For more freedom - with Salesforce Marketing Cloud
The digital success story of Amnesty International Germany (Amnesty) continues. In 2021, Amnesty successfully underwent a digital refresh of its donation world. The foundation is Salesforce CRM. The next logical optimization step was the implementation of the Salesforce Marketing Cloud. getunik was in the lead for the setup. Together with Amnesty, we created a basis on which optimal donor experiences can be designed and targeted communication with supporters can be established. First things first - thanks to the development of data-based, personalized and cross-channel digital experiences, it quickly became clear that addressing potential and existing supporters is associated with great freedom. Almost limitless, thanks to Salesforce Marketing Automation.
The challenge
No data, no communication!
Large organizations can make a big difference! But sometimes their size can also complicate certain processes and make the path to effectiveness more difficult - that was the case with Amnesty.
In individual teams and departments, there were several tools that did not communicate with each other. The decentralized storage of data prevented a uniform view of the supporters. As a result, it was not possible to design cross-channel communication measures based on complete data. The major challenge was therefore to introduce a platform that would ensure centralized and transparent communication and data storage, while taking into account the needs of the individual teams.
So practically a tailor-made package for Amnesty that allows all relevant data to be updated and stored in full. But is that even possible? Certainly with the Salesforce Marketing Cloud and even more so with the support of getunik!
Solution
More freedom with the Salesforce Marketing Cloud
The Salesforce Marketing Cloud is a smart cloud. It comprises several modules to unite all aspects of modern, donor-centric marketing in one platform. It is a tool that collects data from various sources and enables organizations to better understand and adapt to their supporters. The technical setup of the Salesforce Marketing Cloud at Amnesty was based on a deep integration with the already implemented Salesforce CRM, so that data management can be done entirely via CRM. This makes using the Marketing Cloud very straightforward for the individual teams.
In these areas Amnesty is gaining more freedom:
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All data from CRM is also available in MC for segmentation or personalization of emails/journeys
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Setting up marketing automations such as a donor-to-regular-donor journey
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Introduction of automated newsletter subscription and unsubscription processes
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Event registrations with a registration button in the emails that automatically adds the contact to a corresponding event campaign
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Implementation of the lifecycle strategy to convert leads to donors or retain donor members in the long term
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Setup and integration of the RaiseNow peer-to-peer platform
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Setting up various types of transactional emails, such as for donations, or early warning of impending credit card expiry
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Creating a preference center
Implementation
Step by step towards Salesforce Marketing Automation
The basis for the setup of the Salesforce Marketing Cloud was the best practice for NGOs developed by getunik. In addition to the standard integration of Marketing Cloud Connect, we adapted the connection to Amnesty's use cases. Here it proved to be a great advantage of the Marketing Cloud that the Data Extensions and the Automation Studio make it possible to configure data models of the platform tailored to Amnesty's needs. This enabled us to synchronize 420,000 contacts and several million donations and campaigns. We have also already implemented the first Donor Journey!
We were able to design, write and set up a Donor-to-Regular-Donor Journey for Amnesty with the aim of promoting the organization. During the Journey, donors will gain exclusive insights into the work of Donatella Rovera, head of the 80 researchers who travel the world for Amnesty International to uncover human rights violations. Finally, around 10 teams will be inducted and trained to optimally implement Salesforce Marketing Automations. Amnesty is also supported here by getunik as an experienced partner to ensure a smooth implementation.
The Human Rights Defenders Campaign as an entry point. Donors acquired through these campaigns are developed into supporters through the Donor-to-Regular-Donor Journey.
For promotion in four emails. With the Salesforce Marketing Cloud Email Builder, all elements of the individual emails can be defined for automated sending.
A small challenge - individual donors become sponsors. New donors are thanked for their donation depending on the entry point.
Results
Salesforce Marketing Cloud - A tool that understands donors almost automatically!
We help non-profits to position themselves in a constantly changing industry. We develop pioneering strategies, concepts and solutions. In doing so, we rely on creative thinking, a data-based approach and state-of-the-art technology. We combine the tried and tested with the new and venture beyond traditional fundraising approaches. Accordingly, we not only put out feelers for current trends, but also set them ourselves. With us, non-profits stand out from the competition.
In terms of digitalization, Amnesty has reached a major milestone. getunik supported Amnesty in switching from various tools to the Salesforce Marketing Cloud and was thus able to replace many other systems and standardize processes. This step not only enabled an improvement in data quality, but also ensured data protection compliance. The central storage of data also helps to get to know donors better and subsequently create a better donor experience.
“The implementation of the Salesforce Marketing Cloud has once again shown how important it is to have an experienced partner at your side. Together with getunik, we were able to bring order to our system.”
Thanks to the implementation of the Marketing Cloud, Amnesty now has the possibility and potential to take the next steps in the areas of marketing automation and digital fundraising with a secure device and to scale results well. We have laid the groundwork, continue to make optimization suggestions and updates and work hand in hand with Amnesty to identify needs and design comprehensive solutions. And it continues, because the setup of the Marketing Cloud forms the basis for the conception and setup of further marketing automations, such as the Donor Journeys - for more freedom and more human rights!
Success factors
Consulting & Monitoring
Marketing Automation
Concept
Design
Lessons Learned
“The work with Amnesty shows a perfect symbiosis between agency and organization - it is a coordination and interaction with each other. It was definitely a challenge, but one that we are always happy to take on. We are looking forward to the next milestone - the implementation of the numerous Donor Journeys!”