Screencast #2: SalesForce Campaigns

Script



Act 1: Defining Campaigns

1. Overview
In today's screencast, we are going to take a look at how your nonprofit can use the campaigns tab to communicate, cultivate, and track prospects and turn them into supporters for your program.

2. Definition: What is a campaign?

A campaign is a communication effort directed to a group of contacts to take action. These can be people your organization already knows or not.

The communication can be distributed via face-to-face, email, phone, or direct mail.

The action can be to volunteer, attend an event, sign up for a program, make a donation, or whatever.
Think of it as any outbound time specific fundraising activity, event, or outreach effort.

Salesforce not only helps you implement, but as Rob Jordan says it measures your promotional efforts.

The campaign tab can be used to support large scale mass email campaign or smaller targeted campaigns to reach people involved in your programs.

As Steve Anderson from OneNorthWest notes he integrates them into every
project he does. Most groups use them to track the appeal source of money, and others dig deeper and really get into it.

Rob Jordan from Idealist Consulting agrees that campaigns are very flexible and describes many uses for them. (insert soundbyte)

-track seating in theatres
-student enrollment for courses
-track sponsorships leads for events
-bundled a number of seperate campaigns under a larger campaign

Holly Ross points out you can run out many different types of campaigns (insert soundbyte)

Why Use?

The original concept of SalesForce Campaigns was to provide an ROI calculation against any outbound communications effort.

As Steve Wright notes, campaigns help you answer the question how many sales leads did the communications bring in? Is it worth investing our time in this activity?

Jenny Council suggests another way for nonprofits to think about it is tracking towards goals.

Some key benefits too - efficiency.

Holly Ross describes of the inefficiencies NTEN faced before adopting Salesforce campaign modules for their work and how SF adoption had helped make themore efficient.

Summary

Salesforce nonprofit practitioneers agree - that campaigns are flexible and powerful because the tracking and forcasting functions as well as the efficiency provided.

-Efficient internal communications and coordinations, particularly small nonprofits
-Better forecasting - the ability to quickly summarize where you are in your campaign - and what you have to do achieve goals

Act 2: Using Campaigns


http://www.cascadiagbc.org/

The Cascasia Regional Green Building Council promotes the design, construction and operation of buildings that are environmentally responsible, profitable and healthy places to live and work in Oregon, Washington and British Columbia. The Council has been using Saleforce for a few years, initially for web to lead forms on its web site and to send out email and print newsletters working with Jenny Council and Matthew Latterell from NetCorps (Proun: NETCORE)

Jenny observes that the Council first started using campaigns in a basic way for messaging. She says starting simply helped them with adoption of the tool because it was easy to use and practical.

More recently, however, they have discovered the benefits of all the power of SF Campaigns features to manage all aspects of their business sponsorship campaign such as supporting their workflow, tracking the funds that came back from their communications, financial targets as well as the overall campaign reports and for individuals team members.

This gives them more information to be successful in their campaign. It's a semi-annual campaign that raises approximately $250,000 a year from approximately 200 local and regional businesses in the Northwest US and Canada.

The organization's directors are allocated opportunities or businesses sponsors (renewals and prospects) to go after and each
campaign has an overall target and each director has individual fundraising target and each opportunity or business sponsorship prospect has a target (this business might contribute $10K, etc). The directors may solicit their assigned business sponsors in person or by phone or whatever method works for them. Each one is set up in Salesforce to record the results of that conversation and tracking.

Let's take a look at a few aspects of the campaign in SalesForce from the point of one of the directors. Let's say for example, one of the directors has just finished a face-to-face conversation a potential business sponsorship donor or "opportunity" to donate a sponsorship. Jenny explains how it works.

Demonstration of the workflow

While the ladder of engagement steps may not capture particular information because the client has added some more specific stages versus general, it has simplified the tracking. As Jenny says, insert reflection about makng the process practical and easy so they will adopt it.

She also recommends reviewing the help docs in salesforce to help you think through the engagement process with clients.

Act 3: A Few Tips

Tip 1: Focus on your goals and work process


Before you set up a campaign in Salesforce, you need to answer:
  • How you are generating income and tracking prospects?
  • What happens to the responses you generate?

Many nonprofits have excellent systems for tracking prospects or leads after they become donors, but not necessarily the lead generation process.

Holly Ross, from NTEN, which is using the Campaign module for NTC Conference Sponsorship leads describes why important (insert soundbyte)

Tip 2: Campaigns can be chained together to mirror an engagement strategy

Steve Anderson describes:
http://gokubi.com/archives/modeling-engagement-strategy-in-salesforce%29

Tip 3: Efficiency Tips from Rob and Holly

One person to coordinate updates


  • Very important or else it won't get updated or it won't be consistent
  • One person who creates campaign or one person in every department - shouldn't be anyone

Define a campaign naming convention

  • Important because it is what you see in leads and contacts campaign history list
  • Consistent naming make reports easier to digest
  • Name is what appears when you search for a campaign and you want to be unique and easy to identify
  • You won't have anyone to talk to you if you add a contact name

Shared Vocabulary

  • Sound byte from Rob

Use of Google Docs
  • Integrates with google documents so you can set up email templates and document attachments
  • Some other items you might need - custom fields, pick list values, page layouts, etc


Use Apps that integrate email correspondence

  • What apps are used by nonprofits for mass email
  • What apps are used by nonprofits to attach individual correspondence to record


Summary

Campaign tab in Salesforce offers flexible and powerful features to support a variety of nonprofit projects. If you want to learn more, post your questions on salesforce community board or the sf practicioners list or sign up for NTEN webinar on SF.