periods. But it also understands that to have long-term impact its needs long-term relationships with donors.
“Staying relevant for donors depends on where they are in their journey. For instance, if they’ve previously contributed to a similar cause, or if they’re a high-value supporter who donates regularly, we need to set different rules for engaging with them than a first-time visitor,” says Atanu.
“That’s where Adobe comes in, from Adobe Campaign which we use to orchestrate our messages based on audience data, to Adobe Target, Adobe Analytics and Adobe Experience Manager which allows us to personalize each person’s website experience based on their behavioural data,” Atanu adds.
Save the Children’s commitment to creating lifetime value also extends to its employees. The progress it has made in recent years has helped it to retain top talent and hire new individuals eager to make a difference in an organization that takes digital content seriously.
“Every person on my team could earn more in the private sector but they choose to work with us because they care, and because they get to work with fantastic technologies like Adobe,” says Atanu. “The space we give them to produce amazing digital experiences keeps them excited in their heads and in their hearts, so they can continue to make a lasting impact for children and families around the world.”
Donations to support Save the Children’s vital causes can be made at savethechildren.org.uk.