How the United Nations Received 30% Growth in Donations Using Cloud Marketing

The UN Refugee Agency worked closely agency partner, Acxiom, using Selligent’s Marketing Cloud platform for its Ramadan digital campaign for the MENA region. By leveraging the personalisation technology, the digital-first campaign resulting in a 30% lift in donations from the previous year and an impressive 23% open rate for the campaign emails.


UNHCR is a global organization dedicated to saving lives, protecting rights, and building a better future for refugees and forcibly displaced communities. Since 1950, they have provided vital assistance to refugees, asylum-seekers, internally displaced, and stateless people. On the occasion of the holy month of Ramadan, UNHCR launched its global fundraising campaign ‘Every Gift Counts’ to help raise funds for the most vulnerable refugees and internally displaced people.


Ramadan is a holy month in the Islamic calendar and is known as ‘the month of giving’. As a part of a thoughtful, segmented email communications strategy, UNHCR told the personal stories of refugees and people of concern from regions that include Yemen, Syria, Jordan and Bangladesh.

The campaign drove one of the most successful Ramadan donation periods in the history of UNHCR, including more than 330,000 emails sent, with a 23% open rate.

“Charitable giving in 2020 has experienced unforeseen challenges due to the Coronavirus pandemic. People around the world have been impacted financially and themselves may not be in a position to be as giving as they would like,” said Hussein Fakih, Private Sector Partnerships Officer at UNHCR’s MENA Digital Hub in Beirut.


“Understanding this, we adjusted the campaign for optimal fundraising effectiveness. Selligent’s platform allowed us to see performance data and tweak the campaign however we needed in real-time. The support our communities have given during a challenging year is proof that coming together to help one another, no matter the personal circumstance, is possible because it appeals the best in all of us. We are grateful for the campaign’s performance and the impact it will have on the lives of those in need.”


“We’re honored that UNHCR entrusted Selligent with powering a campaign committed to making an impact for some of the most vulnerable populations around the world,” said Karthik Kripapuri, CEO at Selligent. “This program serves as an inspiration and truly underscores why we do what we do. When technology meets purpose, we can achieve incredible things, no matter the organization. We are proud to work as a strategic partner to an organization like UNHCR that is dedicated to helping people in need – and humbled to play a role, even though small, in making a difference in the world.”