San Francisco Non-Profit User Group Meeting - May 8th, 2013

1. Salesforce Marketing 101
for Non-Profit Organizations
San Francisco Non-Profit User Group Meeting
May 8th, 2013

2. Welcome
Bonny Hinners
Wifi = SFMHS@TheOldMint

3. Who Am I?... I’m Joshua Hoskins
Salesforce MVP, Senior Consultant & Community Leader
• Active in Salesforce Ecosystem since 2006
• Blog CRMified.com
• Process Engineering
• Implementation/Solution Delivery
• Data & Integrations Architect
• Cast Iron, Jitterbit, Dataloader
• Orlando Salesforce User Group Leader 2009-2012
• San Francisco Developer User Group Co-Lead
• Produced “Dreamforce To You!” 3 Years in a Row
• Operations Producer for Orlando’s PRIDE Weekend – 3 Years
• Contributed Salesforce Expertise to several Non-Profits Orgs

4. “Interactive” Agenda
 Introductions
 Salesforce Campaigns
– Terminology
– Preparation
– Setup & Configuration
– Standard Workflow
 Non-Profit Phone Banking Case Study
 Questions & Answer

5. Terminology
 Campaigns – Collection of People
 Campaign Members – Leads or Contacts in a Campaign
 Campaign Member Status – Status of Campaign Member [duh!]
 Responded – Campaign Member Status Response Indicator

6. Preparation
 Defining Campaign Goals
– Lead Generation, Band Building, 360 Degree View
– Email, Direct Mail, Events, Seminar
 Determining How to Target Campaigns
– Who & How
 Categorizing Campaigns […]
– Group/Split Messaging
 Tracking Campaign Responses
– Tracking is KEY!
 Defining Campaign Access
– Configuration

7. Categorizing Campaigns
 What specific types of campaigns do you run?
 Do you want to see how campaign are influencing your
cash flow?
 What type of advertisements do you run?

8. Tracking Responses
 Key to tracking ROI/ROE!
 Meaningful Statuses for each channel:
– Web Form, Phone, Personal Email, Registration/Conference
 What type of advertisements do you run?
 Leverage the “Campaign Update Wizard”

9. Put it all together….
Standard Campaign Workflow
1. Create a campaign in Salesforce
2. Create a list of individuals you'll target with the
campaign
3. Run the campaign either online or offline
4. Track responses to the campaign
5. Create reports to analyze campaign effectiveness

10. Show & Tell / Defining Campaign Access
 Marketing User Checkbox
 Creating a Campaign
 Managing Statuses
 Adding Campaign Members
 Changing Campaign Member Statuses
 Campaign/Member Custom Fields, Page Layouts

11. Case Study
 Organization Summary & Landscape
 Challenges for Non-Profit Marketing/Engagement
 Landscape of the Solution
 Screen Shots of Final Solution
 Summary of End Result

12. Groundswell
Marketing/Engagement

13. www.ifpeople.net

14. www.ifpeople.net

15.  30 Staff Members
 25 Salesforce.com Users
 ~410,000 Leads
 ~3,500 Households
 ~5,000 Contacts
 ~771 Campaigns
 ~1600 Campaign Members

16. Marketing Challenges for Non Profits
 Information/Data Quality & Visibility
 Inflexible Systems / Scalability
 Reporting
– On-Demand, Accurate & Repeatable

17. How Marketing Works at Groundswell

18. How Marketing Works at Groundswell
Basic Definitions
 Lead/Contact – Person being asked to Action.
 Campaign – Marketing Initiative
 Campaign Member – Lead/Contact within a specific campaign.

19. How Phone Banking Works at Groundswell

20. Phone Banking Process
1. Create Campaign
2. Add Campaign Members
3. Volunteer Views Information
4. Volunteer Makes Phone Call
5. Volunteer has a Conversation
– Set/Confirm Appointments
– Edit Contact Information
– Add Notes
6. Campaign Member is Updated
7. …Repeat…

21. Solution Landscape
 Salesforce.com
Marketing
– Campaigns
 Customizations
– Native Workflow
– Force.com Sites
– Visual Workflow
– Apex & Visualforce
 Gotchas
– 100+ Volunteers
Needing Access to
SFDC Data

22. Demo

31. Sample Visual Workflow – Sample Input
 Interested in
Volunteering?
 Which Activities?
 What Days?
 What Times?
 Customizable

33. Results / Output –
On-Demand, Accurate & Repeatable

34. Campaigns Out of the Box

35. Useful Links
 Campaign Implementation Guide
 Campaign Influence Video
 http://blogs.salesforce.com/marketing/campaign_management/
– Import Call Lists into Salesforce (video)
– Campaign Summaries
 Salesforce Marketing 101
– http://www.youtube.com/watch?v=FXVbFKRoZOM
 Campaign Combiner by GroundWire (video)
 Salesforce.com Answers
– http://success.salesforce.com/answers

36. Questions from the Singapore Non-Profit User Group
 We’d like to start using Campaigns in Salesforce, How do we link
Opportunities to our Campaigns.
 How, When & Why do I use Campaign / Campaign Member
Record Types.
 How do I use campaigns to get more value?

37. How do you want to Leverage
Campaigns in your Organization?
Open Discussion

38. MVP Office Hours – This FRIDAY!
MVP Office Hours provides another channel for advanced
salesforce administrators to engage with community advocates
virtually via video conferencing to ask anything about
Salesforce.com. Whether you have a challenge you’ve been dying
to run by someone or want to have additional conversation around
the question you posted to Salesforce Answers this is the forum for
you to get real time feedback from subject matter experts.
Next Session Session:
Friday, May 10th, 2013
9:30am-10:30am PST
Session Capacity: 20 People
Proposed Session Frequency: Bi-weekly
How do you participate?
Register prior to the session then Simply join the Web
Conference using the URL below, VoIP will be enabled, if you
prefer to use the phone the dial in information will be displayed
after you join the session.
Registration Link: http://bit.ly/10mTpC8

39. THANK YOU!