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International Fund for Animal Welfare

Powering Global Animal Welfare with a HubSpot Marketing Hub Implementation

IFAW replaced Salesforce with HubSpot to run faster, GDPR-compliant campaigns across eight global regions.

The Challenge

Headquartered in Washington, DC, the International Fund for Animal Welfare (IFAW) is active in more than 40 countries, protecting animal species and working with communities, governments, and nongovernmental organizations on conservation, animal rescue, wildlife crime, cruelty prevention, and disaster response.

Their global efforts have helped reduce poaching and wildlife trafficking, trained wildlife officers, vaccinated animals against rabies, and rescued and released both land and aquatic animals.

IFAW's global footprint required their marketing to create fast, region-specific campaigns without losing sight of compliance or consistency. Unfortunately, Salesforce didn’t have the functionality the team needed to execute those campaigns effectively. The system was also expensive and required significant time and specialized knowledge to use.

IFAW staff woman holding a rescue dog

To address their need for localization, IFAW posed the following questions to CauseMic:

  • With marketing needs across eight global regions, how can we speed up our content creation for each?
  • How do we ensure compliance with the European Union’s General Data Protection Regulation and its equivalents in other global regions?
  • How can we replicate the custom gift string functionality we used in Salesforce to personalize suggested donation amounts based on a donor’s giving history?

Our Solutions

To speed up IFAW’s campaign creation across eight global regions, CauseMic implemented HubSpot as their modern marketing platform.

HubSpot Marketing Hub Implementation

  • We implemented HubSpot Marketing Hub Enterprise to replace Salesforce, migrating IFAW’s existing records into the new system.
  • Our team created repeatable email content sections in HubSpot that could be swapped by region without labor-intensive reentry.

Built-in Regional Compliance

We set up subscription management tools to manage GDPR-type requirements across regions, including data minimization, accuracy, storage limitation, incident management, security, and transparency.

Personalization Solution

  • We developed a two-part solution to replicate IFAW’s previous gift string functionality. In some cases, custom-coded modules were able to replicate the process in emails that used a constant format (e.g., photo to the left, headline right, body copy underneath). Part two was an external link builder tool to handle more fluid situations, like customized donation asks that could appear anywhere within the body of an email.

The Results

Faster Regional Content Production

  • Since migrating from Salesforce to HubSpot Marketing Hub, IFAW has been able to distribute 3x more content across regions.
  • At the same time, IFAW’s team productivity improved by 48% post-migration.
  • Across all eight regions, email production is faster and more efficient for both content and personalization.
  • IFAW’s system is now built for expansion with ready-made tools, content templates, and examples the team can use without pulling in additional support.

A Stronger Foundation for Global Marketing

  • Adherence to GDPR requirements is now managed by a custom-built tool.
  • HubSpot Marketing Hub can support integration with numerous applications and platforms as IFAW continues to grow.
Watch video: Testimonial from Heather Huegi, the Senior Manager of Digital Marketing & Technology at IFAW.

Testimonial from Heather Huegi, the Senior Manager of Digital Marketing & Technology at IFAW.

Some of the results we've seen from this integration with CauseMic have been pretty substantial. Two of the most notable changes that we've seen is we have seen a 48% increase in productivity for our team from this switch from Marketing Cloud to HubSpot. And we've also been able to push out about three times more content.

And that's really because the CauseMic team did support us in building templates and processes that were sustainable moving forward and scalable moving forward.

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