Case Studies

Preserving its Donor Base is Mission Critical for the Red Cross

The American Red Cross is the premier emergency response and relief organization within the United States. They are the nation's leading supplier of blood and blood products, thanks in part to their extensive base of over four million blood donors. Unlike most non-profits, the Red Cross faces extreme competitive pressure in both the public and private sectors. Its market share of blood donations had decreased from over 50% to 40% in less than 10 years, and its overall collections were decreasing while the nation's need for blood was on the rise.

To address this challenge, the Red Cross engaged consulting partner North Highland to develop an analytic business model that would define the total donor lifetime value across different customer segments. Once defined, the Red Cross could then leverage the new lifetime value model as an input into its ongoing marketing strategies and tactics. These tactics were piloted to validate the accuracy of the donor model and, as a result, the Red Cross is now rethinking its marketing approach and donor segmentation. North Highland was able to demonstrate that by shifting the marketing paradigm to focus on donor retention, the Red Cross would be able to conservatively yield over $10 million in annual revenue.

Access the complete case study to learn more about North Highland's customer retention offerings enabled for the Red Cross.