Empowering Donor Outreach with Salesforce Marketing Cloud
A San Francisco-based nonprofit has served their community for over fifty years, empowering seniors to live independently in their homes. Last year, they delivered over a million meals to homebound seniors, and the need for their services grows every year. Donor outreach has played a vital role in enabling this nonprofit to sustain and expand its impact, ensuring they have the resources needed to support their mission.
Community members support their mission, working in the kitchen, bagging groceries, delivering food, and offering companionship to isolated seniors. Because outreach is so important to attract and maintain both volunteers and donors, they decided to implement Salesforce’s Marketing Cloud Account Engagement for their email campaigns.
The Importance of Streamlined Donor Outreach
Donor outreach is a critical component of nonprofit operations, ensuring that organizations can attract new supporters while maintaining relationships with existing ones. Tools like Salesforce Marketing Cloud provide a comprehensive platform for managing communications, which is essential for nonprofits looking to expand their impact. This nonprofit’s journey to optimize their processes highlights the transformative potential of integrating Marketing Cloud Account Engagement into donor outreach efforts.
Exporting Data into Separate Marketing System
Previously, this nonprofit worked in a separate marketing system requiring them to export data out of Salesforce to create email lists. This was a time-consuming process that could lead to duplicate records and data not being current because the platforms were not synced. The Marketing team often needed manual interventions to run their email campaigns.
Building lists like ‘who volunteered in the last year’ or ‘who donated in the last month’ was challenging because of the disconnected systems, and it wasn’t easy to determine what emails were sent or to whom the emails were sent.
Salesforce Marking Cloud Account Engagement Streamlines Processes
Provisio helped them implement Salesforce Marketing Cloud Account Engagement, so now all the data for their email campaigns is pulled directly from Salesforce in real-time. The marketing team can reuse email lists without having to export and import data because all the data is in a centralized location.
They can also use standard Salesforce reporting and dashboards to show important data, like average open rates, click-through rates, and how many emails they are sending. It is easy for their Salesforce administrators to slice and dice the data for different reporting purposes because the data is alongside all the other data in the system.
Looking Toward the Future
As the demand for services increases, Salesforce can help this organization scale their marketing efforts without adding to the workload. Their team will be able to manage larger campaigns with the same efficiency.
Account Engagement also allows them to track the entire journey of their supporters, from initial contact through to certain actions, like donations or volunteering. That insight helps them understand what motivates engagement and how to keep supporters involved long-term. With these tools, donor outreach and engagement become more efficient, impactful, and aligned with the goals of modern nonprofits.
If you are interested in learning how Salesforce Marketing Cloud or Marketing Cloud Account Engagement can help you scale your marketing efforts, we would be happy to have that conversation. Contact our team here at Provisio today to get started.