Creating Efficient Prospecting Through Salesforce
In the world of health, we live in a time of unprecedented breakthroughs in biomedical science, education, technology and healthcare. New challenges and opportunities change our expectations of well-being and longevity.
With the help of their donors, Duke Health Development and Alumni Affairs (DHDAA) stands enviably positioned to take advantage of and pursue these possibilities. Every day, donor’s dollars are translating today’s breakthrough discoveries into lifesaving care.
Like many organizations, DHDAA has many systems they use to track their constituent data. They lacked a singular system for fundraising that stored their constituents’ event history and household information in an easy to access way.
Visibility into their legacy fundraising database was locked down due to Health Insurance Portability and Accountability Act (HIPAA) compliance standards, and the information that Major Gift Officer’s needed to fundraise was not always available. Only one person had the ability to view the information housed in their legacy system used for both fundraising and housing patient information. That one person would need to receive, segment and sort through thousands of clinical events and then manually send them to their team of about 50 Major Gift Officers.
Gift Officers may not receive the constituent event records in a timely fashion or may be lacking the historical data needed to make an informed ask. This caused inefficiency with the Gift Officers’ prospecting efforts.
DHDAA was looking to create a HIPAA-compliant fundraising system that removes the barriers to their programs caused by the legacy system. To do so, they enlisted Cloud for Good to help implement Salesforce’s Nonprofit Success Pack, layered on top of Salesforce’s Health Cloud.
DHDAA was able to integrate their legacy system into Salesforce, pulling in high level giving history of their constituents. Data related to a contact now includes household information as well as clinical events, such as admission and discharge dates, and interest areas based on the physician with which they are aligned. For example, if the contact was seeing a cardiologist, they may be interested in cardiology. None of the constituent’s health data will be visible to the Major Gift Officers in this space, only the information the Major Gift Officers need in order to make an informed ask.
DHDAA is also now able to perform comprehensive research on their constituents as collected by their research department, in addition to automated wealth screenings. All of this prospecting information is now accessible to those who would need the information. Using the Nonprofit Success Pack (NPSP), user access can also be defined, allowing Major Gift Officers to only see the information relevant to them.
Health Cloud & Salesforce Shield
Industry regulations are always at the top of mind for any healthcare organization. With Cloud for Good’s help, DHDAA decided to implement Health Cloud with Salesforce Shield as their Salesforce architecture.
“Cloud for Good knew exactly what we needed after our discovery calls. They understood the importance of complying with industry regulations and used every tool available in Salesforce to make that happen,” said Suzanne Sopa, Executive Director of Annual Giving.
While Health Cloud is primarily utilized for patient records, DHDAA’s fundraising team found it to be the perfect prospecting solution to comply with HIPAA standards. With Health Cloud their constituent data is safe and secure.
With Salesforce Shield, DHDAA was able to implement compliance-enhancing features into their NPSP instance, including:
- Platform Encryption: With platform encryption, any personal constituent information is natively encrypted at rest, helping DHDAA protect their constituent’s most private information. Now, DHDAA can comply with both internal and external regulations while keeping usability functionalities like search, workflow and validation rules. DHDAA also turned on deterministic encryption, which addresses the problem of filtering by random, probabilistic encryption. They are now able to filter and run reports based on their encrypted data, setting them up for tools like Einstein Analytics to help them better understand trends and giving forecasting.
- Event Monitoring: To further comply with industry regulations, DHDAA can take advantage of event monitoring. This keeps track of performance, security and usage data on all of DHDAA’s Salesforce applications and allows them to see record changes in the database for any period of time.
- Field Audit Trail: With Salesforce Shield, DHDAA can also utilize Field Audit Trails. With this feature, they can see what their data looks at any point in time for the past ten years in an effort to remain compliant with data retention regulations, as well as set triggers for when data is deleted.
WealthEngine Connector for Salesforce
Armed with event history and interests, DHDAA also integrated WealthEngine into Salesforce to gain a full picture on their prospects.
Wealth screening is a powerful tool that organizations can use to determine their constituents’ capacity to give. You can use wealth screening to help set goals for fundraising campaigns, plan your direct asks and find potential major donors from a large pool of constituents by learning about their capacity, likelihood to give and relationships to other prospects. This helps paint a clearer picture of your donor’s ability and inclination to give.
Before implementing Salesforce, the process of putting prospects through wealth screening was automated after every clinical event, often screening a donor multiple times. Integrating WealthEngine into Salesforce put control over the wealth screening process back into DHDAA’s hands, so they could decide who they were sending and when they sent them. Now, any constituent can easily be passed through wealth screening at the click of a button, updating the relevant records on the individual’s record.
“As a Major Giving Associate, it is important to know as much data as possible about our prospects,” said Ryan Stringfellow, Associate Director of Development. “With Salesforce, I feel that I am able to see the information without making a manual effort. I come into the system, see my Salesforce prospects and all their data, from events to wealth screening information, in one place. It allows me to make smarter decisions on how and when I communicate with them.”
Before Salesforce, DHDAA’s Major Gift Officer operated in a silo, relying only on the data that they were given. They did not have the ability to see all potential donors with the same interest grouped or holistically view the activities that most often lead to a donation.
DHDAA can monitor trends across major gift officers based on the number of interactions that typically take place in order to qualify a prospect. All meetings and notes are centralized for collaboration. They can easily share any lessons they’ve learned, both with fundraising and Salesforce best practices.
Timing can be the difference between a major gift and a non-responsive constituent. Before implementing Salesforce, DHDAA’s Gift Officer had to wait for one person to access their legacy system and pour over the thousands of event records. Now that Major Gift Officers have access to the information about constituents in their Salesforce pipeline, they have the information they need to make an informed ask. By using current and historical data about event history or areas of interest, they can strategically reach out to their constituents at the right time with the right message.
“Our Development Officers rely on potential donor recommendations given by their Physician Leaders. With Salesforce, the Development Officers can make the most of their moments with the Physician Leaders, digging in and pulling up information on prospects in real time. A process that used to take days, now takes minutes. It allows our development team to be more responsive and continue to build strong relationships internally, building a strong pipeline.” said Sopa.
Improve Business Processes
DHDAA’s Major Gift Officers receive a notification from Salesforce when one of their prospects has a new clinical event. They’ve replaced the business process of manually sending these updates to the Major Gifts’ Team, in favor of a streamlined, easily accessible one.
The Major Gift Officers can quickly communicate with the invested parties to figure out the right message and time to make their ask. All their actions (phone call, email, etc.) are tracked in Salesforce. Once a prospect confirms they are interested in making a gift, they are marked as qualified and moved along the donor pipeline.
DHDAA has also introduced automation to help with segmenting their donors based on interests and giving potential. This logic helps identify prospects and automatically direct them to the Major Gift Officer most qualified to handle them. In addition, DHDAA also developed automation that adds prospects to nurture campaigns based on key information stored in Salesforce.
Utilizing Salesforce, DHDAA is now able to manage their data around touch points and engagements. Because information about events, household data, interest and wealth screening are readily available to Major Gift Officers, they are now able to build strategic communicating strategies and outreaches to move their prospects through the funnel, ultimately raising more money for their mission.
“We would have never gotten as far as we did without Cloud for Good’s help,” said Sopa. “It’s amazing how our consultants have been able to understand our process and help translate them into Salesforce functionality.”