Multiple Sclerosis Limited is the go-to supplier of data, recommendation, and help for folks affected by multiple sclerosis in Australia. The group is a mixed entity of the ACT, NSW, Victoria, and Tasmania with over 60 years’ perception into the way to stay effectively with progressive neurological situations.
The nonprofit gives important help and companies for folks residing with a number of sclerosis whereas the seek for a treatment continues. It makes use of electronic mail advertising and marketing extensively as a method to interact donors, increase consciousness, provide help, and promote its occasions. Switching to Campaign Monitor and finishing a key integration with Salesforce has delivered quite a lot of vital advantages:
- A smoother, extra intuitive person expertise
- Faster entry to important subscriber information
- Endless personalization in a single click on
The cornerstone for cross-channel nonprofit communications
Affordability, scalability, and highly effective outcomes make electronic mail the right channel for a lot of nonprofit initiatives from fundraising to championing vital causes.
Among different missions, Multiple Sclerosis Limited makes use of electronic mail as a core method to increase funds and have interaction contributors for all kinds of occasions, from readathons to biking challenges. A single occasion, from the start of the registration interval via post-event, would possibly embody 60 or extra emails despatched out!
“Email is sort of in this weird phase where some people think it’s dead and no one uses it,” says Amy Mulder, Communications Coordinator for the group. “But then we see it’s the most popular way for people to communicate with nonprofits. It’s where we get most of our fundraising from; people are really engaged with it. For example, with our 2020 MS Gong Ride Virtual event, the top six days for highest donations had email as the only direct communication that day.”
Though electronic mail is MS Limited’s best fundraising software, it doesn’t work in a vacuum. The group makes use of particular person cellphone calls, SMS, social media, and different channels to maintain its group engaged and push its mission ahead.
Key integration makes MS a pressure to be reckoned with
One key growth for Multiple Sclerosis Limited’s occasions program since becoming a member of with Campaign Monitor is the app’s Salesforce electronic mail advertising and marketing integration.
The integration between two of a entrepreneurs’ largest and strongest engagement instruments gives a collection of potent capabilities. With this integration Multiple Sclerosis Limited can:
- Easily construct stunning, branded electronic mail campaigns with Campaign Monitor’s drag-and-drop electronic mail builder
- Send focused electronic mail campaigns to their contacts in Salesforce
- Measure how electronic mail campaigns drive pipeline and affect closed alternatives
- View electronic mail statistics straight inside Salesforce
- Map Campaign Monitor electronic mail fields with Salesforce
- Automatically add subscribers
Shortly after shifting occasions and fundraising communications to Campaign Monitor, Mulder initiated the Salesforce integration. The outcome: simpler entry to key information in a fraction of the time.
Previously, the e-mail group had wanted to undergo half a dozen approvals and get help from their IT group to research information on totally different subscriber segments and use it to personalize messaging. The course of may take as a lot as every week for a single electronic mail marketing campaign. Now that the 2 programs can safely go this data forwards and backwards, the information is on the market on demand.
“The integration adds a level of seamlessness,” mentioned Mulder. “The participant lists for our events, such as a bike ride, is updated every hour, so I can just create a segment saying everyone participating in this event, who has raised, say $100, show them this specific copy. It’s so easy. I’ve got more time to think in those strategic ways because I don’t have to be manually handling data.”
Turning “zeros” into MS heroes with dynamic content
MS Limited is lucky to have an engaged, beneficiant group that comes collectively again and again for help and activism. But like many nonprofits, MS Limited has a constant problem with convincing new contacts to take that first step, like registering for an occasion, finishing a web-based profile, or reaching their first fundraising objective. It’s the “abandoned cart” of the nonprofit world.
Mulder says getting folks off zero is big to serving to them construct momentum, attain greater objectives, and proceed collaborating in future occasions. “Asking for money can be very awkward for some participants. We want to remind them that it’s easy, that they just need to share that they’re participating, and people will naturally support. And we provide everything they need to begin sharing; personalized email templates and social posts.”
The nonprofit incorporates dynamic content into emails adjusting to subscribers at this “zero” state to supply encouraging messaging and motivation to get the ball rolling. Campaign Monitor’s dynamic electronic mail content capabilities imply Mulder and her group can now add personalization like this with minimal effort and time. That means every recipient, whether or not a newcomer at zero or an skilled veteran, will get a custom-made expertise tailor-made only for them.
“I can send one campaign, and have content in each email adapt to what we know about the subscriber,” says Mulder. “So if they identify as female, and they’re motivated by the challenge of the physical event they’re participating in when they open we can show an image of a woman overcoming the challenge. It’s so simple with Campaign Monitor, I can do it with a click.”
During an electronic mail marketing campaign for the 2020 Gong Ride Virtual occasion, Mulder created an electronic mail utilizing dynamic content that allowed them to personalize the graphic inside the electronic mail primarily based on their private distance they’d be driving through the occasion. By including on this degree of personalization via dynamic content, the MS Limited group was capable of attain a click-through fee double their common. And much more, with a easy retargeting electronic mail to those that had not opened the earlier electronic mail, they had been capable of obtain a click-through fee 5% greater than the common.
Upgrading electronic mail service suppliers
Much of Multiple Sclerosis Limited’s success and enchancment in person expertise has come since migrating from its earlier electronic mail service supplier, Salesforce Marketing Cloud.
“Campaign Monitor is very easy to learn,” Mulder mentioned. “When I first started at MS Limited we were using Marketing Cloud, and we were encountering a lot of problems involving ease of use. It wasn’t very user friendly. But then I got to work with the Campaign Monitor platform and I thought ‘Oh my gosh, this is amazing!’”
After making the change, Mulder has extra independence and adaptability together with her communications and personalization. The intuitive interface and highly effective Salesforce integration means she will be able to act shortly with out counting on different elements of the group to get her job accomplished.
“It is so user friendly. Going to Campaign Monitor from Marketing Cloud was so refreshing. Because if I have this for my events, I don’t have to rely on IT anymore,” she mentioned.
Learn extra about Campaign Monitor vs Salesforce Marketing Cloud.
We’re honored to get to work with nonprofits championing vital causes world wide like Multiple Sclerosis Limited. Learn extra about their mission and work on their site, and contemplate contributing, volunteering, or registering for an occasion.
Find different nice case research in nonprofit electronic mail advertising and marketing right here.