Roadrunner Food Bank of New Mexico Unifies Donor Data Across Salesforce, Classy, and Mailchimp

“Omatic allows everybody at Roadrunner to think more critically about who our donors are and who they’re connected to. It’s really helped us connect the dots between Salesforce, Classy, and MailChimp.”  – Kristin Shuetz, Senior Manager, Database and Donor Services 

Organization Background

Roadrunner Food Bank of New Mexico is the largest nonprofit dedicated to ending food insecurity and hunger in New Mexico. Every week, the organization reaches tens of thousands of people, distributing food to pantries, shelters, and regional food banks across the state.

Challenge

Roadrunner Food Bank of New Mexico made the decision to move forward with Classy to manage online donations, but they needed to address several issues beforehand to build an effective data management strategy and ensure successful implementation:

• Disconnected Systems and Data Integrity Issues: Prior to Classy, the team spent 4 hours every day manually exporting and manipulating online donations files before importing them into Salesforce. This process was especially difficult for identifying and managing recurring donors, creating as many as 150+ duplicate records each month.
• Incomplete Functionality from Native Integrations: When researching integration solutions, Roadrunner Food Bank discovered that Salesforce’s native integrations with Mailchimp and Classy lacked the flexibility required to handle their custom fields and setups. This would have greatly limited their data management, so they decided they needed to find a more adaptable solution.
• Delayed Recognition of Recurring Donors: Due to the manual data handling process, there was no visibility into new recurring donors. It could take one or two donation cycles for new recurring donors to be recognized in Salesforce, resulting in missed opportunities for timely acknowledgments.
• Difficulty Managing Email Opt-In Preferences: Roadrunner Food Bank was forced to manually update donors’ communication preferences and import them due to the poor connection between Salesforce and Mailchimp. This time-consuming process meant updates happened only once every other week, causing delays and uncoordinated email communications that prevented timely and effective donor engagement.

Solution

Roadrunner Food Bank sought a solution that could help them effectively connect all their systems to get a more comprehensive view of their supporters, leading them to adopt Omatic Cloud’s Classy and Mailchimp Connectors for Salesforce:

• Seamless Integration Across Salesforce, Classy, and Mailchimp: Roadrunner Food Bank easily set up two-way integrations across the three systems with Omatic Cloud, saving the team 15 hours each week in processing donor information. When a donor makes a gift through Classy, all data flows automatically into Salesforce and is then sent to Mailchimp, ensuring that all donor preferences and profiles are accurately captured and updated.
• Improved Data Accuracy and Fewer Duplicates: Roadrunner Food Bank used Omatic Cloud to set rules for how, when, and where data should be transferred. The balance of control and automation helped the organization achieve more accurate data entry and prevent duplicate records, greatly improving the quality of their donor database. 
• Up-to-Date Email Lists and Real-Time Donation Tracking: The organization now automatically updates their email lists daily instead of every two weeks. This level of visibility into donations was not possible before and allowed for more effective donor stewardship. For example, development officers are now able to see donations in real-time and quickly reach out to donors—especially high value donors—accordingly.

“It’s great how Omatic Cloud lets you focus on just the set of records that need attention and automatically manages the rest. It’s a huge time-saver not having to manually evaluate all the data, and to trust that the information will be correct.” – Vincent Huber, Gifts Processing and Data Manager.

Results

After implementing Omatic Cloud, Road Runner Food Bank had greater visibility into their supporter base leading to:

• Enhanced Donor Segmentation and Communication: By using Omatic Cloud, Roadrunner Food Bank gained the ability to segment donors based on their giving patterns and communication preferences. Recurring donors are automatically tagged and sent tailored messages, ensuring that donors receive the right messages based on their profiles.
• Timely Recognition and Increased Supporter Satisfaction: Roadrunner Food Bank can now automatically recognize and acknowledge new and recurring donors. For recurring donors, Omatic Cloud’s seamless data flow helped ensure that their recurring gift officer could promptly reach out to thank the donor as soon as a recurring gift was recorded in Salesforce. This timely engagement has helped the organization build stronger relationships with supporters.

Roadrunner Food Bank of New Mexico is thrilled with the results they’ve seen with Omatic to date and is excited to continue building a more connected ecosystem with Omatic Cloud.

“We’re also looking forward to using Omatic Cloud to manage volunteer data and offline data, such as employee giving data and lockbox donations,” said Kristin Schuetz, Senior Manager, Database and Donor Services. “We really want to see all the ways that constituents are connected to us, and we want to be more thoughtful about what information we’re adding to Salesforce. It’s exciting to have that opportunity with Omatic.”