1:1 Journeys Driving the Personalized Constituent Experience

Linnae SelingaCommunications ManagerCollege for America, SNHU

Maggie Horikawa

Email and Product Marketing Associate

DonorsChoose.org

@dcmaggieh

Brittany WhittemoreMarketing ManagerCollege for America, SNHU

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DonorsChoose.org + Salesforce Marketing Cloud

Maggie Horikawa, Email and Product Marketing Associate at DonorsChoose.org

@dcmaggieh

About DonorsChoose.org - link

Impact to date

Testing with the Salesforce Marketing Cloud to design “brutally effective” emails

Salesforce Marketing Cloud + DonorsChoose.org• Donor & teacher outreach• Primary communication channel• 1.7 million donors & 600K teachers

• SFMC: Sender Authentication, Automation Studio, Conversion Tracking

• Nightly Sync with Salesforce

Keeping Donors in the Loop

Receipt Special Delivery

Communicating with Teachers

The Power of One

A/B Test

A/B Tests (cont’d)

vs.

Name Matching

• Matched donor to a teacher with the same name

• Tested name matched teacher against random teacher match for customer relation purposes

Valentine’s Day Results

•Name match 3x effective as control•Higher average donation•$/email delivered higher•No customer service complaints

Valentine’s Day (cont’d)

Birthday

Conclusion

The Power of One Personalization Testing, testing, testing

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Uncommon core: marketing in a B2B2C nonprofit college

Linnae Selinga, Communications Manager, @Linnae_SP

Brittany Whittemore, Student Marketing Manager

College for America at Southern New Hampshire University

College for America at Southern New Hampshire University

Cost effective—only $2,500 per year per employee/student

Built forworking adults

Highly applicable to the workplace

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Business-to-business marketing

Reach, capture, and qualify:

• Decision makers invested in learning and development

• Organizations with more than 1,000 employees

• Not competitors, media, or other stakeholders

Inbound marketing: Cutting through the noise

A two-step contact form helps us gain a lot of information with minimal friction.

Qualifying questions help us quickly identify priority leads, so we can use our staff wisely.

How many employees are in your organization?• 1,000 or fewer: directed

to a self-service site• 1,000 or more: manually

reviewed

What is your core industry?• Colleges, consultants, and

policy makers are routed to a page for stakeholders

• Potential partners are automatically assigned and contacted

Easy to build

A form builder tool makes it easy to create form fields, add custom copy, and automate completion actions.

Even with more advanced features, a developer can easily tune the form.

Insightful reporting

Pardot identifies how leads arrive at the forms so we can optimize our time and spend on effective channels and campaigns.

Account Name Pardot First Referrer Pardot Campaign Pardot Form

Indiana Farm Bureau Insurancehttp://collegeforamerica.org/workforce-development-through-higher-education/ Website Tracking Become a Partner

Seniors Vs. Crime Website Tracking Become a PartnerHealthcare Financial Management Association

http://collegeforamerica.org/blog/workforce-insight/page/2/

Healthcare Report 2014 Healthcare Report 2014

Commonwealth of Virginia Yahoo search URL

Talent management panel

Talent Management panel -- gated

Crestline Hotels & Resorts Website TrackingVital Employer Not Found

Business-to-student marketing

Rethinking one-to-one personalization

• Customizing nurture tracks through landing pages

• Automating lead touches to amplify resources

• Using performance metrics to better inform future partners and personalization

Customized landing pages for one-to-one personalization

Partner specific forms• Variable URLs• Automation Rules

Personal URL

Customized branding and messaging

Completion actions to trigger customized• Drip campaigns• Recruitment tracks

Automating lead touches to amplify resources

Landing Page Application

Customized nurture track using drip campaigns and landing pages

CfA

Apply

Anthem (traditional model)

Partners HealthCare(partner specific model)

CfA

New Process

Apply

= Landing Page + Drip Campaign = Landing Page

New Process

Using metrics helps us find holes and optimize landing pages for future personalization

Apply

Form optimization“What do I do now?”

Drip CampaignResults:

72% open63% click through

Low submit rates15% submissions

35% average

Rethinking one-to-one personalization

Rethinking one-to-one marketing to create

larger cohorts to market to while still offering

personalized experience.

Customizing landing page, nurture tracks, and

drip campaigns

Using performance metrics to optimize

recruitment funnels and better inform future

campaigns

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Questions?

CollegeForAmerica.orgDonorsChoose.org