Case Study: UNICEF USA achieves more targeted fundraising and higher donation returns with Looker

UNICEF USA Using Google Cloud to improve outcomes for children around the world

UNICEF USA needed a better way to understand highly segmented donor audiences and turn more than 15 years of siloed donor data into actionable insights for year-round fundraising. The organization wanted a more supporter-centric, frictionless donor experience, but its legacy systems and raw data made scalable analytics and persona management difficult.

Looker was used alongside Google Cloud tools and DELVE to unify donor data in BigQuery and Cloud Storage, analyze it with Datalab, and visualize donor segments and KPIs in Looker Studio. The solution uncovered six donor segments and enabled more personalized outreach, helping UNICEF USA increase first-touch return on ad spend by 8.8% and boost click-through donation amounts by 78.56%.

UNICEF USA

Tobias Kelly

Vice President, Head of Digital (Revenue, Marketing & Operations)