Case Study: Australian Red Cross Lifeblood boosts donor engagement and retention with Oracle Eloqua

Lifeblood boosts donor engagement and retention with Oracle Eloqua

Australian Red Cross Lifeblood, part of the Australian Red Cross, faced a donor retention challenge: although it attracts about 100,000 new donors each year, 40% do not return within 12 months. To address this, the organization used Oracle Eloqua Marketing Automation to improve donor engagement and support ongoing donation activity.

Oracle helped Lifeblood revamp its donor lifecycle with personalized, multi-channel communications across email, SMS, direct mail, and app notifications. Its “Thank You” campaign included 2.9 million personalized landing page variations, which boosted retention and generated new appointments, helping improve donor engagement and sustain the flow of life-saving donations.

Australian Red Cross

Amy Rozsa

Head of Lifecycle Marketing