The UK’s National Trust is using Data Cloud, Service Cloud, Experience Cloud, and Marketing Cloud to provide personalised experiences for supporters and drive fundraising for future conservation efforts.
Why it’s important: 81% of UK customers say the experience a company provides is just as important as its products and services, according to Salesforce research, and 78% expect faster service alongside technological developments.
Driving the news: The largest conservation charity in Europe, the National Trust looks after many natural and historical sites across the UK, and manages six million members and 25 million paying visitors annually.
Previously, fragmented legacy IT systems made it difficult to obtain a 360-degree view of donors, members, and visitors. With Salesforce, centralising all the National Trust’s data and services on one platform has enabled the organisation to build stronger relationships and make data-driven decisions.
- Data Cloud has allowed the National Trust to connect and harmonise real-time data across all touch points to create unified profiles of supporters. This has enabled more accurate segmentation of supporters. It also allows them to differentiate between new and existing members, and identify new prospects, enhancing engagement and retention.
- With Service Cloud, the Trust has introduced automated workflows for membership enquiries, and knowledge support. New dashboards and reporting tools have helped agents and managers more effectively track performance and generate reports.
- A self-service portal, built on Experience Cloud, enables users to join, renew, or donate.
- Marketing Cloud is personalising the supporter experience by providing tailored recommendations and content based on segmentation, and email notifications about relevant nearby attractions. It also provides insights on campaigns through marketing intelligence.
Fast fact: A recent marketing campaign, advertising the Trust giving away 1.2 million free passes translated to 455,000 marketing prospects. 41% of whom provided marketing consent to hear about more from the Trust.
“Our partnership with Salesforce has enabled us to truly redefine the member experience which is key to maintaining and deepening a strong relationship with supporters.”
Jon Townsend, CIO, The National Trust
The customer perspective:
- “Our partnership with Salesforce has enabled us to truly redefine the member experience which is key to maintaining and deepening a strong relationship with supporters. By providing us with centralised access to user data, we are able to personalise our engagement with donors and members and offer lifetime value. This is vital for ensuring we have secure income streams to continue our conservation efforts.” – Jon Townsend, CIO, The National Trust
The Salesforce perspective:
- “In today’s rapidly changing business environment, organisations need accurate data insights to be able to meet the needs of their customers and stakeholders. The National Trust plays a key role in preserving the UK’s heritage sites. We’re proud to play a role in helping continue this mission and forge more meaningful and lasting relationships with donors and members.” – Ivar Jansen, Sr. Area Vice President Global Public Sector / Nonprofit, Salesforce
More information:
- Learn more about Data Cloud, Service Cloud, Experience Cloud, and Marketing Cloud
- Read more news from Dreamforce
- Read more Salesforce customer stories here
