The Matchis Foundation ensures that patients with leukaemia—blood cancer—who need to undergo a stem cell transplant are found the most suitable stem cell donor as quickly as possible. These patients need the transplant to save their lives. If a suitable donor is not found, they are likely to die.
At the beginning of 2016, Matchis was facing a number of challenges
- The number of stem cell donors needed to be grown by 82,000 to 250,000 by 2018 in order to help as many patients as possible;
- The existing pool of donors needed to become more reflective of Dutch society. Matchis wanted to able to recruit more specific target groups with targeted campaigns;
- In order to keep the existing donors engaged, limit the drop-out rate and keep up-to-date with changing circumstances surrounding donors, Matchis wanted to communicate with them in a relevant and effective way;
- To make that possible, Matchis required:a user-friendly way of accessing existing donor data: a campaign management environment for monitoring events and campaigns targeted at the target groups, a tool to provide insight into communication with individual donors both during registration and then later for stem cell donation appeals.
- And what’s more, in order to f inance the growth in the number of donors, they also need additional funds. In early 2016, fundraising was still in its infancy. The same was true of the above requirements;
- Clearly, a contact strategy needed to be established for both donor recruitment and fundraising.
The role of Cmotions
These requests and the small scale of the organisation meant that Cmotions had to perform a number of roles:
- As a consultant: advising on how to improve the data and unlock it for multiple disciplines. Advice about existing tooling to make it possible;
- As a project manager for the implementation project;
- As a sparring partner for the establishment of a targeted contact strategy;
- As a support to safeguard the continuity of their marketing and marketing communications processes during the modernisation.
What did we do
- Quick Scan
of the business requirements, current processes, data quality en existing systems.
- Introducing the scrum method
Cmotions introduced the scrum method at Matchis and used user stories to examine the organisation’s needs;
- Request for proposal (RFP)
This led to a RFP for the tooling to be able to unlock the required information. The CRM tool Salesforce was finally selected for this, initially in combination with Mailchimp for the e-mail marketing component. The combination of Salesforce with Converse and Buckaroo (payment module) means Matchis is now also equipped to start professional fundraising. Together with the operator (gcompany) and Matchis, implementation via the scrum method was a success, with Cmotions in the role of scrum master and subject-matter expert.
- Data analysis
The Cmotions data analyst created insights into the pool of donors and website usage (Google Analytics, text mining) which were important for the marketing environment and made it possible to more efficiently organise the website, processes and even the first segmentations and activities.
- Campaign management
The campaign management process has been set up and is now monitored by Matchis itself using the scrum method and Salesforce.
- Contact strategy
Cmotions has designed a donor and sponsor journey which Matchis can use as a framework to help plan the subsequent development of sponsors, donors, volunteers and ambassadors.
- Privacy
Personal details (some of which classed as special data) were handled throughout this project and both Matchis and Cmotions want to be prepared for the new Data Protection Act in May 2018. Cmotions carried out an inventory of the important items at Matchis that need to be addressed for the purposes of this law.
Results
A user-friendly CRM environment that equips the employees of Matchis itself to achieve its objectives and thereby give more patients another chance at life.
Experience for Cmotions
The combination of, on the one hand, being a “sparring partner” for strategic decisions, and, on the other hand, supporting implementation, and also getting involved in operations, made this project not only interesting but also really fun to do. All of the expertise relating to the various disciplines that Cmotions has in house was deployed for this project. The limitations of the budget were a challenge that was made possible by making and fine-tuning choices every day (SCRUM).
Cmotions has worked for charities in the past and has a health taskforce that works to harness knowledge and skills within Cmotions for the Healthcare sector. However, this experience, where social responsibility for this charity came together in combination with healthcare, was unique and highly motivating.
If, after reading this case study, you are interested in what you could do for Matchis as a donor, sponsor or in other ways, please visit the Matchis website.
Matchis about Cmotions
"Working together with Cmotions has been very enjoyable and above all highly informative for our organisation. Cmotions is a professional club of consultants that has found a great balance between introducing results-orientated and process-orientated solutions without losing sight of the human dimension. The consultant understood our business down to the level of processes but never lost sight of the bigger picture. She flexibly and pragmatically handled the circumstances that we encountered during the project. We also found Cmotions to be enormously engaged and flexible. For example, we were able to use their beautiful new base and a colleague with different knowledge or skills was temporarily deployed whenever required. All this without any impact to speak of on the budget or schedule. In addition, we have been through an enormous development of knowledge as an organisation, which has released a great deal of energy and enthusiasm in our staff. In a period of 6 months, we have selected and implemented a state-of-the-art CRM tool that will allow us in the short term to make more, and also above all better, use of relationships with our stem cell donors, our volunteers, ambassadors and professional contacts."
Carine Mijnarends, Manager of Donor Relations & Communications
