By providing meaningful and relevant messages, nonprofits and universities are creating rich life-long relationships to help transform the social sector. Join us to learn how you can unlock Salesforce CRM data to engage your constituents with the right message through the right channels at the right time by leveraging the Salesforce ExactTarget Marketing Cloud. Learn from a leading nonprofit and university about how they are utilizing Salesforce CRM with the ExactTarget Marketing Cloud to improve communications, increase marketing efficiency, and track results. You’ll leave this session inspired to create stronger more meaningful connections with your constituents!
#CNX14 - Accelerate Pipeline with Pardot: The Salesforce B2B Marketing Automa...
#CNX14 - The Connected Nonprofit and the Connected Campus: Creating Stronger Connections
1. Track: Marketing Thought Leaders
#CNX14
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The Connected Nonprofit & the
Connected Campus: Creating
Stronger Connections
Maggie Horikawa, DonorsChoose.org @dcmaggieh
Makeda Keegan, Northeastern University @MakedaWK
Jennifer Phillips, Salesforce Foundation @CRMjen
2. Track: Marketing Thought Leaders
#CNX14
1%
Product
Equity
Time
680,000+
Hours
Service
$68M+
Grants
23,000+
Nonprofit + Higher
Education
Organizations
1-1-1
Model
Adopted by
3. Track: Marketing Thought Leaders
#CNX14
Raise More
Resources
Communicate
More Effectively
Engage and Strengthen
Your Community
Deliver Better
Programs and
Services
Connected
Partners
Connected
Programs
Connected
Staff
Connected
Supporters
The Connected Nonprofit: Mission Impact
4. Track: Marketing Thought Leaders
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The Connected Campus: Students at the Center
Advancement
360° student view
Student Success
& Retention
Community
Engagement
Recruitment Communications
5. Track: Marketing Thought Leaders
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…Inspired to create
stronger, more
meaningful connections
with your constituents…
6. Track: Marketing Thought Leaders
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Creating Stronger Connections: What’s in Store
1 2 3
DonorsChoose.org +
ExactTarget
Northeastern University
+ Radian6
Creating
Connections
at the speed of
NOW
When reality
happens
Q&A
7. Track: Marketing Thought Leaders
#CNX14
The Connected Nonprofit & the Connected Campus:
Creating Stronger Connections
Maggie Horikawa Makeda Keegan Jennifer Phillips
8. Track: Marketing Thought Leaders
#CNX14
DonorsChoose.org
• Founded 2000 by Bronx Social Studies
teacher Charles Best
• Public school teachers post classroom
project requests, donors give to the
project that most inspires them
• Think: crowd funding for public school
projects
• Mission: …Nation where children have
the tools and experiences needed for an
excellent education…
• One third of our marketplace giving is
sourced via email marketing
9. Track: Marketing Thought Leaders
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DonorsChoose.org + ExactTarget
• Donor & teacher outreach
• Primary communication channel
• >1 million donors + 500k teachers
• All selection segmentation in
ExactTarget, Sender Authentication,
Automation Studio
• Sync with Salesforce
10. Track: Marketing Thought Leaders
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Northeastern University
• Founded in 1898, 6th largest private
university in the United States
• Received the largest number of
undergraduate applications in 2011
• Core tenets include
• Experiential Learning
• Interdisciplinary/Translational Research
• Urban Engagement
• Located in the heart of Boston where Back
Bay, The Fenway, The South End, and
Roxbury meet
11. Track: Marketing Thought Leaders
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Northeastern University + Radian6
• Social is “non-negotiable” for
Northeastern
• Original processes were platform
independent so can easily be translated
to EC and workflow
• Radian6 users: Marketing
Communications, Enrollment & Student
Affairs, Student Services, Public Safety
• Implemented Salesforce in 2006 to
support Advancement
• Nearly 700 users
13. Track: Marketing Thought Leaders
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DonorsChoose.org + Bill & Melinda Gates Foundation
• 1.5 million dollar grant in
partnership with
DonorsChoose.org
• Goal: prep classrooms for
back-to-school season
• Tight deadline
• Saturday email delivery
• Donation engine could not handle
traffic
• Lessons Learned: Rethink
“rules”, be open to change
Donation generation per hour
14. Track: Marketing Thought Leaders
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Northeastern University + Radian6
• Listening & engagement in the face
of the 2013 Boston Marathon
bombing
• Radian6 vital tool for Northeastern
crisis monitoring & management
• Social listening helped to craft
effective messaging addressing
rumors and misinformation
• Plan in place
• Post evaluation
• Clear roles & defined handling
• Lessons Learned:
• SLAs geared to use case
• Social is a conversation
15. Track: Marketing Thought Leaders
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On your journey…what is the
biggest challenge you’ve faced
(or are still facing?)
16. Track: Marketing Thought Leaders
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The Connected Nonprofit & the Connected Campus:
On facing challenges…
Maggie Horikawa Makeda Keegan Jennifer Phillips
17. Track: Marketing Thought Leaders
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Creating Stronger Connections: A Recap
1 2 3
Align technology to
current state with
flexibility to adapt
Connecting = Required for
Relevancy
Have a Plan
Share your Plan
Call an Audible
Eyes open for
“Secret
Weapons”
Weave in
change
18. Track: Marketing Thought Leaders
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Take the after-session survey! (setup 1)
Take the Survey in
the Connections
2014 Mobile App
Join the
Conversation!
Prizes!
$500
Best Buy
Gift Card
$10
More Gift
Cards
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Session speaker info
@dcmaggieh
@MakedaWK
@CRMjen
20. Track: Marketing Thought Leaders
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CUSTOMER JOURNEY
SHOWCASE
MARKETING
THOUGHT LEADERS
EMAIL MARKETING PRODUCT STRATEGY
& ROADMAP
PERSONAL
TRANSFORMATION
& GROWTH
SOCIAL MARKETING MOBILE & WEB
MARKETING
DEVELOPERS HANDS-ON
TRAINING
INDUSTRY
TRENDSETTERS
CREATIVITY &
INNOVATION
SALESFORCE FOR
MARKETERS
ROUNDTABLES
22. Track: Marketing Thought Leaders
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Bold statement or quote or
statistic related to the session
can go here
23. Track: Marketing Thought Leaders
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Bold statement or quote or
statistic related to the session
can go here
24. Track: Marketing Thought Leaders
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Goals – Presentation Overview
1 2 3
Topic 1 for
discussion in today’s
presentation
Topic 2 for
discussion in today’s
presentation
Topic 3 for
discussion in today’s
presentation
25. Track: Marketing Thought Leaders
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Example of a Slide with Bullet Points Only
• Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Mauris eu ligula eu nisl
mollis eleifend. Quisque diam urna
• Praesent varius aliquet enim. Donec interdum lectus a arcu hendrerit venenatis.
Mauris lobortis, risus quis rutrum fringilla, velit nunc fermentum mauris
• Pellentesque tortor elit, imperdiet vel, cursus sed, aliquet et, risus. Nulla
vulputate nunc sed ligula. In hac habitasse platea
26. Track: Marketing Thought Leaders
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Praesent varius aliquet enim. Donec
interdum lectus a arcu hendrerit
venenatis. Mauris lobortis, risus quis
rutrum fringilla, velit nunc fermentum
mauris.
Pellentesque tortor elit, imperdiet vel,
cursus sed, aliquet.
27. Track: Marketing Thought Leaders
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Page Setup with 2 Text Columns Paired with Images
This slide setup provides 2 columns
of text boxes that can be used with
accompanying images or text only.
Screenshots can be placed within
devices. Logos, graphics or photos
can be used to make your point.
28. Track: Marketing Thought Leaders
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Screenshot description here.
Container resizes as needed
PLACEHOLDER SCREEN
29. Track: Marketing Thought Leaders
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Takeaways that track
to the 3 items on the
Goals slide
Takeaways that track
to the 3 items on the
Goals slide
Takeaways that track
to the 3 items on the
Goals slide
Recap Slide
1 2 3
30. Track: Marketing Thought Leaders
#CNX14
Take the after-session survey!
Take the Survey in
the Connections
2014 Mobile App
Join the
Conversation!
Prizes!
$50
Starbucks
Gift Card
#CNX14
Session speaker info
@dcmaggieh
@MakedaWK
@CRMjen
32. Track: Marketing Thought Leaders
#CNX14
CUSTOMER JOURNEY
SHOWCASE
MARKETING
THOUGHT LEADERS
EMAIL MARKETING PRODUCT STRATEGY
& ROADMAP
PERSONAL
TRANSFORMATION
& GROWTH
SOCIAL MARKETING MOBILE & WEB
MARKETING
DEVELOPERS HANDS-ON
TRAINING
INDUSTRY
TRENDSETTERS
CREATIVITY &
INNOVATION
SALESFORCE FOR
MARKETERS
ROUNDTABLES
We’ve heard a lot of great things from today’s panelists – and overarching themes seems to be connections are required, make them genuine, plan, flex, and keep our eyes open to growth opportunities. I’m looking forward to hearing your questions for our speakers and am happy to weigh in
Session Time: Wednesday 9/24 11:45am-12:30pm
11:45 - 11:47 Welcome
11:47 - 12:07 (20 minutes) Panel
Speaker introductions
About the organizations’ use of the ETMC
12:07 - 12:15 (8 minutes) When reality happens
What was the single biggest challenge
Lessons Learned and benefits / tools
12:15 - 12:30 (15 minutes) Q & A
Panel discussion + questions