Worldwide Cancer Research Case Study
Worldwide Cancer Research is an Edinburgh based charity who are working on finding fresh approaches to conquer cancer through funding research to help uncover new ways to prevent, diagnose and treat cancer. They are a small charity with big aspirations, with just 40 staff working in a single office, they have managed to support £200 million of cancer research throughout the world.
Challenge
Worldwide Cancer Research first reached out to Cairies as they were looking for some assistance to set up Pardot and integrate it with their Salesforce Nonprofit Cloud. The charity wanted to move away from their existing email marketing solution to an automated platform. They had already defined a number of email templates that matched their brand guidelines, including custom fonts and wanted to recreate these in Pardot. The move to Pardot would allow them to be able to automate a number of supporter journeys and reduce manual effort by staff.
Objective
- Review and complete Pardot set up, linking it to Salesforce Nonprofit Cloud
- Set up and run marketing campaigns for specific journeys based on certain criteria
- Sync consent preferences from Salesforce to Pardot
- Comprehensive Pardot training to allow staff to be self-sufficient in running campaigns themselves
Solution
- Set up Pardot including integration with Salesforce Nonprofit Cloud and implementation of connected campaigns
- Creation of multiple email templates to align with brand guidelines, including custom fonts and UTM parameters to track effectiveness of campaigns
- Creation of custom fields in Pardot mapped to Salesforce for use in dynamic lists and engagement programs to target specific supporters
- Align non profit consent model in Salesforce and Pardot
- Provide online training session to marketing team on how to use Pardot, with handout to refer back to
Outcome
Cairies successfully integrated Pardot and their Salesforce Nonprofit Cloud providing Worldwide Cancer Research with the ability to pull through data collected in Salesforce and use this to target specific customers, creating nurture journeys based on actions the supporter had taken. Following the training, WCR were able to create their own campaigns with minimal support.
Testimonial
Cairies were instrumental in helping us set up and start using Pardot and expertly guided us through key integrations with Salesforce and our website. They’ve been a valued resource and we couldn’t have launched some strategic projects as efficiently or successfully without them.
Ricky Kealey – Digital Manager
