Compassion in World Farming’s Salesforce Integration

Compassion in World Farming Logo

Compassion in World Farming was founded in 1967 by a British farmer, who was horrified at the development of intensive factory farming. Compassion has been the voice of farm animals, working on behalf of everyone who wants to see an end to factory farming cruelty.

By working in partnership with inspirational supporters, progressive policy makers and visionary companies, they are mobilising a movement for far-reaching change in farming that can feed the world and will improve the quality of life for billions of farm animals.

The Challenge

Compassion identified a need for a single CRM system to enable them to grow into new markets and new functions, but also retain control and ownership of all data at a central level. It was vital that this CRM easily integrate with the Engaging Networks online advocacy and email platform used by the UK, France, Netherlands, Poland and Italy offices.

Compassion selected Salesforce and the Non Profit Starter pack (NPSP) and chose Giveclarity to handle the integration. Giveclarity is a Salesforce Registered Consulting Partner for non-profits using They specialise in helping charities, social enterprises and non-profit organisations succeed.

Integration Aims

A seamless integration between Salesforce and Engaging Networks was important for three reasons:

  1. It allows Compassion to provide an online advocacy system for each office, which is centrally managed
  2. It provides an excellent platform for advocacy work
  3. All online fundraising in overseas offices is done via Engaging Networks

Now, Compassion is able to “personalise” communications rather than just segment data and evaluate supporters’ engagement with Compassion based on non-financial criteria as well as RFV. Other benefits include:

  • Engaging Networks and Salesforce are synced every night, with minimal manual intervention – this previously took many steps and many days, and was rapidly out of date
  • Single and repeat credit card donations (and soon Direct Debits in NL) are automatically created against supporter records in Salesforce
  • Able to see that supporters are opted in to multiple countries email lists – much easier to identify highly active and motivated supporters; supporters can give much more than money; a much more accurate and complete picture of engagement
  • Able to see that other contacts who have opted into emails, and have taken online actions – now know what they are seeing and when they are responding
  • Able to “push” information back to Salesforce, such as donor type and last donation date, so it can be used to segment and target emails

To learn more about integrating systems with Engaging Networks click here.

For more information about Giveclarity’s services, visit their website at

To get involved with Compassion in World Farming, visit their website at

Chloe Green is a copywriter and digital campaigner with almost a decade of experience in the charity and political sectors. She’s delivered campaigns, copy and consultancy for a raft of good eggs including Anthony Nolan, the National Union of Students, St Mungo’s, and Hillary for America. She was Social Media Manager at the Labour Party between 2016–2019 and now she’s Head of Creative with the lovely team at Forward Action. She leads on fundraising emails, UX copy, and all creative facilitation. She’s an expert in email list growth, digital strategy, organic and paid-for social media, and digital mobilisation.

Rachel founded the specialist charity web agency, Rechord, in 1999. Between 1999 and 2012 they created hundreds of different web applications for organisations in the UK and internationally.
In 2013 she became the 'Donor Whisperer' and focused on helping small to medium-sized non-profits to reach new donors and activists and from there increase their income. She uses a unique process that combines the benefits of consultancy with capacity building.
Her clients include Traidcraft Exchange, the Overseas Development Institute, Jubilee Debt Coalition, the Leprosy Mission of England and Wales, Tax Justice UK, The Canary, Humanity and Inclusion, the Anti-Tribalism Movement, BRACE, New Family Social, Arseh Sevom - and that's just the last year.
She also feels weird writing about herself in the third person.

Ellen is Campaigns Manager overseeing national and local campaigning at the MS Society. She has worked at the MS Society for 2 and a half years, with roles at Scope and Guide Dogs prior to this.

Hannah is Senior Campaigns Officer at the MS Society, working on their local campaigning programme, Local Action for MS and also on social care and carers. She’s worked at the MS Society for a year and a half, and was previously at the MND Association and National Voices.

Executive Director of C6 Digital, London based agency

Ellen is Campaigns Manager overseeing national and local campaigning at the MS Society. She has worked at the MS Society for 2 and a half years, with roles at Scope and Guide Dogs prior to this.

Ellen is Campaigns Manager overseeing national and local campaigning at the MS Society. She has worked at the MS Society for 2 and a half years, with roles at Scope and Guide Dogs prior to this.

Having gotten his start organizing with anti-war veterans and working as Sala Labs, Sales Engineer, and Partner Manager, Bryan now brings his expertise to non-profit and mission-driven clients as 4Site Studios Director of Digital Strategy. Specializing in challenging and complex projects, Bryan works with each client to craft holistic approaches tailored to goals, budget, and outcomes.

Mary Margaret Callahan is the Chief Mission Officer for Pet Partners, where she is responsible for leading mission delivery including the therapy animal program and grassroots advocacy program. She joined Pet Partners in 2013 and has worked to establish the organization as both an influencer and a resource within the animal-assisted intervention (AAI) and human-animal bond (HAB) community. In 2018 she was named one of PetAge Magazine’s Women of Influence. Mary Margaret lives on a small farm outside Seattle with her husband, daughter and menagerie of animals including dogs, cats, guinea pigs, chickens, goats and miniature donkeys.

Joe Derry Hall is a freelancer working on creative digital and communications. His interests include tech innovation, upending power and reimagining different futures. Joe has been the winner of a Mozilla Creative Media Award and the joint winner of a BAFTA digital award. He was previously in-house in campaigning and communications roles at Amnesty International, the Climate Coalition, the Ecocide campaign, Save the Children, Scope and others. He is one of the initiators of Right Way Up, an experiment to create a radical, practical new vision for the social change sector.

Anna Chowcat is the Digital Manager at Refuge and oversees the charity’s digital function and output. Since joining Refuge, Anna has been instrumental in introducing a number of digital engagement programmes including digital campaigns, bespoke email supporter journeys and user friendly donate/campaign pages. Before joining Refuge, she has worked in digital engagement and campaign roles at The Labour Party and Leonard Cheshire Disability.