Digitalizing their fundraising process with the help of Sendinblue
For Solidarités International, a French non-profit organization that operates global humanitarian actions, mainly to facilitate access to drinking water, fundraising is a permanent challenge to bring an essential income to their activity.
Beyond recurring donations, the organization occasionally has to launch emergency fundraising campaigns. This was typically the case in 2020 for both the COVID health crisis and the explosion in Lebanon, which required extraordinary responsiveness.
Matilde Touzalin, fundraising manager, explains how Sendinblue has helped her face these challenges on a daily basis by supporting her in the digitalization of the fundraising process, whilst ensuring donor loyalty.
Adapting fundraising methods to meet donors' expectations
When Matilde Touzalin joined Solidarités International, the fundraising took place through multiple channels such as telemarketing or street fundraising. She quickly realized that it was necessary to adapt the fundraising methods to meet the expectations of donors, who increasingly prefer an end-to-end digital process. After seeking advice on her digital marketing approach, she realized she needed an efficient tool to achieve this goal “We had a fairly junior digital background within the team, for example I had never implemented a digital strategy,” says Touzalin.
Disappointed by the high cost, limited support and difficulty to use of their existing email marketing tool, the team started looking for an alternative. A colleague at a partner NGO introduced Sendinblue to the fundraising manager, explaining the benefits for database management. The attractive pricing and support offered as part of the Enterprise plan convinced Touzalin to switch to Sendinblue.“We were reassured by the knowledge of the business right from the solution evaluation stage. Sendinblue was frequently featured in my search results and it looked very professional, which encouraged me to trust the company.” explains Touzalin.
The fundraising team manages both one-time donations such as emergency campaigns, as well as regular direct debits, sending personalized messages as appropriate. Regular newsletters are also sent to donors to inform them of the humanitarian actions carried out thanks to their donations.
The outstanding support as part of Sendinblue's Enterprise plan was key to success
Since they began using Sendinblue’s email marketing and automation solution in June 2020, a dedicated Customer Success Manager (CSM) has been supporting Solidarités International. As a starting point, he conducted a detailed presentation of the platform and multiple possibilities were proposed for their reporting dashboard. After this initial step, the NGO maintained regular phone calls with Sendinblue’s Customer Success team to deepen their knowledge of the platform and answer any doubts from Matilde Touzalin’s team. “Whenever we had a question, he was available that same week, even if it was a quick issue or to understand a small detail.“ emphasizes the manager.
Migrating contacts, performance indicators monitoring, IP address heating and building marketing automation scenarios were all fundamental parts of the training offered by Sendinblue as part of the Enterprise plan. “The follow-up from Sendinblue was outstanding. Since we are not digital natives, certain elements don’t come as instinctively for us, so it was very important to have someone who was so available and happy to train us” adds Touzalin.
For Matilde Touzalin and her team, having a user-friendly platform made a big difference in just a few months. The team particularly enjoys having a drag and drop email editor and easy-to-understand campaign reports to track results, which are elements well suited to the organization’s needs. “The reports are clear and the data is easy to read,” she says.
The fundraising team has already implemented five marketing automation scenarios related to petition management and the journey of a new donor. “Setting up a workflow or a dynamic list can be done easily. If someone stops opening emails for a predefined period of time, they are automatically listed as an inactive contact, without us needing to do anything manually.” specifies Matilde Touzalin.
She is now working on building a loyalty program in relation to the outsourced contact center. Touzalin plans to establish a statistical model based on the acquisition channel to prevent churn.
Doubled open rates and excellent value for money
In just two months of using Sendinblue, Touzalin has already observed a significant difference in campaign performance.“Our open rates have doubled. Now with Sendinblue we can see which email clients have us blacklisted, which we could not know with our old platform.” she explains.
The team is now exploring the possibility of connecting Sendinblue with their database as well as with their online donation page, which would allow them to use the platform for transactional emails, simplifying their processes even more. Touzalin knows that implementing this tool successfully is possible thanks to the support the team now has. “Our CSM is always there and his presence changes everything. His support covers not only the technical aspect but he also gives us advice. Everything is set to make it easy for us to be autonomous quickly”.
Between having a user-friendly platform, the additional features included in the Enterprise plan, and the personalized follow-up, Touzalin is convinced that she made the right choice with Sendinblue. “The quality is excellent for the price tag. We live on donations, so we have to use them in the most profitable way. Our contact center has also discovered Sendinblue and loves using it!”.
Looking to capitalize on the new segment of donors acquired during the health crisis, Solidarités International is now ready to accelerate the digitization of fundraising to reach out to a young audience willing to support them over time and thus increase the individual collection as an important part of all of their resources. Touzalin feels confident in the support from Sendinblue, who is very proud to support the organization in its humanitarian actions!
Committed to providing access to drinking water and sanitation for everyone, the Non-Governmental Organization Solidarités International has been helping populations affected by conflict, epidemics and natural disasters since 1980. Based near Paris and present in 17 countries, its 53,000 active donors have enabled it to help 4.6 million people by covering their basic needs: water, food, and shelter. Individual fundraising is instrumental to their existence, so the organization set out to digitize the process through its various fundraising channels.
- Industry: Non-profit organization
- Company Size: 2350 employees
- Location: Clichy-la-Garenne, Ile-de-France, France
- Website: solidarites.org
- Plan: Enterprise
Matilde Touzalin, Fundraising manager at Solidarités International
“Having a dedicated Customer Success Manager was a game changer. It allowed us to build our skills quickly, and what’s more, we’re saving money!”