So, You’re a Fundraising Organization? Here’s How Salesforce Campaigns Can Transform Your Efforts

For nonprofits focused on fundraising, managing campaigns, engaging donors, and optimizing strategies can feel overwhelming. Many organizations overlook a powerful tool already at their disposal: Salesforce Campaigns. While often associated with marketing, Salesforce Campaigns are just as effective for fundraising, offering unparalleled organization and insights.

In this insight, we’ll explore how Salesforce Campaigns—and a strategic Campaign Hierarchy—can help streamline your fundraising operations, boost donor engagement, and enable smarter, data-driven decisions to maximize impact.

What Are Salesforce Campaigns, and Why Do They Matter for Nonprofits?

Salesforce Campaigns are a flexible feature within the Salesforce Data Model, designed to track initiatives with a level of detail typically seen in marketing. For nonprofits, this means the ability to plan, monitor, and analyze fundraising efforts with precision.

If your organization uses Account Engagement (formerly Pardot), connected campaigns offer even greater benefits. Check out this insight from Nick Loeser for more on integrating Salesforce and Pardot campaigns.

Key Benefits of Salesforce Campaigns for Fundraising

1. Track Funds Raised Across Campaigns
Salesforce Campaigns allow you to associate specific appeals, events, or campaigns with the funds they generate, giving you a clear view of which efforts are driving donations.

2. Gain Insights into Donor Engagement
Understand which donors and constituents engage with your campaigns, helping you tailor future outreach and build stronger relationships.

3. Make Data-Driven Decisions
With detailed campaign performance data, you can focus your resources on the strategies that yield the best results.

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Building a Campaign Hierarchy for Fundraising Success

A Campaign Hierarchy organizes your fundraising efforts into a structured framework, much like an organizational chart. Each level of the hierarchy represents a different campaign or appeal, allowing you to view overarching performance or drill down into specific details.

Designing Your Campaign Hierarchy: Key Questions

1. What Are Your Recurring Fundraising Efforts?
   Identify consistent initiatives like annual events or quarterly appeals. These form the foundational tiers of your hierarchy.
2. What Is the Timing and Frequency of Each Campaign?
   For example, your annual fund might include multiple campaigns, such as end-of-year appeals or quarterly events.
3. Do Certain Periods Overlap Multiple Campaigns?
   During periods like year-end giving, you might run several appeals targeting different audiences. Structuring these as “child” campaigns under a “parent” campaign ensures you can analyze both granular and total results.
4. Who Are the Campaigns Targeting?
   Decide whether your campaigns are aimed at general audiences or specific donor segments. Tracking campaign members for targeted efforts can provide valuable engagement data.

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Tips for Structuring Your Campaign Hierarchy

• Visualize the Structure: Sketch your hierarchy using tools like Lucidchart or even pen and paper. For more guidance, check out Jenna Molby’s insight on organizing Salesforce campaigns.
• Cross-Check with Stakeholders: Ensure the hierarchy aligns with reporting needs across teams and departments.
• Review Annually: Adjust your hierarchy as campaigns evolve to keep it aligned with your fundraising strategy.

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Setting Up Your Campaign Hierarchy in Salesforce

Once you’ve mapped out your Campaign Hierarchy, here’s how to implement it:

1. Create the Top-Level Campaign
   Start with a broad campaign, such as “2024 Fundraising” or “Major Donors.”
2. Add Sub-Campaigns for Specific Appeals
   For example, create individual campaigns for A/B testing mailers or targeting specific segments. Use Campaign Members to track engagement.
3. Monitor and Optimize
   Regularly assess the hierarchy’s effectiveness. Schedule an annual review to determine if certain campaigns need to be added, removed, or adjusted.

Pro Tip: Check out Theron Troxel’s guide on creating Salesforce Campaign Hierarchy reports to visualize the impact of related campaigns.

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Get Strategic with Salesforce Campaigns

Salesforce Campaigns provide nonprofits with an organized, data-driven approach to fundraising. With a well-designed Campaign Hierarchy, your organization can track donor engagement, funds raised, and campaign performance—all while making real-time, informed decisions.

Take the guesswork out of fundraising and leverage Salesforce Campaigns to maximize your impact. Ready to get started? Let’s make your campaigns smarter, more effective, and better aligned with your mission.

Content updated November 2024.