The Trussell Trust

Marketing Cloud

Cost-effective cause building: How the Trussell Trust used Marketing Cloud to retain, re-engage and recruit new supporters through Marketing Cloud.

 

About Client

The Trussell Trust supports a nationwide network of over 1,300 food bank centres to provide emergency food and support to people facing hardship, as well as campaign for long-term social change so everyone can afford the essentials.

They collaborate with food banks and a range of partners to change communities, policy, and minds to work towards a more just future, where no one needs to use a food bank to get by.

The Challenge

The Covid-19 pandemic has had an enormous impact on the organisation and the network they support, with food banks experiencing a 33% increase in the number of food parcels distributed from April 2020 to March 2021, totalling a staggering 2.5 million – up 1.5 million in almost 5 years. As a result, the charity has grown rapidly in size, and needed to have a marketing and fundraising platform which could scale in tandem with the charity.

Project Aims

  • Having an audience-centric approach, driven by insight
  • Becoming more strategic and holistic in their supporter journey planning
  • Provide more tailored / personalised supporter experiences
  • Become less functionally siloed in their communication and provide the supporter base with more opportunities to engage in with their work
  • Improve the Trussell Trust’s fundraising and communication agility, testing and learning
  • Through supporter journeys and stewardship the Trussell Trust wished to maximise supporter retention, re-engage lapsed supporters and recruit new supporters, with a genuine affinity with the cause through highly-targeted and cost-effective communications.

To achieve this, they invested in Salesforce Marketing Cloud.

The Solution – Salesforce Marketing Cloud

Marketing Cloud offers a unique platform to manage marketing communication activities across all the digital channels. It allows the Trussell Trust to send personalised and automated email communication, as well as manage their website content and social media.

The platform offers the possibility to add the Trussell Trust’s supporters into engagement journeys to send automated, timely and relevant emails and orchestrate it with their other communication channels (social media, mobile, website). Marketing Cloud Email Studio allows a deep level of email personalisation and an advanced email editor with a drag and drop functionality.

Some more specifics on what was achieved are outlined below:

  • Connecting Salesforce Marketing Cloud to Salesforce Non-profit Cloud, enabling the Trussell Trust to execute key digital acquisition, retention, and volunteering campaigns
  • Consent Management: Created custom ‘Consent Centre’ so that contacts have complete control over their preferences
  • Personalised, branded and triggered email to supporters (See example above)
  • Automated supporter journeys: Setup of measurable, goal-oriented automated conversion journeys and an automated onboarding journey for supporters
  • Volunteers: Volunteers registration form leading to multiple journey sends, with personalised and dynamic messaging, cross-cloud functionality and messaging flows
  • Ability to segment contacts to the Trussell Trust’s marketing requirements
  • Automation setup to manage email bounces

Former Senior ICT Project Manager, The Trussell Trust

Hayley Roberts

“Giveclarity was a natural fit for us here at the Trussell Trust, choosing them as our implementation partner was the best decision for our project. From the very start they understood our landscape and the journey we wanted to go on. They supported us through every stage of our Marketing Cloud rollout and have always been willing to go that extra mile. I am very grateful for their knowledge and expertise during this project.”