Often times, consumers are drawn to a brand due to its charitable nature. When the brand itself is the Canadian Red Cross, the onus is on the organization to communicate effectively to instill customer loyalty. “Donors strongly identify with the brand as a major motivating factor in supporting our work,” Andrew George, National Stewardship Specialist for the Canadian Red Cross, told Loyalty360. “It’s critical to our fundraising and retention success to communicate the specifics of how a donation supports the cause....

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