Automated Donor Onboarding & Engagement
The client needed a systematic automation system to help reach first-time donors immediately, to eradicate manual follow-up, and to increase first-visit conversion by doing personalized communication.
Incentive Communication based on Tiers
They required automated tier recalculations and individualized compensation-based messages to spur repeat donations and long-term donor loyalty.
Quick and Better Campaign Implementation
The organization wanted to have better segmentation, real-time reporting, and deployment of the campaigns at a faster rate without compromising the integrity in a regulated healthcare setting.
The registration of new donors was not automatic and had to be reached manually, which led to an uneven communication process, delayed reactions, and reduced first visits.
The campaigns were not dynamic according to the frequency and level of progression of donors, which led to the use of generic messaging and low response rates.
The Sales Cloud sales data had not been fully used to automate marketing, and hence it was hard to align the incentive levels with specific marketing campaigns.
The technical dependency in setting up the campaign consumed long periods of time, which restricted the agility of promotion campaigns and engagement.
Real-time Welcome Journey Architecture
There was a triggered onboarding journey, implemented through Salesforce Marketing Cloud, in which communications were triggered whenever a new donor was created in Sales Cloud. Email and SMS touchpoints were designed in such a way that they would direct the donors to the first visit process.
Tier Automation and Personalization Framework
Automation Studio queries were also set to recalculate donor tiers each night. Personalized compensation, milestone, and engagement messaging were implemented through dynamic content blocks depending on the level of progression.
Promotional and Segment Campaign Enablement
To optimize subject lines and strategies to engage, segmented journeys were created, and A/B testing was performed. Gathered campaign performance was connected to Sales Cloud to have a single point of visibility.
Integrated Data Synchronization Model
Organized extensions of data and the systematic segmentation logic were adopted to guarantee smooth coordination between operational data, as well as the marketing automation process.
An innovative blood plasma collection system focused on enhancing the experience of donors and providing them with high-quality human plasma utilized in life-saving treatments, including spa-like treatments and caring services to the donors.
Through an organized Salesforce Marketing Cloud system, the process of donor engagement, which turned out to be a manual and fragmented one, changed to an automated and data-driven ecosystem.
The Sales Cloud and Marketing Cloud integration resulted in the creation of a single data model, which allows performing the segmentation correctly, enhancing the reporting process, and increasing the speed of the campaign implementation. This strategy did not only drive higher conversion and retention rates but also formed a platform upon which expansion can be made in the future.
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