The Kids' Cancer Project Enhances Donor Engagement with SAS Customer Intelligence 360

The Transformation of Donor Engagement at The Kids' Cancer Project

For over three decades, The Kids' Cancer Project has dedicated itself to enhancing the survival rates of children diagnosed with cancer in Australia. Through its unwavering commitment to funding cutting-edge research, the organization has successfully elevated survival rates from 55% to an impressive 87%. This remarkable achievement underscores both the advancements in pediatric oncology and the critical role played by donor contributions.

In a landscape where every donation is pivotal, understanding the motivations and behaviors of supporters is essential. To bolster its fundraising efforts and amplify donor engagement, The Kids' Cancer Project has partnered with SAS, leveraging its Customer Intelligence 360 platform—a comprehensive tool designed for real-time data-driven insights.

Embracing Data Analytics for Better Insights

The transition from conventional donor information management to a dynamic, data-driven framework signifies a transformative shift for the organization. Using SAS Customer Intelligence 360, The Kids' Cancer Project has revamped its approach to data collection, analysis, and presentation.

This alliance has provided the organization with the ability to visualize how donors interact across various platforms, from their official website and microsites to social media channels. With real-time analytics, they can now track the entire donor journey, assessing key touchpoints that highlight when, where, and how contributions are made.

Since implementing SAS solutions, The Kids' Cancer Project has reported a 19.9% increase in recurring donations from FY21 to FY25. This performance aligns with an overall 21.4% growth in childhood cancer research funding over the same period, further demonstrating the effectiveness of utilizing data analytics in fundraising. Additionally, there has been a 5% increase in gross profit margin derived from fundraising activities, emphasizing overall operational efficiency.

A Unified View of Donor Engagement

Henry Yuen, the Head of Technology and Data at The Kids' Cancer Project, articulates the advantages of leveraging SAS technology: "SAS Customer Intelligence 360 provides real-time visibility, allowing us to see where supporters arrive, how they navigate across our channels, when and where they choose to donate, as well as where they drop off." This holistic perspective fosters timely and personalized interactions that effectively engage donors.

Enabling Meaningful Contributions

The data-driven strategy employed by The Kids' Cancer Project guarantees that every donor interaction translates into measurable outcomes. This approach not only empowers the organization to fund research more efficiently but also elevates the overall donor experience—enabling supporters to become active proponents of the cause.

Tim Charlesworth, a Customer Intelligence Specialist at SAS, affirms that understanding each donor is key to enhancing service. According to him, "By unifying data to reveal behavior in real time, SAS Customer Intelligence 360 allows organizations to create timely, respectful engagement journeys that nurture donor loyalty and ultimately boost revenues."

Conclusion

As The Kids' Cancer Project continues on its mission to improve the lives of children with cancer, the partnership with SAS exemplifies how modern technology can supercharge fundraising efforts. With a steadfast focus on data-driven insights, The Kids' Cancer Project is not merely raising funds; it is cultivating a community of informed and engaged supporters who are vital to the future of pediatric cancer research.

In summary, this case demonstrates the integral role of technology in fostering and maintaining connections with donors, leading to impactful contributions that facilitate scientific breakthroughs and provide hope to countless children and families battling cancer.