The Spanish Red Cross Renews Its Cross-Channel Welcome Program

Cruz Roja Española (Spanish Red Cross) is a voluntary humanitarian institution that acts as a Spanish affiliate of the International Red Cross. The institution operates independently in Spain at local, provincial, regional and national levels as a humanitarian relief agency under the protection and patronage of the Spanish government and the Spanish monarchy.

The Spanish Red Cross has revamped their cross-channel welcome program to actively involve and keep members interested during the period from their subscription to receiving the welcome pack.  The organization has demonstrated that the effort put into improving their cross-channel welcome strategy has been valuable and worthwhile.

We’re grateful for the exceptional support provided by a dedicated technical team, enabling the successful integration of our systems with Mapp Marketing Cloud. This integration has empowered us to effectively tackle the intricate challenge of engaging our diverse interest groups, including donors, volunteers, and students, across multiple channels. It has significantly enhanced our relationship with them, allowing us to establish stronger connections. Following an initial setup phase, we implemented targeted and automated strategies, such as the welcome program, which have yielded positive results. We’re immensely satisfied with the decision we made, as it has brought about tremendous benefits for our organization.

Carlos Sixto

Fundraising Manager & Campaign Coordinator

FINDING THE RIGHT MARTECH VENDOR: HIGH PERFORMANCE & TECHNICAL SUPPORT

In 2017, the Spanish Red Cross saw the importance of having a robust multi-channel platform to enhance its membership strategy across various segments that support the organization, including volunteers, donor members, and companies. To achieve this, they sought a complementary tool to work alongside existing platforms such as Microsoft and Experian. After careful consideration, Mapp Marketing Cloud emerged as the preferred , and here’s why.

Firstly, the Spanish Red Cross valued the commitment to data protection offered by Mapp. With servers hosted in Europe, Mapp ensured compliance with European Union regulations and respected the safeguarding of personal data. This alignment with strict privacy standards played a vital role when selecting their MarTech vendor.

Additionally, the availability of an efficient support team during the onboarding phase further solidified the institution’s choice. The Spanish Red Cross recognized the importance of a seamless transition and appreciated the readily accessible assistance provided by Mapp’s support team. This support ensured a smooth implementation and instilled confidence in the partnership.

Lastly, the Spanish Red Cross assessed the return on investment (ROI) associated with adopting Mapp Marketing Cloud. They found that the benefits outweighed the costs, validating the decision to integrate the platform into their operations. The organization recognized the potential of the platform to yield positive outcomes, leading to strengthened relationships, improved engagement, and enhanced loyalty among its target audiences.

Considering these factors, the Spanish Red Cross confidently embraced Mapp Marketing Cloud as a valuable tool to augment their membership strategy, cater to diverse segments, and achieve their goals effectively.

INTEGRATE ONLINE AND OFFLINE TO OFFER A VALUABLE CX TO MEMBERS 

The Spanish Red Cross has implemented a cross-channel welcome program aimed at engaging and retaining members during the period between subscription and the receipt of the welcome pack, following the payment fee. This program utilizes email and SMS communications tailored to the channel chosen by the member and provides personalized content based on the member’s gender and chosen language.

The welcome program is structured into two phases.

Phase One: Thank You Communications

The first phase begins immediately after the member signs up and involves sending a welcome message via text or email, thanking them for joining. During this phase, if the SMS channel is utilized, the Red Cross takes the opportunity to gather email addresses from members who have not yet provided them.

Phase Two: Additional Information on the Association

After a period of approximately 10 to 15 days from the initial communication, the second phase of the program commences. In this phase, a follow-up message is sent, outlining, and emphasizing the importance of being a part of the association. This communication aims to provide additional information and reinforce the value and benefits of membership, encouraging continued engagement and interest.

Through this well-structured welcome program, the Spanish Red Cross endeavours to create a meaningful connection with new members, ensuring they feel appreciated and informed about the organization’s mission and activities. By delivering personalized and timely communications across multiple channels, the Red Cross aims to foster a sense of belonging and commitment among its members.

Examples: Welcome Email customization based on the new member’s chosen language

Upon the payment of the subscription fee by the donor member, the Spanish Red Cross activates the second phase of the welcome program. This phase utilizes automated emails to notify the member that their welcome pack is being prepared and will be sent to the provided address. Additionally, another attempt is made to gather email addresses from those who have not yet provided them. Throughout this phase, the objective is to optimize the overall customer experience and ensure that the subscriber has received all relevant messages. This stage involves a seamless integration of online and offline elements, with email and SMS marketing serving as the primary digital channels.

To further enhance customer profiles, Mapp created landing pages specifically designed to validate user data. This process aims to enrich the customer profiles and obtain accurate information. The frequency and timing of communications within the welcome program are determined based on the recipient’s behavior, thanks to the implementation of behavioral triggers in both phases.

Examples of personalization of emails sent to the “members under 12” segment

Upon the completion of the member welcome program, a tailored flow is created specifically for members under the age of 12. The messaging for this age group is adapted to suit their needs and interests, ensuring a more relevant and engaging experience.

Through these carefully designed processes and personalized communication approaches, the Spanish Red Cross and Mapp aim to create a seamless and effective onboarding journey for new members. By utilizing various channels, optimizing customer experiences, and adapting messaging based on specific age groups, they strive to build strong connections and foster long-term engagement with their members.

By leveraging the capabilities of Mapp, the company was able to effectively analyze key performance indicators (KPIs) and measure results monthly. This enabled them to demonstrate the positive impact of automating communication flows, leading to optimized utilization of internal resources and budget allocation for communications.

Building on this success, the Spanish Red Cross has embarked on a process of analyzing and optimizing the user journey through a comprehensive study of the funnel. This initiative aims to gain deeper insights into the member’s experience, identify areas for improvement, and enhance overall engagement.

Based on the positive outcomes achieved with the implementation of the welcome program, the organization now intends to extend the same strategy to the “corporate” segment. The primary objective remains here – to foster increased loyalty among subscribers and cultivate enduring and mutually beneficial relationships with them.

By expanding the application of effective strategies and leveraging the power of automation and data analysis, the Spanish Red Cross seeks to continually enhance their engagement efforts, drive member satisfaction, and further strengthen their position as a trusted and impactful organization.