Customer Case
From effort to impact
How we helped Kirkens Korshær build a sustainable fundraising program
Who is Kirkens korshær?
Kirkens Korshær is a Danish aid organization that, since 1912, has fought against poverty and for compassion. They help people who fall through the cracks of the social safety net – the homeless, vulnerable, poor, and lonely – and today operate nationwide with both employees and thousands of volunteers.
Kirkens Korshær supports socially disadvantaged people through drop-in centers, shelters, hostels, and counseling – always with the human being at the center and with respect, presence, and dignity as core values. Their assistance is given without demands for change but with a focus on meeting people where they are.
They raise funds through their many thrift stores as well as fundraising and private contributions, making it possible to strengthen and expand their help where the need is greatest. At the same time, the organization serves as a voice for the vulnerable in public debates, giving representation to those who are otherwise unheard.
What challenge did Kirkens Korshær Face?
Every year, Kirkens Korshær helps thousands of socially disadvantaged people in Denmark, but for many, the organization is still primarily associated with its thrift stores. One of the main challenges was therefore to highlight its social work and engage more people as regular donors.
Historically, the organization had a limited focus on fundraising and mainly worked reactively through a few annual recruitment campaigns. They wanted to change that. The goal was to build a strong fundraising operation that could make a significant contribution to the overall mission – while expanding the donor base by working more strategically with the donor journey toward becoming regular supporters.
To achieve this, Kirkens Korshær needed help developing and implementing strategic, tactical, and operational initiatives that could strengthen their fundraising work and foster long-term donor relationships. At the same time, they wanted to strengthen their digital presence so more people could see and understand the impact of their work in society.
The results speak for themselves
339%
Growth in donor base
+44%
Increase in fundraising revenue
+ 10,9%
Higher brand awareness
With a new fundraising strategy, Kirkens Korshær has rapidly expanded its donor base, increased fundraising revenue, and strengthened public awareness of its social work. The results provide a solid foundation for reaching even more vulnerable people across Denmark.
The Collaboration with Kirkens Korshær
Samarbejdet med Kirkens Korshær har været præget af en tæt og kontinuerlig arbejdsform, hvor vi uge for uge har fulgt op på resultaterne og justeret kursen sammen. Kirkens Korshær samlede et internt team bestående af CRM-projektleder, kommunikationskonsulent og kampagneleder, mens vi stillede med et hold af specialister inden for digital marketing, UX-design og forretningsudvikling.
Vi har arbejdet som ét team, både gennem workshops, sprintforløb og løbende sparring – hvilket har sikret hurtige beslutninger, fælles ejerskab og en stærk kobling mellem strategi og praksis.
Fundrasing strategy
Together with Kirkens Korshær, we developed a fundraising strategy centered on the donor journey – from first contact to becoming a regular supporter. The focus was on lowering entry barriers and making it easy for new donors to take the first step.
The strategy was structured as a gradual journey, enabling donors to start with a micro-donation, move on to a trial subscription, and eventually become long-term supporters.
As part of this work, we developed and executed campaigns on Meta and via newsletters and implemented new onboarding flows that guide donors through each step of their journey toward becoming regular contributors. The goal was to take donors by the hand and create a positive experience from the start – increasing the likelihood that they would continue their support.
We also helped Kirkens Korshær develop a new value proposition for regular donors, building on concepts previously used to expand the donor base through micro-donations and trial subscriptions. This created a coherent donor journey that ensures both continuity and long-term value.
Campaign Impact
The impact of this work is clearly reflected in Kirkens Korshær’s 2024 summer campaign, which attracted an impressive 13,000 new donors and won ISOBRO’s Fundraising Award. The campaign revolved around a simple message – “Buy an ice cream for 30 DKK” making it easy for new donors to take the first step. From there, donors were invited to continue their journey through the Ferieven (Holiday Friend) trial subscription and ultimately become Barndomsven (Childhood Friend) regular supporters.
This approach not only lowered entry barriers but also created strong engagement, with many donors choosing to contribute more than just the cost of an ice cream.
Continuing the great partnership
Throughout the process, we have achieved significant fundraising results, securing additional resources for the organization’s social initiatives. At the same time, our efforts have helped raise awareness of the vital work carried out by the volunteers every day.
If you want to know more about the process and how we can help you reach your goals, you can use the form below or contact, Morten Suhr Hansen, CEO & senior partner at phone: (+45) 40 29 45 34 or mail: mha@subscrybe.com
