See how Salesforce CRM can help your non-profit do more for less, using Salesforce 1. From simple digital integrations to the latest innovations including app integrations and more, this presentation (given at Institute of Fundraising Technology Special Interest Group in May 2015), shares more. Purple Vision are a Salesforce Cloud Alliance partner and specialise in working with charities, associations and non profits, supporting them to use technology to build and develop fundraising, stakeholder engagement and more.

1. Achieve more for less
salesforce 1 for non-profits

3.  Building the business case
 Integrating digital tools and CRM
 Selecting digital tools that work best for you
 New websites or content management systems
 Digital strategy
 Supporting cultural shift
 Training and staff development

4. weet @purple_vision

6. IoF National Convention 2013 6

7. Donations RG
Content Management
System
Data
import
layer
API
Political &
media
Online Advocacy
Campaign emails
Petitions
MPs
Off-line
capture
Data
house
Bulk Email
Donations SG
Retail
Help
desk
Opera-
tions
HR
Survey
Volun-
teers
Fin-
ance
Text donation
Social media
monitor and
broadcast
Website
Donor database
Events |Trust & Statutory |
Stakeholders | Members

8. • Manual intervention – rekeying of data between different
systems, exports/imports etc.
• Duplicated data for bookings, payments, ecommerce, internal
communication etc.
• Clunky and ineffective user experiences
• Difficult to monitor and report on impact and outcomes
• Data split across all operations – difficult to leverage customer
data for communications and marketing
• Frustrated, unhappy users

9. Website
Political &
media
Online Advocacy
Campaign emails
Petitions
MPs
Bulk Email
Bulk email
Segmentation
Newsletter Design
Fin-
ance
Online Fundraising
Supporter Portals | Donor
Journeys | Events & P2P |
E-commerce
Data Warehouse
Contacts | Organisations | Relationships
API Data Tools
Help
desk
Volun-
teers HRRetail
Operat
ions
Social monitor
and Broadcast
Data Analytics
& Reporting
Donor database
Events | Trust & Statutory |
Stakeholders | Members
Content Management
System
Forms | News | Forums
API
Data
Import
Layer
Off-line
capture
Text donationData
house

10. 10Salesforce platform architecture
10
Users experience
the interface(s) of
apps using a web
browser – on PC,
mobile phone or
tablet
Choose a
combination of
apps to suit your
business needs
Third party
developers publish
their services as
apps on the
AppExchange
Salesforce
manages
underlying services
– servers,
upgrades, security,
backup
Force.com is the
developer toolkit
for building custom
applications
Optimised across
platforms – data,
mobile and web,
and in multiple
languages and
currencies

11. Choose from a
palette of world-
class apps

12. Salesforce Signposting
Selecting the right app at the core of your Salesforce system
By Affinaquest (USA)
 Robust solution built by fundraisers for classic high-touch fundraising
 Strong underlying data design with outstanding reporting features
By Breakeven (Canada)
 Innovative approach, good for recurring giving and payment processing
 Flexible and adaptable, especially suited for web and data integration
By Fonteva (USA)
 Comprehensive solution with deep Salesforce experience and capability
 Key features in ecommerce, online portals and membership management
By Salesforce Foundation (USA/Global)
 The original B2C architecture solution; open source and free
 Limited range of features but an excellent framework for many purposes
By RoundCorner (USA)
 A substantial and sophisticated CRM tool for larger fundraising charities
 Features marketing suite for data analytics and segmentation

13. Choose from a
palette of world-
class apps

14. Signposting
Examples
Global NGO secretariat
requiring multi-platform
contact and relationship
management with integration
of Gmail and low admin
overhead
Sales Cloud + Vertical
Response + Cirrus Insight
Membership organisation looking for
self service membership management
with events and online publishing.
Must integrate seamlessly with
existing CMS
MemberNation + Authorize.net +
Drupal + Mailchimp
Fundraising and campaigning charity
aiming to monitor, acquire and
develop new supporters through
social media as well as many small
event attendees
Nonprofit Starter Pack +
Eventbrite + Hootsuite

15. Achieve more for less
salesforce 1 for nonprofits

16. The global reach and interactivity of mobile
devices mean that digital is not just another
channel for marketing. It is a whole new
dimension and requires a new approach to
communications and a new understanding
of customer behaviour.
Dr Aleksej Heinze

17. Source: Give as you Live Digital Donor Review

18. The Guardian
“Why the ‘no make up
selfies’ campaign raised
£2m”
BBC News
“‘No make-up selfie’ cancer
campaign total soars to
£2million”
The Telegraph
BBC website, 22 March 2014 01:23
The Guardian, 25 March 2014 13:34
Daily Telegraph, 21 March 2014 11:19
Civil Society.co.uk, 21 March 2014

19. 19

20. Your vision,
goals
and strategy
Review existing
tools and new
options
Findings &
Recommend-
ations

22.  CRM is a philospphy for proactively managing your
interactions with customers (or constituents,
supporters, contacts etc.)
 Success is as much about your attitude to supporters
as it is about the tools you use
 Online technology enables CRM by organising your
data and synchronising all the points of contact:
communications, marketing, service delivery,
advocacy and volunteering, as well as fundraising
 Few traditional fundraising record systems are
actually CRM systems
 CRM is the only way to achieve the 360-degree view
and unlock the power of your supporter base

23.  Ensuring that your preferred email engine syncs automatically with
your CRM system is the single most important integration you can
make.
 Most email providers recognise this requirement and connectors are
widely available to ensure automatic integrations of varying
sophistication, including:
● Synchronised mailing lists
● Mirrored campaign segmentation
● Mail merge
● Automatic maintenance of subscriptions and preferences
● Reporting of KPIs like opens, clicks, shares and goals attained

25.  How much time do you waste feeding data into your database? Or importing files? For
example:
• Do you collect information you need online (like event attendees)?
• Can your supporters log on and update their details for themselves?
• Do you know who visits your web site and which pages they click on the most?
 Some donor databases come with additional ‘portal’ features. These are well worth
considering, although most are limited in scope and don’t integrate with your website.
 One of the main advantages of CRM platforms is that they are built with industry
standard data interfaces, often called APIs. This means you can create a secure link
between your CRM system and your website, so that supporters can do things for
themselves, and you can track where they have been.
 So, your supporters get what they need when they need it, without having to come
through you.

26.  How many of us use social to engage with our supporters?
 Before long, social media will be more prevalent than any other
channel. You cannot afford to ignore it
 Supporters now own the conversation, and it can be very public.
The balance of power has changed.
 Social CRM is about engaging with supporters where they are, on
their terms and in in response to their interests.
 In other, words, it’s just like old fashioned fundraising, but its
online!

28.  In practice, social CRM is about designing business processes,
rules, and workflows to engage supporters in a conversation
that leads to trust, transparency and mutual benefit.
 Manage your social presence in one location rather than in
separate channels
 Encourage supporters to become online advocates and
fundraisers for you
 ‘Communities’, ‘peer to peer ’or ‘crowd sourcing’, involves
offering a compelling reason to engage – an issue, a campaign
or an event
 Trust your supporters to go ahead and respond. You might be
surprised by the quality of what comes back

29.  Your number one criteria in deciding how you accept money online
should be making it easy for the donor to give.
 There are hundreds of choices of digital giving platforms - from
affinity shopping to crowd sourcing and SMS. But your first, and
probably most important, requirement is how to accept cash gifts
online.
 Commercial online giving sites provide a low friction user experience,
they also offer built-in facilities for gift aid and direct debit, so you
don’t need to worry about managing these in your back office

30.  However, there are good reasons to consider alternatives.
 With the retail sites, supporters have to opt-in and only around 15% say ‘yes’
to this.
 If the brand and data are important to you, a number of “white label” syetems
are available, such as Engaging Networks and Heroix, that enable you to
brand their processes.
 Beware web agencies (even big ones) that claim they can handle everything
for you.
 Some databases, and some giving platforms, have pre-built connectors.

31.  With imagination and good manners, subtle and welcome engagement is
possible. For example:
• Recognising who I am when I visit your web site and delivering relevant
content that saves me time
• Respecting my communication preferences so I look forward to hearing from
you and can engage where and when I want to
• Helping me get the information I need by analysing my past actions, listening
to my requests and signposting me to the most likely answers
• Offering me intelligent support experiences with choices that make
engagement effortless (the opposite of telephone queueing systems that
have no information about me)
• Thanking me properly by checking that I got the service I asked for, and
whether it was what I expected

32. Achieve more for less
salesforce 1 for nonprofits

33. Mike, Thank you for
your support this year
– in our shops and
with your donation. If
you have any last
minute Christmas
shopping needs,
please pop into our
High Street shop
where we have festive
cards and gifts!
Regards, Mary – Shop
Manager.

34. 34
● Many non-profit organisations are already on the road
to being Digital First: Tate, National Trust, Age UK,
MacMillan, GOV.UK.
● Digital first isn’t just about developing a new digital
strategy; it’s about re-developing all your strategies so
that they are implicitly digital. And then carrying them
out.
● Digital First means listening and responding to your
stakeholders every day.
● Digital First requires investment in people as well as
technology.
● Digital First is where it is second nature for everyone in
your organisation, from the chair of trustees to the
newest recruit, to every service user, to work together
digitally.

35. Achieve more for less
salesforce 1 for non-profits

47. any questions?
T: +44 (0)845 458 0250
E: info@purple-vision.com
W: www.purple-vision.com
Tw: @purple_vision
3.06 Canterbury Court
Kennington Park
London SW9 6DE