Economic Change CIC

With Salesforce, we can reinvest more money and time into empowering more Supermums and nonprofits”

- Heather Black, Managing Director, Economic Change CIC

Parents and nonprofits realise their full potential thanks to Economic Change and Salesforce

Supermum’s Founder and Managing Director Heather Black has been part of the Salesforce family since 2012. In that time she’s helped countless nonprofit organisations boost their efficiency, sustainability, and impact through her specialist consultancy, Economic Change CIC, a Impact Partner.

“One in five charities are struggling to survive,” explained Heather. “Our mission is to empower nonprofit organisations with digital technology, so they can have a greater impact.” And they need all the help they can get: only a third of charities have a clear strategy around how digital can help them achieve their goals.


I want to encourage other organisations in the Salesforce ecosystem to offer more flexibility in the workplace and to become part of the SuperMum revolution.”

Heather Black, Managing Director, Economic Change CIC

Salesforce skills help parents back to work

Heather wants to help fill that gap by not only guiding nonprofits through the deployment of new platforms, such as Salesforce, but also by creating a network of Supermums with skills for the digital age. “Salesforce provides endless career progression and flexibility,” said Heather. “Thanks to my Salesforce skills, I was able to keep working while travelling around the world for four months and to relocate to the Sussex coast to start a family. I wanted to shout out and make mums aware of the flexible working opportunities and well-paid careers that are available within the Salesforce ecosystem.”

And so, the Salesforce Supermum programme was born with support from and Sage. Launched at the end of 2016, it helps both mums – and dads – to achieve a better work/life balance. The programme combines training/mentoring with practical hands-on experience building charities Salesforce CRM systems and recruitment placements.

The training modules are powered by Trailhead and Litmos, a cloud-based learning management system, with participants completing between 50 and 100 trails by the end of their course. “We’ve used myTrailhead to create customised learning experiences, which all lead to a Salesforce admin certification,” explained Heather.

Online community simplifies learning and collaboration

An online community provides a central point for viewing weekly assignments, tasks, and webinars as well as managing the onboarding the process. Powered by Community Cloud and Chatter, the Supermum community enables trainees to connect with each other as well as Heather and her colleagues at Economic Change. “It’s really important that the trainees feel supported by us and by each other,” said Heather. “With everyone studying at different times, the community makes collaboration a lot easier.”

Integrated with Litmos , the community will soon be opened up to external mentors as the Supermum initiative expands. The programme has already delivered great results not only for the Supermums but also nonprofits: the 50 trainees that have completed courses have supported 37 charities with more than 1,500 hours of volunteering. And all the trainees that wanted to find a new job opportunity have done so – one Supermum, Debra Carlyle, even became Head of Customer Success at Economic Change!

Dashboards shine a spotlight on impact improvements

Heather and her team have achieved similar successes through their work with nonprofits, with 75% of Economic Change clients reporting improvements in efficiency and 86% increasing their impact. For example, national charity the Shaw Trust was able to increase its volunteer base by 31% in just one year.

These and other Economic Change achievements are captured on an impact dashboard within Salesforce. “It’s my favorite dashboard,” revealed Heather. “It enables us to not only report on our successes but also communicate them to existing and future clients, which helps to secure funding for their Salesforce projects.”

Economic Change has delivered nearly 300 Salesforce implementations for 150 clients, which include charities, public sector organisations, social enterprises, and educational bodies. To keep track of both prospective engagements and current projects, Economic Change uses Sales Cloud. “We can track every interaction for every opportunity – whether it’s a proposal, a meeting or an email,” said Debra. “Sales Cloud enables us to manage our pipeline more effectively.”

A new approach for tracking support cases and client projects

Economic Change also uses Quip to collaborate on opportunities with Salesforce account executives. “It’s really added value,” said Heather, who wants to take a similarly collaborative approach with non-profits. She has already established a community that enables clients to view past projects and collaborate on current ones. “We wanted to move away from conversations happening on email,” explained Heather. “With Community Cloud, we can centralise all communication and increase transparency and flexibility for team members involved in a project.”

Clients can also use the community, which is built on Community Cloud, to log support cases, which are then tracked via Service Cloud. With a centralised view of support requests and responses across all channels, Economic Change can prioritise cases and resources. This visibility is key for part-time team members as they can quickly check previous interactions and the current status for an open case.

Personalisation enriches marketing content and lead nurturing

As a Senior Salesforce Consultant and Trailblazer, Heather understands the full potential of the Salesforce platform and wants to ensure nonprofits maximise the benefits. “I want to use MyTrailhead to personalise the learning journey for our clients by building trail mixes that match their business needs and Salesforce implementations,” she explained.

Heather and Debra also want to bring greater personalisation to how they communicate with both nonprofits and Supermums. “With Pardot, we will be able to nurture leads more effectively, keeping people interested and inspired,” explained Debra. This is particularly key for Supermums as the time between initial contact and programme sign-up can be several months.

Economic Change already uses Pardot to support its marketing strategy, which includes newsletters, thought leadership articles, and success stories. “The majority of our business comes through referrals and repeat custom, so it’s really important that we keep communication channels open with our clients,” said Debra. “With Pardot, we can see what topics interest them the most and adapt future content.”

Growth drives reinvestment in empowering parents and nonprofits

Enriching the client experience before, during, and after a project or a training course will help Economic Change achieve its ambitious growth goals. By 2020, Heather wants to have introduced 200 nonprofits and trainees to the potential of Salesforce.

“We are a social enterprise, which means growth is not about greater profitability but about greater impact. The flexibility and opportunities that Salesforce offers employers and employees is amazing. We are committed to empowering organisations and our Supermums to embrace the opportunities that the new digital workplace offers to help everyone to innovate, grow, and prosper economically,” said Heather. “By using Salesforce to boost efficiency and visibility, we can reinvest more money and time into empowering more Supermums and nonprofits.”


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