Here’s a curated selection of Salesforce Marketing Cloud Engagement terms that would be most helpful for nonprofits to know, based on their focus on engagement, donor retention, communication compliance, and reporting needs:
Essential Terms for Nonprofits
Campaign Management & Personalization
Campaign Management & Personalization
| A/B Testing | To test and optimize donor, volunteer, or client engagement with two or more email messages |
| Dynamic Content | Tailoring content to donor, volunteer, or client segments based on their preferences or behaviors. |
| Personalization String | Adding personal touches like names to emails for better engagement. |
| Smart Capture | Capturing leads, volunteers, or donor information through forms on landing pages. |
| Triggered Response & Triggered Sends Tracking Report: | Automating personalized messages for events like donations or registrations. |
| Transactional Message | Ensuring compliance with non-promotional updates like donation receipts or registration confirmations. |
Data Management & Segmentation
| Data Extension | Organizing donor or volunteer data that doesn’t fit standard subscriber fields. |
| Data Filter | Segmenting lists for targeted campaigns. |
| Audience Builder | Real-time segmentation to enhance outreach efforts. |
| Publication List | Managing preferences for different types of nonprofit communications, like newsletters or event updates. |
Compliance & Deliverability
| CAN-SPAM | Ensuring legal compliance with email communication laws. |
| Content Detective | Avoiding spam triggers to maintain deliverability. |
| Reputation Monitor | Monitoring email reputation to safeguard deliverability. |
| Allowlisting | Ensuring email campaigns reach inboxes. |
Reporting & Analytics
| Email Performance by Domain Report | Understanding engagement by email provider. |
| Subscriber Engagement Report | Identifying engaged and unengaged recipients for better targeting. |
| Conversion Tracking Statistics Report | Measuring the effectiveness of donation or registration links. |
| Unengaged Subscribers for a List Report | Maintaining list health by addressing inactive donors. |
Automation Tools
| Automation Studio | Automating multistep marketing efforts like welcome series or event reminders. |
| Import Activity | Importing data for accurate segmentation and analysis. |
| Filter Activity | Dynamically creating segmented lists for outreach campaigns. |
User-Friendly Features for Nonprofit Teams
| Email Studio | Centralized management of email creation, delivery, and performance tracking. |
| Landing Page & Microsite | Simplifying donation, event registration, or volunteer portals through dedicated pages. |
| Inbox Preview | Ensuring emails look professional across devices and email clients. |