When they first came to Hype & Dexter, UNICEF NZ was set up on Microsoft Dynamics for CRM, and Mailchimp for marketing. UNICEF NZ found that their ability to conduct business as usual was being affected by challenges in the following areas:
With much of their data and operations being managed in the land of spreadsheets, there was a large gap in the way of standardised processes, resulting in operational inefficiencies and inconsistencies.
Key information about operations, platforms and processes was not democratised and easily accessible across the business. This meant that when certain individuals left the business, valuable IP left with them—often leaving the company stuck until they could bring in the relevant expertise.
They didn’t have a unified tech stack and their multiple platforms, while each useful in their own way, were not seamlessly integrated with one another, making it difficult for the company to:
Lack of automation capabilities meant that they were burning time and resources on processes that were heavily manual, unnecessarily complex and ripe for human error.
The culmination of these challenges meant that as the business grew over time, it could face issues such as:
Helping UNICEF NZ achieve their goals
1. Visibility of their system and their donors.
Bringing their operations onto the HubSpot platform and integrating the peripheral platforms, they could achieve a unified tech stack, and access a comprehensive view of their donors and operations without spending an excessive amount of time pulling in information from different sources. UNICEF NZ could monitor and manage their various platforms, and all the corresponding data right within HubSpot.
2. Standardise and streamline their processes.
By migrating onto HubSpot, data is being housed more securely, and is less likely to be compromised through means of human error. The data can also be accessed in ways that are faster and more relevant to the user. For example, UNICEF NZ can generate custom reports with data points on the number of donors per quarter, the average donation amount, and the average tenure of donors etc—with just a few clicks as opposed to hours spent manually scraping together data.
3. Democratise the CRM and reduce overall reliance on tech teams.
The user friendliness of HubSpot meant that the platform could be implemented across departments, with every user taking ownership of it and not relying on the “technical” individuals in the business. Of course there was a learning curve, but the amount of support and resources available both from HubSpot and Hype & Dexter meant that UNICEF NZ could move through the initial teething period with relative ease.
4. Reach their donors where they are (digital channels).
HubSpot helped them to achieve this by bringing all their information into one centralised location. This meant they could better identify, manage, and steward their donors through their journey by way of automated marketing workflows, direct donor support or quality reporting for stronger insights.
Increase in donor tenure and average donation amount.
Since the solution has been implemented, UNICEF NZ has seen an increase in the amount of time donors remain active with the company, as well as an increase in the amount they’re donating to the organisation during their tenure. UNICEF NZ attributes this to HubSpot’s automation capabilities which supports them to communicate with their donors quickly with the right messages.
Expected decrease in total cost of operations.
UNICEF NZ was able to retire their previous systems at a saving of $5,000 per month. At an average pledge of $30, that's the equivalent of 166 donors which is now going to the cause instead of marketing costs.
Additionally the ability for their entire team to build their own reports, dashboards and generate data provides efficiency gains in terms of time and reduced effort. It also empowers all team members to become a ‘salesperson’, which is crucial to generating income.
Decrease in reliance on tech teams and external consultants.
When it comes to internal operations, there has been a decrease in the overall reliance on the tech teams and external consultants. This is because UNICEF NZ is now working on HubSpot, which they’ve found to be more user friendly and comes with a great level of support and resources to guide them through any learning curves.
Resources have been freed up to focus on scaling the business.
Bringing their operations onto the HubSpot platform, where they’ve been able to make use of a range of different automation tools to manage their donor relationships, data and internal operations more effectively, has meant that key individuals are no longer being occupied by admin and can focus their attention and resources on the future and scaling the business. For example, the process of providing receipts to donors used to take between 3-5 days. Now, it’s done in 3-5 seconds.
Getting time-critical appeals in front of donors faster when the help is really needed.
The HubSpot platform has made it easier for UNICEF NZ to understand, segment and target their donor base, empowering them to reach their audience with more personalised messaging. More than that, the platform’s AI integrated marketing tools make it impressively simple to stand up entire marketing campaigns in record time. In the charity sector, this is especially crucial because of the tight timelines in emergency fundraising situations.