Enrich Year-End Campaigns: Empower Constituents to Update their Profiles with Account Engagement

For nonprofits, the year-end fundraising campaign is the most critical time of year. These campaigns can make or break annual goals, and with the highest volume of donations flowing in, organizations can’t afford to let outreach fall short. This is the time when getting your messaging right, personalizing it, and reaching constituents effectively matters more than ever. But to hit the mark, you need accurate, up-to-date information on your constituents—without relying on the time-consuming, labor-intensive process of calling each one. Imagine if your supporters could update their own profiles with a few clicks. That’s where Salesforce Account Engagement (formerly known as Pardot) becomes invaluable. Let’s look at how nonprofits can use this powerful tool to make constituent self-service updates easy and effective, ensuring they have the freshest data to maximize their year-end impact.

Steps to Set Up Your Year-End Constituent Profile Update Campaign with Salesforce Account Engagement

Forget call campaigns and manual outreach to update constituent information. With Salesforce Account Engagement, you can let your constituents update their profiles themselves. Here’s how to set it up:

Create a Campaign in Salesforce Account Engagement

• Start by setting up a Salesforce Campaign to track constituent engagement. This campaign gives your organization full visibility into who has responded and updated their profile and who hasn’t.
• For easy tracking, change the member status of those who’ve updated their information to “Profile Updated.” This campaign status will keep your data organized and readily accessible.

Add a Custom Field for Profile Update Date in Salesforce Account Engagement

• To track when each profile was last updated, add a custom “Profile Update Date” field in Salesforce. This field helps you maintain the freshness of your data and lets your team see at a glance how current each profile is.
• Create the field (identical name and setup) on the Lead (if using) and contact objects. Then, create the field in Account Engagement and map to the Salesforce field.

Create a Profile Update Form

• Build a form using Salesforce Account Engagement that includes all the necessary fields for an up-to-date profile. Key fields should include name, address, phone number, and any other relevant areas, such as preferred causes or interests.
• Make the form user-friendly and concise—keeping it short will increase the likelihood of responses.
• The form should include two actions - add to the Campaign with a status of Profile Updated, and update the Last Profile Updated Date with the submission date.

Set Up a Redirect After Form Submission

• Redirect constituents to the thank-you page once they submit the form. This simple step reassures them that their submission was successful and closes the loop on their engagement.
• The Redirect URL should include two completion actions - add to the Campaign with a status of Profile Updated, and update the Last Profile Updated Date with the submission date.

Develop a Landing Page to Host the Form

• Host your form on a branded landing page within Salesforce Account Engagement. The landing page serves as a dedicated space for profile updates, free from distractions, and provides constituents with clear instructions on updating their information.
• Make it visually appealing, branded, and focused solely on profile updates to increase engagement.

Publish a Thank-You Page for Final Confirmation

• A final thank-you page reinforces your organization’s gratitude and acknowledges the time they took to update their information. It’s a small but impactful gesture that builds goodwill and leaves them with a positive impression.
• The thank-you page should display after the form submission and after clicking the button to confirm the profile is correct.

Compose Two Key Emails

• First Email (Invitation to Update): Send a friendly, personalized email asking constituents to update their profiles. Explain the impact of accurate information on your year-end efforts and offer a convenient link to the update form.
• Follow-Up Email (Reminder): Send a reminder to those who haven’t yet updated their information. Reinforce the importance of their support and the ease of updating their profile, with another link to the update form for convenience.
• Both emails should provide your audience with two choices of action, a button that confirms the profile is correct, and a button that links to the custom redirect to make changes. 

Build an Engagement Program to Guide Constituents

• Create an Engagement Studio Program that triggers a series of actions based on the recipient’s response:
  • Send the initial profile update email.
  • Track responses and automatically update the campaign member status if the profile is updated.
  • If no response is detected within a certain timeframe, send the reminder email.
• This automation streamlines the process and ensures that no one falls through the cracks.

Make Year-End Success Easier with Salesforce Account Engagement

By letting your constituents take control of their own profiles, you’re not only saving time for your team but also empowering your supporters to stay connected on their terms. With Salesforce and Marketing Cloud Account Engagement, you’re able to maintain accurate records, execute targeted year-end campaigns, and ultimately, drive a stronger year-end impact with minimal manual effort. Ready to make your next campaign your best yet? Start planning now, and you’ll be well-prepared for a successful year-end season.

WANT TO TALK WITH OUR CONSULTING TEAM?

We’d love to work with you on your Salesforce needs. Our team of certified Consultants can work closely with your team to close more deals. Call us at 317-297-2910 or complete the form below.