UK charity grants wishes for more critically ill children

Sales Cloud supports the wish granting journey from referral to reality.

When a child is nominated for a wish, the referral comes into Sales Cloud as an opportunity. The child makes three wishes, which are qualified based on eligibility, medical, and schooling considerations, and one is chosen to progress.

Wish granters log every aspect of the wish on the Einstein 1 platform, including risk assessments. ‘eRisk’, as it’s known, is a custom object that Make-a-Wish UK built on Einstein 1 and connected to a third-party risk assessment solution. It captures all the information needed to bring different kinds of wishes to life.

Although carrying out risk assessments is a new responsibility for the wish granting team, digitalising the wish journey empowers them to manage up to 110 wishes per year compared to 80 when they were handled manually.

Funds and gifts in kind are tracked in Einstein 1 via integrations and custom objects.

Make-a-Wish UK tracks the costs associated with each wish in its ERP system, which is integrated with Sales Cloud to create 360-degree visibility. Funds and gifts in kind are also tracked in Sales Cloud, thanks to support from JP Morgan. As part of its Force for Good initiative, the bank set up ‘Promise Objects’ to track donors committing to help on a specific wish. JP Morgan’s team used Trailhead to learn how to do this.

And to make it easier to capture donations from third parties, Make-a-Wish UK connected Salesforce for Nonprofits with sites like JustGiving.

Experience Cloud portal empowers volunteers to self-manage and sign up to help out.

Volunteers play a huge role in making wishes happen. Instead of being phoned with opportunities, they self-manage in Wishforce, a volunteer portal built on Experience Cloud. Volunteers can see activities in their area, including rush wishes that need to be prioritised, thanks to Salesforce Maps. They then sign up with one click to support a wish and kick off a discovery call. Each interaction and step is tracked in Einstein 1.

Einstein 1 flows and templates automate communications with donors and families.

The organisation’s IT team set up flows and templates to automate communications with donors and families. The workflows pull contact lists into templated emails that have a personal touch added by hand before they’re sent. For example, families are sent surveys at three points throughout their wish journey to capture feedback on the experience, and one impact survey three months after the wish has been granted. Their responses are pulled in via an AppExchange app and the data is visualised in Salesforce to make it easy to digest.

The company also uses flows to acknowledge gift-in-kind donations and to keep in touch throughout the donor journey. It also wants to find new ways of connecting with families, volunteers, and partners by integrating solutions like WhatsApp to Einstein 1.

Real-time dashboards reveal insights to identify opportunities for improvement.

Make-a-Wish UK monitors everything from fundraising sources and engagement to the number of gifts in kind in real-time dashboards. These insights help the organisation identify areas for improvement.

Now that it’s seen the power of data, Make-a-Wish UK is looking at how to use artificial intelligence and Data Cloud to uncover deeper insights into which activities bring in the most income, for example.