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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

Non-profits using their data for optimised decision-making

Analytics: Key to finding your missing link

From enabling Great Ormond Street Hospital (GOSH) to help more sick children, to assisting colleges to identify and support students who may be struggling and therefore reduce attrition, Einstein Analytics has allowed these organisations to use utilise their data to improve and enhance their decision-making processes.

At TechSmart 2019, Sisu Berhane, Senior Partner Success Manager – EMEA at salesforce.org described for delegates the pathway to becoming data driven, whereby you can use your data to describe what is happening, why it is happening, calculating what will happen next, and finally deciding what should happen in the future.

“The baseline is actually having data and that’s ground zero. Where you start to become data driven is when you can describe what has happened using your data, then gain an insight and find answers, which subsequently takes you to the predictive and prescriptive stages – not many systems can do this and this is where AI comes in,” says Sisu.

The important thing to do first though, she told delegates, is to find out exactly where you are – and what you need to improve. “It is the equivalent of putting your own mask on first during an aircraft emergency before you can save anyone else.”

Key questions

  • Who does what and how much does that cost?
  • What should we start to do – what should we stop doing or keep doing?
  • What needs to be improved?
  • How can we optimise the working experience for our staff?
  • Do we have a profit and loss for everything we do at the unit level?

“There are three types of analytics: Traditional business analytics that are static and number crunching; visualisation, where data is optimised but only for a few people and information is still generated by data specialists but not directly accessible by the user; and an intelligent experience for every business process, aimed at end users performing day-to-day functions. It is user centric – not restricted to the tech team and tied into all the business processes,” says Sisu.

“If you don’t have intelligence linked to business process it’s of no use and the data you have is useless. Creating an intelligent experience requires a combination of business apps, analytics and AI, all of which have to be connected. AI must be embedded for optimal decision-making and the system must be simple for people to use, with a natural language interface.”

Benefits of Einstein Analytics

  • Native to CRM
  • Connected
  • Complete
  • Intelligent
  • Enterprise ready

“Becoming a data driven non-profit is not a linear journey; it will need constant refining and if actions are feeding foresight it should never end.”

“With Salesforce, we can raise more money at a lower cost, which means we can give more help to the children, families, and staff of Great Ormond Street Hospital.” Tim Johnson, Great Ormond Street Hospital Charity

 

Christians Against Poverty utilising Gift Aid to make impact

Why wouldn’t you?

“Why wouldn’t you do all you can as a charity or non-profit organisation to make the most of Gift Aid?” asked Dan Kingsley, Head of Fundraising Operations, Christians Against Poverty (CAP) at the recent TechSmart event in London, “it is a huge bonus and it’s just not being talked about.”

Gift Aid plays a significant part in CAP’s fundraising – the £1.2 million that the organisation receives forms 9.5% of its total income. “That means we can help many more people than we would be able to without it,” says Dan.

Unrestricted funding such as that from Gift Aid, are donations a non-profit organisation may use for any purpose that they wish. These funds usually go toward the operating expenses of the organisation or to a particular project of their choice – including digital transformation.

“We all know what restricted funding means but Gift Aid has no restriction – it can help transform your fundraising – it could even transform you digitally if you want to spend it on that, which can ultimately help you raise more funds and make an even bigger impact.”

CAP’s mission

CAP was founded in Bradford, West Yorkshire by John Kirkby in the 1990s. It is a national organisation specialising in debt counselling for people in financial difficulty, including those who need advice to help them in bankruptcy or insolvency situations. It also provides Job Clubs for those who are looking for work and Fresh Start Courses for people who want to overcome addictions and dependencies.

“We are on a mission at CAP to release millions of people from poverty and debt which steal people’s lives from them. By equipping and empowering local churches to reach out on their doorsteps, we’re bringing hope to over 21,500 families every year. Imagine having to choose between buying your children food and being evicted? It is a choice that no-one should have to make.”

CAP has 30,000 regular donors and around 320 staff, therefore needs to be strategic with the money it receives to maximise our reach and impact, and our digital technology helps with this, says Dan.

“Some charities never make a claim from Gift Aid, so do it now and prioritise Gift Aid in your organisation – regardless of manpower.”

Poverty breaks families apart, isolates people from friends and family, shatters confidence and drives many to think that suicide is the only way out.

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