Non-profits wouldn’t be able to achieve their objectives and goals without the regular contributions of their donors and other passionate well-wishers.
However, getting regular donations from these groups also means cultivating good relations with the existing donors and supporters. This means you need a strong donor communication and retention strategy.
There are several ways to do this, but one of the best is through email. Using the proper strategies that work can level up your organization’s outreach and keep donors in the know and interested in supporting your cause.
There are lots of email system options, but Salesforce is one of the best when it comes to combining the power of email and built-in integrations with email marketing services.
With Salesforce, you can personalize your outreach to your donor list, which helps boost donor retention besides communicating that you appreciate their support.
Once sent, you’ll also get data from your email such as who received it and how they responded.
In this post, we’ll look at how you can achieve this using Salesforce and show you how to send email blasts to your donor list using this powerful platform.
What is Salesforce?
Salesforce is the primary offering within the Salesforce platform that provides enterprises with an interface for task and case management, and a system through which they can route and escalate important events automatically.
Its customer portal allows customers to track cases, besides providing analytical tools, email alerts, and other services.
Salesforce has several options for sending email from within the platform. However, we’ll look at how you can send mass emails using the native Salesforce app, and Salesforce integration with MailChimp.
With native Salesforce, you can send mass emails to your donor list at no extra cost. A maximum of 500 external email addresses can be sent each day for free, but this is for enterprise edition users, i.e. non-profits who receive the product donation.
It automatically generates the sender’s email address, but you cannot manipulate or change it.
Additionally, you have access to three types of email templates: HTML, text, and Visualforce. The first two are easy to create with letterheads, but they’re limited in design capability.
Visualforce however, has easy to create templates and allows advanced merging with the recipient’s data when there are multiple records.
Salesforce also lets you track HTML emails sent from within the platform, with information such as the date of first opening, frequency, and most recent date of opening.
Finally, you cannot whitelist mass emails in Salesforce, which means your email may just end up in the spam folder of your recipient’s email.
How to send mass emails to your donor list via Native Salesforce (Salesforce Classic)
In order to send mass emails using Native Salesforce, do the following:
- Decide who your recipients are.
- Contacts or person accounts – Go to Contacts or Cases Tab>Tools section>click Mass Email contacts.
- Leads – Go to Tools>click Mass Email leads.
- In Setup, go to Manage Users permission, from Setup, enter Mass Email Users in the Quick Find box, and select Mass Email Users.
- Select a list view of recipients.
- Click Go. By default, all recipients in list view are selected. You can deselect to remove them.
- Click Next.
- Select an email template.
- Click the Preview links to view the templates, then click Next.
- On the confirmation page, select the processing options to use. The queue will display the mass email name you specify, as well as receive status messages from Salesforce.
- In Delivery Options, send the email. You can also pick a date and time zone for sending emails in future.
- Click Send.
- Click Finished.
Note: You cannot send a mass email using an organization-wide address.
Salesforce integration with MailChimp
Salesforce allows you to manage your contacts. Its built-in integration allows you to import Salesforce contacts to your MailChimp list as well, in order to view campaign activity data in Salesforce.
However, there are constraints put in place by Salesforce to ensure delivery of emails from Salesforce servers to your recipients.
They do this to prevent rogue customers from pushing out thousands of emails that are inappropriate and result in ISPs receiving flagged emails as spam, sent from Salesforce.
This would cause Salesforce servers to be blacklisted by the ISP so any customer on the blacklisted server won’t send emails to their recipients on the same ISP.
To send mass emails to your donor list via MailChimp integration with Salesforce, you first have to set up the built-in Salesforce integration.
A few things to consider before you begin the setup process:
- To import or sync information regularly, you need to install MailChimp for Salesforce app via AppExchange.
- To use the built-in integration, you need a Professional Edition Salesforce account.
- Before importing Salesforce contacts, create a list in MailChimp.
How to integrate and connect the built-in Salesforce integration with MailChimp
Connect your MailChimp and Salesforce accounts to start using the built-in integration. To do this:
- Click your profile name.
- Select Account.
- Click Integrations then click Salesforce.
- Click Connect. This opens Salesforce authorization login.
- Login to your account and complete the connection.
- On the Integrations page, a success message will display showing your account is connected.
- Once connected, you can import Salesforce contacts into MailChimp and enable tracking options in MailChimp campaigns so as to get subscriber activity on Salesforce.
To import Salesforce contacts, you can use the Salesforce link from the list import page. To do this:
- Go to Lists page in MailChimp.
- Go to the list you want to work with and click the drop-down menu next to it.
- Click Import.
- Select Integrated Service.
- Click Salesforce, then click Next.
- On Import from Salesforce, select the Salesforce fields you want to add to the MailChimp list.
- Check the I understand that my billing plan may be automatically upgraded box.
- Click Next.
- The You’re all set to import screen will display. You can review your import settings then click Import.
- Rinse and repeat the process if you want to add new contacts from Salesforce to your MailChimp list. You can also update information by checking the Auto-update my existing list box.
Using any of these two methods can help you send out mass emails to your donor list. If you want to send out email blasts, you can use solutions in the AppExchange. Otherwise the Mass Email feature on Salesforce is great for sending donor recognition emails as well.