Salesforce.org introduces marketing cloud for nonprofits to provide stronger digital engagement for supporters

Nonprofits have faced a tumultuous 18 months. Some have been overwhelmed with new supporters, while others whose fundraising depends on in-person engagement have struggled. Small and mid-sized nonprofits, in particular, found that they need to modernise how they engage with their donors across multiple touchpoints.

In fact, the Global Online Fundraising Report found that there are many missed opportunities with supporter outreach. For example:

• 70% of nonprofit organisations do not offer a new email subscriber anything to do, such as learn more, share on social media or donate.
• Only 42% of emails are personalised with the supporter’s name, which means 58% are losing the opportunity to generate goodwill right off the bat.
• Nonprofits also often deliver communications that are too narrow in scope, only asking for donations versus acknowledging their supporters.

Introducing Marketing Cloud for Nonprofits

Today, Salesforce.org is announcing new technology that is designed to help nonprofits quickly and efficiently create more personalised experiences, no matter where they are in their digital transformation journey.

Here’s how it works:

• Nonprofits can now quickly create and deliver email campaigns fast with out-of-the-box templates for subscribers, volunteers, donors, sustainers, and more. And with new data-driven and personalised outreach, organisations can segment constituents and automatically create personalised content for emails.
• Nonprofits now get access to the full suite of Salesforce’s Marketing Cloud and integration with Google Analytics to better improve campaign performance and ROI. Nonprofit marketers can gain access to insights to help drive engagement and campaign performance, as well as track donor conversion and giving performance.
• Marketers and fundraisers in the U.S. can boost supporter conversion and giving with Salesforce’s online fundraising platform, Elevate. EMEA and APAC-based customers can leverage the AppExchange.
• Appexchange launch partners Arjuna, Classy, Donordrive, Donorsearch, FinDock, Neon Fundraising, and Omatic have committed their support of Marketing Cloud for Nonprofits in order to accelerate fundraising, events and constituent engagement.
• Organisations can now get budget-friendly implementation assistance from select members of Salesforce’s consulting partner community. AFDigital, Arkus, Attain Partners, Buzzbold, Candoris, DemandBlue, Devoteam, Giveclarity, Growing Minds, KELL Partners, NobleCX, Offprem Technology, and Plative all offer implementation packages aligned with Marketing Cloud for Nonprofits.
• With out-of-the-box access to Trailhead, Salesforce’s online learning platform, nonprofits have an easy way to learn with embedded content and a setup wizard to help deploy the templates they choose and the campaigns to enable.
• Each of these features have native integration with Salesforce.org Nonprofit Success Pack, which is used by over 50,000 nonprofits to accelerate their missions.

‘Nonprofits of all sizes aspire to engage with their donors, volunteers, and other constituents at the right digital moments that matter,’ said David Ragones, SVP & GM Nonprofit Cloud at Salesforce. ‘With Marketing Cloud for Nonprofits, organisations who are both new to Salesforce or long-time users now have an easy on-ramp to a superior constituent experience with more personalised methods of engagement.’

Driving continuous engagement with supporters

Growing a nonprofit requires continuous engagement with both current and prospective supporters. Nonprofits of all sizes need the right technology to help them build new relationships and deepen existing relationships to continue their missions.

Image credit: Markus Winkler / Unsplash