Donor loyalty and stewardship is a critical priority for the Canadian Red Cross. Giving donors an ongoing outlet for feedback has better informed the Canadian Red Cross and allowed it to smooth over any rough edges in what has become an omnichannel donor journey.
“In the past year, our analytical insights and capabilities have dramatically changed,” Andrew George, Manager, National Donor Loyalty & Retention at Canadian Red Cross, explained to Loyalty360. “Traditionally, we have been reliant on transactional giving....