Get Started with Salesforce for Advancement: #2 Alumni Relations & Engagement


broadcast is now starting all attendees
are in listen-only mode Good morning or Good afternoon! Depending on where you’re calling in from today. thank you so much for joining us for this webinar on “Getting started with Salesforce for Advancement.” Where today we’ll be
focusing on alumni relations and engagement. As a reminder this is
part 2 of a longer four-part series to help you get set up using Salesforce for
Advancement. If you happen to miss the first in our series “Planning for Success,”
you can find a link to the recording and the slides in the Power of Us Hub. I have
that link in our slide deck today so you’ll be able to get caught up a little
bit okay. so who is with you today? Your guides along this alumni engagement path are myself, my name is Keri Fadden.
I work here at Salesforce.org as a Success Content Specialist, focusing on
Higher Ed customers. Joining me are my two wonderful colleagues Mark Beaulieu who is also a Success Content Specialist at Salesforce.org and Carlos Villapando who is a Senior Manager for advisory services. They will be having different roles in our webinar today so welcome to them! No presentation from Salesforce would be complete without pausing first to mention our
forward-looking statement. This is just a reminder that as a publicly
traded company. You should make all of your purchasing
decisions based on products that are currently available. We may talk about
some forward-looking opportunities, some things that are
coming down the road map but those are just possibles. So please make decisions
again on things that are available right now. I also wanted to pause quickly and
just make a little plug about Lightning. If you hadn’t heard, about two years
ago Salesforce introduced a new user interface new look and feel. Which we
call the Lightning Experience if you’re not sure if you’re in Classic or
Lightning if the left looks familiar you’re currently still in classic. If
the right looks familiar you are already on Salesforce Lightning. You might be
wondering why I’m stopping to even bring this up but we’ll be covering most of
the things in our webinar today in the lightning experience since it is
the future of Salesforce. If you’re seeing this for the first time you can
imagine what some of the functionality you’ll see will look a little bit
different. We do offer some resources which are linked on this slide to help
you make that transition to lightning. We also have webinar series specifically for Higher Ed customers that talk about the process in your type
of situation so I invite you to join to learn more through these resources and
make the move to Lightning if you haven’t already. Some additional
logistics to cover before we get into content. We are recording this webinar
and you will receive the recording and this slide deck within a few days by
email. I’m adding this recording also to our trailmix whose shortened link is
here on the slide. That is the place where you’ll also be able to access
resources and links that I referenced throughout the webinar today trailmixes
if you haven’t used one before our custom learning paths that are created
from Trailhead trails modules and Lynx recordings and more. If you
haven’t been on Trailhead it’s a really fun interactive and guided way for
Admins and Developers to learn how to use Salesforce. Hopefully you have
heard of these but if you haven’t this will be a great introduction for you.
Throughout the webinar if you have questions you can use the GoToWebinar
control panel there is a question section. Mark is going to be monitoring
us for that and he’ll answer some of the questions if you can immediately to you
and ask others to Carlos and myself. If we think they’ll be helpful for the
group if by chance we don’t get to all the questions today we encourage you to
visit the Power of Us Hub and ask those questions in groups like the Higher
Education sector chatter group or also the chatter group for system
administrators. Again, these are linked for you when you get the slide
deck as I mentioned in the first slide we’ve already covered “Planning for Success.” Today we’re going to be focusing on “Alumni relations
and Engagement.” Over the next few months we’ll continue talking about Advancement
and Salesforce by focusing on “Fundraising and Growth and “Data and
insights.” All with the goals of helping you achieve your Advancement or any
related goals using Salesforce. You can sign up for any of the webinars in
this series in the Power of Us Hub and the getting started group or just by
simply searching for the name of one of the webinars in the group. Because
you’ve joined today we’ll send you an email when the next one is coming. What are we doing today? We’re going to begin with a really quick overview of
our first webinar, just a few highlights to kind of brush us up. We’ll talk
more in depth about ways you can track alumni engagement through Salesforce. Finally, close the webinar by talking about ways you can extend the Salesforce
platform to get more bang for your buck. I do always like to begin with a
quick poll and Mark’s gonna launch the poll for us. What I’m interested in
learning from you is “Where is your institution currently in its journey for
Salesforce for Advancement?” There is no right or wrong answer here. We’re just
really looking to see who’s on the call and kind of where people are at. Are
you thinking about using Salesforce but you haven’t decided yet? You’re a little
new maybe you’re in that beginning stage of implementing Salesforce or just
looking for some ideas? Finally, maybe you’re already using Salesforce in Advancement but you’re hoping to learn more. Just quickly select one of the
answers and we will launch the poll results. We’ll give it about five more
seconds if that’s okay Mark. Let’s see what we got It looks like the majority of people on the call today are in those beginning
stages of implementing Salesforce. Then the second runner up to that is
you’re thinking about it but haven’t quite decided yet. Finally, there are
some of you are already using Advancement. Hopefully we’ve designed the webinar today to try and reach each of you in a different place. I always
like to say webinars are challenging to create sometimes because there’s
multiple people in the audience as we’ve seen here so bear with us. Some of the
slides might apply directly to you and some might not. So just take learning and
knowledge from where you can so welcome to all of you! Hopefully we can give you
each a little bit of something to learn today. In our first webinar we
had this slide which gives you an overview of how we look at Salesforce
for Advancement. Salesforce doesn’t have your traditional out-of-the-box solution
for advancement ever. If you translate the word sales in
Salesforce and replace it with fundraising or engagement you can see
that it’s ready-made for this purpose. You can easily create a powerful
Advancement tool using Salesforce products like Sales Cloud, Service Cloud,
Community Cloud, Marketing Cloud, or even Einstein Analytics. The list could go on
but what we like best is that you get to decide which pieces of the advancement
puzzle and Salesforce products are most important to you in your institution as
you begin to build this out. I’ve linked on this slide some additional resources
for you to learn more information on the left is an Advancement ebook and on the
right is what we call the Trailblazer guide. Each has some great learning
opportunities to see how others are using Salesforce or additional ways that
you can think about Salesforce for Advancement. The other slide I want to
highlight from the first webinar is this one on project success. In this
diagram it shows you how complexity alignment and commitment factor into
project cost and risk. We talked a lot more in depth about how you can then
use these tools to find that sweet spot for Project Success. I’m not going to go
into all of it today but I want you to consider is that how you’re planning
fits in and works with the other parts of your campus. Especially if you have
other Salesforce Orgs. Org structures at colleges and universities can be very
complex. Your best project outcome will occur when you’re taking into
consideration what is happening at your campus. Not just in your
particular org, a key takeaway besides thinking about complexity on your campus is to also define the scope of your project hash out those requirements that
will accomplish your scope. In order to prevent scope creep, you must have a phased release approach. We really encourage you to think about phasing it and not trying to do it all at once. Like I said that was give just gonna be
a very very quick review of two of the highlights. If you want to learn more
about planning for success I invite you again to look for that in
the Power of Us Hub. Just search for the title of that webinar planning for
success. We’re going to move next into the meat of the presentation. Which is on ways you can keep track of progress of alumni
engagement using Salesforce. First I always like to start kind of at high
level and then get a little bit more specific. Let’s talk about the
importance of using native Salesforce functionality to manage alumni
engagement. I want you to really remember that Salesforce is a CRM and is
built to manage relationships and interactions. All with the goal of
improving those relationships so Salesforce can help you connect to
alumni, streamline your processes, and improve relationships. Salesforce is
not a database intended just to store information about your alumni it’s meant
to help you learn more about your alumni and your relationship to them. Let’s
look at some additional native functionality that you can use right
away to monitor alumni engagement within the Salesforce Education Cloud. There are
lots of solutions to support the work that you’re doing in alumni relations
and engagement. For example, I’m going to start here with the Higher Education
Data Architecture model. In HEDA there there are included some custom
objects that I think are very helpful for alumni relations and engagement.
These are the relationships and affiliations objects so the relationship
custom object can track relationships between your contacts. This could be a
spouse parents children’s major gift officer or anyone else related to the
work. The affiliations custom object can track affiliations between contacts
and other accounts. This could be one of the six different account record
types that are available when you install HEDA. You can create your own
custom the record types I chose these because
as I said I think they’re particularly useful in alumni engagement. You can
track and report on these objects to better understand the connections your
alumni have to each other, to the college or university, or even to others outside
of your institution like employers. This data can be very beneficial for
planning outreach and personalized communication to your alumni. There are
also some additional sales for standard objects that fit well within alumni
relations and engagement. I’ve highlighted here on the slide opportunities, case, campaign, and lead. If you’re new to Salesforce I kind of
wanted to translate these for you how you might think about them in alumni
engagement or advancement type situations. Opportunities I would kind
of characterize as their chance to give back. An opportunity can track
recruitment of volunteer roles. Perhaps opportunities can easily track major
gifts. They can also be used for managing engagement opportunities like
membership on your board of trustees or even an alumni council cases someone’s
request for help. So for example, a case might be created if an alum requests a
copy of their transcript or they have a question about an upcoming reunion
campaigns. I characterized as a call to action to alumni so you may send out an
email to a group of alumni to volunteer to be a mentor to current students.
Finally, lead is a way of for an alum or a constituent to show interest. So
perhaps a lead can be generated when an alum fills out a form on your website or
checks in an in at an event. As you can see there’s lots of ways to use
custom and and standard objects to keep alumni engaged and to track who’s doing
what when. I do want to pause and go a little bit further into detail about the
campaign object because I think it’s useful. A campaign represents any outgoing communication to a constituent. A single campaign
record could represent direct mail, email, phone call, or even an event invitation.
Campaign members are all of the people who receive communications from this
campaign that you’ve identified. If you’re looking at a campaign that’s a
mailing as one example you’ll find a list of all the recipients of that
mailing under campaign members. Likewise if you’re looking at a contact or a
constituent record you’ll see all the campaigns they’ve received messages from in their campaign history list you can add campaigns members to campaigns
manually via contact list or even by importing a list into Salesforce. As
you can see on the screen here Salesforce allows you to build out
campaigns using a hierarchy and connect them to one another. This is perfect
for reporting and understanding perhaps what is working best to engage your
alumni. All data from the campaign hierarchy automatically rolls up to the
top tier also known as your parent campaign. This is all the way on the
left, this data and the campaign can include things like total number sent,
number of responses, number attended, and actions taken by the members within the
campaign. One thing to note is there isn’t only one way to setup a campaign
this is an example here. People get very creative when they do this so our
advice is to write down think about what you’re looking to capture or learn then
draw out a campaign structure. Finally build it in Salesforce, I’ve
added some information about campaigns to your trailmix. If you want to learn
more another great tool are using reports and dashboards to measure alumni
engagement. Perhaps your question is “Which alumni are engaged? Which alumni are not?” If that is your question then your dashboard and all the underlying
reports will give you your answer. I have a few best practices or things to
think about to get the most set of reports and dashboards. First is
to plan design. Who is your audience, what do
you want to achieve, are there security or other items you need to
consider? Really plan don’t just jump in and create it. When you feel ready
finally build your dashboard and think about it like a newspaper articl,e a
strong headline, a picture, and tell a story. Also think about the reports that
lie underneath, they are the basis for a good dashboard. Finally think about
the ways to get your dashboard or report into the hands of your users by
embedding it on the homepage. Encouraging users to use chatter feeds to
collaborate or even subscribe to dashboards. There’s no use building out
reports and dashboards if no one is going to be using them. Most of
your staff are probably interacting every day with alumni using email. If
you’re not capturing these interactions in Salesforce then you could be missing
a really key piece of data. One tool you can set up right now is Lightning Sync for Gmail or Outlook. You’ll be able to then associate emails to Salesforce
records create records, view related records acts access tasks, or even create
emails using Salesforce templates. There is no cost to setting up and using email integration but the user does need to have a Salesforce license. You can go to
the trailmix to learn more information on setting up Outlook or Gmail and how
you can add even add-on Salesforce inbox for even more additional functionality
surrounding email as an engagement tool. I always like to pause and show
what we’ve talked about in ten slides and in my talk track with a demo. We’re going to turn my screen over to Carlos and he’s gonna talk a
little bit more about campaigns and dashboards. so we’re gonna give you just aquick demo of how a campaign could be
set up. I’m going to go into the campaign object. While this is
loading I want to note to everyone on the call, if you’re gonna have a user
working on campaign there is a checkbox on the user object that says marketing
user. Make sure that you have it activated it’s a common. Tell people
that they wanted to work in this and they cannot see the tab or they cannot
play a new campaign or a side note. Make sure that you have that checkbox
activated so in this case I already have a master campaign for 2018 reunion
weekend. What I’m going to do now is I’m going to create a sub campaign to
the visit mail. I’m going to coach my new button I must say that I want to
create a child campaign. Then what I’m going to do here is I’m going to
name it my RW 18 direct mail campaign. There is a name of my campaign and then
what I’m going to do is. I’m going to tie it to the top campaign this
way we can roll up information and we can have everything tied up within
one big pocket. There’s a lot of other information that I can add here the start and the end of the campaign, the type of campaigns, if it’s planned, if
I started, etc. For this demo we’re just going to create the bucket
campaign and when I hit save what this is gonna do its going to
generate the campaign. It’s going to show me that I don’t have any campaign
members right now. I can go and see the details of the field. Remember, like
any other object in Salesforce I can add other custom fields that I could meet
here. Now what I’m going to do as I have two options I can add people to
this campaign either from the lead object or from the contact object. We’re gonna do it right now from the contact object. What its gonna do is,
going to show me this pop-up where I can search for contacts or i can just grab a
little list. I’m gonna randomly grab a couple people here from the list. You can see on the top that they start getting added there. If a mistake I
added a media what’s not supposed to be there I can remove them from that
from the list. Once that I have the people that I want to add to my campaign
I’m going to click next. Then it’s going to ask me what status do I want
them to add with there’s a capability that you can configure. What statuses you
have right now? Where you send the ones out of the box? I might say that is a
status consent and I’m gonna hit submit what this is gonna do now its going to
show me that I have for campaign numbers in my campaign. There are other methods to add campaign members so one of them is from reports. I can go through a report
and then in this case I have a pre-made one for the RW 18 campaign and show
me all the people that are from Minnesota. Now what I can do is I can
actually add them to the campaign. It’s going to ask me what campaign I want to
add them I already have my RW camp 18 campaign. When I hit submit out
before I do that it’s going to have same thing as me what status do. I want to add
them with so there they go edit I’m gonna go back to my campaign and see
that we went from four to 18 people. Other things that I can do here I can
email directly from here or if in this case I’m sending a mailer. I’m
getting some other way to know to try that they receive their mailer. I can
change their statuses by hand. If I go to the list of campaign members I can
say that this people already was funded and I’m gonna update our status
from sent to responded. They called me back and said they big mailer and
that they’re coming to a good event. If I go back to my campaign I can
visually see that I’m tracking my 18 member A fourth of them are sent and four of them have replied. Any questions so far? From here we’re gonna move now into dashboards that verse allows us the
capability to see the data that we have in the system in a graphical way. In lighting there’s dashboards, they are one of my favorite features. They are fantastic if
dashboards in classic were pretty good in lighting they are, in my view even better.
In this case we’re just gonna do a demo we’re gonna call it my higher ed dashboard and put a high level dashboard. I’m going to select what I want to
put it when we’re talking reports and dashboards all of them Lighten are
stored within folders you can nest those folders. You can make sure that you
have them properly aggregated and then furthermore you can actually give access
to different users in the system to different folders. For this demo, we’re
going to add them to the higher education dashboards. I’m gonna select
that folder and I’m gonna say that I want to create it. When I create my
dashboard what I get presented is this grid that is gonna be my dashboard. I’m going to start adding components, the components are actual reports in the
system so you have the capability to grade them on the fly. For this demo,
I’m gonna just grab them some of the reports that I already have opened.
I’m gonna say I want to see how many cases I have open and the system and
then I have different options and how do I want to display them. In this
case, I’m just gonna leave it as is this opens the record count I’m gonna
add it and it’s gonna give me a nice visual component on how many cases has
opened. I’m gonna add a second one to make it a little bit more and I want to
see now also how many people are enrolled by program in the class. When
I select that report start showing me the previous configuration from them.I want to put it on the right side of my dashboard in this case I’m
going to select the vertical. That way is going to give me a little bit
more disability and what I’m trying to do when I hit add, its gonna put the
component at the bottom. I don’t want it there I’m gonna drag and drop. Then
I’m gonna make it as wide as I have the rest of the page and you will see the
component right away adjusts itself for the size that I want it. There are a couple things that I wanted that I can do with the dashboard is, I can hit my gear for the settings. This is very important
I can run dashboards as different people. I can run the dashboards always as
myself or I can run it at an other user in the system. This is a really cool
feature I can run it as the dashboard for viewer. So if a person is lower
in the role hierarchy and have access to a little bit less data we’ll adjust only the data they can see or vice versa. If you have a user that is
lower in the role hierarchy and you want them to see more you can add
that. You can run the dashboard another person and they will see the high level
of data that that other person. In this same screen I have another control I can
run my dashboard with a light theme or a dark theme. Then from there I have
different palettes so if I don’t like that palette I can select the watermelon
which is one of my favorite ones. When I hit save you can see that my dashboard will head that we added I’m gonna hit save so I can commit my dashboard and
when I have done it will render the dashboard on the screen. Now this dashboard they need to be refreshed so if the data in the background on the supporting
report changes you will not see it automatically. You have to hit the
refresh button to make sure that you have the latest data. The final thing
that I want to mention here on reports and dashboards in lightening you can use
the print option from your browser so you can select in my case I’d be in a
match you can do command print and it will give you the option to actually do
a preview of the dashboard. There are a couple of things here to
note you have to try to make it fit in one page and you wanna for sure use the
landscape mode otherwise it will probably not show completely in the page.
but it’s at least a great start to please them over dashboards. If
anyone doesn’t have any questions I’ll return it back to John, Mark are there
any questions? John returning control back to you. Thank you Carlos so much for bringing some of those concept that that we talked about to life. As we said before, the best practices you know think about one of the goals for your dashboards. Then use some of the tips
and tricks that Carlos showed you to bring those to life. In the next part
of talking about alumni engagement strategy I want to highlight or
talk about that some of you may be thinking about ways to track or score or
monitor engagement levels that’s kind of a big topic in alumni engagement. There are lots of interesting articles, blogs, and websites covering
this idea of how to effectively measure alumni engagement. One that resonated
with me recently is the research from Dr.Jay LaRoux Dillon, Jay is a Higher Ed
researcher and a former practitioner in the Alumni engagement field. One of
the key takeaways from his research is for all of us who work in the
advancement field to reimagine how we view engaged alumni using what he calls
a lens of alumni identity. He focuses on these primary factors and characteristics as a way to increase a graduates alumni identity in an order of
influence from his research they are volunteering for a call at your college
or university. Whether that’s formal informal, participating in a college or
university, LinkedIn, group liking a college or university Facebook page,
attending an event, and finally number five opening email or a newsletter from
a college or university. When you look at these five factors or these characteristics you kind of see the shift there. That a graduates level
of alumni identity in his research is predominantly influenced through virtual
interactions with their alma mater. I think most of us sometimes look at
the past what were they involved with at their institution, where
they major in, what was a sport or during your sorority they were in, and he’s
asking us to kind of take a shift. Look more towards the present to show us
who is engaged right now and so he has a great webinar already on this topic that
I could never do justice. I’m linking to his resources on this slide
and encourage you to watch his webinar on “Alumni Engagement Scoring: what does the science tell us?” or read his recent ebook on busting “Three massive myths in
Higher Education fundraising” to further explore this topic and think more about
how you want to measure engagement levels at your college or university. It’s great prep for the work that you’re going to be doing. Once you feel
more knowledgeable about what makes up alumni engagement and how are you going
to categorize the factors that will go into an alumni engagement score that you
can track or monitor. You’re gonna want to use Salesforce to help you with this
and so over the next two slides I’m going to show you two options for ways
you can monitor alumni engagement. If you’re newer to Salesforce or you kind of just want to start with some of the native Sales Cloud features
then one recommendation we have is you could start by creating a process
builder that will update a record or a formula field. So process builder, if
you’re not familiar it’s a point-and-click tool that lets you
easily automate if then business processes. Even better you can see a
graphical representation of your process as you build it. Carlos is going to
show us this more in depth during the demo but I did want to at least give you
this high-level overview. Some steps to think about as you build a process
like this. Step 1: It’s important that you identify the data points that
are going to make up your engagement score. This could be very unique to
your institution it could be based on some of the things. On the previous slide
or something that you know isn’t effective agent data point at your school. Then you need to make sure that all that
information is in Salesforce. You might need to look at integration tools
or uploading data. If you’re using external information like social media
or you have things that are coming from outside but once it’s in there. Step 2: Is
to create automation using process builder that is triggered by changes to fields or these data points that you’ve identified in
step one. Step 3: You want to evaluate afterwards if you’ve used the correct
data points is the score you’re seeing reflective of what you expected or is it
kind of not quite what you thought it would be. Maybe you need to do some
tweaking and then finally step four report on these engagement levels and
take action. There’s no sense doing any of this if you’re not going to take
follow-up actions afterwards to increase engagement scores. Finally repeat
this as needed certainly this is meant to be dynamic and to constantly think
about what are the ways that your alumni are showing interest in your particular
institution. If you’re looking for that next level analysis we would ask you to consider Sales Cloud Einstein. Adding on Sales Cloud Einstein allows your Salesforce platform to do more of the analysis, setup, and
maintenance work for you. I know no one is never thrilled with having to add on another feature but having looked at it. I can assure you that the features in Sales Cloud Einstein are worth your time to looking into further. For our
demo purposes today we’re going to focus on Einstein lead scoring for managing
alumni engagement. Just know that if you are adding this on to your your
Salesforce Org in addition to the lead scoring you’ll also get access to
Salesforce inbox analytics, opportunities, scoring, opportunity insights, and Einstein
account insights. You’re getting quite a few things with this. You might be
wondering how does this all work? Step 1: Similar to before you have
to make sure you have good data same as the previous slide. You’ll need to make
sure that all your data points and metrics you want to measure are ready to
go in Salesforce. Step 2: In this case is to turn on Einstein lead scoring or opportunity scoring in your org depending on what
works best for your use case. Step 3: You just let the magic happen.
Seriously, I think it’s kind of magic. Based on data analysis Einstein creates
a predictive model for your organization Einstein reanalyzes that lead data once each month and then refreshes your scores. If new trends are emerging
Einstein isn’t going to miss them. Step 4: Again, just like the previous
slide, find ways to report on these engagement levels that you’re finding
and take action. Just like before again repeat as needed if you’re interested in learning more about Sales Cloud Einstein you can talk to your
account executive. I also added the trailmixes and other educational
materials to trailmix at the end of the webinar the link will be there. Let’s
think about other ways to track alumni engagement beyond just a score. One
thing to consider is setting up a path. A path is simply a visual representation of the stages required for working through a business process. It’s an excellent match for managing major gift opportunities. It can also
be used for a number of other types of alumni engagement needs. Setting up a
path allows easier tracking and guidance on where an alum might be in their
engagement journey. It aids in data consistency which we all desperately
need. The example on the screen, I know it’s kind of hard to see, but what it’s
showing you is a path for alumni council membership. I made the path fairly
simple for purposes of the webinar and it’s five steps nomination. Which is the
kickoff step where either an external or internal nominates an alum for the role on council. Next in the path is the discovery phase where you can do research on the prospects or ask others
to find out if they’re interested in this type of opportunity. Then they
could move to the interview overview phase where the alum could be
interviewed by an internal committee, by a major gift officer, or someone else
from the Alumni Office. Finally the last two steps you can extend an offer
and see the last step if they accept and want to be on alumni council. Then
complete the process and this is really where your own institutions needs
creativity and imagination come into play. I created an example here for
membership to path for alumni council. I’d love to hear from you if you have ideas on ways you could use path for alumni engagement. We can’t launch
a poll here so we’re going to take use of the chat box over in the GoToWebinar
panel. I’d love to hear, Mark is just gonna be in the question thing. I’d love to hear from you type it in you know are there ways that you
can think about using path for alumni engagement. I always tell people you
know take a risk don’t be shy. There’s no judgement here we’re all kind
of on the same journey. I’m gonna give you guys just about 10 to 15 seconds to
pop some things into the chat window. Don’t leave me hanging here because I’m gonna have to come up with all the examples by myself. Let’s see, Mark are
we getting any yet? I have a list here that I thought of. In addition to alumni council you could think about other volunteer boards like Board of Trustees. I created a sample one for an engagement path for young alumni. What are the steps that you hope
your young alumni take right after they graduate? A path for alumni who are
currently in a reunion year that you want to maybe get them to come to your
reunion weekend etc. I could go on and on really it’s thinking about
taking a constituent from one point you know to the next. I don’t know if Mark or Carlos have anything to add or if anyone is now feeling brave. It’s
kind of a nice creative tool to be able to use paths or whatever is
important to you right now. We got solicitation paths and alumni fundraising. That’s excellent thank you so much you guys. Like I said, it really is what’s important to you and where do you want to move people. Good examples. Best practices for using sales path it’s a great tool but you want to
make sure you do these three things. #1: Is it’s important to provide guidance for success to your users. You can link to chatter groups tips reminders anything that’s going to help the user use the tool better along the particular path. #2: Make sure you create paths that are
as efficient as possible. You know that guidelines I read was fewer than 20 stages that seems like a whole heck of a lot. I would say
definitely less than 20. If you can get the job less than that even better. Finally, think about planning a consistent naming convention as your
sales first instance grows and multiple types of users are using it. Things can
kind of start to overlap. For example, you may want to have a particular naming
convention for engagement or alumni relations paths versus anything related
to two major gifts or fundraising opportunities. Also a quick side note
that if you’re using record types can have one path for each record type.
Which is kind of a good thing to know. Finally, on the bottom right hand of our screen, I wanted to highlight some work that WPI did with their paths for
their fundraisers. There is a YouTube video of a presentation they did at the
Higher Ed Summit last year. I tell you they had great imagination made it
fun for the users. I invite you to take a quick peek at that if you want to
learn another best practice right from a customer. Before we move into our
final section of the webinar Carlos is going to do that final deep dive into
alumni engagement score and tracking that I covered. Then also some of the
details on how to actually set up paths so that you walk away today feeling like
you know how to do that. The first thing that we’re gonna divide this demo three big buckets on trivet parts. The first one that we’re gonna do is we’re
gonna show you how to use process builder. Is to do a simple basic way to
have a score moving up. In this case I’m gonna lead record. I can see that lead record right now is on 13. I have a process builder that allows me to
move this up. So what I’m going to do is I’m going to go the set up and then
I’m gonna go through my process builder. From there I’m going to look for my
lead scoring. This is the the process builder that Keri had on her
slide before. Right where I’m looking at the lead object. Then I’m giving it a
formula to say go and look at the lead source if it changes it changes to
website. Then please do something with the lead scoring and incremented how
does that show on for the end user? Again, I’m in a lead I’m in the currently
open lead record and I have right now not meet source identified. If I
change that from nothing to website what will happen is that simple score that we
have there on the screen it shall increment. They went from 13 to 19 so
that is a way to for you to create your own scoring mechanism and give some
values to certain actions and add them in there. You can say when certain field
changes to value what other actions happen. You are responsible to do
those formulas and to maintain them in to adjust them as necessary. Now the next step from here is to serve you see an item analytics. Like Harry
had mentioned, this setup is really simple. When I’m going to set up and
then know where to go lead score it here. It really actually does three simple steps at this screen and right now on this orcas processing in the
middle so I’m not going to be able to show it. what it does is basically ask you what object you want to do in this case it will show you about the lead object. Then it will ask you if you want to use
all the fields or if you want to use a specific field. The recommendation
is that you let the tool do its thing at the beginning and use all the fields out
of the box. What the algorithm is going to grab all the fields and
you will lead object. It’s gonna compare them across all your elect
records that exist. Then it’s gonna look at what week you have converted and
what these you have converted it into or an opportunity. If you’re using
opportunities, this what those opportunities. Which ones have been
closed as one meaning something good happen with that information the
algorithm is gonna start giving values to certain objects. It’s gonna say
well when an individual from this state has a GPA of for an elite sorts of
websites and he got converted that’s a good thing. The result of this if I
can go to my least view I must show all these and then ice analytics is going to
actually create a score for me. Instead of me trying to figure out
algorithm that works or the action will do it. With time you can adjust and say
well we don’t want to take up in consideration the source because X Y and
Z. You can go and back and adjust that and take it out of the
consideration. This is a really great tool, an added service that you can that
you can do. There are a couple of things that I’m going to show you here. I’ll mention as you go actually route this leads to different people
better depending on the values again using process builder. Then the last thing that I’m going to show you is the sales pad. I’m going to show you how to set it up I’m going to go back to set up and
then I’m going to look for the pad settings. I want to mention that instead of me trying to figure out where is it in the menu. What I’ve been doing
it’s actually just type in the feature that I want to set up and come into that area. The setup tool helped me find it so mention here is I have existing path I can see that I already
have one for my needs. I’m going to create a second one so I’m going to hit
the new path button. I’m going to call this my pet name for major donor. I’m gonna choose my lead object. Then, what it’s going to ask me is what record type? Something really cool about path is that you can have different paths in
the same object depending on the record type. In this case I’m going to say
that the record type is going to be major donor. Then it’s gonna ask me
what stick list do I want to use to guide my path? Now I mentioned here is
when you have your pick list make sure that you put them in chronological order.
Sometimes we don’t think about that or sometimes we put big lists just an
alphabetical order. In this case the order of the items in the pick list is
very important because it’s going out if that is what is going to reflect on the
past. What I’m going to use for this one is lead status I’m gonna hit next. Then there is another feature that that I think that is there interesting a lot of times what happens is. I don’t
know what to do in each one of those steps so for the unqualified step what
I’m going to do is I’m going to tell the person doing the lead I’m gonna give
them some instructions. I’m gonna say well when you get to leave that it’s
unqualified please send the donor to this email address etc. Now when it’s rejected what I’m going to
do is I’m gonna have a couple more steps here and the cool thing is that I have full WYSIWYG editor here. I can add pictures. I can link to other areas. I do have a limit of characters but within
reason I can do a lot of stuff in here. Now what I’m going to do is next activate it otherwise it won’t show. When I finish we have one of our pads ready so I’m going to go back to leads In this case, I’ll create a new one
I’m gonna clear a major donor lead. This is going to be Mr.Big Donor. When I hit save it will show me my record and it will show me my path. Now the difference that from the ones that we saw in the slides is I have
this drop-down. When I click on it I can actually click on the steps then it
will it will give me the steps that I had to follow. If I go from unqualified to rejected it will give me the actual guide for success that way or
people have exactly things that detect steps that they need to take. Through the
process of each one of this week if you do have questions feel free to put those in the question window and we do have some space right at the end of the webinar to
swing back to that. We’ll be able to to answer those. Moving into the final spot in our webinar today. We’re going to talk about some ways that
you can extend the platform using marketing tools communities or
potentially other third-party apps. Depending on what you’re trying to
achieve. Let’s start with marketing tools. When we talk about marketing to
your alumni as a way to engage. We want you to think in terms of supporting your
success. They’re a framework that talks about connecting. So making sure that
commute your communication is delivered an experience across multiple platforms
it’s personalized and it happens in real time. Each school you might have your
own plan for where to get started and a roadmap for implementing something on
this roadmap here in this framework that’s more important to you. That’s
the great thing about the Salesforce platform is that you have options. We can meet you where you are. There’s two tools I want to highlight today,
Marketing Cloud and Pardot. We’ll talk a little bit about what makes them
each unique. We won’t be able to spend a whole webinar on the differences
between Marketing Cloud and Pardot and how they
work. We’re just going to do some highlights. When you get this slide
after the webinar is over, if this is your a real point of interest for you. We
encourage you to learn more in the Power of Us Hub or in trailhead or even
contact your account executive for some additional learning tools. What Marketing Cloud is really great for is creating unique journeys across multiple
channels segmenting data for personalization. Marketing that’s based
on really complex data sets or you sets or use cases large-scale implementations like across many departments or a whole entire
campus and anything that you would need to accommodate a specific process for.
I’m giving you another customer success example here from Pepperdine University. This is linked directly to the Solution Exchange which is in the Power
of Us Hub. I have that links again in our trailmix. The Solution Exchange
is a great space to learn what other colleges and universities like you are
doing. Marketing Cloud is a really robust tool that is great for kind of
these specific things. Pardot has a lot of great things too. It’s ideal for
supporting lead conversion with marketing automation. Has some great
built in lead scoring and distribution you know to perhaps drive major gifts.
There’s some basic email and social tools that sit on top of Sales Cloud. It’s also really good at nurturing a defined set of leads. If you’re an
individual department looking for marketing tool to use Pardot can be
an excellent option because it can be easily learned and picked up. As I said you can speak to your A.E for more information. Then in the trailmix I
added three resources for you. There’s that guide to Advancement ebook, which highlights each of these marketing tools Ask an architect white paper, that
talks more in depth about effective use of your CRM and marketing solutions. Also a blog post from the University of Maryland Business School on how to
choose a marketing platform in a Higher Ed setting. so I invite you to go to the
trailmix to learn more from managing alumni reunions to key stakeholders
groups like campaign volunteer solicitors. Community Cloud can really
enable you to engage with your audience through a modern connected platform. Imagine being able to suggest connections to your alumni based on
their interests or their behavior within your community or engage alumni with
prospective or current students for improving enrollment or career placement.
Communities can be a digital space for 24/7 engagement with alumni. Many higher institutions are using communities to build lifelong relationships that can be expanded to
other social aspects or their local community. One great example that I want
to highlight is the best practice from the Bren School of environmental science
and management. The Brent school knew that their alumni of Asia heard from their alumni base that they wanted to help current students. They heard
from their students that they wanted to connect with alumni about their future
career paths. So Bren leveraged Salesforce to provide an easy space for
this personalized kind of career advising program to take place. I think
they were successful because they had a very specific goal in mind and built the
community to meet that goal. Your community doesn’t have to look like
anyone else’s it just needs to fulfill the requirements you set as success
metrics. Again, I invite you to go to the Solution Exchange in the Power of Us Hub to see what others are doing in the space of communities. In
addition there are numerous partners ready to work with you to help you
customize and set up your advancement based solution. I’ve added a link on
this slide and also to our trailmix for more information and guidance about
working with a partner. Highlighted here are some of our premier partners for
Higher Ed who have done quite a few projects specifically again for Higher
Ed customers. We invite you to learn more about them through the link on the
slide there’s also numerous additional partners and solutions on the App
Exchange everywhere from alumni relations focus to advancement focus.
I added as many as I could fit on this slide but I’m sure I’m missing some. It’s totally unintentional so again the App Exchange has everything from our
Salesforce partners they focus on events management data and information in
research tools, AI communication tools, and more. Please consider using one of
these wonderful partners along your advancement plan and journey. I’m going to give you one final poll one more question because I’m really curious we’ve covered a lot of content. I’d love to hear from you
about what is one feature that you’re excited to learn more about implementing
or adding into your Salesforce advancement or alumni relations and
engagement plan. Mark would you launch that final poll for me. We are gonna make you choose one just for the sake of kind of seeing what
rises to the top in this. So eople can just pop that So is there one tool today that people were excited about someone wrote in classic. Which I
thought was kind of funny coming back. we hope when you get the slides in a few days you’ll be able to
take more time and think about which of all these great solution tools best meet
your plan goals. there’s always things you can do today and so we invite
you to start the trailmix go to the Power of Us Hub and of course visit the
App Exchange. Finally we want to thank you for being here today as soon
as I and this webinar we hope that you’ll take a quick moment to just give
us some brief feedback. We do look at each and every response to make sure
that our content is beneficial. We love to hear both constructive feedback
and positive comments. Thank you so much for joining us! We hope to see
you again at a future webinar!

Michael Martin

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