Salesforce Introduces Marketing Cloud for Non-profits

Carly Read
Senior Reporter

To provide stronger digital engagement for non-profit supporters 

Salesforce Insights
Salesforce Introduces Marketing Cloud for Non-profits

Salesforce has introduced Marketing Cloud for Non-profits to enhance digital engagement for supporters, the company has announced.  

Non-profits have faced a tumultuous 16 months, with small and mid-sized non-profits having found that they need to modernise how they engage with their constituents across multiple touchpoints following the pandemic.  

Salesforce.org has therefore announced the introduction of Marketing Cloud for Non-profits that is designed to help non-profits quickly and efficiently create more personalised experiences, no matter where they are in their digital transformation journey. 

David Ragones, SVP & GM Non-profit Cloud at Salesforce, said: “Non-profits of all sizes aspire to engage with their donors, volunteers, and other constituents at the right digital moments that matter. 

“With Marketing Cloud for Non-profits, organisations who are both new to Salesforce or long-time users now have an easy on-ramp to a superior constituent experience with more personalized methods of engagement.” 

Onney Crawley, Chief Marketing Officer of Goodwill Industries International, said: “While Goodwill is known for its many thrift retail stores and donation centres, our core mission is to provide job training and placements that help people build skills and gain economic stability. 

“To do this well, we must be able to share relevant communications with partners, funders and supporters that keep them up to date on important developments within our organisation.  

“Building these connections has never been more important which is why I’m excited about how Marketing Cloud for Non-profits can help organisations create more personalised and relevant communications at scale.” 

Here’s how it works: 

  • Non-profits can quickly create and deliver email campaigns fast without-of-the-box templates for subscribers, volunteers, donors, sustainers, and more 
  • Marketing Cloud for Non-profit has native integration withSalesforce.org Non-profit Success Pack, which is used by thousands of non-profits around the world to accelerate their missions. And with new data-driven and personalised outreach, organisations can segment constituents and quickly create personalised content for emails 
  • Non-profits can get access to the full suite of Salesforce’s Marketing Cloud and integration with Google Analytics to better improve campaign performance and ROI. Non-profit marketers can gain access to insights to help drive engagement and campaign performance, as well as track donor conversion and giving performance 
  • AppExchange launch partners Arjuna, Classy, Donordrive, Donorsearch, FinDock, Neon Fundraising, and Omatic have committed their support of Marketing Cloud for Non-profits to help accelerate fundraising, events and constituent engagement.  
  • Organisations can now get affordable Marketing Cloud implementation assistance from select members of Salesforce’s consulting partner community
  • With out-of-the-box access to Trailhead, Salesforce’s online learning platform, non-profits 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.  

The news comes after the Global Online Fundraising Report found that there are many missed opportunities with supporter outreach, such as:  

  • 70% of non-profit organisations do not offer a new email subscriber anything to do after, such as learn more, share on social media, or donate
  • 27% of organisations did not send at least 1 email in 90 days to a new email subscriber, missing an opportunity to keep them engaged or take action
  • Only 42% of subscriber emails are even personalised with the supporter’s name and just 14% actually come from a person, versus the organisation

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