Founded in 1994, War Child is a non-profit organization that dedicates to supporting children and young people affected by armed conflict and war. They work with partners worldwide to ensure that children could be protected from the aftermaths of wars, and have access to psychological support and education. War Child is present in 14 countries worldwide, and its network consists of three organizations established in the Netherlands, the United Kingdom, and Canada.

As an NGO, War Child values its donors remarkably. It was crucial to get to know its supporters, especially their individual needs, extensively and thoroughly. War Child wished to stay more connected with its supporters from every segment through various touchpoints throughout the whole journey. The challenge was that War Child could only connect with its donors through email marketing and telemarketing. Moreover, War Child realized that specific donors would stop their monthly contributions if confronted with the pressure of being asked if they would like to donate more. Thus, it was crucial to identify which donors have higher churn risks when faced with such requests. Overall, the objectives of War Child were to identify churn risks, extend knowledge of its supporters and expand opportunities. In this way, children affected by war could be supported by donors as long as possible. The organization hoped to achieve these goals by utilizing AI-drive metrics powered by Churned machine-learning software.