Speaker 0: I’ll do a quick intro as soon as the clock hits zero.

Speaker 1: All good.

Speaker 0: Hello, and welcome, everybody. We’re so excited to have you all joining us for the last day of MarDreaming. Hope you all had a great three days of sessions and a lot of learning going on. My name is Gabriela from Sercante, and I’ll be moderating today’s session. Before we get started, I have a few housekeeping items to cover. Yes. We are recording these sessions. They’ll be available on demand after the event, and we’ll be following up with them via email. If you have questions, please post that in the q and a tab. It’s on the top right hand corner. It’s the central tab within there. And lastly, please use the chat over the session. Use emojis, GIFs, and anything else you’d want. We wanna hear from you. Now let’s go ahead and get started. I’d like to introduce you to our speakers today, Duncan from Petal Lucid and Maria from Prolocity who have an awesome session ready for us today about how nonprofits can win with account engagement. And I’ll go ahead and pass it over to Duncan and Maria. Thank you.

Speaker 1: Hi, everyone. Um, great to be here. Uh, I am I’m coming to you from Missoula, Montana. Um, I really love playing outside, um, and I have two small kids, and I run Pedalucid. We are a small nonprofit, um, consulting firm that specializes in nonprofit engagement analytics, so marketing automation and encompassing, um, fundraising, volunteerism, advocacy, and understanding how to, uh, kinda communicate effectively, um, in a lot of different ways. We do a lot of work with account engagement, um, the tool. That’s what most of our our clients are using and generally work with, uh, kinda smaller and mid size teams. Um, I’ll hand over to Maria.

Speaker 2: Great. Thanks, Duncan. My name is Maria Kelly. Um, I work with a company called Prolocity Cloud Consultants. Um, we work almost primarily in the nonprofit space. Um, I actually got my start as a, um, oh, I am, um, from Cincinnati, Ohio in in cold gray Cincinnati, Ohio, at least today. Um, so, uh, we work primarily with nonprofits. I actually got my start in the Salesforce world about twelve years ago as a Pardot user, as a marketing um, I was the marketing director at a similar agency or a similar, uh, partner agency, um, that worked with Salesforce, but I was the marketing person. So I’ve sat on both sides of the desk there when it comes to Pardot, which is now account engagement. So from there, I started to implement and, um, and now, um, really, I’m the practice lead for marketing at, um, Prolocity. So do a lot of work with, um, with account engagement and love the tool. So we can get started. First, thanks to our sponsors. Um, Marjorie, man, is a great event, and it’s, um, great to see so many people participating. And it’s fun to, um, get to take a pause from building and consulting and and start to hear what other people are working on and get some ideas, etcetera. So thank you for joining us, and thank you to our sponsors for, um, for making this all possible. So today, Duncan and I are gonna go back and forth and talk to you about some different solutions that are nonprofit specific and how and how account engagement can be leveraged, um, using Salesforce data and some of that integration to solve for some common, uh, use cases that nonprofits specifically have. Um, I’ll start with talking about, um, creating a welcome series for new donors. Um, Duncan will hit on membership renewals. I’ll talk about event management, and then, um, he’ll wrap us up with personalization two zero one. It’s a little deeper dive into personalization. We can get started. Alright. So welcome series. Um, so this is a common, um, a common use case that I see a lot of my clients needing to solve for. So with, um, Salesforce nonprofit success pack, um, and and the new nonprofit cloud, we’re gonna base our inform our our trigger or what we’re, um, triggering off of from information that we have in the system in your Salesforce org. So, um, I’m gonna show you what how we would base that on first gift date, which is a roll up field that will land on the contact, um, and then build out an engagement studio that would have an email series where you could introduce, welcome your new donor to your organization, tell them more about what they what you do, um, and, obviously, then start to build a relationship, um, with your constituents. So first things first, we think about how you’re getting that donation and how that’s being entered into Salesforce. Um, that can sometimes be an online donation integration with Salesforce where your donations come in automatically from an online form, and that would, um, flow from your online form, create an opportunity, and then your roll ups would go from there where that first gift date would populate onto the contact record. Likewise, you might have a stack of checks where you’re entering in new donations straight into Salesforce. But, again, what that would do is, um, with a a new donor, you would be entering the opportunity date and then associating that with a person who made that donation, and that first gift date would then populate on their contact record. Next, um, we start to think about so the screenshot is just showing you that first gift date and then how we can use that on the account engagement side. We wanna make sure that you have mapped that field and created a prospect custom field for first gift date and map that to Salesforce so that it’s populating on the account engagement side. Um, and then we’ll build a dynamic list. Now depending on what your welcome series looks like. So you might want to just send a one off email that is, thank you for your donation. Welcome to our family. This is what our organization is about, etcetera. In which case, you could create your dynamic list to say, show me everyone where first gift date is today. I’m gonna look at that date. Everyone from today is gonna get an email, and then tomorrow, they would no longer be on that dynamic list. So, obviously, we wouldn’t wanna build out a whole series of, um, emails built on that date because they would fall off that list the next day. So if we’re thinking about using, um, um, a series of email emails, you’re gonna want to start on a specific date. First date gift is after whatever date you’re starting the series. You can go on. Then the next thing would be to, um, create your your series of emails and then create an engagement studio campaign where, um, that email gets sent, and you can then monitor the person’s, um, interaction with that email. So now I will hand it back to you, Duncan, for membership renewals. Alright.

Speaker 1: Um, Yeah. So talking about renewal reminders and whether this is a true membership or just encouraging people to, um, make another annual gift kinda comes in both flavors, but it’s a a pretty common use case. They can be fairly simple. So this is a relatively simple example where we’ve got, uh, adding someone to a campaign, sending them an email, checking to see if they’ve renewed or not, if not, sending another email, exiting. They can also get quite a bit more involved, so here we can see there’s a lot more emails, there are some additional roles and criteria. This one actually has two tracks, one for regular members and one for major donors, So the track on the right is actually creating tasks in Salesforce to have, uh, someone reach out via a phone, um, give them a call. So you can use you can work in some other touch points beyond just an email send inside engagement studio. Um, so can be simple, can be more complicated, or more involved. Something to note on both of these is what they have in common are two, uh, two different things. There are both rules at each step before sending the email, so that little orange item, um, you can see in both of them, and then there’s also a tag at the completion of the of the series. And so why why is this? And there’s a couple things that you really need to to pay attention to when you’re setting these up, um, and that’s because the way that Engagement Studio works is when someone falls off of it, they’ll start back up where they left off at a future date. So this can work really well for, um, um, something like a welcome series if you need to pause it for a bit and then expecting them to pick back up, uh, kinda down the road maybe because there’s some sort of really personalized, you know, one to one communication or there’s a lot of other emails going out. But for a renewal, we need to be really careful, um, to figure out what what we how to make sure next year they start at the top again. And there’s a couple of different tools and techniques for being able to do this. The first is using a static list. So rather than a dynamic list, which Maria talked about earlier, that will function like a report and just include anyone who matches the criteria, um, that seems like it would be a great option, but someone will fall off the list when they no longer meet the criteria. Say they, uh, their member expiration date is within the next sixty days. If they renew, they’ll fall off the list, and you want to make sure that they actually exit the whole journey in order to be eligible to start back at the top. So to kind of get around this, we’ll use a static list, um, and then a series of automation rules to add or remove them. So So you’ll want to have one static list for, uh, members on the renewal series, and then you can use an automation rule. Um, for example, if their membership ends date is within sixty days, um, add them to the list, and then at the completion, you’ll have another automation role to remove them from the list. And my recommendation is to use a tag to fire the second automation. So in both of the series we saw a tag as the completion step, so kind of your order of operations. The automation rule picks up on someone meeting the criteria, adds them to the list. You can set up the rule so that either it’s only going to run every 180 or something like that, or it will only match someone who’s within sixty days of renewing but more than forty five days away. So you kind of give yourself a little bit of a window for, um, when someone’s end date is coming up. Let’s fire that role, get them on the static list. They go through the engagement studio, and then the last step is applying a tag, and then there’s another automation role listening for that tag, and so anyone who’s tagged with complete completed renewal is removed from the list, so they’re going on to the list through the whole journey off the list, and the reason those rules are built out before the, um, the emails, we kind of go back here, uh, each before each email it’s sort of checking to say if they renewed send them to the end. So that’s everyone is going the whole way through the journey. And a couple other little pieces to pay attention to, there is a setting in account engagement that is allowing emails to be sent more than once. This will be on for the vast majority of accounts, but it is a good one to just double check. I think it was enabled by default a long time ago, but you could wind up, um, if someone had unchecked that or something. So just make sure that they’ll go through and they’ll get the same renewal emails again, um, and also just to think about what personalized touches you might want to work in, um, whether that’s a task, a call task for a major donor or, um, using merge fields to say something about how long they’ve been a member for, um, something like that, and we’ll dive into that a little bit more later. So alright. Back to you, Maria.

Speaker 2: Great. Thank you. Um, the next topic is event management. So thinking about, um, putting on an event, you wanna keep track, um, of who you’ve sent the email to, who you’ve, um, who has RSVP’d, and then at the end of the day, who came to the event. So we can all we can do all of these things using functionality with, uh, account engagement and Salesforce. Um, one of the nice things, especially, uh, lately, um, I say lately, in the past couple of years has been connected campaigns. And that functionality and alignment between account engagement and Salesforce has been super exciting for me who started with Pardot a long time ago when it was a little more disjointed. Um, but I’m gonna show you how to use those two together to really be able to, um, get a full picture. So first things first, um, you would create your form in account engagement, and you might ask people how they heard about the event, what their first name is, email, etcetera, in your form. Um, and the important thing would well, let me step back. That form can be, um, you can link it in an email invitation. You would be able to put that form on a landing page that you could put on social media anywhere or even internally. I’ve I’ve had clients provide a form for their internal users just to easily register, uh, constituents for an event so that, you know, you might be talking to someone or or, um, have meetings and you wanna make it easy for your fellow team members to register their constituents on an event to an event. Once you have your form, the important part is going to be your completion actions. So with your completion actions, um, if you want to, um, create those new let’s say you have a new user fill out the form, a new a new person to your organization. If you want that person to be created both in account engagement and in Salesforce, um, an important completion action is to assign them to a user. If you don’t do that, they’re just gonna simply go into account engagement only and not be created on the Salesforce side. Um, the next thing that we would do is add them to a campaign. So what this is gonna do is it’s gonna take your new Salesforce user or I I keep saying Salesforce user. Salesforce contact, um, or the Salesforce contact that if they already exist in your system, account engagement will match by email address and say, this person already exists in our system, but I’m gonna take that existing contact and add them to this campaign. And I would you can create your campaign statuses to reflect what that person’s status is. So if they fill out the form that they’ve registered, um, they’re gonna show in the campaign as a new campaign member with that status. If you want, just as a double check, you could also add them to a static list within account engagement. Um, if you wanna double check your numbers, make sure your numbers are correct, that that kind of thing just as a sit fail safe. Once you’ve done this, you’ll see, um, on the campaign tab in Salesforce, you’ll be able to do a couple things. One thing is keep track of all of the information around your campaign. So you can add fields to keep track of location, budget, maybe your main contact for that event. Anything that you’re that is event specific would could be entered on the event campaign record itself. And then as I mentioned, your campaign members will be added, and you’ll be able to see your list of campaign members with their associated statuses. So out of the box, you you have certain statuses. But if you look at that related list within Salesforce, you’ll see a new button where you can add new statuses. So in theory, if you wanted to, you could even keep track of who you invited. So you might prepopulate that campaign with everybody that you invited to the event with the status of invited. You send out your email, your form goes out, people fill out the form, then it would change their status from invited to registered. And so you could start to see your metrics there,

Speaker 1: where

Speaker 2: who’s who’s been invited, how many what’s our response rate. And then, um, if you wanna go to the next, um, page, um, I’ll I’ll go back or I’ll show you this in a second. Yes. You can see a total list. So at the end of the day, you could you could use even another form maybe during check-in and have it on iPads where you have people register themselves that they’re attending, and it would change that campaign status once again from registered to now attendee. So you have a full picture of what happened with your account. If you go back one more, I was gonna, um, show you you can use a event, um, engagement studio as a handy tool for confirmation emails, reminders, etcetera. So if you remember in your form, um, if you you can add people to a campaign. So you could either use a list that says show me everyone who’s in this campaign as registered as a list to start a dynamic, um, engagement studio. Or like I said, you could even just add a static list where every time someone fills out the form, they get added to the list. And either way, you would have a list that could start an engagement studio campaign that would maybe send them a reminder. Or, first, a confirmation. Thanks for registering. Here’s the details of the event. And then you can send a reminder as the event approaches. Um, engagement studio allows you to send on specific dates. So no matter when someone registered, two days before the event, um, no matter kinda where they are in the process, we know that, um, on a certain date, they’re gonna get an email that says, here’s, um, you know, your final reminder, your final final details about the event. Alright. So that’s event management. Again, yes, you can see your total statistics. And then one last plug for Salesforce campaigns. Let’s say you sent three or four emails associated. When you build those emails and account engagement, you’re gonna associate those emails to your event on your Salesforce campaign, and you’ll be able to see all of your metrics. So, um, for your whole event, you’ll be able to see all of your opens, your clicks, how many people filled out the form, etcetera. So that’s a really handy way to measure your success of the event. Now for the the big one.

Speaker 1: Alright. Thanks, Maria. Mhmm. Um, cool. So I wanna take kind of a little deeper dive into how we can use some of the features of account engagement to to really hone in on, um, personalization, whether it’s one off or whether it’s kind of a a newsletter or more of a one off send or incorporating some of this into, um, an ongoing renewal program or welcome series or something like that, there’s a couple different techniques that we can use. The first is thinking about your public lists and contact interests in general. So kind of at the baseline, setting up a preference center with public lists lets people opt in or out of certain lists, uh, certain topics. So one way to approach this is to sort of put everyone on all of your lists and say, you know, once you sign up, you’ll get the newsletter and program emails and fundraising, and, you can go in and remove yourself from from some of those. Another way to think about it is by understanding what people are interested in by kind of going from an opt in approach, and that could be including, uh, something on a sign up form of here’s the topics that I’m interested in, um, whether that’s on your website or an event, kind of relating it to a particular programmatic area. You can also use the Preference Center as part of your ongoing emailing to say, hey, uh, consider signing up for our program emails about environmental issues, for example. So if you have a couple different areas of focus, you could identify people who have not expressed interest in a certain topic, sort of encourage them to get involved, and then really understand, like, is this a draw for people and who is opting into signing up for for these. So leveraging this on, uh, forms and kind of what list someone might want to opt into or even in emails specifically calling out, hey, here’s something you might be interested in, and the Preference Center being a place for contacts to kind of manage that themselves. Going a bit deeper is Dynamic Content. This is a feature that is available as an add on to the growth edition and in the higher editions of Pardot, our account engagement, excuse me. Um, and so it it’s not out of the box for everyone, but it is something that we’ve seen clients specifically choose to add on to growth just because of how how powerful it is. And, basically, what it lets you do is build a couple different versions of one message based on criteria for your your prospects. Um, in this example, we can see there’s a few different calls to action to donate, essentially, and whether that’s someone who’s never donated or has not been a member previously, sort of a, Hey, come join us. For someone who is an existing donor or member, trying to change that to recurring, um, move someone up into more of a major donor level or even consider legacy giving for a major donor. We’ll look at what this looks like in an email, but it’s also, I think, underused. You can actually put this on your website, so you can embed these little snippets of content somewhere on your website, and so if a prospect is known and cookied and navigating around, they could see different messages. So the top version is our email template, and you can see there’s a merge field in there with the dynamic content, and then we have four different contacts who are all getting different versions of the same email with that text kind of calling out what action you’re encouraging them to take. Um, so really cool and really powerful. You don’t have to build separate email templates and have branching logic in Engagement Studio or send out a bunch of different versions of your newsletter. It can just be one kind of centrally managed piece. It’s not officially supported in the Lightning Builder, but it totally works. You can either grab the merge field from the Classic Builder or once you get a handle on the syntax, just find the number and drop it in there. Some other really good use cases are, um, kind of focusing on different programmatic areas. If you know, Hey, here’s people who are interested in this certain issue, or if you have kind of different regional focuses, highlighting events by region is another pretty pretty cool one. Um, so I know we’re just about at time here. I want to make sure we wrap it up, but a couple of the big takeaways: Engagement Studio is super powerful. Um, we’ve looked at a couple of different examples for, uh, welcome series renewals, even how it can be used in event management, and there’s even these, uh, they can do even more than that, so definitely take advantage of it. Um, think about other ways beyond just email marketing you might be able to use account engagement. So, for example, managing your events might be a way that you can put it to use, And thinking about personalization beyond just a merge field with someone’s name, like, what do you know about their interests and how can you start to leverage that in your messaging to, really show the impact in a way that that resonates with someone. Um, so hopefully you found this all interesting and useful. Thank you very much for having us, uh, thrilled to be here. Here’s a link to connect with either of us. There’s a QR code you can snap or links, and I believe the decks are going to be shared. Um, we probably don’t have much time for questions, but, uh, I think I’ll hand it back over to Gabe for a quick wrap up.

Speaker 0: Yes. Thank you again, Marie and Duncan for the great presentation. Uh, greatly appreciate great knowledge that was shared. As Duncan was mentioning, we don’t have time for q and a because we will get cut off, like, promptly at in thirty seconds. So I just wanna say thank you again for a great session. Make sure to join us for the closing remarks, which are coming up soon, Martin Greening. And, again, thank you for our sponsors and, most importantly, our participants for helping us make Martin Greening a success. Y’all have a great rest of the day, and take care. Bye.

Speaker 2: Thanks, everyone.