Over the course of a school year, the average teacher spends more than $500 of their own money to pay for classroom supplies, projects, and field trips. Despite this self-sacrifice, many classrooms still lack critical resources to give children the education they deserve. DonorsChoose.org, a nonprofit organization, makes it easy for public schools to post project requests and receive support from interested donors. DonorsChoose.org designed their site to be highly impactful and personalized for today’s donor. “It’s about enabling someone who may have just one dollar to give to be a full-fledged philanthropist,” says Charles Best, CEO and Founder of DonorsChoose.org. Best and his team use Marketing Cloud and the Salesforce App Cloud to create this next-generation donor experience. “We used to send very generic appeals to donors,” says Katie Bisbee, Chief Marketing Officer. “Marketing Cloud helps us create personalized experiences that help individuals connect directly with teachers, providing support for classroom projects that will inspire tomorrow’s leaders.” Instead of sending endless waves of generic emails, each donor now receives an email with one tailored suggestion of a classroom project that matches their giving preferences and history. “By sending targeted, one-to-one communications through Marketing Cloud, we’ve increased our donor conversion rate by 300%,” says Bisbee. DonorsChoose.org uses Marketing Cloud to personalize and automate customer journeys that delight donors and keep them coming back to give more. Some donors choose to fund musical instruments for a school without arts funding or microscopes for a science classroom that never had them before. Either way, all donors receive a dollar-for-dollar report of how their money was spent and a personalized thank-you from that specific classroom. Bisbee says, “By creating customer journeys with Marketing Cloud, we give every single one of our 1.5 million donors an experience that in the past was reserved only for million-dollar donors.” Email isn’t the only channel that DonorsChoose.org uses to engage their constituents. They also use Marketing Cloud to schedule, manage, and post content to Facebook and other social channels. So when a natural disaster strikes and schools are damaged or destroyed, like during the 2013 tornado in Moore, Oklahoma, DonorsChoose.org is able to quickly mobilize its donors in response.