Key Benefits of Salesforce AI to Nonprofits

May 13, 2024

This article was written by Tony Aromolaran, Salesforce Consultant.

Key Benefits of Salesforce AI to Nonprofits

AI in Salesforce is an emerging technology, with numerous new functionalities continually being released. Recently, much of the excitement has centered around Predictive and Generative AI. Predictive AI involves utilizing relevant data to train a model, which is then used to generate predictive insights and metrics. These insights can assist in making more informed decisions when planning campaigns and setting up marketing targets. Examples of Predictive AI in Salesforce include Einstein Engagement Scoring and Predictive Forecasting (see the table below for a description).

On the other hand, Generative AI refers to an AI model that enables users to utilize natural-language prompts to create new content, such as images, text, audio, and videos. Generative AI provides significant value for organizations needing to dynamically produce personalized email content for different segments of their audience. Generative AI has also been integrated into some AI products offered by Salesforce, such as Generative AI-powered chatbots and Einstein Co-pilot (Salesforce’s ChatGPT).

For nonprofits, the category of organizations that can take advantage of AI includes those that already have fundraising strategies, primarily built around Prospecting. Prospecting helps nonprofits not only to find new potential supporters but also to convert them into donors. The three common use cases of AI in nonprofits are about increasing effectiveness, boosting productivity, and freeing up time.

Increasing Effectiveness

Pattern recognition on won and lost prospects - this involves identifying which factors are responsible for potential prospects converting to actual donors. With Einstein for nonprofits, organizations can obtain predictions for the likelihood of each constituent becoming a first-time donor, recurring donor, or top donor. Einstein for Nonprofits examines data on current and potential recurring donors’ contact records, including how much they’ve given and their first gift date. Einstein then analyzes this data to find trends and suggests that the contact might be ready to become a recurring donor.

Boosting Productivity

Early detection of “no decision” losses - this occurs when a philanthropy agent pursues a prospect long past their expiration date, investing scarce resources and effort into the process. Einstein for nonprofits can provide early detection of prospecting that is starting to veer into the realm of no decision and provide suggestions to get it back on track. As your giving data changes, Einstein learns and adapts with it. The more data you have, the more it learns, and the more accurate its predictions become.

Freeing Up Time

Leveraging AI to streamline administrative work and free up time to solicit donors. Most donor services teams end up getting bogged down in administrative work. Keeping track of interactions and talking points with potential donors requires time. With Salesforce’s conversational AI assistant, Einstein Copilot, users can generate follow-up emails to prospects and an automated summary of the conversation, including all the critical facts, figures, and statements that occur during the prospecting conversation.

Connecting with Other Systems

In some cases, Salesforce AI can be used independently, such as using Einstein AI for call summaries or predicting customer lifetime value. The greatest impact of AI can be derived from using it with other systems to drive organizational goals and strategy. Einstein AI could be used in conjunction with other systems such as Data Cloud and Marketing Cloud. The performance of an AI model significantly depends on the quality and quantity of data used for training the AI model. Organizations that want to leverage their customer data from different sources and make use of proprietary AI models within Salesforce require Einstein Studio and Data Cloud. Einstein Studio, officially released in March 2024, is a platform within Data Cloud that consists of a Prompt builder for EinsteinGPT, a Copilot builder for maintaining some Einstein copilot configurations, and a Bring Your Own Model (BYOM) solution for integrating proprietary models into Salesforce. To find out what licenses an organization needs in order to use Einstein Studio and Data Cloud, they can consult with their Salesforce Account Executive.

Another interesting collaboration is between Einstein AI and Marketing Cloud. Nonprofits can obtain a list of top donor predictions using Einstein AI and convert the list to a segment using Marketing Cloud Engagement for targeted messaging and personalized content delivery, leading to a higher conversion rate of donor prospects.

Data security and integrity are major risks identified in the adoption of AI systems by organizations. The figure below illustrates the potential risk of using publicly available AI tools for business-related purposes, where prompts provided by users are used to train the models which could lead to data breaches. With Einstein Trust Layer, a secure AI architecture, users can be assured of data security and integrity. The layer provides warnings about biased generative AI responses and records every AI interaction for record-keeping, compliance, and auditing. The trust layer also offers features like customer-configured data masking and provides enhanced control over data privacy.

Ready to leverage the power of Salesforce AI for your nonprofit organization? Contact us today to learn how you can optimize your fundraising strategies, boost productivity, and make more informed decisions with AI-driven insights. Let's empower your mission together!

About the Organization

Belmar Consulting is an award-winning Salesforce implementation partner, who works with various organizations and enables them to succeed in their digital transformation journey. We combine our intimate knowledge of the public sector and the nonprofit industry with Salesforce to create and implement innovative solutions for our clients. Belmar’s dedication to delivering successful client projects means our clients are more effective in their role to fulfill their organizational missions.