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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!
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Track: Marketing Thought Leaders
#CNX14
#CNX14
The Connected Nonprofit & the Connected Campus: Creating Stronger Connections
Maggie Horikawa, DonorsChoose.org @dcmaggieh
Makeda Keegan, Northeastern University @MakedaWK
Jennifer Phillips, Salesforce Foundation @CRMjen
Track: Marketing Thought Leaders
#CNX14
1%
ProductEquityTime
680,000+Hours
Service
$68M+Grants
23,000+Nonprofit + Higher
EducationOrganizations
1-1-1 Model
Adopted by
Track: Marketing Thought Leaders
#CNX14
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Raise More Resources
Communicate More Effectively
Engage and Strengthen Your Community
Deliver Better Programs and Services
Connected
Partners
Connected
ProgramsConnected
Staff
Connected
Supporters
The Connected Nonprofit: Mission Impact
Track: Marketing Thought Leaders
#CNX14
360° student view
CommunicationsRecruitment
Student Success & Retention
Advancement
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The Connected Campus: Students at the Center
Community Engagement
Track: Marketing Thought Leaders
#CNX14
Track: Marketing Thought Leaders
#CNX14
…Inspired to create stronger, more meaningful connections with your constituents…
Track: Marketing Thought Leaders
#CNX14
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
Track: Marketing Thought Leaders
#CNX14
Track: Marketing Thought Leaders
#CNX14
The Connected Nonprofit & the Connected Campus:Creating Stronger Connections
Maggie Horikawa Makeda Keegan Jennifer Phillips
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
Track: Marketing Thought Leaders
#CNX14
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
Track: Marketing Thought Leaders
#CNX14
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
Track: Marketing Thought Leaders
#CNX14
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
Track: Marketing Thought Leaders
#CNX14
Track: Marketing Thought Leaders
#CNX14
When Reality Happens…
Track: Marketing Thought Leaders
#CNX14
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
Track: Marketing Thought Leaders
#CNX14
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
Track: Marketing Thought Leaders
#CNX14
Track: Marketing Thought Leaders
#CNX14
On your journey…what is the biggest challenge you’ve faced (or are still facing?)
Track: Marketing Thought Leaders
#CNX14
Track: Marketing Thought Leaders
#CNX14
The Connected Nonprofit & the Connected Campus:On facing challenges…
Maggie Horikawa Makeda Keegan Jennifer Phillips
Track: Marketing Thought Leaders
#CNX14
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
Track: Marketing Thought Leaders
#CNX14
Track: Marketing Thought Leaders
#CNX14
Take the after-session survey! (setup 1)
Take the Survey in the Connections 2014 Mobile App
Join the Conversation!
Prizes!
$500Best BuyGift Card
$10More Gift
Cards
Session speaker info
@dcmaggieh
@MakedaWK
@CRMjen
#CNX14
Track: Marketing Thought Leaders
#CNX14
Track: Marketing Thought Leaders
#CNX14
Questions?
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
Track: Marketing Thought Leaders
#CNX14
Track: Marketing Thought Leaders
#CNX14
Track: Marketing Thought Leaders
#CNX14
Bold statement or quote or statistic related to the session can go here
Track: Marketing Thought Leaders
#CNX14
Bold statement or quote or statistic related to the session can go here
Track: Marketing Thought Leaders
#CNX14
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
Track: Marketing Thought Leaders
#CNX14
Example of a Slide with Bullet Points Only
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Track: Marketing Thought Leaders
#CNX14
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Pellentesque tortor elit, imperdiet vel, cursus sed, aliquet.
Track: Marketing Thought Leaders
#CNX14
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.
Track: Marketing Thought Leaders
#CNX14
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PLACEHOLDER SCREEN
Track: Marketing Thought Leaders
#CNX14
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
Track: Marketing Thought Leaders
#CNX14
Track: Marketing Thought Leaders
#CNX14
Take the after-session survey!
Take the Survey in the Connections 2014 Mobile App
Join the Conversation!
Prizes!
$50StarbucksGift Card
Session speaker info
@dcmaggieh
@MakedaWK
@CRMjen
#CNX14
Track: Marketing Thought Leaders
#CNX14
Track: Marketing Thought Leaders
#CNX14
Questions?
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
Track: Marketing Thought Leaders
#CNX14
