Community engagement is key for RSPCA South Australia whose supporters include not just donors and volunteers, but people who adopt and foster animals and visit the charity’s retail outlets. The implementation of Pardot has allowed the creative team to finally implement their ideas to connect with these supporters more personally and effectively. For instance, using automated engagement journeys, RSPCA South Australia is able to provide education and support for those who have adopted a new pet. Similarly, they can trigger journeys to welcome volunteers or provide progress updates to those who have signed a petition.
“Previously when someone wanted to send out a campaign, they would just ask for a list of contacts and send it out. There was no single view of what was being sent to supporters or any consistency across campaigns,” said Blanchard. “With Salesforce, we’re able to bring campaigns together into cohesive journeys that tell our story in a way that’s meaningful to each person.”
While RSPCA South Australia doesn’t have the historical data to compare these journeys to campaigns sent in the past, it knows that less people are opting out of emails and list sizes are growing. It also has visibility into how supporters are interacting with the website and emails, and can use Pardot to score and identify those who are highly engaged. This helps the charity to better understand its supporters and reach out earlier to those who are open to becoming regular givers. Einstein Analytics adds to these insights and helps the charity make faster decisions and optimise campaigns already in progress. Blanchard shared this agility was vital in the success of an important campaign last year.
“By using Einstein Analytics to visualise the performance of the campaign in real-time, we were able to see that it wasn’t going to generate the funds we needed. This allowed us to react quickly and turn things around before it was too late,” said Blanchard.