How to market your nonprofit: a detailed overview of Salesforce tools for expanding reach

Marketing for nonprofits is a challenge that demands both strategy and creativity. On one side, you need to measure the impact of every dollar spent; on the other, you can’t achieve your mission without reaching the right people. A Reddit thread we came across captured this tension perfectly: some argued that marketing for nonprofits is a luxury, while others stressed its necessity. According to the report, only 9% of NGOs feel they get the outcomes they want from their marketing efforts.

From our point of view, the issue often lies in outdated systems and disconnected data. This chaos can make it hard for nonprofits to connect with donors, volunteers, and their communities. Add in the competition for donor attention, and the stakes get even higher. Without tools that support personalized outreach, your organization risks missing out on opportunities to deepen relationships and advance its mission.

We’ve spent the past eight years helping nonprofits navigate these challenges with Salesforce. In this article, we’ll draw on real-world examples, share actionable strategies, and guide you through aligning Salesforce with your organization’s specific goals to make your marketing not just effective but impactful.

‍

Nonprofit marketing with Salesforce: our case studies to inspire you

Marketing is all about connections—not just with your audience but between your teams, data, and goals. For example, while the PR team might not handle financial reports, sharing transparent updates about expenses and outcomes can significantly boost donor trust. When donors see how their contributions make a difference, they’re more likely to continue supporting your mission.

We're sharing three case studies to show how this interconnected approach works in real life. Such examples highlight how nonprofits have transformed their marketing efforts with Salesforce, strengthening relationships with their supporters and achieving measurable results.

‍

From 70% to nearly 100%: how Better Time Stories transformed delivery success and boosted donor trust

‍

Better Time Stories faced a critical challenge: delivering interactive book sets to refugee children with an outdated and error-prone Salesforce system. Duplicate requests, incorrect data, and inefficient processes hindered their mission, especially as they expanded operations beyond the Netherlands into Belgium, Germany, and Austria. Donor trust and operational efficiency were at risk.

Our team stepped up and revamped their request form to eliminate duplicates, introduced advanced validation to reduce errors, and scaled the system to handle multi-country operations. With continuous support, we ensured the system ran smoothly, even during peak periods.

The results of our collaboration helped Better Time Stories to rebuild trust and amplify the impact:

• Delivery accuracy improved from 70% to nearly 100%, building donor trust.
• Tailored updates and impact stories deepened donor engagement and encouraged repeat support.
• €41,130 in donations resulted from streamlined operations and improved marketing.
• Expansion into new countries broadened their reach and fundraising opportunities.

‍

‍

How we helped develop an automated system for faster host verification

‍

Zenoo launched the Freedom ID project with the mission of supporting Ukrainian refugees. However, implementation revealed a critical need: ensuring safe, trustworthy hosts. Their manual processes for verifying host identities were slow, error-prone, and unable to meet urgent demands. Coordination with contractors for document validation and biometric checks added further complexity, and compliance with EU regulations was essential.

We collaborated with Zenoo to build a Salesforce-powered solution:

• Automated ID verification for hosts reduced errors and wait times.
• A centralized system streamlined operations and ensured compliance.
• We coordinated free document and biometric verification services.
• The referral system allowed nonprofits to refer hosts through a unique link, improving communication.

As a result, Freedom ID received a trusted and scalable system:

• Delivery times and errors were drastically reduced, boosting trust with refugees and partners.
• Success stories and reliable processes engaged donors and strengthened relationships.
• Tailored campaigns and accurate data increased outreach effectiveness.
• The system enabled Freedom ID to scale operations and form impactful collaborations.

‍

$141 million raised: how Nova Ukraine transformed fundraising and donor engagement

‍

When the full-scale war in Ukraine began in 2022, Nova Ukraine’s mission became more critical than ever. The organization faced an overwhelming surge in both donations and grant applications as the humanitarian crisis unfolded. However, their reliance on manual tools like Google Workspace quickly became a bottleneck, slowing down processes and hindering their ability to deliver timely support to those in need.

To resolve these challenges, we implemented a tailored Salesforce Nonprofit Cloud solution:

• Automated request processing eliminated duplicates and simplified grant approvals for faster aid distribution.
• Centralized donor management aggregated data from multiple sources for personalized communication and better engagement.
• Advanced analytics enabled real-time tracking of donations and targeted outreach campaigns.
• Automated communication provided donors with timely updates, strengthening trust and retention.

By September of 2024, Nova Ukraine raised $141+ million and strengthened donor trust:

• Transparency and data-driven campaigns boosted donor engagement.
• Automated systems reduced administrative tasks, allowing Nova Ukraine to focus on its mission.
• Scalability enabled the organization to raise $85 million by March 2023 while expanding its outreach.

‍

Salesforce tools for nonprofit marketing automation

Nonprofit Cloud is the ultimate starting point for nonprofits, offering everything from fundraising management to campaign tracking and team collaboration—all essential for driving better marketing outcomes. But for organizations looking to go beyond the basics, Salesforce provides additional tools that can supercharge your marketing efforts and maximize your impact.

‍

Salesforce Nonprofit Cloud

‍

Salesforce Nonprofit Cloud is more than a CRM; it’s a comprehensive nonprofit marketing software that simplifies operations, builds donor relationships, and drives results. It helps you centralize and streamline your fundraising, donor management, and volunteer coordination efforts. 

‍

Features:

• Fundraising tools to manage campaigns and donations.
• Donor management for tracking interactions and relationships.
• Volunteer management to schedule, track, and engage volunteers.
• Impact reporting to visualize and share the results of your programs.
• Automation to minimize repetitive tasks and increase efficiency.

‍

Use cases:

• You can use fundraising tools to create online donation forms, track contributions, and manage donor relationships—all from one place.
• With donor management, you’ll maintain detailed records of interactions, helping you personalize outreach, build stronger relationships, and see up to a 24% increase in donor retention.
• Volunteer management tools can help you schedule activities, monitor participation, and ensure your volunteers feel appreciated and informed.

‍

Salesforce Marketing Cloud

‍

Digital marketing for nonprofits is simplified with Salesforce Marketing Cloud. It empowers you to create personalized, multi-channel campaigns that connect with donors, volunteers, and supporters. This platform covers channels like email marketing, social media, and SMS to help you deliver the right message at the right time.

‍

Features:

• Journey Builder to craft personalized donor journeys.
• Email marketing tools for designing and automating campaigns.
• Social media management to monitor and engage across platforms.
• Mobile messaging for sending SMS and push notifications.
• Analytics to measure campaign success and refine your strategy.

‍

Use cases:

• You can use Journey Builder to create a customized communication flow that takes a new donor from their first contribution to long-term engagement.
• With nonprofit email marketing, you can automate thank-you emails and share impact updates with supporters, keeping them engaged.
• Social media management allows you to monitor trends and interact with your community to boost awareness of your cause.
• According to the research, you can increase your ROI by up to 299%.

‍

Salesforce Data Cloud

‍

Salesforce Data Cloud enables you to unify and analyze data in real-time, giving you a comprehensive view of your donors, campaigns, and impact. By integrating data from various platforms, you can make smarter decisions and deliver personalized outreach.

‍

Features:

• Unified data model to connect data from different platforms.
• Real-time analytics for immediate insights.
• Audience segmentation to tailor messaging for specific groups.
• Predictive insights Einstein AI to guide strategy.
• Data security and compliance features.

‍

Use cases:

• With real-time analytics, you can identify trends, such as which campaigns perform best, and adjust your approach.
• Audience segmentation lets you create targeted campaigns for specific donor groups, such as first-time donors or recurring contributors.
• Predictive insights allow you to forecast donor behavior and plan your fundraising strategies more effectively.

‍

Salesforce Experience Cloud

‍

Salesforce Experience Cloud lets you create engaging digital communities and self-service platforms. Whether it’s a portal for volunteers, a hub for donors, or a resource center for beneficiaries, this tool helps you foster stronger connections through personalized online experiences.

‍

Features:

• Customizable community portals for different audiences.
• Knowledge bases for self-service resources.
• Collaboration tools to connect volunteers, donors, and staff.
• Mobile-responsive designs for on-the-go access.
• Analytics to track engagement and improve experiences.

‍

Use cases:

• You can create a volunteer portal where people can sign up for events, track their hours, and stay informed about opportunities.
• A donor self-service platform allows supporters to view their giving history, update their details, and access impact reports.
• Use knowledge bases to provide easy access to FAQs and resources for beneficiaries, saving your team time while empowering your audience.

‍

‍

Steps to set up Salesforce for nonprofit marketing goals

At Noltic, we’ve helped numerous nonprofits implement Salesforce to achieve their goals. Based on our experience, the process involves strategic planning, precise execution, and continuous optimization. Below is a detailed step-by-step guide to setting up Salesforce for nonprofits:

‍

Discuss your goals with a Salesforce partner

‍

Start by engaging with a certified Salesforce partner who understands the unique challenges of nonprofits. This initial phase is critical to align the platform with your organization’s goals and needs. During this discovery phase:

‍

• Analyze how your team currently handles data, donor relationships, and marketing campaigns to identify inefficiencies.
• Determine your challenges, such as fragmented data, manual workflows, or ineffective donor engagement.
• Establish clear key performance indicators (KPIs) to measure success, like increasing donor retention, improving campaign ROI, or enhancing volunteer engagement.

Our Chief Revenue Officer, Vlad Petrovych, adds: “Expect this discovery phase to take approximately 4 to 6 weeks, during which you will establish a clear understanding of your objectives and requirements.” 

‍

‍

Create your implementation roadmap

‍

Work closely with your Salesforce partner to create a detailed roadmap. This step ensures clarity and prevents unexpected changes during the implementation process. A comprehensive roadmap includes:

• Breaking down the project into phases, such as configuration, data migration, testing, and launch.
• Estimating the costs for implementation, licenses, and ongoing support.
• Defining the roles and responsibilities of both your team and the Salesforce partner.
• Identifying essential features and integrations for the initial rollout and planning for additional enhancements in future phases.

Leverage your partner’s expertise to ensure the roadmap addresses critical areas like data readiness, workflow optimization, and team training.

‍

Configure the platform

‍

Your Salesforce partner will configure Nonprofit Cloud to meet your specific needs. During this phase, they will help you to:

‍

• Install and customize necessary Salesforce solutions to support donation tracking, volunteer management, and other nonprofit workflows.
• Tailor workflows to automate processes such as sending thank-you emails, scheduling volunteer shifts, or tracking grant applications.
• Create custom fields and objects to capture data relevant to your nonprofit, like donor preferences or event participation.
• Integrate Salesforce with external tools such as accounting software, marketing platforms, or volunteer management systems to create a unified data ecosystem.

‍

Plan data migration

‍

Migrating data from your existing systems into Salesforce is a critical step that requires detailed planning. This process includes:

‍

• Evaluating existing donor data to identify duplicates and outdated records and deciding what information to migrate.
• Standardizing fields like addresses and correcting errors to ensure compatibility with Salesforce.
• Collaborating with your partner to map data fields between your current system and Salesforce for an accurate migration.
• Conducting test migrations to identify and resolve discrepancies before finalizing the transfer.

‍

Data migration typically takes 10 to 15 weeks, depending on the volume and complexity of data.

‍

Create comprehensive donor profiles

‍

After migration, focus on building detailed donor profiles to enhance your marketing and engagement efforts:

‍

• Organize and standardize donor information to avoid duplicates and inaccuracies.
• Add custom fields to track key details such as donation frequency, engagement levels, or preferred communication channels.
• Group donors into segments based on demographics, giving patterns, or event participation for more personalized outreach.
• Automate workflows to send thank-you emails, donation reminders, and updates about how contributions are being used.

‍

‍

3 effective marketing strategies for nonprofits that can be implemented with Salesforce

Email, video marketing, and targeted campaigns have long been go-to strategies for nonprofits to connect with supporters and drive engagement. But success isn’t just about choosing the right approaches—it’s about how you execute them. With Salesforce, you can implement them more effectively by leveraging its tools for automation, personalization, and data-driven insights, ensuring every interaction makes a meaningful impact.

‍

Personalized marketing campaigns

‍

Your nonprofit can send thank-you messages that don't just use the donor's name but also acknowledge their recent donation and tell you exactly how it made an impact. That’s the power of personalization—it shows donors that their contributions matter. Research backs this up: according to Accenture, 44% of nonprofit donors would increase their contributions if they received a personalized experience from the organizations they support.

We’ve seen firsthand how Salesforce Marketing Cloud empowers nonprofits to create these kinds of meaningful connections. By combining data insights and automation, you can send personalized messages that resonate with each donor.

Here’s how you can create a marketing campaign for a nonprofit with Salesforce tools:

• Use pre-built templates to design tailored email campaigns quickly, ensuring a professional and polished look.
• Automate workflows to send personalized emails, such as thank-you messages after a donation, birthday greetings, or updates on the projects a donor supported.
• Segment your donor base to send specific messages to different groups—for example, targeting new donors with welcome messages or engaging long-time supporters with exclusive impact reports.
• Use AI-powered tools to recommend the best times to reach out or suggest content that resonates most with your audience.

‍

Improving donor engagement

‍

Keeping donors engaged with consistent, thoughtful communication is crucial to maintain their support over time. In 2022, nonprofits distributed an average of 60 email messages per subscriber, with email marketing accounting for 28% of all online nonprofit revenue. But using email marketing software for nonprofits alone isn’t enough—it’s about creating touchpoints that show donors how much they’re valued. 

With Salesforce Nonprofit Cloud and Marketing Cloud, you can automate and optimize every stage of the donor journey:

• Send welcome emails to introduce new donors to your mission.
• Set up reminders for events or fundraising deadlines to keep donors engaged.
• Automate thank-you messages to show appreciation immediately after a donation.

We’ve helped nonprofits set up workflows that take the heavy lifting out of donor communication. For example:

• Email campaigns to onboard new donors with a series of engaging messages that tell your story.
• Event follow-ups that include personalized recaps or calls to action for future events.
• Recurring donation reminders that make it easier for donors to support you regularly.

‍

Multichannel marketing

‍

People interact with nonprofits in many ways—email, social media, and mobile apps, to name a few. Meeting your supporters where they are can make a big difference. For example, 32% of donors prefer to give via social media, and mobile users account for 52% of nonprofit website visits.

Salesforce Marketing Cloud enables nonprofits to reach supporters across multiple platforms with consistent messaging. It’s like having a central hub for all your communication efforts.

Here are the practical ways of using Salesforce for multichannel marketing in nonprofits:

‍

• Create campaigns that span email, social media, SMS, and more so your message reaches donors on the channels they prefer.
• To determine the most effective strategy, utilize A/B testing to try out various subject lines, images, and calls to action.
• Incorporate feedback mechanisms into your campaigns to gather insights from your supporters and improve future efforts.
• Monitor performance across all channels with a centralized dashboard, ensuring your messaging stays aligned and impactful.

‍

Top nonprofit marketing trends to be aware of in 2025

Nonprofits and NGOs are navigating significant shifts in how they approach marketing and fundraising in 2025. With technology evolving rapidly and donor expectations changing, staying on top of new trends is essential. Here are three key areas shaping the future of nonprofit marketing:

‍

AI integration

‍

AI tools are revolutionizing the way nonprofits manage tasks, analyze data, and engage with donors. For example, the American Red Cross uses AI to analyze social media data for real-time disaster response, while Greenpeace Australia leverages AI to prevent donor lapses, saving potential losses in donations.

Despite the potential, only 2% of nonprofits have fully integrated AI technologies, though nearly 50% are currently testing AI applications.

Salesforce’s Einstein platform provides nonprofits with powerful AI tools to:

• Analyze donor data and predict behavior, enabling smarter fundraising strategies.
• Automate routine processes like sending follow-up emails or organizing donor segments.
• Refine outreach efforts by using data-driven insights to create campaigns that resonate.

You can use Einstein to identify donors who are most likely to lapse and send them personalized re-engagement messages automatically. This proactive approach can save significant fundraising costs while strengthening donor relationships. Moreover, Salesforce’s Einstein can help you stretch your nonprofit marketing budget by automating tasks and effectively targeting donors.

‍

‍

Ethical marketing

‍

As nonprofits embrace advanced marketing technologies, transparency and trust must remain at the forefront. Donors are increasingly concerned about data privacy, and nonprofits need to show how they responsibly collect and use personal information. Prioritizing ethical marketing practices builds trust and fosters stronger relationships with supporters.

Salesforce tools like Data Cloud and OmniStudio help nonprofits:

• Comply with privacy regulations by providing robust data management and security features.
• Clearly communicate how donor data is used, ensuring transparency at every step.
• Enable secure data sharing and maintain compliance with global privacy standards, such as GDPR.

You can use Salesforce’s built-in compliance tools to reassure donors that their information is secure and being used to make meaningful impacts. Maintaining ethical practices can strengthen your reputation and foster long-term support.

‍

Donor-centric practices

‍

In 2025, nonprofits are shifting their focus to prioritize the needs and preferences of donors in every aspect of their marketing strategies. This approach builds trust and accountability, ensuring supporters feel valued and connected to the mission.

Salesforce provides tools that make it easier to put donors at the heart of your operations:

• Use donor profiles to track detailed interaction histories, preferences, and giving patterns.
• Divide your audience into specific groups to craft campaigns that resonate with their interests.
• Automate personalized thank-you messages and impact reports to show appreciation and reinforce trust.

Your nonprofit can use Salesforce to analyze donor engagement patterns and find that small, personalized gestures—like handwritten notes sent during campaign milestones—can dramatically increase donor retention rates.

‍

Noltic—a reliable partner for enhancing marketing efforts in nonprofits with Salesforce

Since 2017, Noltic has been consulting, designing, and implementing Salesforce solutions tailored to the unique needs of organizations of all sizes. With over 110 successfully delivered projects, 300+ Salesforce certifications, and a 4.9-star rating on AppExchange, we bring proven expertise to the table. Our team, including 10 Salesforce Certified Architects, is equipped to help nonprofits optimize their marketing efforts and achieve their mission more efficiently.

‍

Our expertise with Salesforce

‍

We’ve worked with nonprofits to implement Salesforce solutions that address real-world challenges like fragmented data, limited personalization, and inefficient donor communication. Our expertise spans Salesforce Nonprofit Cloud, Marketing Cloud, Data Cloud, and more, enabling nonprofits to accelerate operations and engage supporters in impactful ways.

‍

What we offer nonprofits

‍

• Strategic consulting. We help nonprofits define their goals and develop a customized Salesforce roadmap to meet their unique needs.
• Custom implementation. From configuring Nonprofit Cloud to integrating Salesforce with your existing tools, we ensure your system aligns perfectly with your workflows.
• Marketing automation. We specialize in setting up automated processes for personalized email campaigns, donor follow-ups, and impact updates to keep your audience engaged.
• Data-driven insights. With Salesforce’s analytics tools, we empower you to gain actionable insights from donor data, refine outreach efforts, and measure campaign success.
• Quality assurance and support. We provide continuous support and training to help your team use Salesforce with confidence and efficiency.

Our experience spans industries, and we’ve helped nonprofits transform their marketing and donor engagement strategies. With a track record of results, including helping organizations improve donor retention and execute multichannel campaigns seamlessly, we’re proud to be a trusted partner in the nonprofit sector.

‍

‍

FAQs

How can nonprofits integrate Salesforce with other marketing tools?

‍

Integrating Salesforce with other platforms is a key step in how to market your nonprofit organization effectively while ensuring streamlined processes. Nonprofits can integrate Salesforce with tools like email marketing platforms, social media management software, and accounting systems using Salesforce’s APIs, AppExchange apps, or middleware like Zapier. For example, integrating Salesforce Marketing Cloud with external platforms allows seamless data exchange and synchronized campaigns. A Salesforce partner can help map your specific needs and ensure smooth integration, creating a centralized hub for all your marketing efforts.

‍

What are some best practices for using Salesforce for nonprofit marketing?

‍

One best practice for marketing for a nonprofit is to leverage donor data to build targeted campaigns that deepen engagement. To make the most of Salesforce, start by clearly defining your goals and configuring the platform to match your workflows. Leverage donor segmentation to design personalized campaigns and automate sending thank-you emails or event reminders. Regularly analyze campaign data with Salesforce's analytics tools to refine your strategies. Additionally, ensure your team is trained and familiar with Salesforce features to maximize efficiency and impact.

‍

How can nonprofits ensure data security and privacy within the Salesforce platform?

‍

Salesforce offers robust security features, including role-based access controls, two-factor authentication, and encryption, to ensure data security. Nonprofits should configure these features to limit access to sensitive donor information. Salesforce also supports compliance with global data privacy regulations like GDPR. Using tools like Salesforce Shield and implementing data hygiene practices ensures your organization remains transparent and secure, building donor trust.