Whether it be driving change in civil society or the delivery of quality education, social change requires authentic engagement. 1:1 lifecycle and lead qualification marketing campaigns provide a great framework for building authentic relationships. Two leading innovators will share their real-world experiences and showcase how they’ve achieved phenomenal success.

1. 1:1 Journeys Driving the Personalized
Constituent Experience
Linnae Selinga
Communica)ons
Manager
College
for
America,
SNHU
Maggie Horikawa
Email and Product Marketing Associate
DonorsChoose.org
@dcmaggieh
Brittany Whittemore
Marke)ng
Manager
College
for
America,
SNHU

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3. Who we are. What we do. How we do it.
Global Force
for Good
Two
Organizations
Salesforce
FoundationSalesforce.or
g
Product Development
& Distribution
Programs &
Grants
One
Model1% Product 1% Equity 1% Time
Pledge 1%
10 Free
Licenses
Deep
Discounts
Two
Product
Discounts
Three
Areas of
Reinvestment
Innovation Community Grants
Six
Nonprofit
Solutions
Fundraising Programs Engagement
Marketing Big Data Platform
Two
Social
Sectors Nonprofit Higher Ed
$85M+
Grants
920K+
Hours
25K+
Customers
$350M
+
Donated
Product

4. Celebrating 16 Years of Giving Back
1-1-1
Model
Adopted
$85M+
Grants
1% Equity
25K+
Nonprofits & Higher Ed
1% Product
Sharethemodel.org
920K+
Service Hours
1% Time

5. Marketing
Donors
Partners
Advocates
Community
Employees
Board
Community
Clients
Volunteers
HR ERP Payroll
The Connected Nonprofit
Analytics
System of
Record
System of
Intelligence
System of
Engagement
Program Management Fundraising
Analytics

6. Market
Recruitment
Engage
GL Housing HCM SIS LMS Degree
Audit
Financial
Aid
Meal
Plans
Payroll
Student Success
Analytics
Advancement
Prospects
Donors
Faculty & Staff
Parents
Corporations
Students
Alumni
The Connected Campus
System of
Record
System of
Intelligence
System of
Engagement

7. DonorsChoose.org + Salesforce Marketing
Cloud
Maggie Horikawa, Email and Product Marketing Associate at
DonorsChoose.org
@dcmaggieh

8. About DonorsChoose.org - link

9. Impact to date

10. Testing with the Salesforce Marketing Cloud to
design “brutally effective” emails

11. Salesforce Marketing Cloud + DonorsChoose.org
• Donor & teacher outreach
• Primary communication channel
• 1.7 million donors & 600K teachers
• SFMC: Sender Authentication,
Automation Studio, Conversion
Tracking
• Nightly Sync with Salesforce

12. Keeping Donors in the Loop
Receipt
Special
Delivery

13. Communicating with Teachers

14. The Power of One

15. A/B Test

16. A/B Tests (cont’d)
vs.

17. Name Matching
• Matched
donor
to
a
teacher
with
the
same
name
• Tested
name
matched
teacher
against
random
teacher
match
for
customer
rela<on
purposes

18. Valentine’s Day Results
• Name match 3x effective as control
• Higher average donation
• $/email delivered higher
• No customer service complaints

19. Valentine’s Day (cont’d)

20. Birthday

21. Conclusion
The Power of One Personalization Testing, testing, testing
1 2 3

22. Uncommon core: marketing in a B2B2C
nonprofit college
Linnae Selinga, Communications Manager, @Linnae_SP
Brittany Whittemore, Student Marketing Manager
College for America at Southern New Hampshire University

23. College for America at Southern New Hampshire University
Cost effective—only
$2,500 per year per
employee/student
Built for
working adults
Highly applicable to
the workplace
1 2 3

24. Business-to-business marketing
Reach, capture, and qualify:
• Decision makers invested in learning and development
• Organizations with more than 1,000 employees
• Not competitors, media, or other stakeholders

25. Inbound marketing:
Cutting through the noise
A two-step contact form helps us gain a
lot of information with minimal friction.
Qualifying questions help us quickly
identify priority leads, so we can use
our staff wisely.
How
many
employees
are
in
your
organiza2on?
• 1,000
or
fewer:
directed
to
a
self-­‐service
site
• 1,000
or
more:
manually
reviewed
What
is
your
core
industry?
• Colleges,
consultants,
and
policy
makers
are
routed
to
a
page
for
stakeholders
• Poten<al
partners
are
automa<cally
assigned
and
contacted

26. Easy to build
A form builder tool makes it easy to
create form fields, add custom copy,
and automate completion actions.
Even with more advanced features, a
developer can easily tune the form.

27. Insightful reporting
Pardot identifies how leads arrive at the forms so we can optimize our time and
spend on effective channels and campaigns.
Account
Name
Pardot
First
Referrer
Pardot
Campaign
Pardot
Form
Indiana
Farm
Bureau
Insurance
hHp://collegeforamerica.org/workforce-­‐
development-­‐through-­‐higher-­‐educa<on/
Website
Tracking
Become
a
Partner
Seniors
Vs.
Crime
Website
Tracking
Become
a
Partner
Healthcare
Financial
Management
Associa<on
hHp://collegeforamerica.org/blog/workforce-­‐insight/
page/2/
Healthcare
Report
2014
Healthcare
Report
2014
Commonwealth
of
Virginia
Yahoo
search
URL
Talent
management
panel
Talent
Management
panel
-­‐-­‐
gated
Crestline
Hotels
&
Resorts
Website
Tracking
Vital
Employer
Not
Found

28. Business-to-student marketing
Rethinking one-to-one personalization
• Customizing nurture tracks through landing pages
• Automating lead touches to amplify resources
• Using performance metrics to better inform future partners and personalization

29. Customized landing pages for one-to-one personalization
Partner
specific
forms
• Variable
URLs
• Automa<on
Rules
Personal
URL
Customized
branding
and
messaging
Comple<on
ac<ons
to
trigger
customized
• Drip
campaigns
• Recruitment
tracks

30. Automating lead touches to amplify resources
Landing Page Application

31. Customized nurture track using drip campaigns and landing pages
CfA
Apply
Anthem
(tradi<onal
model)
Partners
HealthCare
(partner
specific
model)
CfA
New Process
Apply
=
Landing
Page
+
Drip
Campaign
=
Landing
Page

32. New Process
Using metrics helps us find holes and optimize landing pages for
future personalization
Apply
Form
op2miza2on
“What
do
I
do
now?”
Drip
Campaign
Results:
72%
open
63%
click
through
Low
submit
rates
15%
submissions
35%
average

33. Rethinking one-to-one personalization
Rethinking one-to-one
marketing to create
larger cohorts to market
to while still offering
personalized
experience.
Customizing landing
page, nurture tracks, and
drip campaigns
Using performance
metrics to optimize
recruitment funnels and
better inform future
campaigns
1 2 3

34. Questions?
CollegeForAmerica.org
DonorsChoose.org