How Birmingham Women’s and Children’s NHS Foundation Trust Transformed Engagement and Saved Time with Salesforce Marketing Cloud
“Cirrico and Dan helped us to launch Marketing Cloud, giving guidance and training, technical expertise, flexibility when our needs or understanding changed, and ‘hand holding’ through the first steps to going live. The latter in particular is so important to us, getting us over the line and into the live environment.”
– Birmingham Women’s and Children’s NHS Foundation Trust
The Challenge
Birmingham Women’s and Children’s NHS Foundation Trust, which includes Birmingham Children’s Hospital and Birmingham Women’s Hospital, faced challenges with their legacy email marketing system, Mailchimp. The system was not integrated with the Salesforce Nonprofit Success Pack, leading to siloed operations and inefficiencies. Additionally, Mailchimp’s limited features hindered the Trust’s ability to future-proof their email campaigns.
The Trust needed a solution that could support real-time communication, handle segmented automated journeys, and free their marketing team to focus on strategic initiatives rather than manual processes.
The Solution
Cirrico implemented Salesforce Marketing Cloud Engagement, addressing the Trust’s requirements for a seamless and scalable solution. Key components included:
- Real-Time Triggered Emails: Automated journeys for new donors and supporters, differentiated by Standard, Regular Giving, and Lottery categories.
- Birthday Journey Automation: Personalised journeys for both Women’s and Children’s Hospital supporters.
- Separate Email Sending Profiles: Tailored profiles for each hospital’s supporter base, allowing for more relevant communications.
- Native Integration: Direct connection with Salesforce Nonprofit Success Pack, enabling real-time data scanning and personalised communications.
How Salesforce Marketing Cloud Delivered Real Results
1. Enhanced Engagement and Real-Time Personalisation
The Trust now delivers real-time, personalised communications with different supporter types, resulting in significantly enhanced engagement. Automated welcome journeys and birthday messages have transformed how the Trust interacts with their supporters.
Key Outcome: Increased supporter satisfaction through timely and personalised messaging.
2. Streamlined Operations and Efficiency
The Trust’s marketing team was previously overwhelmed by manual processes, which took up valuable time. With the native integration of Salesforce Nonprofit Success Pack and Salesforce Marketing Cloud, many of these processes have been automated, enabling the team to focus on higher-value activities.
Key Outcome: Significant time saved by automating manual tasks, allowing the team to drive more strategic initiatives.
3. Future-Proofed Fundraising and Campaign Optimisation
The Trust’s fundraising campaigns are now optimised with mobile-responsive templates and AI-powered tools. Marketers can track results in real-time and continuously refine their strategies using Salesforce’s dashboards.
Key Outcome: Optimised fundraising efforts and increased campaign success with actionable insights.
The Impact
Since implementing Salesforce Marketing Cloud, Birmingham Women’s and Children’s NHS Foundation Trust has transformed its supporter engagement. Real-time communication, advanced automation, and streamlined processes have enhanced their fundraising and engagement efforts.
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