HOW TO PUNCH ABOVE YOUR WEIGHT

SMALL NONPROFIT, BIG IMPACT

2 /

Introduction

As we look across the landscape of the more

than 26,000 nonprofits that run on Salesforce,

we’ve started to notice a trend. The most

groundbreaking innovations these days are

happening at the community-based

organizations, the neighborhood charities, the

grassroots startups.

Cloud technology has tipped the scales in favor of smaller organizations. Where

fledgling, newly established infrastructures

used to mean less stability, they can now mean

more agility and flexibility. Where modest size

was once a hindrance, it can now be a huge

advantage.

For years, nonprofits were stuck with tools that weren't designed with their needs in mind. But

with Salesforce’s philanthropic model — which provides free and discounted Salesforce licenses to nonprofits — the same enterprise

technology that powers Fortune 500

companies is now available to you as a small

nonprofit.

Together we’re leveling the playing field.

A Changing Landscape

Table of Contents

03

05

08

12

13

Know Your Constituents

Raise More Resources

Expand Your Communications

Scale Your Operation

Drive Your Innovation

The right tech can transform a small nonprofit from

a hometown hero into a heavyweight contender.

By arming your small and nimble organization with

a robust CRM and cutting-edge platform like

Salesforce, you can punch above your weight,

harnessing a power that was once reserved only for

the largest of NGOs and private corporations.

In this guide, you’ll see how Salesforce helps small

nonprofits get big results by helping you:

• Know your constituents

• Increase your revenue

• Expand your communications

• Scale your operation

• Drive your innovation

We’ll also point you to free resources to help you

get started with Salesforce right now.

For decades, being “the little guy” has been a disadvantage, but not anymore

3 /3 /

Nonprofit Salesforce users

see an average

Nonprofit Salesforce users

see an average

improvement

faster

in data quality

Response to inquiries

70%

46%

The expectations of nonprofit donors, members and supporters have never been higher. With more data available than ever before, your

constituents expect you to know exactly who they are and to tailor your

message to their specific interests. Your development team needs to

truly understand your donors and prospects, and your staff need to truly

understand your clients. A CRM solution like Salesforce can help you get that holistic, 360-degree view of every constituent.

Constituent Management

CRM helps you go deeper than a name, address and phone number. It gives

you a single source of truth where all of your organization’s data and history

come together. Imagine seeing a constituent’s contact information, donation

history, volunteer shifts, events attended, emails opened and communication

history, giving preferences, relationships to other constituents, insights from

social media, and a feed of internal conversations related to that person—all

in one place. The best part: all of this is accessible by anyone on your

team, from anywhere. So whether you’re calling a supporter, responding

to a tweet, or running into a major donor at an event, all the information

you need is just a few clicks or taps away.

Part 1

Know Your Constituents

Customer Spotlight:

Street Youth Ministry of AustinFounded in 2008, Street Youth Ministry of Austin provides a variety

of human services to homeless and at-risk youth in the Austin, Texas

area. Their work relies on strong relationships with many different

types of constituents, and they use Salesforce to manage them all,

including monetary and in-kind donors, prospects, volunteers, newsletter

subscribers, other organizations, and of course the clients they serve.

The organization used to maintain a complex series of spreadsheets to

track this data. In just five months, Street Youth’s one-man IT team was

able to install and configure the Salesforce Nonprofit Starter Pack. Now

they know their constituents better than ever, thanks to features like

predictive donor analytics, automated workflows and easy-to-configure

reports and dashboards.

“We saw instant value in

the first two months, then

continued to see incremental

value as we brought more

processes onto the Platform.

After just five months, we reached data nirvana.”

–Terry Cole, Missionary and Founder,

Street Youth Ministry of Austin

Photo “ANC Homeless Grill Out 098” by Roger Mommaerts, licensed Flickr CC.20 4 /

Read the story ›

Watch the webinar ›

5 /5 /

How can you take your fundraising to the next level — filling your pipeline with more prospects and increasing donor conversion and retention rates?

Salesforce can help jumpstart growth for small nonprofits. It streamlines

and automates fundraising processes, allowing you to increase your win

rates and grow your pipeline.

Increase Your Conversion & RetentionNonprofits are experiencing more competition for funding than ever before. This means it’s harder to win over donors and keep them over time Winning often comes down to which nonprofit is better organized, better prepared and better informed.

Salesforce gives you the tools you need to win donors with speed and efficiency. Prospects are automatically routed as they come in, complete

with contact information, account activity, and relevant employment information. Your development team immediately has all the information they need to get to work turning prospects into donors.

Predictive analytics let fundraisers know which prospects are ready for the next step, and what that next step should be. Meanwhile, comprehensive performance metrics make it easy for managers to understand which fundraising methods are working and which aren’t.

Part 2

Raise More Resources

Nonprofit Salesforce users

see an average

Nonprofit Salesforce users

see an average

faster

increase

close of fundraising deals

in funds raised

20%

22%

Grow Your PipelineKeeping track of donors and prospects on a spreadsheet just doesn’t cut it anymore. You can no

longer afford to have your pipeline be a mystery. You

need to know exactly how many prospects you have,

where they came from and where they’re going, so that

you can accurately forecast revenue.

Before a prospect even makes it to your team’s queue,

automated marketing tools like Salesforce Pardot can

take care of most of the administrative work. Prospects

are automatically scored and graded by how well they fit

your ideal donor profile. Meanwhile, lower-level prospects

are added to nurturing journeys to keep them engaged

and on your radar.

Decrease Your CostsSmall nonprofits can maintain a competitive advantage

by staying lean. Salesforce helps keep hardware and

personnel expenses low, while also decreasing the risk

and difficulty of scaling up your fundraising operations.

So your cost to raise a dollar goes down and more of your hard-earned funds go to support your programs.

6 /

“We would recommend Salesforce to any nonprofit. It’s reliable, fully customizable, and suits small organizations just as much as larger ones.”Ben ValksBlack Jaguar Foundation

6 /

Despite all the advancements in technology, a nonprofit’s success is still dependent on one thing: communication. But with more

channels and touchpoints than ever

before, small organizations need

better tools to communicate at scale.

Your team has to be able to send and

respond to dozens—if not hundreds—

of emails each day, meet people where they are (on social media) and nurture

new and recurring prospects. That’s a

lot to do, and Salesforce can help.

Email Integration

Email continues to be the workhorse

of nearly every nonprofit’s

communications strategy. Salesforce

integrates directly with email clients like

Outlook and Gmail, so your employees

don’t need to interrupt their workflow

to send or read email.

Part 3

7 /

Expand YourCommunications

“Salesforce allows us to serve people they way they want to be served.”Kathy Roth-DouquetChief Executive Officer

Blue Star Families

7 /

8 /8 /

Flexible Templates

To reach constituents in a memorable

way, emails have to be individualized,

consistent and compelling. Salesforce

allows your team to spin up reusable

email templates on an as-needed basis,

so you can quickly launch campaigns

that target any segment of your

constituents in a personalized way.

The ability to populate your templates

automatically with rich, individualized CRM data means improved

responsiveness and fewer opt-outs.

Marketing Automation

With highly configurable automation, you're free to focus on the work that really matters. Salesforce helps

you design journeys that trigger

communications to send only when

a particular action is taken by the

constituent or after a certain period of

time passes. Just set it and forget it.

Social Engagement

Information posted on social media

gives insight into constituents’

preferences and their connection to

your cause, which can prove invaluable

when tailoring your outreach. If you

have a small communications team,

and social is just one of the many hats

they wear, then the Salesforce Social

Studio is the perfect all-in-one tool

for you. It can help you analyze the

endless conversations across every

social channel and engage with the

ones that are most impactful for your

organization.

Nonprofit Salesforce users

see an average

Nonprofit Salesforce users

see an average

increase

increase

in engagement

in retention

23%

17%

Customer Spotlight:

Team RubiconFounded in 2010 by two retired US Marines, Team Rubicon organizes

and rapidly deploys volunteer first response teams to disaster zones,

following catastrophic events like the 2010 earthquake in Haiti and

Typhoon Haiyan in the Philippines in 2013. The organization focuses

on recruiting veterans for their disaster response teams, leveraging

their military training and easing their transition back to civilian life. In

fact, 80% of their volunteers are veterans.

In 2010, Team Rubicon raised $250,000 in revenue. They began

using Salesforce in 2011, and in 2015 they raised over $7 million.

Team Rubicon’s secret is a four-pronged fundraising model that

combines grants, major giving from corporations and foundations,

recurring donor revenue and peer-to-peer flash fundraising. With

the Salesforce Nonprofit Starter Pack, they’re able to manage

revenue from all four sources and engage every type of supporter in

one place.

“We first took

advantage of the

ten free licenses of

Salesforce. Since then,

we’ve added additional

licenses as we grew.”

–Matt Scott, Sr. Development Officer

9 /

Watch the film ›

Watch the webinar ›

10 /10 /

Many small nonprofits run into the

same obstacle at some point: they

have a great cause that’s backed by a

loyal base of supporters, but they don’t

know how to grow their organization to

the next level.

Small, growing nonprofits need to

have the right infrastructure and tools

in place. Traditionally, this is an

arduous process, requiring massive

investments of time and money.

Not anymore.

Grow With Confidence

Salesforce is 100% in the cloud, which

means no expensive infrastructure,

maintenance or upgrades. As your organization grows, Salesforce grows with it. Just add additional user

licenses as you need them — at

deeply discounted rates for nonprofits.

If you need a specialized solution or a

custom app, the Salesforce Foundation

has cultivated a massive ecosystem of

nonprofit technology experts. These include systems integrator partners that can help you get up and running faster. And on the Salesforce

AppExchange, you can browse

thousands of pre-integrated add-ons,

allowing you to add new features

and functionality in minutes. All of

these tools come together

seamlessly in a single interface for

end users. Many of these add-ons apps are free or available at a discount for nonprofits.

Periods of growth should be exciting

for your organization; not times of

worry, risk and loss. With Salesforce,

you can scale up with confidence.

Nonprofit Salesforce users see an average

increasein operational effectiveness52%

As a charity, we

wouldn’t be the

size we are today

without Salesforce.

Dan KershawExecutive DirectorFurniture Bank

Part 4

Scale Your Operation

Even though technology gets rid of

many traditional barriers to entry

for small nonprofits, you still have to

compete with larger organizations with massive budgets. But with your

limited staff doing all they can just

to keep everything running, there’s

rarely time at the end of the day for

innovation.

Salesforce is leading the industry in

innovation and putting its customers

on the cutting edge. Forbes has named Salesforce one of the World’s Most Innovative Companies for the five years running. From our agile, open

platform to the upgrades that we

consistently and automatically push

to you, Salesforce is designed to

help you stay ahead of the curve.

Part 5

11 /

Drive Your Innovation

11 /

12 /12 /

Empower IT

Whether you have a crack IT squad

or an admin with no technology

experience whatsoever, we have the

resources you need to succeed. In the Power of Us Hub, you’ll find a rich library of free resources and training, along with a community of thousands of other nonprofits ready to connect and share best practices.

Free Up IT Resources

As organizations add more

software and hardware, admins are under constant pressure to keep up, perform maintenance and troubleshoot. Soon enough, they

don’t have time for anything else.

With Salesforce, this neverending tech treadmill is a thing of the past. Your

admin can spend more time

collaborating with other teams to

deliver value to the organization. IT can

finally crawl out from under the

backlog of requests and assume a

central role in collaborating with other

teams to move the organization

forward.

Think Mobile First

Mobile is more than a fad. Salesforce

recognized the shift toward a

mobile-first world early and

has delivered mobile functionality in

every layer of our Platform. With the

Salesforce1 Mobile App, anything you

can do from the desktop application

can be done on a mobile device. Any

customization or change you make

to the system is instantly reflected in

the mobile app version. You can run

your entire organization from your

phone!

Nonprofit Salesforce users

see an average

Nonprofit Salesforce users

see an average

increase

faster

in decision-making speed

collaboration

37%

36%

Customer Spotlight:

Sacramento Tree FoundationThe Sacramento Tree Foundation is a community benefit organization

that is responsible for planting over 5 million trees in the Sacramento,

California region. But this amazing effort was undermined by the fact

that in order to track all of the trees they’d planted, the organization was

using a huge amount of paper.

Sac Tree built a mobile tree-mapping app that allows their on-the-go

foresters to access and transmit data from anywhere. Using the app, the

foresters work with Sacramento citizens to find good spots for trees

on their property. Then, right from the citizen’s backyard, the forester

places the order and the new tree is on its way! This seamless app has

streamlined Sac Tree’s work and eliminated their reliance on paper.“With Salesforce, we have

happy constituents and

happy trees.”

–Colleen Cadwallader, Director of

Education & Engagement, Sacramento

Tree Foundation

13 /

Watch the webinar & demo ›

Ready to getstarted withSalesforce?The Power of Us Program

Your NGO status entitles you to ten Enterprise Edition Salesforce

licenses free of charge. If you need more after that, they come at

deep discount.

What is the Nonprofit Starter Pack?

Salesforce is the world’s leading cloud platform, so those ten free

licenses can go a long way. But we don’t stop there. The Nonprofit

Starter Pack is an application built by the Salesforce Foundation

with years of input from the thousands of nonprofits that use it. It

pre-configures Salesforce out-of-the-box for nonprofits, putting the

full power of the Platform into a complete set of tools for NGOs.

Head over to our website to get started with

a free trial of Salesforce.

Start Your Free Trial ›

Our Community Works TogetherThe Power of Us HubWhen your organization uses Salesforce, you’re never alone. After you activate your ten free Salesforce licenses, you’ll get access to the Power of Us Hub—a one-stop resource center where you can find training, documentation and other useful tools. There, you can engage with other organizations that use Salesforce, community leaders, Salesforce Foundation employees and expert partners.

We’re Here to HelpYour dedicated account representative is here to guide you through the journey to success with Salesforce. If you’re a current Salesforce Foundation customer, you can find your rep by logging into the Power of Us Hub. Just look for the "My Org" tab on your Chatter profile. If you are new to Salesforce, give us a call at 1-800-NO-SOFTWARE (1-800-667- 6389) to speak directly to a rep.

Learn More ›

Get in Touch ›

MORE RESOURCES FOR NONPROFITSAs the Salesforce Foundation, our mission is simple: to make nonprofits successful. The resources below will help you get your free licenses, get them set up for your organization, and connect with the amazing global community of nonprofits using Salesforce.

Connect withthe Community

Training & Resources

Use Trailhead, a free tool that walks you through the Nonprofit Starter Pack setup ›

Peruse the Nonprofit Starter Pack Documentation ›

Read the Getting Started Playbook (Hub login required — sign up for

your licenses first) ›

Find Implementation Services

Apply for Pro Bono implementation support ›

Find a Consulting Partner to help you implement Salesforce ›

Get help from other nonprofit Salesforce users in the Power of Us Hub ›

Join your local User Group to meet other Salesforce users in your area ›

Attend our Weekly Office Hours to ask questions and get tips ›

Check out our Events & Webinars ›Find free and discounted apps for

nonprofits on the AppExchange ›