Emerging tech for nonprofits

Recently, my friends at Washington Trails Association asked me to think about what emerging tech is likely to be relevant for them and for nonprofits generally over the next few years. Here’s an adapted version of what I wrote for them.

This is in no way a comprehensive list — if you’re reading this, I’d love to hear more about what you’re looking at and thinking about!

Customer Journeys

This is not exactly “emerging tech” — it’s more like “tech that is here now but most nonprofits aren’t fully using yet.” Here’s a general background piece from my colleagues at Salesforce. An email drip campaign (e.g. a “welcome series” for new members) is a simple example of a customer journey, and the concept can be elaborated from there.

Many (but not all) bulk email tools can do at least simple marketing journeys, including two from Salesforce: Pardot and Marketing Cloud. Marketing Cloud can is a really powerful tool for building customer journeys, including ones that use both email and SMS, which is pretty neat. Pardot is a bit simpler, and while Salesforce brands it as a “B2B” email tool, my friends at Cloud For Good explain why you shouldn’t be misled by this; it’s actually pretty amazing for nonprofits. And here’s a nice example of how we’re using it for employee onboarding here at Salesforce.org.

I think there is a ton of opportunity for any nonprofit that is trying to raise money, organize a community, or deliver services to explore how to apply customer journey concepts to their work, and that there will be tremendous rewards in both dollars and engagement from plucking the low-hanging fruit. Assuming you already have a decent CRM system that integrates with a bulk email system (and if you don’t — what are you waiting for?), this mostly requires staff time for planning and writing the journeys.

Machine learning

Robots, drones and driverless cars are all over the headlines these days, and there’s lots of distractions and noise, but machine learning is a real thing and we are investing a TON into this at Salesforce right now.

Right now, machine learning requires a fair amount of often-expensive expertise, but what I think we’ll see over the next few years is that companies like Salesforce will “democratize” machine learning techniques by building them into our existing products so that it is easy for non-technical folks to put them to work on their specific business problems. We’ve been starting to roll out the first few machine learning features and there will be a LOT more to come.

Where this will all lead for nonprofit CRM users is still unclear (and the subject of active conversation internally), but I think we can see a few classes of techniques that will be ripe for application:

  • Recommendation systems. Think “Netflix for hiking” or “If you did this, you’ll probably like that.” If you have rich data about what people have already done, then you can start using stats to predict that they might want to do next.
  • Predictive lead scoring. Salesforce is just starting to roll some of this out, but the idea is to use your data to figure out which of your “leads” are “hot prospects” worth spending time on. It is easy to imagine this eventually becoming something that could help you figure out which members to call to try to upgrade to major donor status, or which volunteers are most likely to go from “sign a petition” to “show up for a meeting.”

Bigger picture: we are just starting to figure out how to apply these advanced statistical techniques to nonprofit business problems, and I’m certain that we’re going to see some really interesting stuff emerging from Salesforce and elsewhere over the next 5 years.

If you want to pe deeper here, my data science colleague recommends this blog series: https://medium.com/@ageitgey/machine-learning-is-fun-80ea3ec3c471

It really opened my mind to understanding the techniques and the possibilities. There is a little bit of code, but I just skip over those parts. 😉

Network theory + organizing

http://www.netcentriccampaigns.org/content/seven-elements-advocacy-network

http://netchange.co/what-is-a-directed-network-campaign

This is the cutting edge of advocacy campaigning theory, IMO. Basically the question is: how do we create campaigns that are platforms for people to self-organize and be creative, while providing scaffolding and structure to channel the energy in productive directions and be successful?

Nonprofits have an opportunity to ask themselves

  • What are the opportunities for us to connect users to each other to “do stuff” (advocacy or non-advocacy related)?
  • How do we create a shared vision and common language and then empower network participants to work creatively towards a goal?
  • How do we flow resources to the leaders that emerge out of the network?

One-click giving

Relatively minor, but I saw in the news today that Amazon’s patent on “1-click” is expiring soon, and I think that means we’ll see some really interesting evolution in online giving experiences as more platforms can implement this technically-simple but great-for-UX feature.

When we combine one-click giving with emerging payment networks like Stripe, Apple Pay and others that can remember your credit card information across a broad range of merchants, I think we are on the cusp of a revolution in online giving experiences. The nonprofits that figure this out first are going to see huge jumps in donor engagement.

Alright, that’s what I’ve got. What are you seeing on the horizon?

Improving email broadcasting integration with Salesforce

My colleagues at Groundwire and I spend a lot of time and energy thinking about integration.  How to connect various software stacks into seamless systems that solve complex problems for our clients.   It’s been really great to see the emergence of lots of great integrations enabled by the widespread adoption of web services APIs.  But lately, we’ve been realizing that, as in so many things, the details really matter.  How you design your integration is just as important as whether you integrate.

It’s in that spirit that my colleague Sam Knox has been doing some thinking about how email broadcasting platforms integrate with Salesforce.com and report their results back.  Short version: right now, most vendors’ integrations are extremely inefficient with scarce Salesforce storage space.  He thinks they can do a lot better, and has written an important blog post that describes (exactly) how.   If you use Salesforce integrated email broadcasting services such as VerticalResponse, ExactTarget or MailChimp or are an email broadcasting vendor that designs your integration, I urge you to give it a read and share your thoughts.

MailChimp and Salesforce integration: not even close to ready for prime-time

In the ongoing quest for solid, low-cost email broadcasting that has strong integration with Salesforce.com, I have had an eye on MailChimp, which offers a really slick, low-cost email blasting service that we had hoped could become a low-end replacement for Vertical Response, which has somewhat limited capabilities in its Salesforce integration.

MailChimp has a very slick email broadcasting system, and a very aggressive price point.  They claim to have a Salesforce integration, and so I logged in today and played around with a bit.

While much of the tool is really solid, the Salesforce integration is so rudimentary that it is actually completely, totally useless to us and our clients. 🙁

MailChimp can only import ALL of the contacts from your Salesforce account — no support for campaigns, reports, or getting any kind of targeted subset of your contacts. That’s bad, but I had somewhat expected it.

What’s worse is that MailChimp can ONLY import the following fields from Salesforce:

  • first
  • last
  • email
  • salesforce ID
  • city/state/zip

That’s it. No custom fields. Zilch. I confirmed this with their tech support, who were very helpful.

Unfortunately, a Salesforce integration this limited is essentially useless for any serious organizational use.  Very disappointing.

The only glimmer of hope is that the tech support person told me the Salesforce integration is scheduled for an overhaul in early 2010, but didn’t have any details on the substance. So we will have to keep on waiting.

Bottom line: I had been hoping that we could recommend MailChimp as a solid, low-end, integrated-with-Salesforce email broadcasting solution.  But unfortunately the answer is, “Nope, not yet.”

I have had an eye on http://MailChimp.com, which offers a really slick, low-cost email blasting service that we had hoped could become a low-end replacement for Vertical Response.

They claim to have a Salesforce integration, and so at Drew’s suggestion, I logged in today and played around with a bit today.

While much of the tool is really slick, the Salesforce integration is so rudimentary that it is actually completely, totally useless to us and our clients. 🙁

The details…

MailChimp can only import ALL of the contacts from your Salesforce account — no support for campaigns, reports, or getting any kind of targeted subset of your contacts. That’s bad, but I had somewhat expected it.

What’s worse is that MailChimp can ONLY import the following fields from Salesforce:

– first

– last

– email

– salesforce ID

– city/state/zip

That’s it. No custom fields. Zilch. I confirmed this with their tech support.

This renders the Salesforce integration completely and utterly useless. Very disappointing.

The only glimmer of hope is that the tech support person told me the Salesforce integration is scheduled for an overhaul in early 2010, but didn’t have any details on the substance. So we will have to keep on waiting.

Bottom line: if you were hoping we could recommend MailChimp as a solid, low-end, integrated-with-Salesforce alternative to Vertical Response, then I’m sorry to report that the answer is “Nope, not at this time.”

Come with work with us at ONE/Northwest!

My imminent return from sabbatical is not the only HR news at ONE/Northwest… we’re also hiring in our CRM consulting team!  If you’re an experienced CRM database consultant who’s looking for a great opportunity to help organizations make transformational social change, then we want you as our new CRM Consultant.

ONE/Northwest is a pretty incredible place to work.  We have a nationally-reknown team of smart, fun, passionate people.  We have amazing, world-changing clients and we do great work for them.   Come join us, or spread the word to the great people you know who should!