Speaker 0: Ten seconds ten, fifteen seconds afterwards, and then jump right in. Oh, boy. That countdown. Lovely.

Speaker 1: Let’s see.

Speaker 0: Alright. Let’s see. Hi, everyone. Alright. We’ll give it another couple seconds. Get some focus people some time to jump in. Alright. Hello, everyone. Uh, my name is Tamara, and I am from Sercante. And I’m so excited, uh, for you to join us today here at MarDreamin. Before we get started, I do have a couple of housekeeping items to cover. Um, mainly, number one, yes, this will be recorded. We will share the recording with y’all, um, afterwards via email. Um, it’ll also be available on demand after the event is over. If you have any questions at all, we will be doing a q and a, so feel free to place that in the chat. Uh, there’s a q and a tab right above. Um, and, yes, use the chat. You know, send us emojis, GIFs, all the things. Uh, we we’d love to hear from you. Um, so we can go ahead and get started. I’m gonna go ahead and introduce our speaker today, Ed Gray, who has an awesome session ready for y’all, um, all about why nonprofits are embracing marketing cloud engagement. So I will hand it over to you, Ed.

Speaker 1: Yeah. Thank you, Tamara. Uh, Yeah. It’s wonderful to be here and to share, uh, this knowledge with people who need it. Um, Yeah. So we’re gonna talk about nonprofits and marketing cloud, um, and why it’s a good fit. Um, we’re also going to how do I on the wrong screen. Alright. Yeah. So a little bit about myself. I’ve I lead a marketing practice here at Arcus. So we’re a partner Salesforce partner focused primarily in the nonprofit industry, um, about I’ve been dabbling in communications and tech most of my career. And about ten years ago, I decided to really make that my focus. Um, so I started working at a communications firm that focused on elections and nonprofit advocacy. And that’s where, you know, I kind of really saw the need, um, for being able to use technology better. I mean, it, you know, started out just setting up custom domains for emails and, uh, mobile responsive websites and so on. And, eventually, that led to email marketing and digital advertising, which then led me to marketing cloud, and that’s all I’ve been working in for about four years. Um, and for the past three years, I’ve really only been working with nonprofits and education organizations. Uh, thank you to our sponsors, uh, for, you know, allowing us to share, uh, this information with everyone. It’s really great, um, you know, to be a part of the community, um, and learn from each other. Alright. Our agenda for today is, first, I wanted to talk about, uh, kinda changing the the narrative around nonprofits. I think this is really important. And then we’ll get into why nonprofits would even use marketing cloud. Uh, the user interface is a bit dated. The product does cost a good amount. Um, and so, you know, there really should be a reason that they would want to use this tool as opposed to other options. Uh, we’ll talk about the common use cases for when I recommend marketing cloud, um, and then we’ll get into a demo that’s mostly focusing on, um, enabling non tech technical users, um, and what they can use marketing cloud to get more value out of than just sending to an email list and so on. Uh, then we’ll have a a summary of what that demo was before going into a q and a. Alright. So, you know, one of the things that we encounter a lot when working with nonprofits is this belief that, you know, they don’t deserve to have nice things, including technology. They don’t deserve to have, uh, uh, the resources to have a a marketing and tech team that are supported. Um, you know, these are are organizations that are really tackling some of the the hardest, uh, problems in our society. And, you know, they’re they can do hard things. They can adopt technology. Um, they can be successful. Um, I’ve seen it happen, um, perhaps not as often as I would like, um, but really kind of, like, you know, changing, you know, the the perspective and being kind of a a cheerleader for these organizations and their ability to do hard things. And, you know, a lot of times, what I run into is this thinking that, you know, everything has to start out automated and perfect and complex, um, when, really, uh, we can start small. Not everything has to be automated right away. We can do manual things, uh, to kind of prove the value and then invest in automating them later. And then, yeah, kind of a focus on enabling nontechnical users. Um, you know, there there’s no denying that the user interface in marketing cloud is a bit date dated, um, and intimidating and makes it a little harder for people to adopt it. Um, but if they can get past that, there’s a lot you can do with declarative features. Um, and, you know, I try to avoid situations where, you know, there’s really the nontechnical people have to go to some superuser, whether that’s an internal resource or a consultant for everything they need to do in the platform. And so really kind of focusing on, um, the things they could do themselves, um, as much as possible, and that’s gonna be the focus of our demo some. But first, I wanted to get into, you know, why, um, a nonprofit would use marketing cloud. Um, you know, if you’re just needing a marketing automation tool for fundraising and sending to an email list or promoting an event, then account engage account engagement or Pardot or, you know, HubSpot or whatever, those will all work really well for you. Marketing Cloud can do that too. Uh, but where I feel like it really shines is, you know, communications around programs and education. And, you know, the reason that it can solve for these problems, um, kinda comes down to the unique identifier not being the email address. Um, there’s a lot of shared email addresses, uh, in households. And so really being able to use that contact ID from Salesforce as the unique identifier so that you can still personalize content for that specific content for that specific contact, uh, regardless of whether they share an email address with someone else in Salesforce. Um, the other thing that marketing cloud can do that a lot of these other platforms you know, there’s some workarounds with flows and API calls and so on. But marketing cloud is sort of built, uh, to send, you know, contact data to other contacts. Um, and that’s something that, you know, comes up in programs and education quite frequently. With, uh, you know, Salesforce has done a really good job of supporting, uh, the nonprofit success pack and other education packages. They’re now, you know, kind of building industry specific clouds around them. But, um, until, you know, there’s more adoption of those tools, we’re still gonna be using what’s known as NPSP. And this, uh, comes with a lot of really interesting, um, roll up fields as well as custom built reports that we can easily use to build audiences and personalized content instead of Salesforce inside of marketing cloud. Um, you know, the the other awesome competitive advantage to marketing cloud is the awesome trailblazer community. I think, you know, this event in particular speaks to that. But if you go to any dreaming event or Salesforce event or Slack channel, uh, you’ll come to realize that a lot of us just you know, we help each other out regardless of, you know, whether we’re clients or competitors or whatnot. We just all wanna see each other succeed, um, and use these products better. Alright. Um, Yeah. And before we move on, well, uh, I I had an example of a a small client, uh, that we worked with at Arcus. Um, you know, they’re a small regional summer camp program. We only worked they had a a Salesforce admin and a mark an IT manager. Uh, that was, like, their entire tech team. Um, and they hired us to do a very small implementation. And, you know, they they had a complex, uh, data model. And this is where you’ll need some technical expertise to build out, um, you know, some of these contact models. But, um, you know, they needed to communicate to group leaders who were leading the camps or in in charge of chaperoning the children, um, who were attending the camps. And, you know, they might need to collect allergy information or send out, uh, you know, pickup confirmations and so on. Um, and that could be really difficult when, you know, other platforms can really just send to contacts, um, about themselves. The the kind of struggle was sending to contacts about other contacts. Um, they also needed to communicate with parents of those children as well as the the people running the the camp, um, about those enrolled children. Um, the children could be enrolled in multiple camps at the same time, and their parents could be uh, part of those camps. Not all the camps were, you know, just for children. There were family camps as well. Um, so, you know, it’s a really complex data model that I feel like is a good example of, you know, one, like small nonprofits, they can they can use this tool, um, and they can use it effectively to just kinda solve for, um, some complex, uh, complex use cases. Okay. Before we get into the demo, I did kinda wanna summarize, like, the the common use cases that I come across, um, and where I particularly listen, uh, you know, during discovery to recommend marketing cloud. And it’s where members of the same household share an email address and are but could be enrolled in different programs or classes, so on. Uh, it’s when you’re needing to email parents, teachers, advisors, case managers, etcetera, um, about, you know, multiple children, students, enrollees, and so on. Um, and we’re not gonna cover this today, but, um, you know, one of the the benefits of of marketing cloud is it can kind of loop through, uh, data in Salesforce such as, you know, the events objects, uh, to dynamically generate lists of multiple upcoming classes, exhibits, and events, and so on. Okay. Demo time. I’m going to start sharing this one and start sharing this one. Cool. Alright. So one of the the underutilized features in marketing cloud that I think could make it easier for nonprofits to get more value out of the tool, um, are, um, synchronizing profile attributes with Salesforce. Um, hopefully, it decides to not take forever to load. There we go. Um, so, you know, one of one of the benefits of of the nonprofit success pack for Salesforce is it creates these excellent, uh, roll up fields, uh, regarding membership levels, when they join, when their membership might expire, total donation levels, um, and so on. And these all roll up to the contact in the account. Um, and we’re able to synchronize those attributes, um, inside of Marketing Cloud and use them to personalize content by using the use profile attributes. Um, and you’ll see I’ve already created some here, um, where, essentially, I’m just synchronizing with a Salesforce field. You can map either to the lead or to the contact or account. You’ll see all the different fields, and you can add custom fields and so on to it, uh, that you’re able to synchronize with. And, you know, there you go. You’ve got, um, you know, these attributes from Salesforce that are really valuable in terms of personalizing content, uh, that you can then use in emails for dynamic content and personalization. Um, and, yeah, feel free to to reach out to me, um, or anyone else if you need any sort of, like, technical assistance, like, step by step on how to do this. I do plan on writing some articles about it soon. Um, but, you know, with these these, uh, profile attributes, we’re able to create dynamic content blocks. Um, so I have an example here of a dynamic content block that is simply using, um, those profile attributes to display different content depending on whether they’re a member, whether their membership expires in thirty days. We might want to show a different call to action or banner, uh, you know, letting them know that their membership is expiring. And then I have a third option where, um, they’re a current member. And so instead of asking them to renew or so on, you know, we’re asking them to spread the word about the program, um, and so on. And so, you know, with that, I was able to put together a quick email, which I’ll show you here. Let’s see. So, you know, the the fake demo I came up with is a kind of a marketing cloud mentorship club, um, and I have three different contacts synchronizing from from Salesforce. Um, and depending on oh, yeah. We can go here in the content. So here I am. So if I drag a a text block in here and I use this person guy, you’re gonna notice that all these profile attributes are available, uh, to me to help personalize, uh, the the email rather easily. Um, and then you can build dynamic content blocks, um, within the email itself, and you can use those profile attributes. And here I have an example of sending if someone’s default language is English, we’re gonna send an English version of this, uh, this email. Um, and then, you know, if they you speak Spanish, we’re gonna show uh, a Spanish version instead. Um, and we can flip through the examples of the contacts. Again, um, so Rose here, she speaks Spanish. So and she her membership is expiring soon, so we have the renew today type banner and call to action. And here, we have someone who Jack, who is a member and speaks English. And instead, we’re sending him, you know, kind of a different call to to action using synchronized, uh, profile attributes. Um, so, again, like, you know, this is a big easy win for a lot of nonprofits. Um, you know, I think a lot of times communicating in multiple languages, um, you know, it’s it’s something that could, you know, improve the impact you’re they’re having in their community and with their stakeholders rather easily. And we could do that simply by synchronizing profile attributes and then creating dynamic content blocks, and it’s it’s all through, like, drag and drop and clicking. There’s no real, uh, coding going on here. Um, there is some, like, setup around automating imports to update the values in marketing cloud. And, again, you know, you’re always gonna need some sort of technical expert to kind of implement some of the stuff for you. But, like, once it’s there, uh, you know, hopefully, your nontechnical users at least know what’s capable of and know how to, like, follow these steps to, um, um, kinda get these these easy wins and getting a lot more value out of Marketing Club. So one of the other things that I think is is underutilized and, again, I think it comes down to this idea that everything has to start out perfect and automating and everything has to scale right away. Uh, that’s really not the case. Um, I work with a lot of people who I mean, they get marketing cloud. You know, we do an eight month implementation, and at the end of it, they’re just sending to newsletter lists and, like, have a new donor welcome series. Um, and, you know, so there’s there’s a lot of easy wins that remain to be had kind of thing. And I I do wanna make sure that, uh, we can, like, focus on those things more. Um, and so one of the things that I think we could be doing a lot more of is it’s possible to send directly to Salesforce campaigns inside of marketing cloud. So when we go to select our audience, um, we’ve got the Salesforce campaign folder here. Uh, you’ll see the campaigns that are available in in our synchronized, uh, Salesforce account. Um, we can just drag the Salesforce mentorship program. So this is a campaign that I had created in Salesforce, um, and I also created some, uh, custom membership status is, um, for example, you know, invited, no show, registered, and attended. Um, and, you know, so if we wanted to send a reminder to the people, uh, who were invited but weren’t registered yet, we’ve got our audience just like that for that. Um, if we wanted to, um, send a, um, survey after they attended. Um, we’ve got our audience just like that. Um, and, again, uh, you know, if you’re hosting, like, dozens of events or something, like, sure, it makes sense to automate these things, and those are possible. But I think kinda like showing the value you can get out of this right away and then, uh, you know, making the case to properly invest, um, the time and the effort into automating those things. So, uh, just starting here can be a big easy win for a lot of organizations. Okay. Um, I’ve got ten more minutes. I should mention I guess I probably gonna run out of time to show it. Uh, so one of the other great things about NPSP are the reports that it builds for you. Um, there are all these, uh, those these wonderful reports that get built for you, uh, you know, that build audience that build, you know, lists, essentially, of people who donated last year, but they haven’t donated this year. New members, open opportunities. I mean, there’s really, like, all these really valuable reports here. Um, and these can rather easily be turned into audiences inside of marketing cloud, uh, using the import feature here in interactions inside of email studio. Uh, you’ll notice if I come to import here, come to create, I’m not gonna go through the entire process, but, uh, uh, we can flip this from enhanced f FTP to Salesforce objects and reports. We can go to report type, select, and we’re gonna be able to see all those reports that are available to us. Let’s see. Here’s that new member report. Hit okay. And, essentially, I can just build a a data extension out of it, um, and with the fields I need. So some so most of the reports, the m p NPSP reports, you’re gonna need to add the case safe ID. Uh, that’s so as I mentioned, you know, email address isn’t the unique identifier inside of marketing cloud. It’s that case safe ID, and most of these reports don’t have the case safe ID. Uh, so you do need to add that field. Um, a lot of them might not have the email address field, so you might need to add that too. But, again, um, you know, all these wonderful, uh, NPSP reports can, you know, be turned into audiences inside of marketing cloud for sending and for journeys, uh, without needing to code. It’s just following steps and clicking on things. Okay. So one of the other things I really wanted to call out, um, you know, for nonprofits and nontechnical users, uh, in ways that they can get more value out of marketing cloud are some of the declarative features inside a journey builder. Um, one of those being path optimizer. Um, so path optimizer is a way to AB test your content without needing to create new versions of a of a journey. Um, it’s pretty self explanatory. Um, you essentially drag it onto the canvas. Let’s see. And you get two different paths by default. You can add several more paths if you want, uh, but you come here to configure a winner. Um, we could do email engagement, so we could do click rate or open rate or unsubscribe rate. I would generally recommend picking click rate. Um, you can and then you can tell it how many days to evaluate, uh, the audiences that are running through there down the different paths in whichever one ended up with the highest click rate after those three days. Any new members in those journeys are gonna go down the winning path. And then, essentially, you just drag in email activities into this path optimizer, um, and they can be the same email. Um, so inside of Journey Builder, inside of the delivery options, we’re able to change the subject line um, and preheader text. Oops. Here it’s message configuration here. Um, so you can essentially set you don’t need to build two different versions of the email. Inside Journey Builder here in the message configuration, we can try different subject lines and different preheader texts to test, uh, open rates and click rates. So it’s a it’s a really easy way to incorporate more AB testing into your sends, which I highly encourage people to do. Um, so that’s path path optimizer. Um, one of the other things I wanted to call out was engagement slips. Um, so this is where, you know, you give you select an an email, and then you, um, you can create paths declaratively, uh, uh, for depending on whether they open the email, whether they click the email, or whether they bounced. Um, and, you know, so, again, you know, this doesn’t require coding. Uh, you know, if if you wanna send people down different paths depending on whether they clicked an email and are more engaged or less engaged, we’re able to do that in in Journey Builder here with the declarative features. And one of the more interesting use cases I wanted to call out, particularly for programs, uh, communications where it’s really important. If it’s undelivered, uh, to someone, uh, we need to know that, um, and try to chase down another way to contact them. Um, this isn’t just another marketing blast or newsletter. Uh, you know, it could be information, uh, about, you know, COVID shutdown or so on. Um, and so one of the other, uh, things I really wanted to call out are these, uh, sales and service cloud activities here in, uh, Journey Builder. Um, we’re able to essentially update, uh, Salesforce records, you know, in Journey Builder itself. And so, you know, we have this path for people that bounced and people who didn’t bounce. Essentially, I’m using a Salesforce activity to update a boolean a custom boolean that I created on the contact field of is bounced or not. Um, and then we could build a report and go through that every day or how whenever we had the the time, um, and kind of go through that list and try to find alternative ways to contact that person. So, uh, yeah, I’m gonna stop there and see if we have any questions.

Speaker 0: We do have questions. We do. So I’m gonna go ahead and put these up on our screen here. Um, let’s go ahead and share. So this was a question that was asked in the chat, and I put it in our q and a. For small nonprofits, is there a is there a shared email address issue in order to address in order to address that by having a unique

Speaker 1: Yes. So in case it wasn’t, uh, entirely clear, uh, today was mostly about marketing cloud for nonprofits if they have Salesforce CRM and that contact ID. Um, now you can use, um, an ex you know, in marketing cloud, we can we can create the subscribe the unique identifier from any field. It doesn’t have to be the email address. So if you have another CRM that’s, like, creating a unique ident identifier for you, then you could use that in inside of marketing cloud to kind of avoid the the problems of shared email addresses as well.

Speaker 0: Alright. And I’m gonna go ahead and share this next one. The deduplicate subscribers checkbox, does it dedupe by email or contact ID?

Speaker 1: Uh, Yeah. It’s a little bit of a got you. I I’m pretty sure it dedupes by contact ID, um, but we could yeah. Let me get back to you on that one. Um, if you wanna reach out on LinkedIn, I can kind of experiment, um, inside of our our demo account and get you a firm answer on that.

Speaker 0: Alright. And we have one that says, um, how can you have email to display contacts owner as sender? How can you have email to display contact?

Speaker 1: Yeah. So I think you’re essentially talking about a dynamic, uh, sender profile. And, yeah, uh, one of the the things I didn’t get to show was using a a profile attribute to essentially have, like, a relationship manager, like title and email address. And, essentially, you know, we can it requires some AMPscript. Um, but instead of the sender profile, we can call one of the content blocks that is personalizing, uh, the, you know, the the relationship manager, uh, for that contact. And then, yeah, it will appear as if it’s coming from their email address and their front name. And, yeah, if you wanna just, like, Google, uh, dynamic center profiles, I’m sure you’ll find, uh, some some good contact out there about it already.

Speaker 0: Alright. I know we have one more question, but we have about thirty seconds left. So, uh, I’ll go ahead and, um, I’ll put this question in our in the general chat as well if anybody wants to pick that up. Um, but thank you guys for joining us today. Thank you to Ed for this incredible session. Um, thank you to our sponsors for their support. Without them, this would not be possible. Uh, we do have some great sessions that are coming up, uh, in a few minutes, so feel free to jump into the agenda and check out what sessions you wanna see next. Thank you so much, Sherry. Thank you so much, Ed. Bye, y’all.