Classy for Salesforce Helps Concern Worldwide US React Quickly to Emergencies

Responding to Emergencies in Record Time

When a humanitarian crisis like the earthquakes in Turkey and Syria occurs, the Concern team must act quickly. Using Classy, they created an emergency campaign in less than 15 minutes by duplicating a previous campaign and customizing the emergency details. 

For campaigns such as this, the team can add extra tracking capabilities like Google Analytics and Classy’s source codes, and then import that traffic data into Salesforce. Pass-through parameters automatically populate a user’s name, email address, and other personal details, making the checkout process even faster and more seamless. 

All donor information is automatically transferred to Salesforce, which the Concern team then uses to build reports, for campaign and donor management, and to dynamically engage donors. Concern segments their supporter base to send tailored messages to strengthen relationships and communicate personally, at scale. For example, the team can appeal to donors with pre-populated donation amounts based on their donation history and likelihood to give. 

For an emergency like the earthquakes in Turkey and Syria, Concern has restricted funds that can be designated to the cause. The donor’s information is captured in Salesforce and easily imported into Concern’s financial management system.

All of these systems work together to create a smooth donation experience so donors can give with confidence. 

Planning for the Future

Next month, Concern is launching a new website that will include embedded donation forms, which, on average, see a 2x revenue increase.

In addition to embedded forms, the team is looking for new ways to increase recurring capture, which the Classy for Salesforce integration makes easier. This will include mapping the recurring donation object in Salesforce, tracking it, and dynamically targeting one-time donors while suppressing recurring or major donors from outreach.

Specific to emergency donations, donors are automatically added to Concern’s CRM, then go through a series of seven emails over the first month of the earthquake emergency. Donors are then included in the general flow of communications. Coming up, the team plans to send out a dynamic email thanking them for donating and updating them on the impact they had on Concern’s emergency response.