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The road to constituent centricity: fundraising, engagement, and mission

January 06, 2021By
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Constituents, AKA people, are at the heart of many nonprofits’ missions. We recently sat down with three leaders of major American health nonprofits: Tom Gardner, SVP of IT at The Leukemia and Lymphoma Society, Becky Johnson, VP, Constituent Experience and Direct Response Marketing at American Heart Association, and Vasu Avadhanula, VP, BI, Platform & Engineering at Susan G. Komen, to talk about their organizations’ path to constituent centricity.

Building constituent centricity within health nonprofits

The Leukemia and Lymphoma Society (LLS) is creating a new system with its backbone in Salesforce. CELLS is the Constituent Ecosystem for LLS, and their strategy ensures that the Salesforce CRM manages the master record. Complementing the CRM with purpose-built applications and integrations and a full “ecosystem” approach, they are ensuring that the constituent is at the core. Ultimately this also helps give staff data that is accurate, trustworthy, meaningful and actionable.

The American Heart Association realized, “We know heart, but what do we know about our donor’s heart?”. With over 20 databases, they recognized their big opportunity was to center their donors and start with one view of the constituent. Now, they’re able to provide a more consistent journey for over a million participants in 600 heart walks across the country, and they’re seeing results. Revenue and relationships are both improving.

Susan G. Komen partnered with Traction on Demand to help forge a new path, focused on two broad categories: people who need help and people who want to help. Komen was an early adopter of Salesforce for their fundraising efforts, and are now implementing Health Cloud to seamlessly connect records and enable personalized interactions to strengthen relationships and build trust.

Susan G. Komen: our bold goal

We had a chance to chat with Julie Heidle, Product Manager, Individual Giving at Susan G. Komen, about their project, their successes, and why they chose Salesforce as their growth platform for this critical constituent/patient centric project.

Julie shared Komen’s Bold Goal and how it’s been a driving factor in everything they do as an organization and as individuals—providing a focal point against which all efforts are measured.

Ultimately Susan G. Komen chose Salesforce as their platform for a few key reasons: interoperability, expansion, and flexibility. Salesforce Health Cloud offers the right mix of security and extensibility for the Komen team to rely on as they build their experience over the next several months and beyond. HIPPA protected information is at the core of Komen’s ability to serve their constituents through the development of the Komen Experience—creating an online and offline Patient Navigation experience that places their Patients at the forefront, and around which all activities are coordinated.

Salesforce Health Cloud, partnered with Salesforce Shield provides that secure hosting environment to keep all Patient data safe, secure, and well managed with industry leading encryption and environment security—essential for providing a level of trust necessary to properly serve their constituents.

Julie also shared a few pointers for anyone considering how they can move forward with such a vision into execution:

  • Get the best partner you can afford to help you with any project of this magnitude
  • Having Industry Experts is essential
  • Show your business the art of the possible

Breaking down the silos

All three of these innovative leaders named silos as their challenge. Siloed people, processes, and data lead to splintered efforts and inconsistent experiences for their most important donors and service recipients.

With constituent centricity as the north star of digital transformation, it was inspiring to hear the stories of these innovative organizations and better understand how they are leveraging technology to better support people: their staff, constituents, supporters, patients and ultimately their communities.

For more on these incredible success stories, please check out the recordings of the two recent T2V sessions (Constituent Centricity panel from the nonprofit track and the Health Cloud Project Journey session from the Health & Life Sciences track).

Continue the Learning

All 60 sessions from our TimeToValue Conference are now available to watch!

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Continue the learning

All 60 sessions from Traction on Demand's TimeToValue Conference are now available to watch!

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