Hello Trailblazers!
I work with a nonprofit advocacy and service organization using Salesforce NPSP. We host the state's arts advocacy efforts, and our contact records include both B2B and B2C segments.
Our Current Scenario:
- B2B Constituents: We offer services to other nonprofit organizations, assisting them in promoting their organizations and events, along with various marketing support services.
- B2C Contacts: We have a sub-brand and dedicated website for a program aimed at increasing awareness and participation in the arts in the state. Individuals subscribing to this program are our B2C contacts.
Challenges:
- Crossover Messaging: Due to previous database management by inexperienced staff, there is a frequent crossover of messaging between B2B and B2C segments.
- Duplicate Contact Records: We have accepted that many contacts will have duplicate records (same name, different emails) due to their engagement in both B2B and B2C capacities.
Potential Solution:
- I'm considering creating Contact Record Types (B2B and B2C). However, individuals may appear in both categories with different or the same email addresses for work and personal use.
Questions:
- Contact Record Types: Is creating Contact Record Types (B2B and B2C) a sustainable solution for future-proofing our processes? Are there better alternatives?
- Handling Duplicate Records: How can we manage or minimize the impact of having duplicate contact records, given that some individuals will inevitably have different emails for different roles?
- Messaging Segmentation: What strategies or tools within Salesforce NPSP can help us ensure that messaging is correctly segmented and delivered to the appropriate audience without crossovers?
Any insights, best practices, or recommendations would be greatly appreciated!
Thank you in advance for your help!
Best regards,
Marcy
I would recommend against record types on Contacts, and strive for one-Contact-per-person. Your B2C marketing needs should be solvable with Campaigns/Campaign Members or custom fields. You should be able to cover the B2B/B2C email discrepancy with custom address types. It doesn't sound like you have a strong need for Contacts to be linked to multiple Accounts (i.e., one contact that works with multiple B2B agencies), but if you did you could address that using NPSP Affiliations or turning on multiple accounts per contact. If you find the page layout needs are very significant between the audiences/groups, you can do wonders with dynamic page layouts and tabs.
You'll cause yourself a lot of headaches trying to manage duplicates, consent, etc. when there are multiple Contacts per person, and I don't see anything there that jumps out as something that would justify that path.
