Salesforce Marketing Cloud – Your Omnichannel Control Center

It is becoming increasingly difficult for NGOs to connect communication across different channels. On the one hand, I need the tools to be able to act across channels, and on the other hand, I need a 360-degree view of the supporters in order to activate the decisive levers at the right time. Salesforce Marketing Cloud can do just that. It is the omnichannel control center from which all channels can be orchestrated. We have already presented the Salesforce Marketing Cloud in our blog article “A smart cloud named Salesforce Marketing Cloud”. Here, we focused on the interaction between cloud and CRM and the question of when the cloud is worthwhile. Today we would like to address the question of what makes the cloud so special and in which points it differs from other products. In doing so, we will take a look at what concrete advantages result for NGOs. In addition, we would like to present a concrete solution on how you as an organization can benefit from the cloud from day 1 and how you can record a positive ROI trend right away.

Salesforce Marketing Cloud: From Donor Catcher to Donor Magnet

Salesforce Marketing Cloud offers a wide range of capabilities that can make fundraisers’ lives a lot more efficient. It is a much more open and flexible marketing automation solution than many of its competitors. This often makes it seem a bit more complex to use. But precisely this openness also offers a significant advantage: It provides the opportunity to address very specific use cases and requirements of the organization. Thanks to the possibility of connecting the Salesforce CRM, the integration of a large number of third-party providers via the Salesforce AppExchange and the large number of modules in the Marketing Cloud itself (Email Studio, Advertising Studio, Journey Builder, Einstein AI Engine), all digital channels can be populated with content and communication with donors can be orchestrated.

But what features make Marketing Cloud so special from day 1?

1. The Email Studio: It is a powerful tool that offers the possibility to create personalized content very intuitively via a drag & drop editor and to refine the segments for sending by CRM data. In addition, forms can be embedded directly into the emails. The Email Studio increases engagement rates and wins the hearts of recipients* while collecting relevant data to enable targeted campaigns. Creating compelling emails has never been easier.
2. The Journey Builder: It makes it possible to create intelligent and personalized journeys in real time. Thanks to the multitude of channels that can be continuously added to, as well as the support of artificial intelligence and big data, customized journeys can be developed. In this way, all supporters receive exactly the messages that are relevant to them at the right time via the right channel.

The experience of NGOs speaks for itself. Year after year, organizations see increased ROI due to lower acquisition costs of new supporters and increased engagement and long-term retention of existing donors. After careful implementation of Salesforce Marketing Cloud, organizations achieve sustainable success and are able to advance their mission more effectively.

Salesforce Marketing Cloud – The perfect omnichannel ally

Salesforce Marketing Cloud can be a real boon for organizations. Why? Well, here are some of the big advantages compared to other tools:

1. Successive and modular expansion:
   Salesforce Marketing Cloud makes it possible to add modules incrementally without having to upgrade to a more expensive edition right away. The tool can be adapted to the specific needs of NGOs and offers a wide range of solutions, both from Salesforce itself and from third-party providers (e.g.: Apteco or optilyz).
2. Flexible data and custom developments:
   By using Data Extensions, the organization is flexible for the setup and management of the data structure. The system allows custom developments based on the needs of the organization. In addition, Automation Studio allows automation of processes and integrations, such as cleansing and importing data.
   But beware – the complexity of the cloud can quickly lead to confusion. To make sure that doesn’t happen, it’s critical to set up the tool according to the NGO’s use cases and get help from industry experts during setup.
3. Connection to Salesforce CRM:
   The Marketing Cloud Connect integration enables seamless connection to the Salesforce CRM. Compared to CRM connections of other systems, the integration to the Salesforce CRM is included out of the box. Additionally, it offers the possibility to further extend the integration via Ampscript or API. Read more in our blog article “A smart cloud named Salesforce Marketing Cloud”.
   But that’s not all – the cloud can also tie into other CRM systems. Data transfer from Sextant via Kaleido and the standardized “Kaleido:CONTACTS environment” on Salesforce make data exchange easier than ever before.
4. Multiple Journey Touchpoints:
   This cloud solution enables you to manage journeys across all channels. Whether via emails, SMS, Facebook Custom Audiences, Direct Mail, WhatsApp, push notifications or personalized web content – everything can be coordinated via a single tool.

When is Salesforce Marketing Cloud the right solution?

Here’s a little guideline to help you figure out if Salesforce Marketing Cloud is worth it for your organization.

• Omnichannel fundraising: If the plan is to introduce omnichannel fundraising in the organization in the next five years, Salesforce Marketing Cloud is the perfect choice. It offers the flexibility to unite all channels in a single platform and gradually expand the fundraising strategy.
• Extensible features: The NGO wants to unite extensible features in one platform and gradually expand the tool. Salesforce Marketing Cloud offers the ability to add modules and customize the marketing automation strategy as needed.
• CRM connectivity: already using Salesforce or another CRM system such as Microsoft Dynamics or SEXTANT. Salesforce Marketing Cloud connects seamlessly to these systems without having to develop from scratch.
• Willingness to support: The organization is willing to get support and advice from experts during the setup and further development of the tool. The Salesforce community and certified partners are ready to help ensure that the best is made of the Marketing Cloud.

If these points apply to the organization, then Salesforce Marketing Cloud could be the perfect solution to engage donors for the long term and successfully implement the Digital Fundraising Strategy.

Profitable from second 1 – The getunik omnichannel product

As long-time industry experts and implementation partners, we know it’s important for organizations to find a solution that makes an impact quickly. That’s why we’ve developed our own process to enable positive ROI trending from Day 1.

The Challenge: Time and Patience
Many organizations take years to transform and celebrate their first successes. This is quite normal and a challenge NGOs face. Not only does time pass between evaluation, implementation, go-live, training, and the first marketing journeys, but it also requires significant investment and human power. The ROI trend often starts very late in the process.

Our insight: The three key figures of time, money and personnel present us with challenges.

And this is where the solution comes in: an omnichannel service specifically for non-profit organizations, with getunik as the only Salesforce implementation partner for this service in the DACH region.

What does this mean in concrete terms and how are the challenges solved?

In contrast to the conventional approach, getunik starts directly on Day 1 and provides intensive support in setting up measures and functions.

What exactly are we talking about here? Here are a few examples:

• Setup of Journeys: getunik sets up the first Best Practice Journeys for the organization based on the potential and goals of the organization.
• Rapid Response Readiness for Emergencies: Our setup ensures that the organization is prepared to respond quickly when it matters.
• Dashboards for performance control: it is made possible to efficiently monitor marketing activities.
• Optimized newsletters: getunik provides valuable tips for optimized newsletters with effective performance.
• Add-ons and integrations to third-party systems: Additional features and seamless integrations to other systems are provided.

And what about the price?

The product is based on a license model, which is defined depending on the selected products and services.

Compared to other implementation partners, getunik has an existing optimized setup for the non-profit sector and now focuses on top also on the integration of measures, products and services that have an impact from day one.

Interested? Sign up for a free, no obligation demo and consultation!

We look forward to showing you how our omnichannel solution can put your organization on the road to success.