At ENCCUK, War on Want shared how they are improving their data processes and optimising digital fundraising through Engaging Networks Salesforce Connector.
War on Want is a membership organisation working in the UK, and with partners around the world, to fight poverty and defend human rights – as part of the movement for global justice.
The charity is focused on digital movement building through paid ads, social media and supporter-powered. When supporters sign up to their list, they can expect to receive rapid response campaigns and urgent action opportunities.
Ultimately, they want to build supporter journeys that grow their base of members and donors. The charity uses Engaging Networks’ email, fundraising and advocacy modules as well as making use of marketing automation.
The shift towards digital transformation and being more agile has had some challenges and barriers.
Their Raiser’s Edge 7 database was outdated and not integrated with Engaging Networks. The team was spending a lot of time doing manual processing, which was further complicated by managing data from both offline and online activity, whilst trying to reconcile different sources of data about the same supporters. Sequencing and managing that, in order to take their next set of opportunities as reactively as possible, became challenging.
War on Want did scoping around the requirements they would need from a new CRM, as their current CRM was not fit for purpose anymore. They made the decision to switch from Raiser’s Edge 7 to a customised version of Salesforce NPSP.
One of the significant factors in their decision to switch to Salesforce, was the ability to integrate with Engaging Networks in order to be more agile and leverage data in real time. The full CRM implementation and data migration was completed between March and July 2021. Whilst they have a roadmap of development, they’ve already seen some big gains from the Engaging Networks Salesforce Connector functionality.
One of the Salesforce Integration features they’re using is Contact Mapping which maps contacts in Salesforce with contacts in Engaging Networks. It syncs in each direction, every hour, if changes are made to a record.
It’s all managed within Engaging Networks and it allows you to sync whichever account fields, questions or opt-ins you want to your chosen fields in Salesforce.
How this has helped War on Want is by ensuring consistency and accuracy of data, whilst saving time by not having to manually reconcile data. Consent is also mapped in real time, ensuring that it’s always up to date and is compliant.
Another benefit of the Contact Mapping integration is that it allows the charity to bring more personalised data into Salesforce. This means that they can tailor their email asks and build user profiles based on those data points.
All of this allows them to use more marketing automation confidently and focus more time on other priorities.
Every morning, the previous day’s transactions from Engaging Networks are synced to Salesforce. Using the in-built Mapping Rules, the charity has mapped the relevant transactions to Salesforce Objects. Some examples of this is to map Gift Aid Declarations, single fundraising transactions and to update existing campaign members.
Not only does this save time but all reporting can be done from one system instead of two. It also gives a holistic view of supporters at any time, and the actions they’ve taken.
Over the last year, War on Want has been in growth mode and has almost doubled their mailing list. The next stage is all about how to leverage that data and get the best possible return on investment.
The charity wants to increase their tailoring and personalisation through mapping out a greater range of fields and data points, build out new profiles and segmentation rules and then offer tailored content and gift prompts to increase income.
Additional possibilities include expanding supporter marketing preferences, mapping supporter behaviour and journeys across offline and online platforms, consolidating reporting by increasing data in Salesforce and importing email data to build out Engagement Scoring and reactivation activity.
By integrating Salesforce with Engaging Networks, the charity has saved staff time that can be put into their campaigns as well as have more time to do a deeper data analysis.
Whilst they had an implementation partner to help them set it up, they are able to maintain the product without the need for a developer or dedicated tech support.
The real time nature of the integration has enabled them to be more responsive, targeted and agile in their digital mobilisation and fundraising.
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