How data and predictive AI help DRC focus efforts where they matter most
Head of MarTech at Danish Refugee Council, Betina leads the Danish Refugee Council (DRC)’s marketing and fundraising technologies, ensuring that systems and data seamlessly support and amplify every marketing activity. As part of Denmark’s largest NGO, DRC is focused on boosting efficiency and maximizing impact in its fundraising efforts. In this case study, Betina explains how Predictive AI has become an essential part of that journey, helping her team increase donations, save time, and make more informed use of donor data.
The Danish Refugee Council (DRC) is a globally recognized humanitarian organization working across more than 40 countries. As one of the UN’s preferred partners, DRC supports people displaced by conflict and crisis, helping them survive, recover, and rebuild. To fuel this mission, DRC’s fundraising team relies on support from individual donors. But with limited resources and rising costs, The organization set out to further enhance its strategic focus. The private fundraising team, under Betina’s leadership, has already invested in a full marketing technology overhaul: a new CRM, new marketing automation, new reporting systems, and more. The next step was further activating the data flowing through these systems to improve performance. The goal was clear: increase donor value and engagement while keeping acquisition and retention costs under control.Predictive AI proved critical to achieving success.
Despite having access to vast amounts of donor data, DRC struggled to process that data and turn it into action. Direct Mail campaigns often cast too wide a net, wasting resources on low-yield recipients. The external telemarketing teams received un-prioritized calling lists and with no clear guidance on which donors held the highest potential.
Time-consuming segmentation, uncertainty around targeting and limited capacity to run experiments or learn sufficiently and fast from previous campaigns a new approach was needed optimizing their fundraising efforts But DRC didn’t just need more technology, it needed clarity, prioritization, and predictive intelligence that could work directly within their existing systems. .
DRC partnered with Allyy to implement Predictive AI across Direct Mail and Telemarketing, with one clear goal: improve performance by focusing efforts where they matter most.
The impact of Predictive AI on DRC’s fundraising was both immediate and significant. Across five Direct Mail campaigns in 2024, DRC reduced mailing volume while maintaining donation income—proving that smarter targeting beats broader outreach:
One campaign in particular demonstrated the power of predictive targeting:
Predictive AI also strengthened DRC’s telemarketing performance:
With Allyy’s predictive scores embedded into their workflows, DRC is now positioned to scale AI-backed fundraising with confidence. Next predictive AI use cases in focus include:
Using your existing data, Allyy predicts your donors’ future behavior and delivers predictive scores directly into your current systems.
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