The Swedish Red Cross Wins the MarTech Award 2025
At the MarTech Day on September 25 at the Grand Hôtel in Stockholm, it was announced that this year’s MarTech Award goes to the Swedish Red Cross. The award is presented by SWEDMA in connection with the launch of the MarTech Report 2025, developed together with Differ, Wiraya, and Norstat. The purpose of the award is to highlight how marketing technology can drive innovation, business value, and more responsible practices.

The jury emphasized the Red Cross’s journey from early pioneers to a mature organization that continuously develops its way of working. Through innovation and collaboration, the organization has built a platform that unites data, technology, and humanity, capturing stakeholder needs throughout the entire lifecycle. A clear example of how courage and forward thinking can create both meaning and results.

We met with Sofia Svensson, Head of Private Market at the Swedish Red Cross, who accepted the award.

How does it feel to receive the MarTech Award for the Red Cross?
“I feel proud. At the Red Cross, we have worked hard for effective communication that truly makes a difference. As the world’s largest humanitarian movement, we have a responsibility to do everything we can to help. Our fundraising efforts are what make that help possible. Our prioritization of working with martech is all about that responsibility – to create as much impact as possible, as efficiently as possible.”

What do you think is the main reason behind the success of the Red Cross’s martech journey?
“Curious and driven employees. We are a learning and exploratory team motivated by achieving strong results, because we know it makes a difference for people in vulnerable situations. A fair amount of impatience and a feeling that ‘we can do better’ is also an important reason. And of course, we’ve had many great partners – I’d especially like to highlight Miltton Insights and Agillic.”

What has been the greatest challenge during your journey, and how have you managed to overcome it?
“The Red Cross works with many different target groups and a lot of communication with various purposes. Developing a shared strategy, aligning ways of working, prioritizing technical development, collecting and managing data, and ensuring the right competencies has been – and continues to be – a challenge. At the same time, succeeding in exactly this is what delivers results.”

Which part of the journey are you most proud of so far?
“That we were so early with Marketing Automation. In 2013 we implemented our first MA platform and from the beginning used multichannel features and built relatively advanced donor programs. Since then, we have continued to take the next step, and the next, and the next.”

What do you think next year’s MarTech Award winner will be recognized for?
“It has to be those who succeed in finding the right way to use different AI solutions in the best possible way.”

Looking ahead, what do you see as the next big step for the Red Cross?
“In Sweden and globally, humanitarian needs are only increasing. More people need more help. Many feel hopeless in the face of the world’s challenges. The best medicine is to get engaged. The Red Cross can be that place of belonging for many. But we need to become even better at meeting people where they are and connecting with their motivations.

Our part in addressing this development will of course also involve continued efficiency improvements. That includes how we can use AI functions in a good way – not least automating content and creating new segmentation dimensions. But also focusing even more on putting the engaged individual at the center and increasing total involvement as a donor, volunteer, second-hand customer, first-aider, and much more. Engagement breeds engagement – and it is needed more than ever.”

A big congratulations to the Swedish Red Cross on winning the MarTech Award 2025. We look forward to following their continued journey and how they will keep combining technology, innovation, and commitment to make a real difference.