Workflows Used
Organization background
Founded in 1905, the American Lung Association (ALA) is the leading organization working to save lives by improving lung health and preventing lung disease through education, advocacy, and research. Donations to ALA fund medical research, new treatments, screenings, lung health education, and more. To support its fundraising and constituent engagement efforts, ALA uses Salesforce NPSP as its CRM, Salesforce Marketing Cloud for email marketing, and Blackbaud Luminate Online for digital engagement, including event registrations, online giving, and email interest groups.
Challenges
With fundraising and digital engagement data flowing between multiple platforms, ALA needed a more efficient, reliable, and transparent integration process. Existing tools limited the organization’s ability to move data quickly, maintain accurate records, and provide Marketing with the timely information needed to create meaningful constituent experiences.
Limited Integration Flexibility
ALA’s CRM Systems team struggled with effectively integrating data between Luminate Online and Salesforce. The integration tool they used was limited, preventing team members from making adjustments themselves. Any mapping changes or process modifications required assistance from an external developer.
Slow Data Processing and Lack of Real-Time Information
The existing integration process was unreasonably prolonged and prevented the continuous flow of data between Luminate Online and Salesforce. As a result, end-users did not have access to the most current information needed for fundraising, reporting, and marketing activities.
Limited Visibility into Data Exchange
The CRM Systems team had no way to monitor or control the exchange of data between Luminate Online and Salesforce. This lack of visibility resulted in inaccurate and erroneous information flowing between systems while making it difficult to identify and resolve integration issues.
Inaccurate Data Impacted the Constituent Experience
Because inaccurate data was reaching end-users, the constituent experience suffered. The Marketing team relied on the CRM Systems team for quality data, creating friction between departments and limiting ALA’s ability to build stronger relationships with supporters.
Ongoing Dependence on an External Vendor
Every integration change required support from an external vendor, adding both time and cost to the process. This dependency slowed improvements and increased the overall burden of maintaining the organization’s integration environment.
Solution
ALA addressed these challenges by deploying Luminate Online Integration for Salesforce, powered by Omatic Cloud. The configurable solution gave the CRM Systems team greater control over integrations while enabling real-time data flow, improved visibility, and higher-quality constituent data.
Implemented Omatic Cloud’s Luminate Online Integration
ALA deployed Luminate Online Integration for Salesforce, powered by Omatic Cloud, to connect Salesforce NPSP, Salesforce Marketing Cloud, and Blackbaud Luminate Online through a configurable integration platform designed for large nonprofit organizations.
Enabled Greater Control and Configuration
Omatic Cloud gave the CRM Systems team the ability to make mapping changes, refinements, remap fields, and reconfigure matching criteria on their own without waiting for an external developer.
Automated Real-Time Data Flow and Validation
The solution provided real-time data flow between Luminate Online and Salesforce while validating incoming data, improving matching accuracy, and supporting higher overall data quality.
Results
By implementing Omatic Cloud, the American Lung Association gained greater agility, improved data quality, and strengthened its ability to deliver personalized constituent experiences through more efficient fundraising and marketing operations.
Increased Agility and Faster Data Processing
Omatic Cloud gave ALA the ability to make necessary integration adjustments quickly and easily. Real-time data flow now supports more timely outbound communications, reporting, and analysis, allowing Marketing Cloud email strategies to launch in minutes or hours rather than days.
Improved Data Quality and Visibility
The CRM Systems team now has instant visibility into the data being exchanged between Luminate Online and Salesforce. Omatic Cloud has virtually eliminated duplicate record creation and other inaccuracies while helping identify and correct configuration issues and strengthening the integrity of incoming data.
More Effective Marketing and Constituent Engagement
With cleaner, healthier data integration, the Marketing team can confidently implement new constituent journeys with previously unengaged donors. The improved quality and speed of data integration have strengthened collaboration between Marketing and CRM Systems while enabling more personalized email campaigns.
Better Constituent Experience and Lower Administrative Costs
ALA is now sending more personalized email series, leading to a better constituent experience, more effective fundraising, and more dollars raised over time. At the same time, the organization is saving money by eliminating many of the services previously required from its external vendor, allowing more work to be handled internally using standard Omatic Cloud functionality.
ALA is sending more personalized email series–leading to a better constituent experience overall, resulting in more effective fundraising and more dollars raised long term.
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