Client
UNICEF Australia
Services
Marketing Cloud Managed Services
Year
2020-Present
Reaching Every Child: How UNICEF Australia Transformed Donor Engagement with Xenai Digital
As the national arm of the United Nations Children’s Fund, UNICEF Australia is dedicated to protecting and promoting the rights and wellbeing of children globally, especially in crisis zones.
Introduction
The Urgent Need for Agility in a Digital World
UNICEF Australia is the national branch of the United Nations Children’s Fund (UNICEF), a global organisation dedicated to protecting and promoting the rights and wellbeing of children around the world. UNICEF Australia plays a crucial role in advocating for children’s rights and supporting UNICEF’s global initiatives, particularly in providing lifesaving resources such as medical aid, food, and water in crisis zones like Ukraine and Gaza. To fulfil this vital mission, the organisation requires the ability to communicate with supporters and mobilise resources quickly and efficiently. However, a key challenge emerged: a lack of in-house skills to manage their Salesforce Marketing Cloud, which hindered their ability to send urgent emails or SMS messages and report effectively on campaigns to the global office.
The Shift or Opportunity
A Vision to Transform and Optimise Donor Engagement
The digital landscape is constantly evolving, requiring non-profit organisations to adapt their engagement strategies to remain effective. For digital teams at charities, this means moving beyond basic communication to adopting sophisticated platforms that enable rapid, targeted outreach and measurable results. In the case of UNICEF Australia, the opportunity lay in leveraging a powerful platform like Salesforce Marketing Cloud to automate manual processes and create personalised donor journeys. By modernising their tech and processes, they could reduce the time and effort required to launch new campaigns and free up valuable internal resources to focus on their core mission. This strategic shift from manual, siloed efforts to an integrated, automated system was key to unlocking greater efficiency, reach, and, ultimately, impact.
What Xenai Digital Did
Building a Foundation for Uninterrupted Impact
Xenai Digital partnered with UNICEF Australia to provide expert Marketing Cloud Managed Services, enabling them to harness the full potential of their Salesforce investment. Our approach focused on three key areas to empower their team and accelerate their mission. We recognised that UNICEF Australia had a critical need to send emails and SMS messages quickly, but lacked the in-house skills to manage the platform effectively. Our team stepped in to fill this gap, providing dedicated support and strategic guidance.
Implementing Swift-Action Templates
To address the immediate need for speed and efficiency, Xenai Digital designed and implemented a set of Marketing Cloud templates for emails and SMS communications. These templates were created to be used quickly and easily for emergencies, allowing UNICEF Australia to deploy time-sensitive campaigns in response to crises without delay. This solution ensured that their messaging was consistent and effective, regardless of the time pressure. It also provided a foundation for automating manual processes, which was a core challenge the organisation faced. This work was foundational in helping UNICEF Australia achieve their goal of being able to send communications swiftly during critical moments.
Building Intelligent Donor Journeys
Beyond swift communications, we focused on optimising long-term donor engagement. Using Marketing Cloud’s Journey Builder, Xenai Digital created automated journeys to help with a conversion uplift on donations. These journeys were built to provide more segmentation and targeting, ensuring the right message reached the right person at the right time. This strategic use of automation transformed their fundraising efforts into a model that fostered long-term relationships and loyalty. Our team also provided ongoing support for journey builds to ensure the platform continued to meet their evolving needs.
Driving Insights and Strategic Automation
To demonstrate the impact of their campaigns and provide valuable insights to leadership, Xenai Digital established a robust reporting framework. We provided regular reports on campaigns and presented them to executives. Furthermore, our team, which included a dedicated Marketing Cloud developer two days per week, offered ongoing support for journey builds, reporting, and email/SMS creation. This support provided the ability to create more sophisticated segmentation and targeting using Salesforce Marketing Cloud and allowed UNICEF Australia to automate manual processes with the use of Journey Builder integrated with their Salesforce Cloud. This support also included leveraging Einstein to enhance their digital outreach efforts.
What The Results Were
The Tangible Results of Strategic Partnership
By partnering with Xenai Digital, UNICEF Australia was able to overcome their in-house skills gap and leverage Salesforce Marketing Cloud to its fullest potential. The implementation of streamlined processes and automation with Journey Builder significantly improved their ability to run effective, targeted campaigns. This new capability ensures that they can now respond to crises with agility, providing lifesaving resources to children in need more quickly than ever before. Our collaboration didn’t just provide a technical solution-it delivered a framework for continuous improvement, enabling the UNICEF team to focus on their core mission of making a positive impact on the lives of children globally.
Human Angle
A Partnership Built on Purpose
Our long-standing partnership with UNICEF Australia, which began in 2020, is a testament to the trust we’ve built and the tangible value we’ve delivered. It’s more than just a project; it’s a shared mission to do good. When we enabled UNICEF to streamline their communications, we weren’t just optimising a process – we were helping them get essential aid, like medical supplies and clean water, to children in war-torn regions like Ukraine and Gaza. That is the real human impact behind the numbers – empowering a team of incredible people to do their best work, faster.
Empowering Your Mission with Expert Solutions
At Xenai Digital, we believe that technology should be an enabler, not an obstacle.
If your organisation is facing similar challenges in maximising the ROI of your Salesforce investment, our expert team can help. We partner with clients to provide custom, human-centric solutions that drive measurable business outcomes.
Ready to discuss how we can help you achieve your goals and turn your vision into a success story?