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Use Salesforce Einstein and Tableau CRM for Advancement Insights

Learning Objectives

After completing this unit, you’ll be able to:

  • Navigate the various Salesforce Einstein offerings.
  • Identify which Salesforce Einstein tools are most relevant to you.
  • Understand how Tableau CRM helps advancement teams leverage analytics.

Whatever your advancement goals may be, Salesforce Einstein can help you achieve them. Salesforce Einstein is an expansive platform—it comes with the territory of the whole genius thing. Understanding the array of solutions and identifying which ones are relevant to your institution’s specific goals is an important first step. Here we’ll explore the impact of Salesforce Einstein and Tableau CRM (formerly Einstein Analytics) in Cloudy College’s advancement office through a day in the life of Virginia Cook, the institution’s Vice President of Development.

Gain Awareness with Einstein Opportunity Insights

Virginia navigates to her Salesforce Home page to check the pulse of the opportunities related to Cloudy’s current major gift campaign. On her Home page, she has access to Einstein Opportunity Insights details, which provide up-to-date insights on potential gift opportunities she and her team own.

Einstein Insights on a major gift opportunity record

Virginia can see a breakdown of information including predictions about which potential gifts are likely to be received, follow-up reminders, and notifications for key moments in a gift opportunity. Einstein Insights also tells her why each insight is displayed and ties it to relevant metrics.

Predict Outcomes with Einstein Opportunity Scoring & Einstein Prediction Builder

Once Einstein has provided the insights held within your Salesforce data, it offers predictions on likely outcomes, and helps teams understand why these predictions are much more than just good guesses.

Salesforce Major Gift Opportunity for Ann & James Wright featuring Einstein Scoring details with a score of 89.

Virginia’s staff asks for her guidance on determining which opportunities they should prioritize as they plan their upcoming meeting schedules. Using Einstein Opportunity Scoring, Virginia can see at a glance which gift opportunities are likely to close based on record details, history, and related account activities. Each opportunity is given a score of 0-99 so she can quickly advise her team to focus its efforts on opportunities with top scores to maximize their outreach efforts.

It’s important to remember that Einstein scoring is dynamic and will automatically update as gift officers nurture a lead and add additional information to lead records. It’s a great start to review scores before launching a campaign but remember to keep checking back on evolving Einstein scores for the most up-to-date insights.

With her team busy meeting with potential donors, Virginia takes a moment to prepare a report for an upcoming meeting with the Board of Trustees at Cloudy College. The Board wants to know if Virginia is on track to meet the goals for the current capital campaign.

Using Einstein Prediction Builder, Virginia can predict how much the major gift staff will raise by the end of the campaign. Prediction Builder lets you make predictions about almost any field in Salesforce with just a few clicks. Then you can use the predictions to guide strategy, focus your efforts, and work smarter. No models. No algorithms. No code. And get this- one prediction is completely free to create and view with a CRM license!

In Virginia’s use case, Einstein Prediction Builder analyzes her team’s past opportunities and the record details for each related opportunity and account, along with the history and any related activity. Information about each opportunity’s owner (such as yearly win rates) is also used to calculate the prediction.

Virginia pauses for a mental happy dance break because the prediction results look fantastic. With the click of a button she creates a graph to add to her report so the Board can visualize the predicted contributions to the capital campaign. She imagines how excited they’ll be when they see such a clear indication of the team’s great work and bets the Board members will start doing their own happy dance during her presentation! Ok, probably not. But they will appreciate the data supported projections and a VP can dream, right?

Get to Know Your Top Prospects with Einstein Lead Score

Using Einstein Lead Score is like having a dedicated personal assistant that just happens to be a data genius. Einstein reviews your data to find patterns and trends in potential donor lists. By examining your existing data, Einstein assigns a lead score to each of your potential donors, to help your team strategize. And get this—Einstein becomes smarter over time, so scores are refreshed as new data is added and all points are re-analyzed. This means you can always prioritize the highest-scoring leads based on real-time insights.

Remember, Einstein Lead Score uses existing data to properly qualify a lead—what that data includes is entirely up to you. If you already have a qualification process in place, you can help Einstein learn what information is important to you. At Cloudy College, major gift officers use a variety of data points to evaluate whether someone is a good lead. For example, the team asked Cloudy’s Salesforce admin to add custom fields like ‘Capacity to Give’ and ‘Philanthropic Interest’ on their lead object. These fields can help the advancement team prioritize its outreach right away, all the while growing the data Einstein uses to create an even more precise scoring model.

Aside from being a great indicator of whether a lead is ready for solicitation, Einstein Lead Score also helps create a lead qualification and conversion process. Based on existing data, Virginia has decided that a lead is typically ready for outreach when they have hit a score of 85. With that in mind, whenever someone reaches 85, several automations fire.

First, Virginia receives a notification. Rachel Noble, the assigned major gift officer for this lead, also receives a notification and a task is automatically created for her to follow-up with the lead within a week. If Rachel is nearing the one-week deadline, she receives another notification, reminding her of the pending task. All of these steps can be built with Einstein Process Builder, a point-and-click tool that allows you to easily create streamlined automation for your org.

Virginia has also recently discovered the Einstein Lead Scoring dashboard, which helps her keep track of lead conversions and gain more insight into leads’ behavior. For example, she can see the average lead score broken down by the source of the lead, or drill down into the advancement team lead conversion rate by score to understand at what point leads typically convert. Say she was to notice that leads tend to convert at the 70 mark; she may adjust the existing threshold score of 85 based on this data.

Follow these steps if you'd like to find the dashboard.

  1. Navigate to the Dashboards tab.
  2. Select All Dashboards.
  3. Search for Einstein Lead Scoring.

    From the Dashboards tab, select All Dashboards and type to search for the Einstein Lead Scoring Dashboard.

  4. Now you can explore the dashboards and the reports that populate it.

Understand the ‘Why’ with Tableau CRM

We've explored how you can use reporting, dashboards and Einstein solutions to gain insights and drive results. What you've seen so far reveals the “what” of the story Cloudy’s advancement data is telling Virginia, and Tableau CRM (formerly Einstein Analytics) is the tool that exposes the “why.”

Two-column chart documenting the purpose, tasks, results, and value of Reporting & Analytics. Reporting Purpose: to show what is happening. Analytics Purpose: to explain why it is happening. Reporting Tasks: Organizing, Formatting, Summarizing. Analytics Tasks: Questioning, Interpreting, Exploring. Reporting Results: pushed to users for review. Analytics Results: pull results to answer questions. Reporting Value: translates data into information. Analytics Value: translated information into insights

Because Tableau CRM unites all of her advancement-related data in one place, Virginia is looking at a complete picture that represents information living inside and outside of Salesforce. It’s found in places like Cloudy’s marketing automation platform and the data that’s still housed in their legacy fundraising system. That’s what makes it easy to get specific answers that support next steps.

Virginia needs to justify her major gift staff budget for the upcoming fiscal year. Using Tableau CRM she creates a presentation that leverages Tableau's interactive features to show the direct correlation between face-to-face staff outreach and higher donations. She can simulate an increase or decrease in major gift staff outreach expenses, showing stakeholders how donation totals automatically fluctuate as a consequence. She can also share information from the advancement department with other Cloudy departments by creating custom dashboards or using existing dashboards to contribute her team’s data to cross-functional projects.

Once her budget proposal is finished, Virginia turns her attention back to her team. Though they’re not in the office, she can still see how each gift officer is doing today by checking the leaderboard, a pre-built dashboard provided by the Sales Analytics App. She also checks the team trending dashboard to see how Cloudy’s major gifts have changed since this time last year. She’s pleased with the trends she’s seeing right now, but she makes a note to spend some time reviewing the whitespace dashboard before the next all-team meeting so she can analyze where there might be opportunity for additional targeting. The Sales Analytics App provides all of these pre-built dashboards and more to help teams like Virginia’s visualize quotas, keep track of pipeline, and fine-tune forecasts.

Analytics Studio Summary of Opportunity Dashboard

This is just a peek into the whirlwind that is daily life in the advancement office. Virginia isn’t slowing down anytime soon, and she’s impressed that Salesforce Einstein and Tableau CRM can match her hustle. The insights, predictions, and suggestions that these solutions provide enhance her team’s efforts to support and advance Cloudy College’s mission.

To keep exploring Salesforce Einstein and Tableau CRM, check out the resources listed below.