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Year End Donations Fund Running Water

Case Study

HubSpot and Salesforce Implementation

Partners In Health

Responding to the moral imperative to provide high-quality health care globally to those who need it most.

The Challenge

Based in Massachusetts, Partners in Health (PIH) is a social justice organization seeking lasting change to make healthcare available to each and every person.

Accordingly, they forge effective partnerships with leading medical and academic institutions, governments, foundations, corporations, donors, and other supporters.

A network of this magnitude requires timely, ongoing communications to secure and nurture vital support, from monetary to service delivery to advisory.

However, PIH efforts to do so were severely hampered by their digital systems.

EveryAction, their marketing automation platform, required manual imports from Raiser’s Edge, their constituent relationship management system (CRM). This meant that PIH was unable to use crucial real-time data in their marketing efforts.

Moreover, EveryAction was incapable of using advanced logic in automated workflows and had limitations on the number of custom fields and data points that could be tracked. This prevented PIH from knowing things like which programs held the most interest for subscribers.

So we needed to answer three of their questions in particular:

  • How can we use our data to better customize a subscriber’s online experience? 
  • How can we track which of our programs and sites subscribers are interested in? 
  • How can we determine the success of our text-messaging (SMS) campaigns?
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Our Solution

Working alongside the Salesforce Professional Services team that installed Salesforce CRM, we implemented HubSpot Marketing Hub to address PIH’s needs:

  • Using “smart content,” PIH’s landing pages were now automatically customized to accommodate every subscriber’s relationship with PIH (e.g., visitor, advocate, one-time donor, recurring donor, super fan, etc.).
  • We configured automation to tag new subscribers with codes denoting the PIH program or site with which they interacted. PIH could then segment them for appropriate welcome messaging depending on which cause brought them in.
  • We built HubSpot reporting to determine which SMS campaigns were driving donations (or possibly causing subscribers to opt out of messaging).
  • We created properties to score subscribers based on their level of engagement with particular PIH programs and sites (e.g., number of page views, how many emails they interacted with, forms they submitted, donations they made, etc.).
  • We created properties to score subscribers based on their level of engagement with particular PIH programs and sites (e.g., number of page views, how many emails they interacted with, forms they submitted, donations they made, etc.).
  • We configured custom workflows to track levels of subscriber “active” statuses (e.g., very active, active, less active, not active). As such, PIH had greater control over their email “health,” enabling them to engage with their most active audiences.

The Results

The PIH team now uses real-time donation and other CRM data in their marketing efforts, allowing them to automate, personalize, and send effective communications in a timely fashion.

PIH is better positioned to target communications for each program or site and market to the subscribers most likely to engage with it.

PIH can now market to their most engaged segments. This allows them to reach more inboxes, greatly enhancing PIH’s email sender reputation and health.

PIH no longer manually imports to (or exports from) their marketing automation platform (formerly EveryAction and now HubSpot), giving them more time to focus on actual campaigns.

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"We’ve seen less abandoned checkout, increased monthly donations, increased mobile donations, and increased coverage of transaction fees.”

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Sandra Fasules
Director, Digital Engagement and Response

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We’ve assisted hundreds of nonprofits plan for, implement, and execute digital integrations, whether complex or straightforward. And we’re here to help yours!

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