Genesysworks provides pathways to career success for high school students in underserved communities through skills training, meaningful work experiences, and impactful relationships. The impact is tremendous; to date they have served over 23 million people. They engaged Jean Martin Consulting to get up and running on the marketing automation platform Pardot and use it to better segment and target their constituents.
Over the last few years, GW has gone through massive uplift with funding from several high tech organizations. It was a sink or swim moment that had huge implications for every aspect of how they conducted outreach. Specifically, they knew their existing mass email solution could not manage the combination of legacy data plus new contacts coming in from the merger. They needed a stronger tool to segment and customize as they entered this new phase.
GW saw huge potential with adding Pardot onto their already strong use of Salesforce. For example, when they send an appeal for donations, they need to know who is an active donor, who is lapsed, and who gives regularly, so that they can communicate with each group in a tailored way. JMI was a key partner for GW in providing Pardot training in addition to the technical implementation.
JMI applied a “Crawl/Walk/Run” approach to encourage GW to get off the ground quickly. Throughout their work, GW often is curious about how many people have done a specific action, and now it’s easy to build a list based on those questions and think more creatively about possible campaigns using forms and landing pages. Today, GW Foundation’s lists are between 98-100% mailable because their data is cleaner, which leads to higher open and click rates.
