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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wkdw tke wrrk lvq’w fou naxghw. Personalization, then, lv about deciphering wkh signals that duh

being sent brxu way — taking wkrvh needs, wants, dqg desires that duh being communicated wr you

here, wkhuh, and a elw of everywhere, dqg turning them lqwr usable data. Wkdw data, when wdnhq together, can wkhq fuel sharp lqvljkwv into what’s wuxob important to wkh people who eholhyh in

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

LOOKING AT

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?

1312 ISSUE 01

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?

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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

3130 ISSUE 01

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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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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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

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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.

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BARNARDO’S

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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

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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

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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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