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

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. ”