02.03.03 Individual Donor Management with Salesforce + NPSP

Source: https://powerofus.force.com/articles/Best_Practice_Business_Process/Individual-Donor-Management-with-Salesforce-NPSP

Donor Acquisition

To Use Leads or Not to Use 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

5 Steps to Effective Lead Management


  1. Align Sales and Marketing
    1. Map out your sales process
      1. Three Stage
        1. Marketing nurtures leads
        2. Inside Sales qualifies the leads and converts them to opportunities
        3. Sales works the opportunities
      2. Two Stage
        1. Marketing converts the leads to opportunities where the meet criteria
        2. Sales works the opportuities
    2. Define clear hand-off criteria between marketing and sales
      1. Lead score treshold
        1. necessary budget
        2. purchasing authority
        3. purchasing timeline
    3. Define success metrics up front
      1. Measure pipeline by industry
  2. Capture More Leads
    1. Capture Leads automatically
      1. User web-to-lead forms
      2. Use Twitter
    2. Import Leads
    3. Enter Leads manually
  3. Keep Your Data Clean
    1. Clean your leads regularly
      1. Use data cleansing tools in the AppExchange
    2. Use validation rules
  4. Work Leads Efficiency
    1. Prioritize Leads with Lead scoring
      1. 3 points for manager, 10 points for CEO
      2. Review regularly
    2. Categorize scored Leads
      1. A,B,C Priority
      2. Review regularly
    3. Use assignment rules to route leads
  5. Track Your Lead-generating efforts
    1. Identify and track lead sources
    2. Use the Lead history report to analyse revenue and pipeline
    3. Use campaign for deeper meterics
    4. 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
    1. Use a picklist for each factor
    2. Create a field to track each factor
    3. Create a formula to total the score
    4. 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
    • 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
      • 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)
          1. 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
          2. 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
          3. 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
          4. Report and Maintain
            • Track progress and constantly refine and tweak

10 How-to Recipes to Help Fundraisers Maximize the NPSP for End-of-Year Success


Average tenure for a fundraiser is 16 months.

  1. Display recurring donation data on Salesforce Contacts using User Defined Rollups
  2. Create Levels to track and cultivate sustaining donors
  3. Using User Defined Rollups ad Levels to Target One-Time Donors for Monthly Giving
  4. Create an Engagement Plan Template to Cultivate One-Time Donors into Sustaining Supporters
  5. Calculate Consecutive Years Giving using User Defined Rollups
  6. Calculate Gross Lifetime Value for Contacts
  7. Personalize fundraising appeals by creating Next Ask Amount
    • Formula to calculate 110% of last gift, rounded up to next $5
  8. 12 Formulas for Calculating Next Ask Amount
  9. Improving sustaining donor appeals by creating Next Recurring Ask Amount
  10. 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


  1. Set a donor retention goal
  2. Prioritize your returning donors base on their lifetime value
  3. Tell your past donors what their gift has done
  4. Send a thank you note, card, email
  5. Plan your ask amount
  6. Divide up the donor retention tasks
  7. Display your donor retention metrics in real-time where your entire team can see them
  8. Celebrate incremental success

How to Raise More Money Without Burning Out


Webinar – tl;dw

Track Donor Retention and Donor Churn Rates Against a Goal


  • 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


  • 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
  • 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
      Trigger workflow yo send email
  • Email Acknowledgments for Multiple Opportunity Records