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Re-imagining technology to put people first

Where the heart is

Salesforce.org is the social heart of salesforce.com, empowering tens of thousands of non-profits and educational institutions through technology, grants and volunteering programmes, Richard Young told delegates at TechSmart 2019.

“Our goal is to enable each and every one of our customers, partners, grantees and community members to create more impact in the world.”

“More than 80% of people you deal with say that experience is the most important thing and it’s important these days to break away from a traditional marketing approach such as newsletters – you have to change and move forward.”

The average person is carrying three connecting devices with them and has yet more devices at home, says Richard, “you have to look at your different audiences and you have to change your marketing efforts to match the device they are using at the time – whether at home or outside. Find out where your people are and connect with them wherever they are.”

Many non-profits face significant organisational changes as they are often using multiple systems and have siloed people and data, which need to be broken down. “You must have a co-ordinated system to increase engagement with your constituents,” says Richard.

Salesforce.org: Our path to impact

  • Technology for social change
  • Investment in the EMEA region through grants
  • Community of citizen philanthropists (three million volunteer hours)
  • Impact

“Use digital technology to optimise donations and volunteering, and personalise very interaction; make meaningful connections at every stage of the constituent’s journey by staying relevant with intelligent personalisation at scale,” says Richard.

Leverage Einstein AI to drive better interactions

  • Einstein-Powered Experiences: Orchestrate every interaction with the power of AI
    Intelligent and Actionable Insights: Listen, interpret, and respond to constituent intent
    Right Content, Right Channel: Personalise based on attributes, preferences, and location
    Constituent Rights and Trust: Create authentic communications based on consent

It is important to engage at every touchpoint through the constituent’s journey, says Richard, “by personalising journeys from awareness to advocacy; using data dynamically to tailor your message; integrating email, mobile, ads, social, web and apps; and breaking down silos to connect and engage with people right across your organisation.”

Intelligent marketing helps build relationships and will blaze your trail to success

 

People, process and technology: leaving the legacy behind

Escape from the legacy association software cycle!

Non-profit organisations and NGOs are under served by legacy vendors and they should have the right to buy effective software that runs both in non-profits and for profits, says Paul Lundy, President and Co-Founder of Fonteva, which provides an association management solution built on the Salesforce platform.

Speaking at the recent TechSmart 2019 event, Paul told delegates that they were in the midst of the Fourth Industrial Revolution but probably using technology which is lagging behind: “If your technology doesn’t allow you to grow you are probably with a legacy provider.

“Most people just want all their data in a single place so that they can access it to make good business decisions. Legacy systems have narrow functionality and are usually costly to upgrade. What tends to happen is that when you try to connect everything up you get data silos.

An organisation’s needs and requirements will inevitably change but the actual members’ needs remain largely the same – training and certification, professional development, networking, job search and industry news.

“What has changed is their expectation and that has been shaped by what’s happening in the rest of their lives – they literally want the equivalent of the Amazon Prime buying experience.

“There is challenge in meeting these expectations and rapid technological advances are making it difficult to keep up with these, especially if your own technology is limited and not enabling.”

At Fonteva, they believe in the development of technology on a global scale: “Our technology allows you to transact in any country in any language,” says Paul.

However, he warned, It is not only about the technology, it’s about the people and processes too; if the team does not buy into your strategy and future plans then technology will not work for you. “Your processes may be out of date and it may be hard to justify them, but it can be even harder to change them.

“The cards are stacked against you unless you are smart and engage across the whole organisation not just the technology department, and driven by leadership but it is vital that you choose the correct and enabling technology to begin with.”

Keys to successful digital transformation

  • Align and involve leaders
  • Empower your people
  • Focus your initiatives on top priorities
  • Create ambassadors within the organisation
  • Stay flexible and agile
  • Keep people engaged

Shifting demographics, data silos, increasingly high member expectations, rapid technology advancement – no shortage of challenges here to engage with your members and staff