April 4, 2017 Jeff Rule, SVP Digital Initiatives at National Geographic Society speaking at World Tour in DC. The word "platform" is everywhere these days, but what does it really mean for nonprofits? Join National Geographic to understand how they are leveraging the power of the Salesforce platform to make a greater impact and transform the way they engage constituents. Hear how you can understand constituents in new ways and drive them to desired actions using data. Let technology work for you and take advantage of tools that keep you connected to the people most important to your organization. Take the first step to truly becoming connected.

1. Salesforce for Nonprofits
The Power of the Platform
Jeff Rule
SVP Digital Initiatives
jeffsrule@gmail.com
LinkedIn: https://www.linkedin.com/in/jeffrule/

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3. National Geographic Society
Either of these placeholders can hold text,
table, charts, smart art, or media.
Constituent touch points
Explorer Talent Management
Educator Contacts and Course
Community (Prototype)
Museum and Event Registration
Email Marketing
Grants Integration
Fundraising Integration
GeoBee Registration
Workday Integration

4. Tools and Partners
Tools:
• Form Assembly
• Gmail Integration
• Tableau
• Demand Tools (dedup)
• Dataloader.io
It Takes a Community
Partners:
• ACF
• LAC Group for metadata
• MDR – education data
• Washington DC Nonproft User Group
Sales Community Marketing

5. The Connected Nonprofit
“A connected nonprofit leverages
all touch points with its
constituents and shares
information seamlessly between
parts of the organization.
It uses cloud, social, and mobile
technologies to connect staff,
volunteers, donors, partners, and
programs to deliver more impact.”
An Ongoing Journey

6. Immediate Wins
Executive Sponsorship
• Relentless evangelism and demos.
• Solve immediate issues to build good will.
Understanding our investments in Explorers and Educators
• Do we give more to Biologists or Geographers?
• Which of our explorers is affiliated with the University of California at Berkeley?
• Which of our explorers study sharks?
• Visualizing our data in a visually oriented organization.
Leads: For Fascinating People
NGS attends conference all over the world, but had no “lead” system for turning these fascinating people into
explorers.
Quick wins while building toward long term goals

7. Data Modeling: Where we store our “Tribe”
Modular Model
Single view of constituents with expandable model.
Taxonomy
1700 Subjects NatGeo uses to tag “everything”.
University and School Data
A single name and ID for schools.
Disciplines
Consistent naming conventions.
Location
Make it “mappable”.
Bedrock to Build On

8. Data Governance
Governance
Sets rules and standards. Build a diverse team.
Stewardship
Monitoring the day-to-day activities and usage of data.
Legal and Regulatory requirements
COPPA, PII and common decency.
Enforcement
Checking for accuracy, consistency, comprehensiveness, precision and relevancy.
Data Flow
Defining how data flows from initial gathering to how its used and the systems it flows through.
Maintaining Standards

9. Constituents
Also Known as People
Single constituent can wear several hats.
Tailor data collection measurable objectives.
Unneeded data and data without an owner becomes a
drain on the efficiency of the system
Unlike Facebook or Google, our Constituents are not our
"product". Let people opt-out.
With each new integration a piece of useful data.

10. Customer Journey
Consensus Building
Defining a customer journey that cuts across silos in
your organization can be an exercise in consensus.
Failure is an Option
The journey will deviate, campaigns will fail, response
rates won’t live up to expectations.

11. Identity and Single Sign On
One Login
A shared identity on the website for community, donation forms and volunteer sign up forms allows
seamless movement around all the constituent touch points.
Remove friction from the system
Leveraging data in the CRM can remove friction by pre-populating personal information on donation forms
or in email newsletter signups.
Standards (SAML and OAuth)
Salesforce can act as an Identity provider or work with other providers (Ping, OKTA) as a Service provider.
Shared Identity across many different touch points

12. Community
Community Cloud
Is the fastest growing of Salesforce’s cloud products and since it was built in-house it is well integrated.
Compared to building NGS registration
Five years ago it took us 6 months to build something that we stood up in under 2 weeks.
Failing Quickly
70% of communities fail, so best to test quickly with a great feature set.
Self Service
Profile pages allow you constituents to update their contact information in a self-service environment.
Engaging with your constituents

13. Website
Salesforce CMS?
Linking the personal information stored in Salesforce with your website should be very powerful. I’ve
always been surprised that Salesforce hasn’t focused in this area.
Personalization
Once a user logs in link data to personalize website and pre-populate things like donation forms to remove
friction from the system.
Activity Tracking
Link website activities to Journey Builder to trigger campaigns. If someone lingers on the Red Panda
page you should send them a donation opportunity to save the Red Panda.
Mobile
Leverage locations-based services to alert them to events in their area.
Why doesn’t Salesforce make a web content management system?

14. Fundraising
Should you start with fundraising?
All organizations are different, but NGS found a lot of value in tackling another problem before donations.
Donations are part of the journey
Starting with a donation is a lot for a first encounter. Providing value earlier in the journey will increase the
likelihood of constituent support.
Personalization
Understanding your constituents will allow you to match them with donation opportunities they care about.

15. Data Visualization and Metrics
Measurement is an act of self-awareness
Quality Data = Visualization
Only good data results in accurate visualizations.
Mapping the data
NGS is big on maps so mapping data was very important.
Steering the organization
Good data visualization should be compelling enough to help steer the organization.
Clarifying the mission
Deciding what to measure and deciding on the mission are the same thing.

16. Thank Y u