KWF Dutch Cancer Society has grown into a foundation with nearly 1 million donors and approximately 140 million euros in donations. To keep the trust and support of all these donors, a good image of who they are and how to reach them best, proves important. Aiming to take a step in this direction, KWF Dutch Cancer Society looked for a way to communicate with their donors in an automated, personalized way across different (online) channels. A solution that costs them less money and allows them to do and matter more.