Milaap Drives 45% Donor Traffic with Whatsapp Business Platform

This case study is in collaboration with Milaap and Meta. For more information, check out here. 

About Milaap

Milaap is a leading crowdfunding platform in India that empowers individuals and institutions to raise funds for a variety of causes, including healthcare, education, sports, disaster relief, and personal needs. Established in 2010, Milaap has harnessed technology to create a seamless and transparent online giving experience, offering omnichannel availability, round-the-clock donor support, and dedicated account managers for organizers.

Background

Engaging donors is a pivotal success factor for Milaap. Organizers drive traffic to the platform by sharing fundraiser links across various channels, such as WhatsApp, Facebook, Instagram, and others. Analysis revealed that WhatsApp contributed to 60% of the total platform traffic.

Challenge

Milaap had been using SMS, emails, and calls to interact with donors and organizers but faced challenges in achieving high delivery and open rates. These obstacles hindered the fundraising process. As Milaap explored new channels for engagement, they needed to address technical hurdles, such as integrating databases for efficient data exchange. Additionally, any solution had to be user-friendly for the support team.

Solution

In March 2022, Milaap adopted the WhatsApp Business Platform to facilitate two-way communication with their audience. Leveraging chatbot capabilities, the platform automated essential aspects of the workflow, sending business-initiated messages based on event triggers. This improved organizer engagement by keeping them informed throughout the fundraising journey. Previously, account managers had to make time-consuming phone calls to convey each step.

The solution also enhanced communication with donors, enabling prompt responses to queries. Transactional updates, including donation receipts, transfer notifications, and fundraiser setup confirmations, were sent to both donors and organizers.

Overall, the adoption of the WhatsApp Business Platform and workflow automation significantly boosted user engagement, click-through rates, conversion rates, and payment volumes. It also reduced the response time to customer queries and lightened the workload of the Milaap team.

Impact

• A 2x increase in open rates compared to traditional channels
• A 10% increase in the overall conversion rate of donors on the platform
• A 15% reduction in the customer care team’s workload
• A 45% increase in overall donor traffic to the platform
• 20% of the total throughput generated from the platform

Functionality Enabled

• Customer Engagement
• Customer Experience
• Customer Service

Milaap’s use of the WhatsApp Business Platform has not only transformed their donor engagement but also resulted in substantial improvements in their key performance metrics.

Take the Next Step

Start enhancing your customer experience on the WhatsApp Business Platform today.