Five reasons why your Not-For-Profit needs to automate

Alessia Mastroianni
3 min readAug 30, 2021

Giving back to communities and charities has always been a key motivation in my life. I have taken part in various not-for-profit (NFP) events and volunteered at local charities, however, I spend most of my time in the office. Lately, I’ve been wondering how I could make a difference with the work that I do.

A few months ago, the MD of the UK Salesforce Practice, announced a multi-cloud project for one of the largest national NFPs and I was assigned to support the delivery of the Salesforce Marketing Cloud solution.

I cannot express how proud I am of this initiative, how exciting it is to see our team involved with such a great organization, and how it feels to be given the opportunity to make a real difference in business.

This project has had a knock-on effect on myself, so much so, that I decided to write this blog. My hope is that it will help other NFPs realise how they can benefit from marketing automation. By implementing a Marketing Automation Platform (MAPs), your Not-For-Profit can benefit from:

  1. Tailored Messaging:’s report on the State of The Connected Nonprofit revealed that supporters would donate 67% more funds annually if they received personalized communications from the NFPs they donate to. Marketing Automation Platforms provide marketers with the essential tool kit for emails, landing pages, and website personalization: from personal attributes (first name) to subscriber preference based dynamic content.
  2. Better Targeting:
    MAPs provide user friendly functionalities that help you capture data, essential for segmentation, while still ensuring a great subscriber experience with progressive profiling forms. Up-to-date information, data completeness and out of the box MAP tracking functionality (e.g. emails, forms, LP activities) will help you improve targeting and segmentation to ensure your supporters receive only relevant communications.
  3. A Personal Journey
    Know your subscribers. An individual who fills in a form on your volunteer page is very different from one that makes a donation for a specific program. To overcome these differences, you must create marketing campaigns based on individuals’ unique needs and interests. A MAP can help produce more targeted marketing…



Alessia Mastroianni

Marketing Automation Architect working at Salesforce. 6x Salesforce certified. Salesforce #MarketingChampion 2020.