1. Fundraising, Advancement, and Marketing Mash-up Chris Thomas Chief Innovation Officer Sierra Club @cxthom Jen Jurgen Associate Director of Operations, University Relations Wesleyan University 2. Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. 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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. Sierra Club Innovation Program Chris Thomas, Chief Innovation Officer, @cxthom 8. Goals Presentation Overview Create a multiverse of engagement possibilities Organize your users experiences Technology implementation 1 2 3 9. Very few constituents have cross-pollenated into other forms of support to the organization 10. Sierra Club Online Program 2.4m Members and Supporters 300m emails/year $5m online fundraising 620,000 online action takers 9m web visitors 160,000 AddUp users (since March) 11. Problems We're Solving Many opportunities to engage, low cross-pollenization Lack of context Unfulfiled fundraising potential Lack cohesive user experience Opportunity to optimze conversion 12. Description here. Container resizes as needed. 13. Multiverse of Engagement Possibilities 14. Online Activist Journey 15. Rollout 16. Fundraising, Advancement, & Marketing Mash-up Jen Jurgen Associate Director of Operations, University Relations Wesleyan University Middletown, Connecticut 17. Best practices are those practices that generally produce the best results or minimize risk. - Chad White (Email Marketing Rules) 18. Goals Presentation Overview Onboarding and Developing Best Practices Success of Wesleyans #GivingTuesday Campaign Q & A 1 2 3 19. Onboarding and Developing Best Practices Our Approach our constituent base does not change and we cant lose them Use of data extensions (using data from fundraising database) Creating basic templates Strategic use of FROM, SUBJECT lines and planning timing of send Learning when and how to use segmentation, A/B testing, dynamic content Assigning a group of emails to a campaign for ease in reporting Preview/Testing and approval process 20. Wesleyans #GivingTuesday Campaign 12/2/14 Goal = 1,000 gifts Using a global movement to market our cause Series of 9 emails: Introduce #GivingTuesday starting two weeks prior Feature recognizable spokesperson (actor Brad Whitford 81) Highlight something constituents care about (supporting financial aid) Provide updates on progress throughout the day (4 emails on day of) Post-Campaign Follow-up with results (next day) 21. The Journey Consistent Messaging in All Areas Email Campaign Website Social Media 22. Sample Email Sends for Giving Tuesday Campaign Sample 1: Introduction to Campaign: 11/23 Sample 2: Introduction to Campaign: Black Friday 11/28 23. Sample Email Sends for Giving Tuesday Campaign Sample 3: Early Progress/Solicitation 12/2, 8 AM Sample 4: Giving Progress/Solicitation 12/2, 5 PM 24. Results Series of emails were sent to constituent base of 19,000 Average deliverability rate of 99.6% Average open rate of 30.15% 10% conversion rate over 2,000 gifts totaling $563,000 25. 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