Salesforce.

org Guide to
Higher Ed Advancement
Understanding change and defining a path forward
 INTRODUCTION 2

WELCOME TO THE SALESFORCE.ORG

GUIDE TO ADVANCEMENT!

Built for higher education institutions, this guide will help you understand how to
use the Salesforce platform and broader ecosystem to accelerate your efforts in
a variety of areas, such as alumni engagement, fundraising, data and operations
strategy, and more.

This guide is applicable to institutions with any level of Salesforce familiarity.

We start by discussing our view of higher education advancement today and
then review all of the areas of advancement that Salesforce.org can help your
institution. We also explain our unique Higher Education Data Architecture
(HEDA) and how institutions can layer on additional Salesforce capabilities to
address the specific needs of your advancement team.

BEST,
Your Salesforce.org
Higher Education Team
 CONTENTS 3

CONTENTS

SECTION 1: A NEW AGE OF ADVANCEMENT SECTION 2: GETTING STARTED WITH SALESFORCE FOR
ADVANCEMENT
Alumni & Donor Engagement

Building a Sense of Community Where Should I Start?

Personalization-At-Scale HEDA & Getting Your Data in Order on Sales Cloud

Volunteer Management Sales Cloud For Prospect Management & Fundraising Metrics

Fundraising Marketing Cloud to Boost Alumni Engagement, Events &

Stewardship
Career Services & Adapting to Alumni Needs
Marketing Cloud or Pardot?
Data & Operations
Community Cloud to Transform Online Alumni Engagement &
Events

Einstein Analytics to Boost Every Step of Your Process

Appexchange Community for Success with a Diverse Set of

Initiatives

Learn with Peers & At Your Own Pace: Power of Us & Trailhead

Which Plan is Right for Me?

SECTION 3: advancement Success Stories

 SECTION 1: A NEW AGE FOR ADVANCEMENT 4
SECTION 1

A NEW AGE FOR

ADVANCEMENT
MAJOR DEVELOPMENTS

#1: CRM Innovation is driving major technology decisions:

It’s an incredible time for advancement in higher
Many institutions are looking to shake themselves free from their clunky
education. With so much change happening in the existing advancement CRM, and for good reason. Some campuses
space, there are many opportunities for institutions have had the same CRMs in place for over a decade or longer and their
advancement teams aren’t able to provide the kind of personalized
to improve and modernize their operations, experience that alumni, donors and constituents have to come to expect
technology and overall approach to success. from any business or entity that they regularly engage with.

#2: Heightened donor expectations:

Alumni, donors and constituents are also on more varied communication
1 channels than ever before. This requires advancement offices to
look beyond their CRMs and be more creative in their multi-channel
outreach. With marketing automation, social media, SMS text messaging,
community and other platforms that easily integrate with the CRM,
advancement teams can maintain their data integrity and engage with
constituents on the channels they prefer at a frequency and in a style that
suits them.

#3: Leadership priorities are shifting

The role of the President’s office in advancement has changed for many
institutions as well. Now a much closer partner to the Advancement
office, presidents now view fundraising as their second greatest priority,
and for good reason. With higher education enrollments on the decline
and institutions looking to supplement lost revenues, a successful
2 fundraising operation is pivotal to the future of institutions across higher
education.

3 How are these developments impacting major areas

of advancement, such as alumni relations, fundraising,
operations and data strategy?
 SECTION 1: A NEW AGE FOR ADVANCEMENT 5

ALUMNI & DONOR

ENGAGEMENT According to the recent Voluntary Alumni
Engagement in Support of Education (VAESE)
Survey, 1 many institutions aren’t changing fast
enough to accommodate shifting expectations:

When engaging today’s alumni and donors, a one size fits all
approach will no longer suffice. Higher education institutions as a
whole are being held to the same rapidly-changing standards as 26.3%
businesses and other organizations. Today’s advancement teams Growth of average institutional opt-out
rate (alumni who ask to be listed as “Do
must adapt their engagement strategies to maintain the attention of Not Call” “Do Not Contact”, or “Do Not
their base. Solicit”).

Adopting the right technology mix that enables more personalized, multi-
channel outreach is important, but it’s far more important to understand the
unique backgrounds and preferences of your alumni and donors to build
strong, long-lasting relationships.
68%
of alumni professionals reporting that a
“general lack of alumni engagement” is
a significant concern

4
Average number of solicitations higher
ed institutions send to new graduates
within the first 12 months after
graduation.

1 Toyn, Gary. “VAESE Study: The Disheartening State Of Alumni

Relations.” Alumni Access Blog, Alumni Access, 23 Mar. 2017, blog.
alumniaccess.com/the_disheartening_state_of_alumni_relations.
 SECTION 1: A NEW AGE FOR ADVANCEMENT 6

BUILDING A SENSE Even if not for the purpose of driving direct fundraising
results, onsite events, online events and communities
OF COMMUNITY play a valuable role for gift stewardship, networking and
creating a stronger feeling of connection. When drafting
your event strategy, consider the following:

Events have long been a standard “go-to” channel  What attendance data from past events is available?
for higher education alumni engagement. After all,
more than 48%1 of alumni professionals recently  How are you making alumni and donors feel valued
before, during and after the event?
reported that clubs, chapters, homecomings,
reunion/class weekends and networking gatherings  How can your team leverage that data to conduct
have “significant” or “some impact” on alumni more targeted outreach in the future?
engagement.
 How are you defining success for each event? What
ROI are you tracking?
Aside from the clear impact on engagement, many
institutions have also regularly relied on events to drive major  How are you engaging alumni and donors after
gifts and other fundraising efforts. Unfortunately, recent an event? Are you using additional engagement
research has debunked the notion that event attendance opportunities to conduct surveys and gather feedback
and participation is a clear indicator of alumni propensity to for improvement?
give. Moreover, today’s alumni may no longer be as local as
previous cohorts, making onsite gatherings even harder.  Can alumni and donors participate in your
community-building activities remotely?
Taking the community online is not without challenges
either. With the growth of social media and other online
communities based on a variety of affinities from professional
networks to other social groups, institutions have had to
redefine the goal of an online alumni community to offer
constituents some authentic value, and a reason to create
another login credential.

1 http://blog.alumniaccess.com/the-3-highest-rated-not-lame-alumni-benefits
 SECTION 1: A NEW AGE FOR ADVANCEMENT 7

PERSONALIZATION-AT- The days of one-size-fits-all promotions and batch-and-blast

emails are over. With the right CRM and marketing platforms,

SCALE advancement teams can supercharge their alumni and donor

engagement strategy in many ways:
1. Multi-Channel Reach:
Leverage email, text, and social channels to send personalized, dynamic
Consumers increasingly expect consistent, content to every alumni and donor based on their interests and attributes.
personalized experiences — and their loyalty 2. Segmentation:
is on the line. This applies to consumers and Identifying common themes and different ways to group your alumni
and donors will help you to organize your audiences and personalize the
business buyers alike. Why should their alma
different types of information you send to them.
mater be any different?
3. Donor-Centric Fundraising:
Gain a deeper understanding of every donor by enriching CRM data with
According to the Salesforce 2017 State of Marketing
information about their web activity, email clicks and opens, and content
Report, in a study of over 7,000 consumers and consumption. Manage every aspect of fundraising campaigns while
business buyers worldwide, a majority of customers said tracking real-time results.
they would switch brands or vendors if communications
4. Intuitive Alumni and Donor Journeys:
weren’t personalized. While alumni and donors may not Guide alumni and donors through a personalized journey that dynamically
be able to change their alma mater, they have countless responds to their behavior. Send volunteers tailored opportunities to get
other organizations and causes that they can choose to involved based on their interests and history. Ensure alignment across
to donate and spend their valuable time. your network by delivering consistent communications to clubs, chapters,
affiliates, and other groups and steward alumni and donors by keeping
them updated on the status and use of their gifts.

of consumers are likely to switch brands

52% if a company doesn’t personalize
communications to them

of business buyers are likely to switch

65% brands if a vendor doesn’t personalize
communications to their company
 SECTION 1: A NEW AGE FOR ADVANCEMENT 8

VOLUNTEER MANAGEMENT
Fortunately, institutions can make relatively simple
improvements to their volunteer management to ensure
long-term participation and impact:

1. Focus On Their Skills:

Learn more about the skills and backgrounds of
Monetary gifts are not the only way that constituents can give volunteers to assign them to tasks that make use of their
back to their alma mater. Volunteering is a powerful way for talents and contributes to a more enjoyable experience.
alumni and donors to get involved and make an immediate
2. Celebrate Contributions:
and meaningful impact on campus, in the lives of students, Volunteers can be engaged and even stewarded similar
faculty and staff, and within the community. to donors. Volunteers that feel valued are likely to return.

At the core, volunteer management is about getting the right constituent the right 3. Measure Value and ROI:
training and then placing them in a position to support the right opportunity that fits Try to equate volunteers’ time and effort with a dollar
value that reflects just how they’ve contributed to the
their skill set. An intuitive CRM with the right workflows can better enable volunteer
institution.
managers to not only be able to better execute these basics, but go a step further to
ensure that the volunteer’s efforts are properly recognized, their impact measured 4. Connect Volunteers With Trained Staff:
and that they’re regularly engaged so that they have a positive outlook on any future Make volunteers feel like they are part of the team and
opportunities to help the institution. connected to the big picture.

Unfortunately, not all institutions treat volunteer management with the same 5. Provide Opportunities For Connection:
emphasis. According to the recent study, The New Volunteer Workforce in Provide opportunities for volunteers to attend talks,
the Stanford Innovation Review, some institutions view volunteerism as, network with leadership and give them a reason to
“nice, but not necessary.” The study argues that volunteers are especially remain involved outside of the core volunteering task.

important now, due to baby boomers retiring and searching for new fulfilling
opportunities. They also argue that Millennials are also increasingly interested
in volunteering, especially if they aren’t yet able to make an impact with a
monetary gift.
 SECTION 1: A NEW AGE FOR ADVANCEMENT 9

FUNDRAISING Advancement leaders agree, it’s more important than ever

for institutions to have effective and efficient fundraising
technology and operations in place to support its major
gift officers and campaign staff. When polled in the same
CASE survey, institutions revealed the following:
Advancement teams at many of today’s higher
education institutions are adjusting to the “new
Avg. increase of Top areas to spend if
normal” of living in a perpetual campaign mode. fundraising budget during financial resources were
According to a recent CASE (Council for the a capital campaign unlimited
Advancement and Support of Education) survey,  CRM
campaign fundraising is typically “ongoing or about
+65%
 More Staff & Gift Officers
to be initiated.” The intent of these campaigns is  Planned-Giving
Consultants
now much broader than in the past and far more  Training & Donor Research
likely to support operations costs and institution-
wide goals than more traditional purposes (new
construction, planned giving, etc).
Top areas 1. Engaging young donors
for campaign 2. Better donor stewardship
improvement
3. Improving volunteer participation
4. Holding smaller fundraising drives

Biggest campaign goals after dollar target

1. Better donor experience

2. Improved ease of donation
3. Learning donor preferences
 SECTION 1: A NEW AGE FOR ADVANCEMENT 10

CAREER SERVICES & ADAPTING

The Bren School of Environmental Science &
Management, a graduate professional school
at the University of California, Santa Barbara
TO ALUMNI NEEDS has been making career services a focus for
more than 20 years. According to Kristi Birney,
the school’s Associate Director for Career
Development and Alumni Relations, providing
career services to its students has contributed
Every advancement team has their tried and true methods for alumni events
to a highly engaged and connected alumni
and engagement. Homecoming, reunions, and networking may have once community.
been pivotal to stewarding and/or cultivating donors. However, alumni
preferences are changing along with the perceived value proposition of
higher education. The recent Eduventures Alumni Pulse Survey indicates that
the gap is widening between “the engagement opportunities that institutions
68%
Alumni Participation in Bren School
offer alumni and what those alumni want.”
Alumni Community

Networking events, professional seminars, and career development activities take

more priority in the minds of alumni and current students when asked which “In a larger sense, we’re a good example of
what many alumni are asking for. At Bren,
activities they would like to be more engaged with in the future. These activities
career services has a strong presence starting
replaced often well-attended activities like campus visits, homecomings and day one when we lead several activities during
reunions. This data should encourage institutions to take a fresh look at their alumni orientation. Tailored personal career advising
relations strategy and perhaps focus more on career services, helping alumni find a builds strong relationships while the students
job and advance their careers. are at Bren and that is maintained as students
transition to alumni. Providing career services
free of charge to alumni also keeps our team
accountable to the community. Our leadership
has elevated the importance of career services
for both students and alumni. Because of this
approach, alumni engagement is unbelievable
and the results are evident in our well
connected and tightly-knit Bren community.”

Kristi Birney, Associate Director for Career Development

and Alumni Relations
Bren School of Environmental Science and Management
University of California, Santa Barbara

“The Alumni Engagement Gap.” Welcome to Encoura, Eduventures,

7 Nov. 2017, encoura.org/alumni-engagement-gap/.
 SECTION 1: A NEW AGE FOR ADVANCEMENT 11

DATA & OPERATIONS

Fortunately, the right CRM platform can help institutions,
aggregate and enrich alumni and donor data to improve
how advancement teams engage, prospect, raise funds
Reliable data and operations are key to any and optimize the lifetime value of their alumni and donors.
successful advancement team, whether managing Consider the following capabilities and their impact when
fundraising programs and capital campaigns or evaluating and selecting an advancement CRM:
cultivating lifelong relationships with alumni and
supporters.Unfortunately, many institutions lack
adequate staff resources and have to contend with
data that is either incomplete, inaccurate, or locked Moves Management:
up in various silos. Others struggle to leverage the Does the CRM provide real-time visibility into
right kind of data so they can better connect with pipeline progress and productivity metrics?
new generations of alumni and cultivate them as
donors.
Analytics and Donor Strategy:

Can the CRM measure campaign effectiveness

and ROI while accessing predictive analysis
tools?

Data Architecture:

How are contacts, relationships and affiliations

addressed? Does the CRM provide a 360-degree
view of your alumni relationships? Is the
CRM flexible enough to easily incorporate
configurations for your team?
 SECTION 1: A NEW AGE FOR ADVANCEMENT 12

Prospect Management: Boost Productivity and Results:

Does the CRM easily enable frontline fundraisers on- Does the system allow for multi-channel fundraising
the-go to share notes and constituent updates via campaigns to increase both donor participation and
their mobile device with the prospect research team? donation size?

Giving Day Activities: Annual Giving/Major Gift Tracking:

Can you leverage a wide-range of tools to rally Does the CRM include real-time dashboards and
alumni, students, faculty and staff to meet 24-hour reports provide your executive team with real-time
donation challenges? status of your appeals?

Native Mobile App for Gift Officers: App and Partner Ecosystem:

Can Gift Officers manage the donation cycle from Does the CRM provide hundreds of extensions, plus
pledge to payment whether in the office or experienced partners to enhance and maintain the
on-the-go? exact solution that works for you and your team?
 SECTION 2: GETTING STARTED WITH SALESFORCE FOR ADVANCEMENT 13
SECTION 2

GETTING STARTED We need to get our data in a modern

connected platform and off our legacy system.
WITH SALESFORCE
FOR ADVANCEMENT +
higher ed
data
architecture

Our major gift officers need a better mobile

experience and tools for nurturing leads ASAP.

One cohesive brand across campus yet

personalized alumni communications please!

Where should I start? We need to connect all the ways that we engage
alumni to transform how we do Advancement.
What’s your most
pressing need?

+
 SECTION 2: GETTING STARTED WITH SALESFORCE FOR ADVANCEMENT 14

HIGHER EDUCATION
DATA ARCHITECTURE
(HEDA) Administrative Account

& GETTING YOUR DATA IN ORDER ON

SALES CLOUD

Contact
What is HEDA?

Built in collaboration with our partners and

customers in Higher Education, HEDA is a
community-driven data architecture and set of
best practices designed to configure Salesforce
out of the box for Higher Ed. HEDA makes RELATIONSHIPS AFFILIATIONS
it even easier for institutions of any size to
become a Connected Campus, enabling richer
and dynamic, 1-to-1 engagement across the
student journey. Academic High School Household Tennis Team
Mother
Advisor

English Department History Department

Program BA Creative Writing,
Father BA History
Advisor BA English Lit

Student Prospective Employer

Tutor
Assistant Internship Employer
 SECTION 2: GETTING STARTED WITH SALESFORCE FOR ADVANCEMENT 15

HEDA & GETTING YOUR DATA IN Next Steps: How do I get

ORDER ON SALES CLOUD (CONT.) started with HEDA?

1. Get more background online:

http://www.salesforce.org/highered/
data-architecture/
Why Implement HEDA and How Can It Accelerate
Advancement? 2. Review the free HEDA resources on
Trailhead at:
HEDA enables you to confidently become a Connected Campus by providing
trailhead.salesforce.com
a community-driven data architecture and set of best practices designed
to help institutions successfully represent constituents across the student
journey. HEDA accelerates deployment time and configuration with objects
and functionality created specifically for Higher Ed. Finally, with more
than 3,000 partner apps and 1.7 million customer installs, Salesforce’s
AppExchange is the most comprehensive source of social and mobile cloud
apps for your institution, including HEDA.

3. Get the HEDA package on the

AppExchange and select:
 SECTION 2: GETTING STARTED WITH SALESFORCE FOR ADVANCEMENT 16

SALES CLOUD FOR How can Sales Cloud accelerate

Advancement?

PROSPECT MANAGEMENT CRM is key for cultivating lifelong alumni relations, finding new
donors, and growing support from existing supporters. Manage the
& FUNDRAISING METRICS donation cycle from pledge to payment and execute multi-channel
fundraising campaigns. We know that development officers are
the lifeblood of your fundraising organization. They build pipeline,
establish critical lines of philanthropy, and strengthen major donor
relationships. They work best with a CRM solution that provides
intelligent suggestions for next steps and streamlines meetings,
What is Sales Cloud? phone calls, emails, and other tasks to keep gifts moving. Finally,
Sales Cloud is your Constituent Relationship Management (CRM) improve accountability with real-time visibility into progress and
productivity metrics.
solution and acts as a foundation to other Salesforce capabilities. It
simply manages most of your critical constituent information so that
you can see it all in one place.
Next Steps: How do I get started with Sales
Cloud?
Why implement Sales Cloud?
1. Review at https://www.salesforce.com/products/sales-
Higher education is a journey, and to your alumni, your campus is more cloud/overview/
than a degree — it represents a formative part of their lives. It all starts
2. Read a Customer Success story
with knowing who your students are. That means integrating every
system, department, and touchpoint to create a Connected Campus. 3. Contact your Account Executive or use: http://www.
Many institutions are turning to Campus - Wide CRM (constituent salesforce.org/contact-us/
relationship management systems) to help them move as today’s
students. They’re mobile, social, and connected, and so is Salesforce.

About Worcester
Polytechnic
Institute

Location: Worcester, MA The Goal: Take prospect

management to the next level
Type: 4-yr Private Institution using Sales Cloud & Lightning

Alumni Community: 38,000+

 SECTION 2: GETTING STARTED WITH SALESFORCE FOR ADVANCEMENT 17

MARKETING CLOUD TO
BOOST ALUMNI ENGAGEMENT,
EVENTS & STEWARDSHIP

WHAT IS MARKETING CLOUD?

Marketing Cloud is a unified marketing platform to know

constituents, engage them, and personalize their experience across
everything they interact with at an institution.

WHY IMPLEMENT MARKETING CLOUD?

Today’s consumers have never been more connected. Thanks to

advances in the web, mobile devices and social media, consumers
are interacting with brands like never before and have higher
expectations for their overall experience.  These expectations are
just as high for today’s colleges and universities. Whether applying
to the school, enrolling in classes, seeking service, or even donating
to the institution, digital engagement has a huge impact on the
collective constituent experience. The right vision will go a long
way, but building a great experience can’t happen without great
technology. 
 SECTION 2: GETTING STARTED WITH SALESFORCE FOR ADVANCEMENT 18

MARKETING CLOUD TO BOOST Next Steps: How do I get

ALUMNI ENGAGEMENT, EVENTS & started with Marketing
Cloud?
STEWARDSHIP (CONT.) 1. Review at
https://www.salesforce.com/products/
marketing-cloud/overview/

How can Marketing Cloud Accelerate Advancement?

2. Read a Customer Success
It can be difficult to keep in touch with your alumni. By maintaining easy-to-locate and story
consistently updated social channels for your alumni groups, you’re giving former students
and potential donors the opportunity to connect on their terms. In addition to the general 3. Contact your Account Executive or
Marketing Cloud platform, be sure to learn about the following: use:
http://www.salesforce.org/contact-us/

MARKETING CLOUD

Email Studio Journey Builder About Pepperdine

Email Marketing Platform Cross Channel Consumer University
Engagement
Location: Malibu, CA
Mobile Studio
Mobile Messaging Advertising Studio
Type: 4-yr Private Institution
Audience & Campaign
Management
Alumni Community: 100,000+
Social Studio
Social Media Marketing
Pardot The Goal: Leverage Social Studio to
B2B Marketing Automation accelerate Pepperdine’s Giving Day
Data Studio http://www.salesforce.org/past-webinars/
Data Management Platform how-to-maximize-university-giving-days-with-
social-media/
 SECTION 2: GETTING STARTED WITH SALESFORCE FOR ADVANCEMENT 19

MARKETING CLOUD OR PARDOT? Can’t decide?

Good news! It’s not unusual for our customers

to implement both Marketing Cloud and Pardot,
especially for those enterprise customers that
Marketing Cloud and Pardot can provide a significant boost use Salesforce in multiple departments to build-
out the vision of the Connected Campus. Both
to your alumni engagement and fundraising efforts. However, Marketing Cloud and Pardot integrate with the
whether you choose one platform or even both will vary based Salesforce Sales Cloud CRM.
on your institution’s marketing strategy, goals, business process
and structure. We’ve included a quick, high-level guide here, but
we encourage you to talk to your AE to get a deeper look at our Contact your Account Executive to
offerings. further discuss your needs and explore
your options!

Pardot is great for: Marketing Cloud is great foR:

 Supporting lead conversion with  Accommodating specific

marketing automation. processes and use cases

 Lead scoring and lead distribution  Unique journeys for alumni across
to drive major gifts. multiple channels.

 Adding basic email and social  Data segmentation to personalize

tools on top of Sales Cloud. marketing communications.

 Nurturing a defined set of leads  Marketing based on rich but

for high-stakes conversations. complex datasets or use cases.

 An individual department (e.g.  Large-scale implementations

Advancement). across the entire campus and
many departments.
 SECTION 2: GETTING STARTED WITH SALESFORCE FOR ADVANCEMENT 20

COMMUNITY CLOUD TO How can Community Cloud accelerate

Advancement?

TRANSFORM ONLINE ALUMNI From managing alumni reunions to key stakeholder groups
like campaign volunteer solicitors, Community Cloud
ENGAGEMENT & EVENTS enables you to engage with your audience via a modern
connected platform. Suggest connections based on
member’s interests and behavior with Salesforce’s Social
Intelligence technology. Engage alumni with prospects and
students for improved enrollment and career placement.
What is Community Cloud?

Community Cloud is a set of collaboration tools that connect your Getting Started with Community Cloud
key constituents to the information, apps, and resources they need.
Salesforce for Community Engagement sets a new standard for 1. Review at https://www.salesforce.com/products/
online community platforms and re-imagines every student and community-cloud/overview/

alumni touch point – across the entire lifecycle – as an opportunity 2. Read a Customer Success story
to build a relationship.
3. Contact your Account Executive use: http://
www.salesforce.org/contact-us/
Why implement Community Cloud?

Many universities try to engage with students and alumni using either
rigid portals that don’t enable collaboration or discussion forums that are
completely detached from operations. The modern alum is frustrated About UC
by the obvious shortcomings of these outdated technologies. With Berkeley
Community Cloud, institutions are enabled to engage with constituents in
new ways using social, mobile, and cloud technologies. Location: Berkeley, CA
Type: 4-yr Public Institution
Alumni Community: 500,000+

The Goal: In less than two months from conception to

deployment, Community Cloud allowed UC Berkeley to
quickly and easily extend its fundraising CRM to its Class
Campaign Volunteers Solicitors.
 SECTION 2: GETTING STARTED WITH SALESFORCE FOR ADVANCEMENT 21

EINSTEIN ANALYTICS TO
BOOST EVERY STEP OF YOUR
PROCESS

What is Einstein Analytics?

How would you like to embed the world’s leading data scientist into
your CRM? Our Einstein Analytics technology delivers predictions,
key moments and smart follow-ups seamlessly in the everyday
workflows of Development teams. Einstein looks at standard and
custom fields in the Sales Cloud CRM, in addition to 6 months of
email and calendar data, to bubble up these valuable insights.

How can Einstein Analytics accelerate

Advancement?

Our customers use Einstein to automate the visibility of priority activities for major
gift development officers. Einstein generates real-time dashboards on campaign
progress that assist with major gift strategy discussions. What if your team needs
additional reporting? Development officers can use easy report-builders on their
own, which can cut down on the wait-time and backlog of reporting requests to
your Services teams. Moreover, development officers in the field have immediate
access to the insights they need to accomplish their goals more efficiently.
 SECTION 2: GETTING STARTED WITH SALESFORCE FOR ADVANCEMENT 22

APPEXCHANGE COMMUNITY FOR

SUCCESS WITH A DIVERSE SET
OF INITIATIVES
Next Steps: How do I get
started with a Partner on
What is the AppExchange? the AppExchange?

Salesforce.org is proud to work with a rich and thriving partner ecosystem that contributes to
the success of our higher ed customers by delivering expert implementation, application and 1. Talk to your Account Executive
(AE) to discuss goals and definition
integration services.
of success.
Whether starting out with your Salesforce CRM implementation or if you are in a business
as usual mode, there are always times where you will need to do more than what comes as
2. Review some tips:
standard from the core Salesforce CRM. To do this, you’ll need to make the decision of building
your own app or using one from the AppExchange. http://www.salesforce.org/how-to-
choose-a-salesforce-consulting-partner/

How can partners accelerate Advancement?

3. Check-out what’s available on the
We understand that “Advancement” is a term used to represent a vast array of campus needs AppExchange:
- from alumni engagement in all its forms (web, social, in-person), to the various stages of
prospecting and fundraising, to volunteering, to analytics, data integration and other services. https://appexchange.salesforce.com/

We believe that customer choice is critical to your success since every Advancement team will
have unique priorities and needs to be successful. Our partner ecosystem touches on many
different areas of Advancement and continues to grow in functionality and capability.

Whether you need to boost your team’s understanding of wealth capacity, make online giving
even easier, or manage alumni records to streamline fundraising productivity, we’re sure you’ll
find a partner that can become your ally.
 SECTION 2: GETTING STARTED WITH SALESFORCE FOR ADVANCEMENT 23

LEARN WITH PEERS & AT

YOUR OWN PACE: POWER What is Trailhead?

OF US AND TRAILHEAD If you’ve ever wished for an easier way to learn about Salesforce,
take a look at Trailhead. Trailhead provides users with a guided,
learning path through the key features of Salesforce, using a set of
interactive, online tutorials.

What is the Power of Us Hub? Some key features of Trailhead are:

The Power of Us Hub is the online community for non-profit and  Self-paced, online learning
education-focused Salesforce users. Managed by Salesforce.org, the
Hub is a place where you and your colleagues can learn, share, and  Learning paths
collaborate with other users, partners, and sector experts to ensure  Interactive assessments
that you are getting the most out of Salesforce. Today, the Hub has
25,000+ members, 6,000+ posts per month, and 98% of questions get  Modular and engaging content
answered.  Gamification

 Ask Questions  Share resources

For more information, visit: https://trailhead.salesforce.com/
 Answer a Question  Access Nonprofit Starter Pack
documentation
 Collaborate
 and lots more to come . . .
Next Steps: How can I learn more?
For more information, visit:
http://www.salesforce.org/help/ 1. Learn more online using the links above.
power-of-us-hub/ 2. Talk to your Account Executive (AE) about your needs
and the options available.
3. Join the community! Post your questions on the Power
of Us Hub.
 SECTION 2: GETTING STARTED WITH SALESFORCE FOR ADVANCEMENT 24

LET US HELP THROUGH

CUSTOMER SUCCESS OPTIONS

Customer success is a top priority at Salesforce. Every customer gets

a Standard Success Plan for online support and training. Our most Next Steps: How can I
successful customers take advantage of our Premier Success Plans to learn more?

achieve an 80% higher return on their Salesforce investment.

1. Learn more online by visiting:
http://www.salesforce.org/highered_
Which plan is right for me? product/success-plans/

There are two types of Customer Success plans available:

2. Talk to your Account Executive
AE) about your needs and the
Standard Success Plans  Premier/Premier+ Success Plans  options available.
MOST POPULAR
3. Join the community! Post your
Self-guided resources, automatically
Expert guidance and tools for success. questions on the Power of Us Hub
included with all Salesforce products
Get all the benefits of the Standard
Success Plan PLUS:
GUIDANCE
Online Getting Started resources
GUIDANCE
Salesforce community
Premier and Premier+ Accelerators
Circles of Success
Exclusive events
Power of Us Hub

SUPPORT Training
SUPPORT Training 24/7 phone support Certification prep courses
Self-service support Trailhead Response time starts at Role-based online and
one hour video learning
Response in two business
days Developer support Certification practice
Configuration services* exams*

* Premier+ only
 SECTION 3: ADVANCEMENT SUCCESS STORIES 25
SECTION 3

ADVANCEMENT
SUCCESS STORIES +56% +40%
student engagement conversion rate

-46% +14%
time from prospect to close donation forecast accuracy

Allegheny College used Salesforce Community Cloud to deploy their

“Gator Connect” alumni portal, which provides a networking space, a
job and internship database, and volunteer opportunities.

“Salesforce is completely customizable and has grown with us

throughout this multi-phase project.”
—Keri Fadden, Director of Alumni Engagement

“To have a tool that will help identify fundraising trends and help us
move from descriptive analytics to predictive analysis is really exciting.”
—Melissa Kwilosz, Chief Information Officer
 SECTION 3: ADVANCEMENT SUCCESS STORIES 26

“Before, our social media sat in a silo. No one was The University of Southern California has launched Thanks to a bi-directional integration between
being captured as leads or prospective students or a multi-year campaign to raise $6 billion, with Salesforce and Westmont’s back-end alumni
donors. ” Salesforce as their fundraising platform. database and ERP, gift officers are able to use
—Matt Weber, Director of Digital Communications intuitive front-end tools like the Salesforce 1
“Salesforce thrives on complexity. They are really Mobile App, while data stays synced between all
helping us connect everybody.” systems. Fundraising increased by 250% over
—Al Checcio, Senior Vice President of University the first three years Salesforce was rolled out. The
Advancement initial fundraising campaign raised over $83 million,
the largest amount ever raised by the school up to
that time.
“The social component was great because the best
stories about Pepperdine were being told by the
alumni that experienced them...It made out Giving
Day about much more than the dollars it was
generating.” Wake Tech’s recently launched Corporate Solutions
—Noelle Seybart, Social Media Manager Department adopted Salesforce as their platform
for corporate relations, business development, “Salesforce was the only solution that offered a
and operations. Within the first year of deploying fundraising option and also the ability to deploy
Salesforce, the department increased its net across the university.”
revenue by over 200%.
—Cheryl Cerny, Senior Director of Information
“Having all pertinent data and processes in once Management and Research
place with Salesforce has empowered our small
“Salesforce was intuitive and easy to use. We team to do some pretty amazing things.”
weren’t asking our staff to do anything new; we
were simply enabling them to do their jobs in a —Jamie Glass, Associate Vice
much simpler and streamlined way.” President for Corporate
Solutions
—Tom Neuburger, Associated Director, CRM
Center of Excellence
 CONCLUSION 27

THANK YOU!