Let's look at some Marketing Cloud use cases with Dream Big.
Background:
Dream Big is DemandBlue.org's nonprofit simulation. It is a completely fictional nonprofit organization that provides educational support to nonprofits children, trains teachers, and guides parents. Dream Big aims to enhance the academic experience of students and supports them throughout their growing years.
Use Case #1: Donor Appeal
Peter and Dane are two of the supporters of Dream Big. Peter is a recurring monthly donor that financially helps Dream Big in its endeavors, whereas Dane has not yet made any donations to Dream Big. The goal of this marketing journey is to encourage Peter to increase his donation amount and for Dane to make his first donation Dream Big.
With Marketing Cloud, Dream Big is able to address Peter by name and refer to his last donation in email
Marketing Cloud can be used to personalize the emails for Peter by using his name and referencing the past donations he made to showcase the impact he made on the children and their education. In the end, the CTA leads to the Elevate page, where Peter can make his donations. The donation amount option is equal and higher than his previous donations to encourage Peter to gift higher donation amounts.
Peter’s donation buttons are higher as he is a recurring donor, while Dane’s is lower as he is a first-time donor.
Similarly, for Dane, the Elevate page can be customized. The amount displayed on the page is lower for Dane than Peter, as it's his first donation. So for a smooth donor journey, the donation amounts can be slowly raised for a smooth and effective conversion.
Use Case #2: Donor Appeal
Journeys allow Dream Big to create follow-ups based on the actions taken by the recipient.
As Dane makes his first donation, the Marketing Cloud for Nonprofit automatically adds a new donor to the donor journey. It starts personalizing his journey with follow-up actions that are based on the choices he made at the preference center.
Preference Center allows Dane to update his email address and select the topics he wants to hear from Dream Big.
With the help of preference center, Dream Big can capture Dane's contact information like email and his field of interest. This process can be executed in two stages. First, by sending Dane a personalized email on becoming a donor and supporting Dream Big's cause, and secondly, attaching a link to the preference center where Dane can select his interests.
As Dane was interested in the Teacher Training and Workshop, he started receiving emails about Dream Big’s upcoming teaching workshops.
Based on Dane's actions and choices, Dream Big can now personalize communication with Dane and offer Dane content, volunteering roles, and workshops he is interested in. This encourages maximum participation and enables Dream Big to keep Dane engaged as a supporter.
Use Case #3: Donor Appeal
Dream Big aims to utilize the Program Management Module by connecting their Salesforce instance with Marketing Cloud to stay in touch with previous program participants, keeping them up to date with the upcoming programs, and enrolling them as service participants. Wanda attended the Dream Big Innovation Bootcamp Series for teachers this summer and really learned a lot to help her prepare for the new school year.
Dream Big was able to address Wanda by name and refer to the last program she attended.
Now, Dream Big wants to update Wanda on the upcoming courses, so Dream Big sends Wanda a personalized email with her name and a reference to the previous program she completed with Dream Big with a link to the registration form for service participants.
Dream Big was able to pre-fill the form with Wanda’s name and email address and was successfully able to register her as a Service Participant for the upcoming training in the Program Management Module.
The registration form sent will be partially pre-filled as most of the details about Wanda are already available in Dream Big's Salesforce Cloud. This saves time, and effort, also it maximizes the chances of Wanda getting registered as a service participant.
