Donor Acquisition
To Use Leads or Not to Use Leads
https://powerofus.force.com/articles/Resource/NPSP-Why-Leads
What is a Lead and How Does it Work
- Standard Salesforce point of view, leads are used to collect data about a prosepect before they are sure that they will have a lasting relationship
- Nonprofits can use leads as a expression of interest
Leads v Contacts
- Leads require less data to create
- Safe way to capture interest from website and check for duplicates and spam
When to Use Leads ( Examples )
- Organization Selling a Product
- Create Web-to-Lead
- Map Custom Fields to Contact, Account and Opportunity Record
- Run report of Lead conversion
- Organization Recruiting Volunteers
- Create a Web-to-Lead Form
- Use Lead Status to organize new leads
- Create Lead Dashboard to monitor applications by stage
- Organization Researching Potential Donors
- Create Lead custom fields and map to Contact, Account and Opportunity
- Create Assignment Rules
- Create Queues to manage leads
- Assign an Engagement Plan to Leads
- Determining if People are Qualified to use an Organization’s Service
- Create a Web-to-lead
- Create custom fields to track inquiry details
- Create reports on non converted leads
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5 Steps to Effective Lead Management
https://help.salesforce.com/articleView?id=000001053&type=1
- Align Sales and Marketing
- Map out your sales process
- Three Stage
- Marketing nurtures leads
- Inside Sales qualifies the leads and converts them to opportunities
- Sales works the opportunities
- Two Stage
- Marketing converts the leads to opportunities where the meet criteria
- Sales works the opportuities
- Three Stage
- Define clear hand-off criteria between marketing and sales
- Lead score treshold
- necessary budget
- purchasing authority
- purchasing timeline
- Lead score treshold
- Define success metrics up front
- Measure pipeline by industry
- Map out your sales process
- Capture More Leads
- Capture Leads automatically
- User web-to-lead forms
- Use Twitter
- Import Leads
- Enter Leads manually
- Capture Leads automatically
- Keep Your Data Clean
- Clean your leads regularly
- Use data cleansing tools in the AppExchange
- Use validation rules
- Clean your leads regularly
- Work Leads Efficiency
- Prioritize Leads with Lead scoring
- 3 points for manager, 10 points for CEO
- Review regularly
- Categorize scored Leads
- A,B,C Priority
- Review regularly
- Use assignment rules to route leads
- Prioritize Leads with Lead scoring
- Track Your Lead-generating efforts
- Identify and track lead sources
- Use the Lead history report to analyse revenue and pipeline
- Use campaign for deeper meterics
- Use reports and dashboards
Trailhead Unit: Set Up Lead Scoring in Salesforce
- Use lead scoring to target the leads with the most potential
- Identify and weight factors that influence a lead conversion
- Classic BANT Model
- Budget
- Authority
- Need
- Timing
- There could be more factors that influence lead conversion
- Setup
- Use a picklist for each factor
- Create a field to track each factor
- Create a formula to total the score
- Use an image based on the score to visually identify the lead score
- What Data Points Do You Want To Capture About Your Prospects
- Use custom field – <s> You are an admin now Harry </s>
- To Use an App for Wealth Scoring and Research or Do It Manually?
- DonorSearch
- PROScore by iWave
- Nonprofit Wealth Engine Connector for Salesforce App
- Donor Qualification
- To Use Custom Fields or NPSP Levels to Qualify Donors
- Custom picklist
- Staff should know the qualifications for each level
- Must decide if the level is on the Contact or the Account
- Levels – originally meant for Moves Management
- Custom picklist
- Fundraising Process
- Decide how to customize Opportunity Stages
- Use standard Stage field to track the life cycle of a donation
- Use record types if there are multiple sources of income
- Use Sales Path to guide user through the fundraising process
- Cultivation Activity Tacking
- Track logging calls, creating follow-up tasks, sending emails and Notes
- Sync Salesforce with GMail and Outlook
- Campaign Object
- Engagement Plans
- Moves Management Best Practices
https://idealistconsulting.com/blog/4-steps-launch-your-moves-management-strategy - Four Steps to Launch Your Moves Management Strategy
- Moves Management is “changing people attitudes so they want to give”
- “Moves” are any action your organization takes to move someone from cultivation (prospect) to solicitation (donor)
- Figure Out How You Want To Track
- Use Donor Personas ( interview current and potential donors and talk to staff
- Demographic data is more useful that Donor levels
- Set Up Your Database
- Basic:
- Manually track using drop down lists of levels
- Affluence, Influence and Propensity Ranking with summary formula total
- A Moves “Status” pick-list with a defined process
- Milestone data fields for above status
- Workflows:
- Use Engagement Plans
- Marketing Automation
- Use Pardot or Marketing Cloud
- Have people move from one campaign to another based on their actions
- Prospect > Low Engagement > Medium Engagement > Higher Engagement
- AppExchange
- Action Plan App
- WealthEngine
- Basic:
- Define Your Communication Plan
- How to communicate with each levels
- Newsletter Subscriber: emails only plus one phone call every 6 months to invite to local event
- One-time Donor: handwritten thank you, two postcards showing donation implact, 3 contacts per year
- Major Donor: handwritten thank you by CEO, 5 contacts per year, thank you from program recipient, unique experience/opportunity – VIP dinner, site visit
- Recurring donor: handwritten thanks you, ongoing postcards showing impact
- How to communicate with each levels
- Report and Maintain
- Track progress and constantly refine and tweak
- Figure Out How You Want To Track
- Decide how to customize Opportunity Stages
- To Use Custom Fields or NPSP Levels to Qualify Donors
10 How-to Recipes to Help Fundraisers Maximize the NPSP for End-of-Year Success
Average tenure for a fundraiser is 16 months.
- Display recurring donation data on Salesforce Contacts using User Defined Rollups
- Create Levels to track and cultivate sustaining donors
- Using User Defined Rollups ad Levels to Target One-Time Donors for Monthly Giving
- Create an Engagement Plan Template to Cultivate One-Time Donors into Sustaining Supporters
- Calculate Consecutive Years Giving using User Defined Rollups
- Calculate Gross Lifetime Value for Contacts
- Personalize fundraising appeals by creating Next Ask Amount
- Formula to calculate 110% of last gift, rounded up to next $5
- 12 Formulas for Calculating Next Ask Amount
- Improving sustaining donor appeals by creating Next Recurring Ask Amount
- Segment Donor Lists in Salesforce for #GivingTuesday Appeals with last End-of-Year Giving Data
8 Ways to Keep Givers Giving for Dynamite Donor Retention
https://www.soapboxengage.com/blog/1633-8-ways-to-keep-givers-giving-for-dynamite-donor-retention
- Set a donor retention goal
- Prioritize your returning donors base on their lifetime value
- Tell your past donors what their gift has done
- Send a thank you note, card, email
- Plan your ask amount
- Divide up the donor retention tasks
- Display your donor retention metrics in real-time where your entire team can see them
- Celebrate incremental success
How to Raise More Money Without Burning Out
Webinar – tl;dw
Track Donor Retention and Donor Churn Rates Against a Goal
https://www.soapboxengage.com/blog/1638
- Allow staff to view a report that displays current donor retention and churn rates
- Define goals for retention and churn rates
- Display current rates v goals in a Report
- Display the report on the homepage in Salesforce Lightning
- Calculate the number of individuals who need to give this year to meet the donor retention goal and donor churn goal
Donor Acknowledgement
Acknowledge Donations By Email
https://powerofus.force.com/articles/Resource/NPSP-Send-Email-Acknowledgments
- Setup – Before You Begin
- Ignore. Only relevant for NSPS Ver 3.46 ( July 2015 )
- List of Relevant Salesforce Objects
- Opportunity Acknowledgement Status Field
- Email Acknowledgement Now
- Email Acknowledgement Not Sent
- Letterhead
- Sample letterhead logo in NPSP Documents folder
- Email Template
- Workflow Rule – Opportunity Email Acknowledgement
- Email Alert
- Field Update – Opportunity Acknowledgment Date Update
- Field Update – Opportunity Acknowledgment Status Update
- Button – Opportunity – Email Acknowledgment
- Button – Opportunity – Email Acknowledgments
- Opportunity Acknowledgement Status Field
- Email an Acknowledgement for a Single Opportunity Record
- Update the Opportunity’s Acknowledgment Status Field to “Email Acknowledgment Now”
- Trigger the workflow to send the email
- Email Acknowledgments for Multiple Opportunity Records