ISSUE 01€¦ · Salesforce.org Nonprofit Cloud is the complete set of solutions for nonprofits to...
Transcript of ISSUE 01€¦ · Salesforce.org Nonprofit Cloud is the complete set of solutions for nonprofits to...
A FIELD GUIDE TO ACCELERATING YOUR NONPROFIT TRANSFORMATION
ISSUE 01
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BRINGINGYOUR DATA TOGETHER
working? What about veterinary partners? What about engaged cat ladies and gentlemen within the community? And don’t you think our donor Mindy Sue would just eat up our newly feral Mindy Sue?
When all of this data comes together in one spot, think about what you could learn about your constituents to help serve them better. Think about how much more deeply engaged those within your organisation could become, out in the field or in the back office, when they can see the aggregate results, in real time, of their work against your mission. And think about how much more efficiently and effectively you can make progress toward your goals.
If you’re suddenly feeling less stress, that’s because you’re now thinking about the crucial and fundamental concept behind accelerating your digital transformation — constituent data consolidation. So, we good here? Because I need to deal with all these cats.
However, when the two start to intermingle, well, now we might just have something. Say your cause involves animal rescue and rehoming, and your constituent is a donor — let’s just give her the name of my cat, Mindy Sue. Now, let’s make up some data about Mindy Sue. She’s an animal lover, of course. She’s on her phone all of the time. She usually cuts you a €1000 check every Christmas (and only at Christmas), but most weekends Mindy Sue can be found at the local shelter, volunteering her time. And lastly, for the past 6 years, in May, she attends the Claws for Good conference, where Hugh Jackman is known to deliver truly rousing keynotes.
Conversely, say your mission involves the tracking and containment of feral cat colonies. Oh hoho, Mindy Sue seems to be my actual cat now, and has fallen in with a sordid sort. If we’re going to get her back on the straight and narrow, a bit of data could go a long way. Data derived from: Where are her new haunts? Are her new friends spay/neutered? Rash of kittens in the area maybe? Are the traps set? Are they
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Can we all agree that “constituent” is a terrible word? It’s as if someone just took the
word “people” and decided to make it harder to say, and much harder to spell. And then
somehow, it caught on, everyone started saying it, and here we are. Constituent. Know
what’s another lousy word? Data. An engineer gave us that one, almost certainly, and
it’s got the exact same problem: they’re both cold, impersonal ways to refer to the
lifeblood supporting the successful achievement of your mission.
54 ISSUE 01
Salesforce.org Nonprofit Cloud is the complete set of solutions for nonprofits to run their mission
more effectively in the cloud. Built on the world’s #1 CRM, nonprofits can leverage the power and
intelligence of the only cloud platform built for scale and flexibility. We are committed like never
before to delivering the very best technology for the social good sector and our global community of
over 40,000 nonprofit trailblazers.
Whether you’re a growing nonprofit looking for a solution that’s easier to design and implement, or
a sophisticated organisation that needs the scale and performance of a robust platform, Nonprofit
Cloud provides the solutions and support for nonprofits of all shapes, sizes, and causes to make the
world a better place.
The Nonprofit Success Pack Coming Soon: LightningBatch Gi© Entry
Your Nonprofit Cloud journey starts with the Nonprofit
Success Pack (NPSP), a customised version of Salesforce
CRM (constituent relationship management) that we
develop here at Salesforce.org in collaboration with the
nonprofit community. You get all the power and flexibility
of the world’s #1 CRM, plus NPSP adds functionality for
nonprofits on top of that: donor and donation management
features, fundraising and program management tools, and
out-of-the-box reporting.
We want to make sure your fundraising team can spend
more time actually fundraising instead of manually entering
data, one donation at a time. With Lightning Batch Gift Entry,
you can bring fundraising data into Nonprofit Cloud faster
than ever — and quickly match incoming gifts to existing
contacts to reduce duplicates. Lightning Batch Gift Entry will
be available in Winter 2018.
NONPROFIT CLOUD PROVIDES THE SOLUTIONS
AND SUPPORT FOR NONPROFITS OF ALL
SHAPES, SIZES, AND CAUSES TO MAKE THE
WORLD A BETTER PLACE.
IN THE CLOUD
7ISSUE 016
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your zrun, and why lw’v important to wkhp, which in wxuq leads to d greater ability wr see your zrun from their perspective. In turn, from that place of
empathy, you can take the kinds of actions that surface the good stuff for any given individual,
satisfyingly speaking to their desire for connection with your cause — the work they genuinely want to
have a hand in supporting.
When we talk about technology, it’s easy to get caught up in the details. CRM, gift processing, task management, marketing automation, 360-degree panoramic views of your organisation and constituents. We talk about reporting and dashboards. We talk about your donors of today versus your donors of tomorrow. But accelerating your digital transformation isn’t just about more efficiently reaching your constituents where they are, or becoming more effective with marketing, engagement, data management, measuring success, and so on. In many ways, all of that talk is to miss the point. What makes your work possible? People who care deeply about your cause. Why do they care about your involvement in that cause? The specific programs you lead. What’s going to inspire them to stick with you? A deep, personal connection to what you do. And how do you develop that deep, personal connection? By giving them an experience that’s truly responsive to their needs, wants, and desires, as well as evidence that the work isn’t for naught. Personalisation, then, is about deciphering the signals that are being sent your way — taking those needs, wants, and desires that are being communicated to you here, there, and a bit of everywhere, and turning them into usable data. That data, when taken together, can then fuel sharp insights into what’s truly important to the people who believe in your work, and why it’s important to them, which in turn leads to a greater ability to see your work from their perspective. In turn, from that place of empathy, you can take the kinds of actions that surface the good stuff for any given individual, satisfyingly speaking to their desire for connection with your cause — the work they genuinely want to have a hand in supporting.
02
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UNDERSTANDINGWHAT YOU’RE
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98 ISSUE 01
With Nonprofit Cloud, you can use Marketing Cloud to send the
right message at the right time, whether you’re communicating
with 10 people or 10 million. Marketing Cloud provides multi-
channel communication across email, social, mobile, and the
web so you can build engagement strategies to reach people
where they are. What does personalisation at scale look like?
Marketing automation enables you to track and score leads and
gain more insight into prospects — and your supporters get what
they want, making it easier to advocate for you.
Email Studio
Journey Builder
Advertising Studio
With Email Studio, you can use drag-and-drop segmentation tools to hone your
subscriber list, so your messaging is always relevant. Then, use content blocks
to populate email designs quickly, with best-in-class templates designed by
industry experts. Quickly and effortlessly optimise for mobile, so your emails
always appear exactly as you intended — wherever they’re opened.
Use Journey Builder to design and visualise
cross-channel journeys at every step of the
constituent life-cycle. Make every interaction
count by triggering journeys based on real-
time events like donations, downloads, or
closed cases.
With Advertising Studio, you can Integrate
your digital advertising with your marketing
and CRM data to build personalised ad
experiences. Find new prospects with
lookalike audiences, and reach inactive
users to re-engage in your mission.
MAKING COMMUNICATION CLEAR
MARKETING AUTOMATION
ENABLES YOU TO TRACK AND
SCORE LEADS AND GAIN MORE
INSIGHT INTO PROSPECTS — AND
YOUR SUPPORTERS GET WHAT
THEY WANT, MAKING IT EASIER
TO ADVOCATE FOR YOU.
11ISSUE 0110
Here’s what I’ll say: In some sense, it’s like one of those chicken-and-egg situations, where if we look at, say, Millennials, and we look at, say, Baby Boomers, and we look at the ways in which they give, and what’s working now, and what’s going to continue working into the future, and what’s not going to work into the future, and what could maybe I don’t know work into the future, all within this greater context that at some point or another, the torch will need to be passed, for reasons, to
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a younger generation that has extremely high expectations for the types of interactions they expect to have with any given organization, broadly defined, and who also has enough access to quality information and choice as to be highly selective, which is a fact that’s simply not going to change — as if some outbreak of hipsterdom took hold, where all that is outmoded, archaic, or simply inefficient suddenly becomes The Thing — even if there remains some question around the urgency of the issue, which quite actually brings me to the point: do you wait for them to show interest before investing in their preference, or do you invest in their preference to stimulate interest?
Or actually, maybe it’s not like one of those chicken-and-egg situations at all; maybe it’s more like one of those good-for-the-goose, good-for-the-gander situations, where with the right investment, it’s really not as overwhelming as it may seem todeliver a scalable experience that caters to the proclivities of a future generation of donors, while at the same time, for older generations who aren’t digital natives, understanding that it’s not like they’re going to complain about the opportunity to be brought to a new level of intimacy with the causes they care about, in a way that makes sense for them, thinking about it as we could in termsof improving the experience for your current base by adopting innovation pioneered and validated by your future base.
Hmm.
It’s times like this that I take a big breath and remind myself that no one ever really says, “Man, I wish we could all just go back to watching movies on VHS.” Well, maybe Blockbuster might say that, but come on: You don’t want to be Blockbuster, do you?
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FUNDRAISERS KNOW WHICH
OPPORTUNITIES TO FOCUS ON,
PROGRAM MANAGERS CAN EASILY
TRACK AND REPORT OUTCOMES,
AND MARKETERS CAN ADJUST
CAMPAIGNS IN-FLIGHT.When you connect everything you do on a single platform, from fundraising to programs to marketing
and engagement, you set your organisation up for success today and tomorrow.
Service Cloud Community Cloud
Einstein Artificial Intelligence
Service Cloud is the #1 customer service platform. It’s
powerful and flexible enough to support all types of case
management and constituent support processes, from
straightforward client intake all the way up to full-scale,
multi-channel call centers. Constituent needs are constantly
changing, and Service Cloud is built to change with them.
With Community Cloud, you can build a digital space
for your community to gather. Communities are login-
only portals that you can customize to create a space
where anyone involved in your mission — donors,
volunteers, organisers, board members — log in,
sync up, and work together.
You’re probably using a bunch of spreadsheets in a bunch of different parts of your organisation to track information. Cells in a
spreadsheet are fine, but they don’t have an AI-powered assistant constantly analysing the data in those cells, cross-referencing
it with historical trends and data on other spreadsheets, and serving up real-time insights to your staff.
Intelligence is built into Nonprofit Cloud, in the form of Einstein. That means fundraisers know which opportunities to focus
on, program managers can easily track and report outcomes, and marketers can adjust campaigns in-flight.
THE BIG PICTURE
15ISSUE 0114
To go fast, a lot of the time you need to start slow.
Consider my Uncle Terry. He didn’t always used to have a bunch of friends. Now, to be clear, Uncle Terry’s not some kind of unkempt troglodyte. He’s really nice! Good heart, charming smile. Fantastic eye for scenic views. But when it came to placing a face with a name, yikes. Couldn’t keep all those niggling details that define a person straight for the life of him.
So he decided to make a change. Something small at first, he started vicariously picking up and remembering people’s names. Then, he started to casually say hello to them. All sorts of people. He’d just go up, say hello, and then run off. Then he
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began to learn about their interests and what makes them tick. That got these strangers thinking, “Hey, I kind of like that guy.”
From there, it really just snowballed — he’s inviting them to events and parties, learning even more about them and telling them all the great things he’s got going on. In kind, those folks started telling their friends about this or that scenic view he’d introduced them to. And then, when he got that cyborg eye, that’s when all of his new friends became truly impressed by his thoughtfulness, foresight, and genuine sense of caring.
You see, he phased it in.
1716 ISSUE 01
Digital transformation doesn’t happen overnight. Nonprofit Cloud makes it easy to start in one part
of your organisation, then bring other teams onto the platform as you’re ready. Some nonprofits
begin by deploying CRM for their major gift fundraisers, then extend the platform to support their
online fundraising and grants management programs. Other choose to start on the programs side,
streamlining the delivery process for a single program, and then over time, bringing more and more
programs onto the platform.
The AppExchange Success Resources & Services
Just like adding apps to your smart phone, you
can extend Nonprofit Cloud with downloadable
apps from the Salesforce AppExchange. Built by
our community of app partners and even other
Nonprofit Cloud users, the AppExchange is world’s
largest marketplace for business apps. Events
management, payment processing, document
generation, and even geolocation, to name just a
few of the pre-integrated add-ons available.
Every Nonprofit Cloud customer has our Standard Success
Plan. That includes free, self-guided learning through Trailhead,
Getting Started learning journeys, online technical support, and
membership in our Power of Us Hub community. In the Hub, you
can connect with over 40,000 other Nonprofit Cloud users.
We also offer Premier Success Plans, which provide 24/7 support
and access to one-on-one engagements with Salesforce.org
staff. We also provides large nonprofits with expert services like
Accelerators and Customer Success Architects.
MOVING FORWARD
OTHER ORGANIZATIONS CHOOSE TO START
ON THE PROGRAMS SIDE, STREAMLINING THE
DELIVERY PROCESS FOR A SINGLE PROGRAM,
AND THEN OVER TIME, BRINGING MORE AND
MORE PROGRAMS ONTO THE PLATFORM.
19ISSUE 0118
Before we go, it seems prudent to set the silliness aside and have a bit of a chat about ROI. After all, that’s what really matters, isn’t it? Irrespective of whether you’re thinking of claiming your 10 free NPSP licenses or eyeing the most robust implementation of everything Nonprofit Cloud has to offer, there is a cost — in time, money, manpower, change management. And of course there’s a cost: What we’re talking about here is a fundamental change to the very backbone of your organisation.
So the question becomes, is it worth it?
Obviously, we think it is, and a number of the concepts alluded to in this magazine speak to the measurable, provable impact you can expect to see across value areas that range from revenue growth and cost reduction to operational productivity and adapting to a fast-changing world. And we feel confident saying that, due to the results our customers around the world report back to us.
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ON AVERAGE, CUSTOMERS HAVE SEEN
34%
41%
39% 40%
88%
44%
40% 48%
34% 30% 30%
ON THE PROJECT MANAGEMENT SIDE
CUSTOMERS HAVE ALSO SEEN
ALL OF WHICH LEADS TO
CUSTOMERS ON AVERAGE HAVE SEEN
INCREASE INFUNDS RAISED
INCREASE INCLIENT SATISFACTION
INCREASE IN COMMUNITY
ENGAGEMENT
INCREASEIN DONOR
ENGAGEMENT
SAY NONPROFIT CLOUD HAS HELPED IMPROVE THEIR ABILITY
TO ACHIEVE THEIR MISSION
INCREASE IN EMPLOYEE
SATISFACTION
INCREASE INSERVICE UTILISATION
DECREASE INREPORTING TIME
INCREASE INDONOR RETENTION
INCREASE INNEW DONORS
DECREASE IN COSTPER DOLLAR RAISED
2322 ISSUE 01
As reported by our customers, all of this amounts to a 43% increase in the efficacy of their Programs. To us, that’s really what success looks like here — supporting you in delivering the programs that are truly meaningful and successful in creating lasting, positive change in your communities and the world.
This magazine is also chock-full of stories from organisations who have already taken the plunge by implementing Nonprofit Cloud or some of its constituent pieces (ugh, there’s that word again!!!) into their programs, fundraising, marketing, and other areas of their organisation. In turn, they’ve experienced first-hand the real, practical outcomes that the numbers above generalise.
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But what’s right for you and your situation is unique. Though we think of Nonprofit Cloud as
“all-in-one, and the last one,” for that to be true for you, we need to understand your priorities, your constituents’ priorities, and as you see it, the best path to achieving your mission. What’s going to be relevant to you? What do you hope to achieve? Give us a call, let’s make it happen.
Ultimately, you’re already undergoing a gradual, but healthy and inevitable, digital transformation. And to that we say, take control of it. Own your tomorrow by accelerating your digital transformation with Nonprofit Cloud today.
2524 ISSUE 01
After seeing all of these Nonprofit Cloud products on display, you’re probably either thinking “We
definitely can’t afford all of this” or “Where do we even start?”
That’s why, with the launch of Nonprofit Cloud, we’re introducing Kits. They’re recipes for success
based on our experience working with thousands of organisations. Now you can be confident that
you’re starting with what you need, and then you can grow from there to take advantage of the whole
Salesforce Platform and ecosystem.
Growth Kit
“Growth” means different things to different
nonprofits. You might be focused on growing your
donor base, increasing awareness, extending your
capacity, developing new programs, or expanding
your geographical reach. Whether you would
describe your organisation as “growing,” “emerging,”
or “developing,” the Nonprofit Cloud Growth Kit can
help you scale as you grow.
Growth Kit starts you off with three key solutions :
• CRM for nonprofits (Nonprofit Success Pack)
• Email marketing automation (Pardot)
• Collaborative docs (Quip)
ROOM TO GROW
WHETHER YOU WOULD DESCRIBE
YOUR ORGANISATION AS “GROWING,”
“EMERGING,” OR “DEVELOPING,” THE
NONPROFIT CLOUD GROWTH KIT CAN
HELP YOU SCALE AS YOU GROW.
27ISSUE 0126
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Leading the Pack with Unified Engagement
When you hear a name like the Wildlife
Conservation Society (WCS), you rightly think of
the tens of thousands of endangered animals
in need of protection. And yes, that’s certainly
part of it. WCS has a mission to protect over 2
million square miles of wild places around the
world, sponsoring or managing more than 500
projects in six countries. But as Jan Kaderly, Vice
President of Public Engagements at WCS, puts
it, the basics on how you do that remain largely
unchanged from where the organization started
nearly 130 years ago: “connect people with
what is amazing about wildlife — what it is to be
a human that’s sharing an earth with all of these
fabulous creatures.”
“What Salesforce allows us to do is understand what people care
about, be able to target engagements around that passion, and take
that passion up as far as it can possibly go with that constituent.”
JAN�KADERLY� �VICE�PRESIDENT�OF�PUBLIC�ENGAGEMENTS
To form and tighten that connection between
people and animals, WCS undertakes services
and operations in field conservation, education,
management of cultural institutions, and
environmental advocacy — and that’s not to
mention the four zoos and aquariums it runs in
New York City. No easy task.
Given the diverse audiences and needs of the
organization, each department at WCS was
housing constituents in their own database,
with 1.5 million individuals dispersed over
five different databases/point systems, many
duplicated in more than one data silo.
NONPROFIT�SUCCESS�PACK
MARKETING�CLOUD
SERVICE�CLOUD
EINSTEIN�ANALYTICS
PRODUCTS�USED
2928 ISSUE 01
Freeing from the Trap of Disjointed Technology
To manage the volume and complexity of the
data WCS had across their various systems, the
staff was regularly tasked with time-intensive
reporting and coordination, to perform
simple outreach. These data silos hampered
WCS’s efforts to make informed decisions
around constituent engagement. In 2015,
the organization decided to turn to Salesforce
for help.
“There are so many ways constituents can engage
with WCS: visit the zoo, sign a petition, make
donations, make a post on Facebook,” says
Jonathan Palmer, Executive Director, Office
of Strategic Technology. “And we’ve always
had these anecdotes about how people are
touching our organization in different ways, or
how families are touching the organization in
different ways. But only with Salesforce have we
actually been able to bring that together into
one place and understand, wow, this person is
not just a one-off visitor to our organization. This
person is deeply engaged in our organization, or
this family cares so much about conservation
that they’re all supporting our mission.
“We can then respond to them in automated
ways,” he continued. “But most importantly, our
service teams now can pull up that picture of
a constituent or a family and understand their
priorities and serve them based on how they
want to engage with our organization.”
When WCS turned to Nonprofit Cloud, the idea
was to get the entire organization onto a single
CRM — in this case, by way of the Nonprofit
Success Pack (NPSP) — with an eye toward
breaking down siloed information and getting
data into one central system. This allowed teams
to spend more time on efforts that had a more
direct impact on their mission, such as advocacy
and fundraising, and less time on administrative
tasks, like removing duplicate data entries and
putting together time-intensive reports. The
organization also integrated Salesforce Service
Cloud into their operations, which means
constituents are having a better customer
service experience in a shorter time.
The net effect?
WILDLIFECONSERVATIONSOCIETY
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“Salesforce allows us to literally have meetings
just on innovation... actually sitting and having
meetings just on, ‘Let’s imagine things that we’ve
never done before but it would be cool to do,’”
says Kiva LaTouche, Assistant Director of CRM at
WCS. “It allowed us to broaden our perspective
on the things that we can, without much heavy
lifting, actually do that we could have never
imagined on any other system that’s on the
market right now. And that, the shift of that
mindset and applying it to nonprofits,
it’s wonderful.”
Primed to Flourish with Nonprofit Cloud
But that was just the beginning.
As wildlife around the world face greater
environmental and climate challenges, WCS saw
increased constituent engagement and impact
as critical to the overall success of their mission.
As such, they set two goals for the organization:
1) increase their total constituent count from 1.5
million to 5 million by 2020, and 2) provide
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WILDLIFECONSERVATIONSOCIETY an experience where those constituents
were deeply engaged in the mission,
over generations.
As they evaluated various solutions, the knew
they needed a fully integrated system that
provided a 360-degree view of constituents
and all their engagements, as well as
technology that could scale alongside their
ambitious growth target. Having already been
successful using Salesforce Service Cloud for
support operations, WCS once again looked
to Salesforce Nonprofit Cloud. Building on
NPSP as their core CRM, they added on
Marketing Cloud and Einstein Analytics to
provide them with one-to-one constituent
engagement tools.
The change in the organization has been
significant, and WCS now crafts customer
journeys that speak to the individual
concerns and preferences of constituents
through segmentation, automation, and
contributed content, all made possible
with Nonprofit Cloud.
“What Salesforce allows us to do is understand
what people care about, be able to target
engagements around that passion, and take
that passion up as far as it can possibly go
with that constituent,” says Kaderly.
And ultimately, it’s the power of intelligently
leveraging data and technology that’s driving
impact at WCS.
“Data’s always been critical to an organization
like WCS, a science based organization,” Palmer
continued. “One of the tragedies of where we
are today is if we had the capabilities we had
30 years ago in terms of collecting data, bringing
that together, and sharing it across organizations,
there would be no question, no question
whatsoever, about climate change. There
would be no questions about the mass
extinctions that are happening.
“What’s really exciting now is that WCS and all its
partners are leading the way in terms of sharing
data in the NGO space, and using that — not just
to show what’s happening at individual sites, but
also regionally and globally — to paint a picture
of what’s happening in the world.”
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WILDLIFE�CONSERVATION�SOCIETY
BARNARDO’S
HAMILTON�FAMILIES
GAVI
GOSH�CHARITY
CUSTOMERSTORIES
NPSP
SERVICE�CLOUD
SALESFORCE��MOBILE�APP
MARKETING�CLOUD
PRODUCTS�USED
BARNARDO’SDelivering be¶er outcomes for more children with smarter fundraising,
greater efficiency, and long-term donor relationships
Barnardo’s believes in children, and to transform
the lives of the most vulnerable children and
young people in the UK, it wants to tackle the
challenges that families face before they disrupt
lives. To have the greatest impact on a child’s
future, Barnardo’s needs long-term strategies
to stay connected with them as they grow into
adulthood. But increasing demand for services
coupled with limited resources means the
nonprofit needed to think strategically about
how to meet its goals.
“With Salesforce, we can raise more vital funds to help vulnerable children.”
ROHAN�PUTTER� �DEPUTY�DIRECTOR
OF�FUNDRAISING��SUPPORTER
“To meet our targets we need to double our
income over the next ten years,” said Rohan
Putter, Deputy Director of Fundraising, at
Barnardo’s. “That means fundraising needs to
play a more important role, and we really need
to make our resources go as far as possible.”
Building Blocks
Improving the lives of more children is
Barnardo’s key objective, but all nonprofit
organizations are facing strict new government
regulations that require them to be more
accountable for data security and donor
privacy. “As well as complying with new security
requirements, we need to meet the changing
expectations of the public,” explained Putter.
“People don’t want one-size-fits-all quarterly
emails any more, we need to give donors the
experience they want, and that means more
personalization, greater transparency, and
better storytelling to show them where their
money has been used.”
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Smarter fundraising
Today, every aspect of fundraising including
campaign management, taking one-off donations,
and recruiting long-term donors happens in
Salesforce. “To get more funding we need to attract
more supporters at scale,” explained Putter. “This
year we’re aiming to bring another 25,000 regular
donors on-board, and we need them to feel like part
of the Barnardo’s family.”
As it on-boards these new donors, Salesforce will
help the charity meet new legal requirements.
“Supporter consent is a hot topic amongst UK
charities,” explained Putter. “We must only engage
with them about the things, and through the
channels, they decide. With Salesforce, we can track
every preference and every interaction to ensure
we’re compliant.”
Salesforce is also helping Barnardo’s make these
interactions more personal. “We can now have
better conversations with supporters, as we can
see at a glance who we’re talking to, how they’ve
supported us in the past and which campaigns
might be of interest to them,” explained Putter. “And
with the Salesforce1 Mobile App, we can do it on
the move, which is a huge advantage.”
By offering increasingly tailored communications,
open rates, and donor engagement are on the up for
Barnardo’s, as Putter explained, “SMS is becoming a
big force in supporter engagement — people often
don’t open an email, but they’ll always read a text.
When they sign up, we send an SMS to prompt
donors to tell us more about themselves, and we
use that information to tailor how we interact
with them.”
Barnardo’s is also starting to harness the power of
Marketing Cloud to show donors exactly where their
money has gone. “People want to know they’ve
made a difference,” said Putter. “With Marketing
Cloud, we’re exploring how we can send donors
messages that are relevant to them in particular.
For example, we could send an email thanking them
for their support, triggered by their donation, while
telling them about our work with children in their
specific community.”
More for Less
To free up resources for helping children, Barnardo’s
needs to be as efficient as possible, and that means
managing an increasing number of donors without
adding to headcount. With Salesforce dashboards
and reporting, the team can monitor every aspect
of fundraising to make sure they’re doing just that.
“Operational reporting across all areas of fundraising
activity is managed within Salesforce” said Booth.
“We’re looking into how we can use Wave Analytics
to further enhance this capability.”
BARNARDO’S
More satisfied users are also helping Barnardo’s
become more efficient, as Booth explains:
“Salesforce is a modern and engaging platform.
People used to hate logging interactions, but now if
you walk through the fundraising floor there’s a sea
of Salesforce on people’s screens. I’m confident this
will be made even better as we move to Salesforce
Lightning wherever possible.”
Now that it’s mastered the basics, Barnardo’s is free
to focus on innovation. “With Salesforce we can
have a really collaborative approach between IT and
fundraising, so we can create processes that work
better for everyone. There’s a real sense of cohesion
between teams as we work towards a common goal,”
said Putter.
With Salesforce simplifying fundraising, Barnardo’s
is securing more money to help children have a
better future. And by nurturing relationships with its
existing donors, the Barnardo’s family will continue
to grow organically. “Being responsible with the
funds we raise is at the core of our values, and with
Salesforce helping us to become more efficient,
we have more money to spend on the vulnerable
children of the United Kingdom,” concludes Putter.
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WILDLIFE�CONSERVATION�SOCIETY
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GOSH�CHARITY
CUSTOMERSTORIES
COMMUNITY�CLOUD
PRODUCTS�USED
HAMILTON�FAMILIESHamilton Families Works to End Family Homelessness
with Salesforce’s Community Cloud
Responding to the needs it saw in the
community, Hamilton Families grew from
an overnight shelter for families in a church
basement to an incubator of other nonprofits
into an organization with multiple programs
working towards ending family homelessness
in the San Francisco Bay Area. Now a nationally
recognized housing initiative, Hamilton Families
First Avenues initiative helps families return to —
and maintain — permanent housing.
Like many human services organizations that
deal in case management, First Avenues
started off running primarily on paper and
Excel spreadsheets. As the demand for housing
grew, Hamilton Families needed a technology
solution that could help engage its growing
number of constituents.
Hamilton Families turned to Salesforce’s
Community Cloud to do so, revamping its
programs and gaining new and actionable
insights. “A big part of the strategy was to look
at how to use technology to improve program
effectiveness and grow it to the right scale,”
explains Elizabeth Hewson, Hamilton Families
Director of Housing Solutions explains. “We
selected Salesforce’s Communities as this tool
as it would allow us to create a searchable
database of available housing units that we
could have internally, and share with the families
we’re working with and partner organizations.”
With the help of implementation partner and
Salesforce.org Preferred Partner Cloud for Good,
Hamilton Families now had a single place to
store information and collaborate much more
effectively to get more families in housing, faster.
Case managers work in real-time alongside
other staff as well as partner organizations in the
community.
“Since implementing Salesforce’s Communities,
we’ve tripled our housing success rate.”
ELIZABETH�HEWSON��DIRECTOR�OF�HOUSING�SOLUTIONS
3938 ISSUE 01
Engaging Families andMoving Quickly
Families also have direct access to the tool,
empowering them to take ownership of their
own housing search. They can easily filter a
comprehensive database by criteria such as
location, rent, and number of bedrooms —
and ultimately make the best decision
for themselves. As each housing request
automatically generates an application record,
staff save significant time and are alerted when
a family is in need of housing, so no family
falls through the cracks throughout a complex
process. Families can also communicate directly
with their case manager within the Community
tool so each party is kept updated on the
progress of an application. Staff can also
view numerous additional details about
each housing unit, the application, and
the landlord screening criteria.
“For a family in need, the housing search process
needs to happen very quickly,” says Hewson.
“The fact that the family can take such an active
role in their housing search in collaboration with
the case manager was really critical to us.”
Tracking Impact
For Hamilton Families, it was also important to
align the entire organization with its strategic
goals, and see the true progress being made
towards meeting them. With customizable
dashboards, board and staff can see how many
families are being housed successfully at any point
in time.
This applicability helps make the technology much
more useful to a people-centered organization:
“Often times social services and case management
staff are not technology-focused people, but when
they see how the information can be useful to them,
that’s a game changer,” explains Hewson. “The
true value of Salesforce is seeing the impact of our
efforts on family homelessness in San Francisco.”
Since implementing Salesforce’s Communities,
Hamilton Families has tripled their housing
success rate. “During the planning stages of our
implementation and when we were analyzing
the need for our programs, the waitlist for family
shelters in San Francisco had reached a high of
240 families that were waiting for temporary and
emergency shelters,” Hewson said. “Now, we are
able to monitor progress on a daily basis to ensure
our program is effective in assisting families in
shelter to obtain stable housing and scale the
program to achieve our vision of ending family
homelessness in San Francisco.”
Hamilton Families hopes this number will only
continue to drop as they tirelessly work to place
families in permanent housing. With Salesforce
as its backbone, it plans to expand its efforts and
continue to make its Community more accessible to
families in need, and has already begun to translate
it into Spanish.
HAMILTONFAMILIES
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CUSTOMERSTORIES
SALES�CLOUD
COMMUNITY�CLOUD
PRODUCTS�USED
GAVIGavi Is Harnessing the Power of Salesforce to Reach More
Children Across the World
Gavi has helped vaccinate 500 million
vulnerable children in lower-income countries
since 2000. The benefits of its global
immunisation programme go beyond simply
preventing deaths: healthy families have greater
earning power, and in turn are able to contribute
more to their communities and drive better
standards of living for future generations.
To protect the next 300 million children, Gavi
not only needs to understand which vaccines
are needed where, but also the challenges and
issues that may arise in delivering them.
“We work with partners across 73 countries to
deliver immunisation programmes to those in
need,” explained David Nix, Chief Knowledge
Officer. “Over the next five years our goal is to
improve the coverage, equity and sustainability
of these immunisation programmes.”
To achieve this, the management team at Gavi
realised it needed to simplify interactions
and processes with stakeholders such as
health ministries from supported countries,
representatives of UNICEF and WHO,
government workers, donors, and vaccine
manufacturers.
Managing these diverse relationships is complex
and challenging. In particular, Gavi needed to
provide real-time insight into grant applications
and renewals to enhance and simplify the
process. “The application process has been
challenging. We were reliant on paper-based
“Salesforce provides the platform to drive stakeholder interactions, which helps ensure
the right vaccines reach the right people.”
DAVID�NIX� �CHIEF�KNOWLEDGE�OFFICER
4342 ISSUE 01
forms or Excel spreadsheets, requiring
manual work to share the status of an
application or renewal request.”
This started to change in November of
2015, when Gavi deployed a Country Portal
using Force.com on the App Cloud, and
Community Cloud. Gavi can now provide
countries with real-time access to their
grant status, analyse successes and make
data-driven decisions. “Before, it could have
taken up to 13 months to process a grant
application,” explains Nix. “With the Country
Portal we expect to improve this time by
25% by 2017. This means we can get life-
saving vaccines to children faster.”
From Application to Vaccination
The Country Portal isn’t just a platform for
Gavi staff and stakeholders to track their
journeys; it also collects significant volumes
of data. “When an application is approved
for an immunisation programme we then
track the performance of that programme in
Salesforce. From there we can create reports
that feed into a review process, and make
smarter decisions on how to improve the
programme for the following year,” says Nix.
This cycle of continuous improvement means
best practices can be shared across countries
so Gavi can reach more children with greater
efficiency. These kinds of efficiencies are vital
to helping the alliance keep its administration
overheads really low: with overheads of just
4%, compared to an industry average of
around 20%, Gavi is a best practice example
for the not-for-profit sector.
A Healthier Future
By making it easier to capture, collate and
analyse information, Salesforce is bringing
about a shift at Gavi, with the goal to further
improve its efficiency. “We’re evolving
from vaccine, immunisation and health
system experts into a knowledge driven
organization,” explained Nix. “For example,
before a new vaccine is introduced in a
country, Gavi will be able to inform decision
makers at country level about the most
effective ways to introduce this new vaccine.”
Salesforce also gives Gavi the agility to
respond quickly. “A key value within Gavi is
to be country driven. With access to real-
time data, Gavi will be able to respond more
quickly to country needs, whether routine or
in an emergency,” says Nix.
This flexibility has become integral in
Gavi’s long-term plans. For example, Gavi
is currently working on a dose calculator
powered by Salesforce to work out the costs
of various types of vaccinations, which will
help it ensure countries can design vaccine
programs that meet their needs.
GAVI
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WILDLIFE�CONSERVATION�SOCIETY
BARNARDO’S
HAMILTON�FAMILIES
GAVI
GOSH�CHARITY
CUSTOMERSTORIES
NPSP
SERVICE�CLOUD
MARKETING�CLOUD
ANALYTICS�CLOUD
PRODUCTS�USED
GOSHCHARITYGOSH Charity Helps More Sick Children With Smarter
Fundraising and Richer Content
Running a marathon. Organising a coffee
morning. Bequeathing a legacy. The Great
Ormond Street Hospital Charity inspires
supporters all over the world to raise around
£100 million worth of funds every year. The
charity supports the pioneering work of the
London-based hospital, which cares for more
than 300,000 children every year.
Although Great Ormond Street Hospital (GOSH)
is primarily funded by the UK government’s
National Health Service, the money raised by
the charity is crucial. “We help the hospital to
rebuild and redevelop its site, fund pioneering
medical research, buy the latest equipment,
and support welfare projects that improve the
experience for sick children and their families,”
said charity Chief Executive Tim Johnson. “If we
don’t meet our annual target, a whole range of
mission-critical activities would not get funded.”
Building Stronger Relationships With Personal and Digital Experiences
To maximise its fundraising potential, the charity
is blazing a trail in donor stewardship.
“We want to deliver richer experiences by
providing personalised content and enabling
supporters to access their own records on
digital channels,” said Johnson. “We also want
to be able to share GOSH stories more widely
and connect donors and volunteers with one
another.” With more than 350,000 active
individual and corporate supporters as well as
”With Salesforce, we can raise more money at a lower cost, which means we can give more
help to the children, families, and staff of Great Ormond Street Hospital..”
TIM�JOHNSON��CHIEF�EXECUTIVE
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2,000 volunteers around the world, building and
maintaining relationships is a massive undertaking.
And the charity’s old systems were simply not up to
the job. “We needed a major operating system and
digital overhaul,” said Johnson. “There was a high
degree of manual work and it was difficult to access
critical information needed to drive the business
forward.”
Enabling a Rapid Business Transformation
To find the right platform and partner to support
its digitalisation ambitions, the charity’s leaders
organised a two-month proof of concept
competition – and Salesforce came out on top.
“Salesforce offers more advanced integration
options, user interfaces, and reporting tools than
other platforms,” said Ian Chivers, the charity’s
Director of Finance and Operations.
Working with Salesforce.org, Deloitte, and other
specialists, the charity transformed not only its
systems but also its processes. “In eight months,
we re-engineered our fundraising, financial, and
operational activities,” said Chivers. “Salesforce is
now how we run our business.”
Smarter Management of Relationships and Payments
The GOSH charity uses the Nonprofit Success
Pack, Service Cloud, and Marketing Cloud to
empower more than 250 team members to
steward supporter relationships, manage monthly
payments for 180,000 regular donations, monitor
social media, publish campaign content, and create
personalised supporter journeys.
“Journey mapping will radically change our
approach to supporter stewardship,” said Richard
Bowyer, Director of Marketing & Public Fundraising
at the charity. “With Marketing Cloud, we can
integrate different platforms for digital and social
engagement to not only keep supporters updated
with news from the hospital but also facilitate their
fundraising efforts.”
Increasing Gi© Values and Impact
The charity has also integrated its ‘grants shopping
list’, which means supporters details and donations
can be recorded against specific items of charitable
expenditure, such as children’s play equipment or
medical research initiatives, based on their personal
preferences. This integration has cut administration
by 50% and will enable the charity to keep
supporters updated on how their donations have
helped the hospital and sick children.
By personalising supporter communications
and improving relationships, the charity hopes
to increase average gift values. “All our process
improvements and fundraising innovations link back
to the same objective: helping Great Ormond Street
Hospital to improve care and treatment for as many
children as possible,” said Bowyer.
Shi©ing From Static Data to Dynamic Dashboards
As part of its trailblazing transformation, the charity
transferred more than 100 million historic records,
which it can now interrogate to drive greater
business intelligence. “Although the supporter
information we capture hasn’t changed, we can
now access and analyse so much more easily,” said
Chivers.
For example, the team can compile a holistic view of
all supporters across all fundraising streams, which
helps improve stewardship. In the past, it took five
hours to pull together information on major donor
fundraising, which accounts for around 35% of the
charity’s annual income. With Salesforce, this static
monthly report has been transformed into a 24×7
dashboard.
Hayley Pulford, the charity’s Trailblazer for
Dashboards and Analytics, has played a key role
in transforming reporting across the organisation.
“Capturing and analysing data gives me a great sense
of satisfaction,” she said. “Before we deployed
Salesforce, I’d have to wait hours to crunch certain
datasets, but now it’s all there in an instant.”
Unlocking Deeper Insights for Smarter Decision-Making
Better access to better data is making a massive
difference to not only the fundraising teams but also
the charity’s CEO. As Johnson explained:
“For the first time, I have a single view of the truth
about how much money is being raised and where
it is coming from. This means I can make decisions
based on trusted data and ensure we are on track to
hit our fundraising targets.”
Johnson and his leadership team can also access
more granular information on marketing campaigns,
projects, tasks, and financial performance. “Reports
used to require significant effort and were often
out of date by the time they were distributed,” said
Chivers. “Now, we can see key numbers in real-time
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via the dashboards in Einstein Analytics.”
Raising More Money at a Lower Cost With Be¶er Supporter Engagement
As well as making it easier to track donations, the
charity also wants to make it easier to receive
donations. It has launched an Apple Pay app that
enables supporters to make a donation in a matter
of seconds. The app was developed and deployed
in just three weeks using Heroku and Node.js.
The charity has also used the Salesforce Lightning
experience to create a fundraiser app for welcoming
guests to VIP events. “Over half of the visitors to
GOSH.org use a mobile device,” said Johnson. “We
need to take full advantage of mobile technologies
going forward. With Salesforce, we have a platform
that encourages rapid innovation
Within months of being deployed, Salesforce has
become the lifeblood of the charity, underpinning
fundraising, governance, innovation, digital
engagement, and decision-making. “We’re changing
how we engage with our supporters and how they
engage with us,” said Johnson. “With Salesforce, we
can raise more money at a lower cost, which means
we can give more help to the children, families, and
staff of Great Ormond Street Hospital.”
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At Salesforce.org, we’ve always believed that
technology, when used for social good, can
make the world a better place. For the last
20 years, we’ve been working with nonprofit
organisations of all sizes to bring them the
technology and solutions they need to run
their missions. Today, the work that nonprofits
are doing is more important than it has ever
been — and this work demands the very
best technology.
Salesforce.org Nonprofit Cloud is the complete
set of solutions for nonprofits to run their
mission more effectively in the cloud. Built on
the world’s #1 CRM, nonprofits can leverage
the power and intelligence of the only cloud
platform built for scale and flexibility. Together
with our ecosystem of partners and thought
leaders, we are committed like never before to
delivering the very best technology for the social
good sector and our community of over 40,000
nonprofit trailblazers.
Whether you’re a growing nonprofit looking for
a solution that’s easier to design and implement,
or a sophisticated organisation that needs the
scale and performance of a robust platform,
Nonprofit Cloud provides the solutions and
support for nonprofits across causes, sizes, and
geographies to make the world a better place.
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