Telethon: a direct channel for nurturing relationships

There comes a time when emails and phone calls are no longer enough.
Telethon wanted a quick, familiar and genuinely useful touchpoint for regular donors. With t.bd and magnews, WhatsApp has become an integral part of the CRM strategy: not just another channel, but a new way of engaging with people.

In partnership with

How It Started

Regular donors who need to be engaged more directly and on an ongoing basis

Donor care under pressure from recurring and operational enquiries

The need for a quick, accessible touchpoint that is integrated with the CRM

"Marketing automation workflows allow us to exponentially improve the contact experience with both leads and donors across all stages of the journey. Email marketing automation enables a significant improvement in process efficiency."

TOMMASO DE SANTIS - DIRECT MARKETING AT FONDAZIONE TELETHON

When conversation is part of the CRM, every enquiry is answered

The project began with a practical question: how can we make WhatsApp a useful, measurable and sustainable channel? T.bd designed the conversational experience and the key steps between the chatbot and the operator.

Magnews, integrated with Sinch Engage, made it possible to orchestrate workflows, data and conversations into a single journey, recognising the donor and personalising the responses.

Key steps

Integration between magnews and Sinch Engage to enable structured use of WhatsApp.

Donor identification and data retrieval via CRM queries.

Automations + escalation to an operator for requests requiring a high level of personal attention.

Meaningful conversations, streamlined processes, stronger relationships

Quick answers to frequently asked questions

A chatbot that streamlines operational management and reduces response times.

Documents on request, with no manual steps required

Guided access to certificates and personalised information directly via chat.

Human assistance when you really need it

Calls are transferred to an operator at the points where the relationship matters most.

And the results?

45%

45% open rate for the DEM campaign targeting regular donors

2.200

2,200 clicks on the ‘click-to-chat’ button to WhatsApp

1.400

1,400 donors who messaged via chat

What can you learn from this story?

A conversational channel only works if it is properly designed: simply ‘opening WhatsApp’ isn’t enough; it needs to be managed.
Automation doesn’t mean a lack of personal touch: if done well, it improves the perceived quality of service and frees up time for building relationships.
Data and conversations must be integrated: otherwise, chat remains an isolated channel rather than a CRM tool.

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