The benefits of personalisation
Over the last financial year, Cure Cancer has experienced a 226% rise in donations from email channels and an 119% increase in website traffic from email which it attributes to more personalised emails and nurture journeys. Cure Cancer has also increased engagement with corporate donors through initiatives like BarbeCURE. Launched on Pardot, this campaign includes a nurture journey encouraging individuals and corporates to host a fundraising BBQ. The campaign has been successful in increasing awareness and support and has so far generated over $725,000 in donations.
Cure Cancer is now working on adding more channels into its communication mix and automating these through Pardot. This includes the use of automated and personalised SMS to augment campaigns and keep in regular contact with supporters. So far Cure Cancer has seen SMS improve the immediacy of communications, with 75% of people who received a SMS, clicking through to their website.
“Our mission is to help make this the last generation of people to die from cancer and we’re using Salesforce not just to raise more funds, but to build a community of likeminded people supporting our cause,” said Kinloch. “It helps us show our gratitude to our donors and stay connected to them by sharing updates on the research they’re funding and inviting them to events where they can see the work in action such as our Lab Tours at the different research institutes and universities. We’re also using Salesforce to keep in touch with the researchers that we’ve funded previously. Continuing to work with them on their breakthroughs and involving them in mentoring the new researchers we are funding is very important to us.”
Kinloch said that Cure Cancer’s use of Salesforce aligned to a broader strategy to leverage technology for good and make it as easy as possible for people to lend their support. “By using technologies like Salesforce, we can continue to enhance the experience of our donors and customers, providing them with tailored personalised communications both within Australia and globally.”
Currently, the organisation is using Einstein Analytics to uncover new insights on donors, including how and why they are giving and where they are giving from. This information will help Cure Cancer to further personalise communication and make fundraising even more effective.
Nolan credited the Salesforce community and resources like Trailhead for supporting Cure Cancer’s ongoing innovation and success. “Salesforce has been really invested in our journey and we now can’t imagine working without their technology and support.”
