Humane Society Silicon Valley
CRM Roadmap Case Study
Established in 1929, Humane Society Silicon Valley offers quality adoptions, affordable spaying and neutering, vaccinations and microchipping services, pet care, and education programs to enhance the human-animal bond. It operates 24 hours a day, 365 days a year.
Highlights:
- The Society's CRM didn't integrate with its marketing stack and wasn't up to the task of growing with the org's donor engagement needs.
- Heller Consulting worked with leadership to build a technology roadmap and implement Salesforce as their CRM.
- Their new stack was in place when COVID-19 hit, allowing the org to swiftly pivot and take advantage of the upswell in pet adoption interest.
“The Heller Consulting team helped us plan, find, and implement the right combination of technology to support our strategic goals. They’ve also provided expert guidance along the way that has been critically important to us being able to use our new technology ecosystem as efficiently and effectively as possible.”
Joanne Jacobs, Chief of Operations, Humane Society Silicon Valley
Challenge: Technology Solutions Not Up to the Job
The Society's customer relationship management (CRM) and online marketing solutions would not be enough to help it reach their donor engagement goals.
The team couldn't implement personalized and targeted fundraising because their systems didn't integrate, and the platforms were difficult for team members to use.
Solution: A Technology Ecosystem That Supports Org Goals
Having worked with Heller Consulting since 2012, the Society turned to the team again for a comprehensive technology strategy and implementation solution. We provided:
- A technology roadmap that aligned their technology strategy with their organizational goals,
- Solution selection and fit assessment that evaluated and recommended a connected ecosystem of technology to support the Society’s unique marketing, fundraising, and operational efforts, and
- Implementation of new solutions in the technology ecosystem, including the coordination of efforts across vendors to ensure a successful launch of all solutions as well as strategic guidance to help ensure its business processes optimize use of the new solutions.
The Result: Efficient And Effective Engagement And Fundraising
The Society has successfully moved to a new technology ecosystem aligned with the organization’s long-term goals. The combination of a core Salesforce CRM platform with new digital solutions allows them to streamline processes and improve the effectiveness of their marketing and fundraising efforts.
For example, it now:
- Uses a 360-degree view of data in a Salesforce CRM to create personalized constituent and donor communications based on their engagement with the organization,
- Delivers highly personalized engagement journeys with pet adopters that mention pets by name and provide specific tips and encourage deeper engagement with the org, and
- Uses Pardot to streamline processes and communications. During the COVID-19 pandemic, the org was able to pivot to virtual adoption processes immediately and take advantage of the surge in adoption interest.
