Over four years, the Canadian Red Cross, lead by Jay Hollister, Director, National Donor Experience & Engagement, moved their donor contact center performance from the LOWEST 25% as measured across every performance category, to the TOP 10%.
That's a big win.
But that's just the start. They also DECREASED their cost per contact from $5/contact to $4/contact over that same period.
Additionally, they increased fundraising gross revenue through the contact center by 60% in the first year, and by an average of 37% per year over a four-year period, through 2017.
When asked how they made it happen, Hollister shares that they used a focused donor experience-first process incorporating newly detailed donor listening (donor feedback) and performance measurement, donor journey mapping, some organizational restructuring (within their team), and an iterative experience improvement process year after year.
By the way - the real kicker here? Canadian Red Cross was comparing their donor contact center to 500+ COMMERCIAL call centers in North America. By 2017, their call center was among the world's best call centers when compared to the leading commercial brands(not other nonprofits).