Introduction
Our client, a leading global non-profit organization specializing in humanitarian aid and community development, sought to enhance their efficiency, donor engagement, and program impact through advanced AI technologies.
Leveraging Salesforce’s Nonprofit Cloud, Service Cloud, and Marketing Cloud, they aimed to automate processes, gain deeper insights, and provide personalized donor experiences to maximize their impact and operational efficiency.
Challenges:
The organisation faced several challenges despite already using Salesforce.
1. Donor Conversion and Engagement
- Lead Prioritization: Despite having a large database of donors, the organization struggled with figuring out which leads to prioritize. This led to missed opportunities and less efficient engagement strategies, meaning that some potential high-value donors didn’t receive the attention they deserved. As a result, the organization was not making the most of its resources and missing chances to build valuable relationships.
- Engagement Timing: Finding the right moments to reach out to donors through email campaigns was a challenge. Without accurate timing, their emails didn’t always hit the mark, leading to lower engagement rates and less effective donor retention. This made it harder to maintain strong relationships with supporters.
2. Resource Allocation
- Opportunity Forecasting: Forecasting how likely it was for potential opportunities to turn into significant donations or grants was tricky. This uncertainty made strategic planning and resource allocation difficult, leading to less efficient use of their resources and missed chances to optimize their fundraising efforts.
- Actionable Recommendations: The organization had a hard time figuring out the best next steps for engaging with donors and coordinating with volunteers. Without clear recommendations, their campaigns and resource allocation were less effective, meaning they struggled to get the most out of their outreach efforts and support initiatives.
3. Knowledge Management
- Information Accessibility: Staff and volunteers found it challenging to quickly access the right knowledge articles to handle donor inquiries or operational issues. This difficulty in retrieving information meant slower responses and less efficient operations, impacting overall effectiveness and donor satisfaction.
- Content Generation: Creating accurate and comprehensive knowledge articles from various data sources was a time-consuming and error-prone process. The manual effort needed to generate this content often led to delays and mistakes, making it harder for staff and volunteers to access reliable information when they needed it.
4. Email Marketing Optimization
- Content Effectiveness: Crafting email subject lines and body content that truly resonated with donors was a challenge. The organization needed better insights to refine their messaging and boost engagement rates. Without these insights, their emails sometimes missed the mark and didn’t fully capture donor interest.
Solutions
We implemented the following solutions for our client to overcome the above challenges.
1. Conversion and Engagement:
- Einstein Lead Scoring: To tackle the challenge of prioritizing leads, we integrated Einstein Lead Scoring. This tool predicts how likely each lead is to convert into an opportunity, allowing the organization to focus on high-potential leads. With these insights, they could tailor their engagement strategies to be more effective and targeted, ensuring that their efforts were directed towards the most promising prospects.
- Einstein Send Time Optimization: To address the issue of finding the best times to engage donors via email, we used Einstein Send Time Optimization. This solution analyzes past engagement data to determine the optimal times to send emails, helping to maximize open rates and improve donor retention. By reaching out when donors are most likely to engage, the organization saw better results from their email campaigns.
2. Resource Allocation:
- Einstein Opportunity Scoring: For better forecasting and resource allocation, we deployed Einstein Opportunity Scoring. This tool helps predict the likelihood of closing potential opportunities, which supports strategic planning and ensures that resources are used efficiently. With clearer insights into which opportunities are most likely to result in significant donations or grants, the organization could better focus their efforts.
- Next Best Action: To streamline donor engagement and volunteer coordination, we implemented Next Best Action. This feature provides real-time recommendations based on AI predictions and other data. It surfaces the most effective next steps for engaging with donors or managing volunteer activities, leading to more strategic and impactful outreach.
3. Knowledge Management:
- Einstein Article Recommendations: To improve how staff and volunteers accessed information, we utilized Einstein Article Recommendations. This tool suggests relevant knowledge articles based on the current case or inquiry, making it easier for them to find the right information quickly. This improvement led to faster response times and more efficient handling of donor and operational queries.
- Einstein Knowledge Creation: For generating comprehensive and accurate knowledge articles, we leveraged Einstein Knowledge Creation. This feature automatically drafts articles from chat and messaging case data, reducing the time spent on content creation and minimizing errors. As a result, staff and volunteers had access to well-organized and accurate information without the manual effort.
4. Email Marketing Optimization:
- Einstein Copy Insights: To enhance the effectiveness of email content, we implemented Einstein Copy Insights. This tool tests and optimizes email subject lines and body copy based on historical engagement data. By refining their email content with these insights, the organization was able to craft messages that resonated better with donors and improved overall engagement rates.
