Case Study: British Red Cross achieves 2,200 registrations and £285,000 raised with Blackbaud Digital Services

British Red Cross - Customer Case Study

The British Red Cross needed to create an engaging digital supporter experience for its first virtual event, Miles for Refugees, but was concerned about participant recruitment and how to run a large-scale online campaign. Faced with a crowded virtual-event landscape, the team sought a partner to help translate their idea into a high‑performing, data‑driven fundraiser.

Working with Blackbaud Digital Services, they built a fitness‑integrated microsite with leaderboards, live social feeds, real‑time reporting and automated Behavioural Communications to drive engagement and inform decisions. Over three years the event grew from 177 registrations and £28,000 profit to more than 2,200 registrations and £285,000 profit, funding projects like Surviving to Thriving and establishing a scalable, high‑impact partnership.

British Red Cross

Maddy Janes

Mass Participation Manager and Product Manager for Miles for Refugees