Case management can be used as a specific term, but in the most basic sense it simply describes a process: information comes into a system, it gets processed in some way, and then something happens as a result. This simple process can be used and extended in a variety of ways to help a nonprofit organization deliver its mission and achieve its goals. From internal help desk tickets and support issues to managing customer requests or even grant applications, case management techniques and processes can streamline interactions between constituents and staff to provide a smooth and trackable experience from beginning to end. Join us July 26 for this in-depth webinar where we will show how the Canadian Cancer Society in Saskatchewan utilized the case management functionality of Salesforce in their multi-channels engagement center to manage calls, emails, social connections, fundraising coaching and more. We’ll also discuss how they utilized cases in their financial assistance program and to provide an effective and efficient way to manage one of the more complex and time-consuming processes in their program. The Society was able to leverage the power of cases to enable and track service delivery and ensure the goals of the program were being met. In this webinar, Salesforce.org, the Canadian Cancer Society in Saskatchewan and Heller Consulting show what’s possible with case management in Salesforce. At the end, you’ll walk away with new ideas on how to leverage this functionality for your own organization. Key Takeaways: - Live demo of case management in Salesforce - Learn how the Canadian Cancer Society built one of its cancer support programs by leveraging case management functionality - Learn how the Society implemented a multi-channel engagement centre with cases as a key solution component - We’ll share tips and best practices on case management and how you can increase the effectiveness of your programs You can also receive Supporting a Strategy with Salesforce Cases, a detailed look at how to utilize the power of Salesforce Cases in a variety of ways across an organization.

1. For more details on this project
View the webinar recording at
TeamHeller.com/webinar-case-management/
View the video and download the case study from
TeamHeller.com/ccssk
CRM Strategy
CRM Implementation
Engagement & Marketing

2. Who we are
​Andrew Caswell
Associate Executive Director
Canadian Cancer Society, Saskatchewan
​Cathy Moore
Senior Consultant
Heller Consulting

3. Where is Saskatchewan, Canada?

4. About the Canadian Cancer Society
​Established in 1938 and one of the most trusted
and recognized charities in Canada
​Community-based grass roots organization –
over 100,000 volunteers across Canada, 75 years
​The Canadian Cancer Society is leading
the fight for LIFE:
• Lead cancer research to better prevent cancers
• Influence public policy for quality cancer care
everywhere in Canada
• Focus support programs on the greatest needs of
patients and caregivers
• Engage more Canadians in the fight against cancers
Largest charitable funder of cancer research in Canada

5. Salesforce Platform
• Revenue streams
• Donations
• Registrations
• Ticket sales
• Product sales
• Major & planned
gifts
• Sponsorships &
Gift-in-kind
• Customized special
event management
• Money
Management
• Bank deposits
• Individual & batch
transaction entry
• GL coding
• Tax receipting
• Bank reconciliation
ADVOCACY • PREVENTION • SUPPORT • FUNDRAISING
360-DEGREE VIEW • 360-DEGREE ENGAGEMENT
SALES SERVICE MARKETING COMMUNITY APP EXCHANGE
• Case Management
• Internal tech support
• Receipt inquiries
• Public inquiries
• Email-to-case
• Phone
• Web-to-case
• Live chat
• Chatter actions
• Chatter-to-case
• Live chat
• Social customer
service
• Knowledge base
• Social engagement
• Listen
• Publish
• Engage
• Analyze
• Live chat
• Email marketing
• Email automation
• Social intranet
• Customer
community plus
for leadership
volunteers
• Learning tools
• Knowledge
• Content libraries
• Content deliveries
• Almond LMS
• Screen steps
• Vidyard
• Chatter
• Internal & external
collaboration
• New Voice Media
• Luminate
• Form Assembly
• Almond LMS
Salesforce for
Volunteers
• Barcode Zone
• Conga
• ScreenSteps
• Vidyard
• Geopointe
• Roll-up Helper
• Action Grid
• Dashboard &
report packages

6. We’re going to focus on:
​Program management using cases
• Financial assistance
​Multi-Channel Engagement Centre
• Inbound/outbound calls
• Inbound/outbound emails
• Social customer service
• Web-to-case
• Mission program intake
• Fundraising coaching & engagement

7. What are cases?
​Cases is just a name
• Support case
• Helpdesk ticket
• Customer request
• Inquiry
• Grant application
​A way to track requests, applications,
questions, etc. that come in and manage
the process behind those things, and
ensure exceptional customer service.
​Information or question comes in,
we process it, and something happens as a result.

8. Wide use of cases – 15 record types
​Internal support
• IT support
• Internal access
control management
• Graphic design &
production
• Social media
publishing requests
​Public inquiries &
Inbound communications
• Faxes
• Voicemails
• Emails
• Web inquiries
• Walk-ins
​Mission management
• Presentation, Speaker & Display
requests
• Financial Assistance
• Material requests
• Research travel grants
​Media enquiries
​Vendor related
correspondence
​Fundraising customer service
​Receipt requests

9. How we manage case load
​Triage
• Assignment rules
• Escalation rules
• Queues
• 2-3/per day
• Moved from internal email to case
to open case in system
• Respecting case record type
• Getting more accurate & complete information
• Faster triage & speed to close
​Currently at around 88,000 cases
BEFORE
AFTER
black hole

10. Why we use cases for these functions
​Offers process management
​Customer service
• Standards
• Nothing gets lost
​Knowledge retention
​Automation
​Communication templates
​Reliable information to inform decisions
• Metrics – data that allows you to make informed
business decisions about programs, resource
allocation
• Trends – what the critical issues are, where to
invest in training, etc

11. Financial Assistance
Program Overview
​Means-tested
​Referrals from cancer treatment centres
​Financial assistance for help with getting to and from
treatment
​Cash payments for transportation costs, hotel costs
​Direct reimbursement to cancer patient lodge for
accommodation and to cab companies for fares
​Interacts with our volunteer drive program
​Also triggers intake & introduction for other programs
and services (emotional support, seminars, etc)

12. Financial Assistance
The Case Record Type
​From application through to payment, with checks for
eligibility and calculations to limit total disbursement
caps
​Cases object
​Custom object for payments
​Fax-to-case
​Formula fields to verify means-testing and other
eligibility criteria
​The case itself determines approval vs ineligible status
​Manages deadlines & case expiry
(12-months after approval)

13. Financial Assistance Demo

14. The Engagement Centre
​The Engagement Center evolved
out of a few things – declining
event revenues, increasing
dissatisfaction of event
participants, cancer survivors,
volunteers.
​Something significant had to
change. We set out to increase our
engagement with and improve our
customer service to those groups,
and the people in SK in general.

15. A New Model: Specialization
Engagement centreSpecialists located
anywhere

16. A Network for Each Activity or Event
Engagement
centreSpecialists
anywhere
Champion
Volunteers
Contract
staff

17. Methodical Outreach
Champion
volunteersContract
staff
Engagement
centre
Specialists
anywhere
Participants
Attendees
‘Day of’ volunteers

18. Designing the Business Processes
• 8 weeks to Go Live
• Dreamforce
• Engagement journeys -> Business process
• Salesforce implementation
• CTI
• Configuration

19. The Solution in Salesforce
Sales Cloud
Call Center
Cases
Activities
Campaigns
Marketing
Cloud

20. Cases Marketing
Cloud
Donors
Participants
Volunteers Board Members
Prospects
Clients
Staff
@

21. Results: Engagement Center Post Interaction
75%
24.5%
0.5%
Positive shift in sentiment No shift in sentiment
Negative shift
Sentiment shift
98%
2%
Thumbs up Thumbs down
Post interaction survey

22. More Results: More money raised
Participant
Engagement Metrics
58%
68%
27%
18%
Average Raised
Per Participant
$137
$61
Engagement
journey group
Control group Engagement
journey group
Control group
■
■
■% of participants raised $0
■ % of participants above goal

23. Additional Results
• 500% increase in registrations for cancer survivor retreats and prevention events
• Communities and local leaders report feeling that the Society is giving back,
not just taking out of their communities
• Response to post event thank you calls was phenomenal: gratitude and desire to connect
• 300% increase in signups for Reminder For Life (prevention program automated by Salesforce)
• Year-round engagement
• Ability to respond to challenges quickly and turn them around
• National market research showed that a significantly higher percentage of
people in SK felt the Society made a difference in the lives of people living
with cancer than in other provinces, and this number was highest with
Relay For Life participants.

24. How do we approach development?
​As with our approach to cases,
we started with what the
current situation was, what the
pain points were (for internal
and external people), and we
set about to design the
engagement journey we wanted
to provide for these groups.
Analyze Need
Define Goals
Design Process
Build Solution
Train & Launch

25. Two use cases – Lessons learned
• Start with the business challenge and
solution/strategy
• Don’t be too quick to jump to cases as the solution
• Think beyond the cases you're working on now
(naming conventions etc)
• Think about your primary users
• Users will always find a way around required fields
• Investment in the build vs likeliness of adoption
Part 1

26. Two use cases – More lessons learned
• Don’t just build it and turn it over to the users
• Set and monitor clear expectations around what
customer service means and what the standards are
• Take time to train people using business processes
• Monitor use & correct/Reinforce as appropriate
• Review pain points on regular basis; address if
possible
• Ensure the old process is phased out, rather than
duplication of processes
• “I don’t have time to do it in Salesforce because I am doing
all this other stuff”
• Sticky notes
• Resistance needs to be managed actively
Part 2

27. Two use cases – Still more lessons learned
• Managing multiple record types with 36
standard and 413 custom fields can be
challenging
• Validation rules
• Web-to-case forms
• Layout management
• Naming conventions
Part 3

28. How we approach a new case record type
​Look at existing program
• Existing methods for managing work
• What can be automated
• Where are the heavy manual elements?
• What are the customer touchpoints
​Think about the primary user & consumer
​Design
​Build
​Training & launch & post-launch
Analyze Need
Define Goals
Design Process
Build Solution
Train & Launch

29. How we approach a new case record type
Analyze Need
Define Goals
Design Process
Build Solution
Train & Launch
​Look at existing program
​Think about the primary user & consumer
• Metrics required
• Investment in the build vs likelihood of adoption
​Design
​Build
​Training & launch & post-launch

30. How we approach a new case record type
​Look at existing program
​Think about the primary user & consumer
​Design
• Small team
• Case vs object
• New record type or leverage existing
• Map out the desired process
• Review, review, review with the relevant teams
​Build
​Training & launch & post-launch
Analyze Need
Define Goals
Design Process
Build Solution
Train & Launch

31. How we approach a new case record type
​Look at existing program
​Think about the primary user & consumer
​Design
​Build
• Naming conventions
• Sandbox
• Test - Try to break it
• Agile methodology
• Admin team involvement & knowledge
• Move to production
​Training & launch & post-launch
Analyze Need
Define Goals
Design Process
Build Solution
Train & Launch

32. How we approach a new case record type
​Look at existing program
​Think about the primary user & consumer
​Design
​Build
​Training & launch & post-launch
• Check-backs
Analyze Need
Define Goals
Design Process
Build Solution
Train & Launch

33. thank y u