International Justice Mission UK

Fundraising

Marketing Cloud

International Justice Mission UK’s Marketing Cloud implementation bears fruit, with the ability to provide a much higher level of service to supporters!

About International Justice Mission UK

12 million children are trapped in slavery globally today. That’s the equivalent of every child in England and Wales. It shouldn’t be like this. When we stand together, change is possible.

International Justice Mission (IJM) is a global organisation partnering with governments, local police, survivors, and communities to stop slavery and violence.

Working in over 29 regions across 17 countries, together they bring people to safety and support survivors with trauma-informed care; bring perpetrators to justice; help strengthen justice systems; and protect people from ever experiencing abuse.

Together with partners, they have brought over 85,000 people to safety, and seen slavery reduce by up to 86% in places where they’ve worked.

The Challenge

  • IJM UK had been using a different email provider for mass mailing, but this was not proving sufficient for a growing organisation of circa £3.9 million annual income
  • IJM’s objectives:
    • maximise supporter retention
    • re-engage lapsed supporters
    • replace lost supporters by highly targeted and cost-effective audience recruitment
  • They have a growth target of 3-4k new supporter sign ups per year

The Solution

  • Account set-up of new Marketing Cloud instance
  • Integrated Salesforce Nonprofit Cloud with Marketing Cloud
  • Using this integration with Nonprofit Cloud, we created a custom Data Model based on Individual Givers, utilising our Audience Assembler accelerator – helping IJM segment their audiences for sophisticated personalisation
  • Implementation of Giveclarity’s Contact CARE accelerator in order to control the contact count of Salesforce Marketing Cloud
  • Consent capture Cloud Page creation and integration with CRM. Consent process based around the Giveclarity Consent Model, and helps towards meeting GDPR requirements
  • Automated high priority donor journeys in Journey Builder – including welcome journeys for new regular and single gift donors.
  • Audience selection for MobileConnect
  • 5 Email templates adapted from the Marketing Cloud for Nonprofits add-on
  • Training provided to help IJM to create content assets, make selections for the purpose of creating sends and journeys & identify how to find the results of their email and mobile campaigns

The Results

The implementation of IJM UK’s digital roadmap including Salesforce Marketing Cloud has already led to considerable success.

  • IJM UK’s digital marketing activities have grown the size of IJM UK’s email list significantly by 71%. Incredibly, there was a 26 x growth in the number of new email sign ups compared to the previous year
  • IJM UK has also seen a 52% rise in open rates year on year and a 190% increase in average email click through rates compared to before Marketing Cloud’s implementation
  • 41% increase in the number of new regular donors via online channels
  • Donors are now automatically thanked within minutes for their gift, a task that was previously undertaken manually by a staff member
  • New online welcome/onboarding journeys; significantly improved donor segmentation by region and donation levels to ensure more tailored communications; and undertaken regular feedback surveys to understand what matters to their supporters
  • IJM commented "the service we are now giving to supporters is of a much higher level than before and the ability to tailor customer journeys is great!"

Lead, Digital Marketing and Creative Services, International Justice Mission UK

Dean Gillespie

"Giveclarity are amazing! Our partnership with Giveclarity was one characterised by high support, incredible encouragement and great professionalism. Duncan and the team always went above and beyond to help us and worked diligently to ensure our project was delivered in the most effective and transformative way for our organisation. Thanks to Giveclarity's support and our successful implementation of Marketing Cloud, we've witnessed outstanding successes through our new email marketing programme and significant increases in online fundraising. Thank you, Giveclarity!"

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