How a change in email service providers and a key integration allowed an Australian-based nonprofit to increase donations and event registrations through a personalized email journey
Multiple Sclerosis Limited is the go-to provider of information, advice, and support for people affected by multiple sclerosis in Australia, with over 60 years’ insight into how to live well with progressive neurological conditions.
The nonprofit offers vital support and services for people living with multiple sclerosis while the search for a cure continues. Switching to Campaign Monitor for its events and fundraising emails and completing a key integration with Salesforce has allowed the nonprofit to provided personalized experiences in the inbox while cutting down on their email build time through the use of dynamic content.
Multiple Sclerosis Limited uses email as a core way to raise funds and engage participants for a wide variety of events, from readathons to cycling challenges. A single event might include 60 or more emails sent out.
“Email is sort of in this weird phase where some people think it’s dead and no one uses it,” says Amy Mulder, Communications Coordinator for the organization. “But then we see it’s the most popular way for people to communicate with nonprofits. It’s where we get most of our fundraising from, people are really engaged with it.”
Though email is MS Limited’s greatest fundraising tool, it doesn’t work in a vacuum. The organization uses individual phone calls, SMS, social media, and other channels to keep its community engaged and push its mission forward.
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One key development for Multiple Sclerosis Limited’s events program since joining with Campaign Monitor is the app’s Salesforce email marketing integration. Through the integration, MS Limited can:
“The integration adds a level of seamlessness,” said Mulder. “The participant lists for our events, such as a bike ride, is updated every hour, so I can just create a segment saying everyone participating in this event, who has raised, say $100, show them this specific copy. It’s so easy. I’ve got more time to think in those strategic ways because I don’t have to be manually handling data.”
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Like many nonprofits, MS Limited has a consistent challenge with convincing new contacts to take that first step, like registering for an event, completing an online profile, or reaching their first fundraising goal.
Mulder says getting people off zero is huge to helping them build momentum, reach higher goals, and continue participating in future events. The nonprofit incorporates dynamic content into emails adjusting to subscribers at this “zero” state to provide encouraging messaging and motivation to get the ball rolling. Campaign Monitor’s dynamic email content capabilities mean Mulder and her team can now add personalization like this with minimal time and effort.
“I can send one campaign, and have content in each email adapt to what we know about the subscriber,” says Mulder. “It’s so simple with Campaign Monitor, I can do it with a click.”
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Much of Multiple Sclerosis Limited’s success and improvement in user experience has come since migrating from its previous email service provider, Salesforce Marketing Cloud.
“Campaign Monitor is very easy to learn,” Mulder said. “When I first started at MS Limited we were using Marketing Cloud, and we were encountering a lot of problems involving ease of use. It wasn’t very user friendly. But then I got to work with the Campaign Monitor platform and I thought ‘Oh my gosh, this is amazing!’”
After making the switch, Mulder has more independence and flexibility with her communications and personalization. The intuitive interface and powerful Salesforce integration mean she can act quickly without relying on other parts of the organization to get her job done.
Learn more about Campaign Monitor vs Salesforce Marketing Cloud.
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