About Médecins Sans Frontières (Sweden)

Médecins Sans Frontières (Sweden) is an international independent medical humanitarian organisation.

They provide medical assistance to people affected by conflict, epidemics, natural disasters and exclusion from healthcare. Their team consist of 1000’s of health professionals, logistics and admin staff.

The Challenge

  • MSF Sweden were using a hosted CRM solution, meaning they had very manual, time-consuming processes
  • Donor data was stored in different places and it didn’t synchronise
  • MSF Sweden couldn’t get a 360 view of their relationship with donors as a result of a lack of integration
  • There was a lack of trust in data and analytics for operational purposes and overall strategy
  • Disconnected within the departments and across departments – especially with regards to marketing activities
  • Difficult to define and identify new segments or to manage a current donor’s lifecycle

The Solution

Salesforce CRM 

  • Nonprofit Cloud to manage key fundraising activities, such as regular and one-off giving but also various fundraising streams: corporate giving, grants and legacy donations
  • Donor management through set up of Case Management for Supporter Care
  • Automatic continuous calculation of Donor Giving phase for early flagging of donors at risk of disengaging with MSF Sweden – the first step for reducing donor attrition

Giveclarity Solutions

  • Clarity Banking app enables automatic import/export of Autogiro files
  • Clarity Data Transform app allows MSF Sweden to take regular imports of data from 11 different third-party sources, allowing them to stay on top of ever-evolving fundraising
  • Giveclarity’s Export to Finance accelerator for Financial reconciliation
  • Giveclarity’s proprietary solution generates compliant OCR-codes for easy payment reconciliation

Marketing Cloud

  • Marketing Cloud set up for multi-channel: email, offline (via CRM) and Mobile Connect
  • Automated high priority donor marketing journeys in Journey Builder and Triggered Sends for transactional emails
  • Seamless integration of Marketing Cloud with Salesforce CRM, allowing automated supporter journeys and single send email integration

The Results

  • Reliable, actionable data throughout the solution
  • Key internal processes automated
  • Engaging, targeted, relevant communication – across all channels individually or in combination
  • Timely and data-driven donor communication
  • AI Optimised digital sends with Marketing Cloud Einstein tools
  • Income growth from fundraising has been significantly above target

Key Statistics

  • Since MSF Sweden started sending emails in Marketing Cloud, their overall open rate is 51.64% and average CTR of 3.11% – both above industry benchmarks
  • Automation – Donor level fields and Audience Assembler aggregations have been used in creating automated donor journeys. Ten journeys have been launched since go-live, and more than 140k donors have been through them

The wonderful MSF Sweden team at their Go-Live party!




Digital Unit Manager, MSF Sweden

Hanna Liden

“There are a lot of efficiency gains and Salesforce gives us the flexibility to have a channel-independent and just in time donor lifecycle program. It’s the combination of the NPSP build and Marketing Cloud journeys that creates much of the magic here. It’s been such a joy to work with all of you! Thanks for a great implementation project and a great start to what I am sure will be a long-term partnership. ”