Unlocking strategic decision making for Leukaemia UK

Leading blood cancer charity Leukaemia UK has been a long-term partner of Adaptable since 2022. Our partnership focuses on maintaining and continually improving their online fundraising hub, which we also designed, built, and launched.

The scope of the original project included an integration between the donations funnel and Salesforce CRM, enabling them to seamlessly collect data around donations for reporting and marketing purposes, without the need for manual or duplicate entry.

Recently, they identified a need to enhance the current integration, in order to automate more processes and improve the accuracy of the data they were collecting.

Augmenting an existing Salesforce integration

The aim of the project was to streamline more of LUK’s internal processes by further enhancing the integration between the donations funnel and Salesforce. The work would enable them to feed significantly more data automatically through to the CRM, including enhanced contact data, source tracking for marketing attribution and better segmentation of donation types.

As we built the existing Salesforce integration, we had in-depth knowledge of the core logic and information architecture. Some scoping and research was needed to understand the new requirements, but the existing integration gave us a good foundation for augmenting it without too much reinventing the wheel.

More specifically, we implemented:

• Improvements to the way donations are linked to contacts, accounts and opportunities
• Expanding the information collected in Salesforce on submission of a donation
• Improved handling of different donor types and segmenting to relevant Salesforce workflows, allowing better and more relevant communication with individuals, organisations and trusts
• Contact preference and consent mapping to trigger Salesforce workflows
• Better tracking for donations against specific appeals and campaigns
• Adjustments to the frontend of the funnel and supporting backend logic to improve the flow and data collected around some specific donation scenarios, particularly for giving in memory

More accurate data, more informed decisions

Augmenting the data that’s being sent to Salesforce from the donation funnel and enhancing the integration logic means more accurate and complete information being sent with every donation. Ultimately, this will help LUK to massively improve their internal reporting, enabling them to make more informed strategic decisions to aid their marketing, fundraising and awareness efforts.

One of the advantages of having a long-term partnership is that we can readily support with improvements like this that arise as the organisation evolves and their digital strategy shifts in focus and grows in importance.

Evolving your digital presence and ensuring the ongoing impact of your website isn’t just about the design or the frontend functionality – backend processes are just as important. Improving how things work behind-the-scenes unlocks efficiency and visibility that help you do what you do better.

Want to explore an opportunity to improve your digital processes. Get in touch and find out how we can help.