Cuneiform for Salesforce Case Study: Mothers Against Drunk Driving (MADD)

Enhancing Non-Profit Constituent Engagement with Data Cloud + Reliable Data: How MADD Leveraged Cuneiform to Derisk Data Quality Challenges and Accelerate Value Realization

Every organization faces challenges managing data across systems, particularly those with multiple engagement touchpoints with customers and constituents. Mothers Against Drunk Driving (MADD), an organization committed to saving lives and preventing impaired driving, relies heavily on data to support its mission. Like many organizations, MADD encountered common data challenges, such as managing data from multiple sources, keeping information current, and ensuring that donor information is accurate and consistent across different departments and campaigns.

MADD turned to the Salesforce platform to overcome these challenges and improve engagement with key supporters. They leveraged Marketing Cloud for personalized engagement, Data Cloud to unify data across different sources, and Cuneiform® for Salesforce as their primary data management solution for both Salesforce CRM and Data Cloud. Cuneiform helped MADD identify data critical to their business outcomes while prioritizing resolving data quality issues that might have otherwise delayed key insights, increased credit consumption costs, or compromised donor relationships.

This case study explores how Cuneiform for Salesforce strengthened MADD’s data management capabilities, helping it save more lives through its critical advocacy and outreach programs.

The Outcome

Through its engagement with PeerNova and the implementation of Cuneiform for Salesforce, MADD overcame longstanding data quality challenges that hampered its ability to nurture relationships and effectively engage its supporters. By cleaning up inaccurate data and gaining valuable insights through data profiling, MADD now has the tools to better understand donor behavior, optimize marketing strategies, and align national and local outreach efforts. MADD can now better align its technology investments with business value.

Using Cuneiform for Salesforce, MADD continuously monitors critical data points to ensure that the challenges of the past, such as inaccurate or incomplete records, do not resurface. With a real-time, proactive approach to data management, they can confidently maintain high-quality data across their organization. Moreover, MADD accomplished all their data analysis, cleanup, and monitoring directly within Salesforce. This kept their data secure and empowered their team to leverage the tools they already use daily, streamlining processes and avoiding the complexity of switching between multiple systems.

Today, MADD has the foundation for increased donor engagement, improved messaging strategies, and a significant boost in operational efficiency across the organization. MADD’s partnership with PeerNova and the use of Cuneiform for Salesforce are helping them save costs and deliver measurable outcomes that support their mission to end impaired driving and save lives.

About MADD

The mission of Mothers Against Drunk Driving is to end drunk driving, help fight drugged driving, support the victims of these violent crimes, and prevent underage drinking.

Number of Employees: 333
Industry:  Non-Profit, Advocacy
Headquarters:  Irving, TX

Objectives and Challenges

Salesforce is used at MADD to attract, engage, convert, and nurture relationships with people, corporations, organizations, and foundations that support and enable the life-saving work of ending impaired driving in America.

To do this, MADD has clear objectives to retain and increase donors, grow its capacity to serve more victims, prevent underage drinking, and advocate for the passage of laws that enforce the inclusion of life-saving technology in every vehicle produced in the United States.

Challenges MADD was facing

For years, MADD’s most obvious problem was inaccurate, inconsistent data management practices. This problem was caused by organizational deficiencies that didn’t provide proper oversight for outsourced services to whom the data stewardship was entrusted. For five years, MADD did not have a professional marketing or development organization.

The confluence of these situations meant that MADD needed more fundamental components to compete with other national nonprofits effectively. “MADD couldn’t properly nurture and grow relationships with constituents, and we couldn’t say with confidence how people were engaging with us,” said Tracey Tatum, Senior Manager, Salesforce, Mothers Against Drunk Driving.

Objectives for using Cuneiform for Salesforce

• A tool was needed to rapidly profile data to highlight and correct obvious errors and/or omissions.
• Through rapid and repeatable profiling, MADD needed to identify the most impactful approach to get to a usable data set.
• By quickly understanding the shape of their data, MADD needed a tool that would subsequently inform the most appropriate design decisions to maximize return on investment in the suite of Salesforce solutions they purchased.

Case Study Questions

Responses provided by Tracey Tatum, Senior Manager, Salesforce, Mothers Against Drunk Driving

What made Cuneiform for Salesforce stand out from other solutions in the market?

Two factors that caused Cuneiform for Salesforce stand out were the clear expertise of its’ leaders in the data science space, and in-depth knowledge of Salesforce, which continues to be a superior benefit that we are realizing almost daily.

What feature(s) of Cuneiform for Salesforce was appealing to MADD?

That after profiling a dataset, reports could be created that identified potential erroneous data in the email, address, and phone fields. We had a lot of instances of idk@idk.com, noemail@madd.org, etc., as email addresses, and phone numbers like 999-999-9999, or 123-456-7890. With the reports from Cuneifrom we were able to transform our CRM data by removing the obvious bad data.

Why did you decide to leverage our Premier Success offerings? How did the expert guidance or accelerators benefit your product adoption and value realization?

MADD was offered, as a nonprofit, a free set of hours of the Premier Success offerings. This allowed us begin working with PeerNova, as we didn’t have any budget remaining for this project.

How have PeerNova and Cuneiform for Salesforce helped you and your organization? Please explain any cost-savings, operational efficiency, or other benefits gained.

PeerNova and Cuneiform for Salesforce have helped MADD visualize our data in ways that are aligned to the needs of a cross-section of our organization. Meaning, that the development view provides insights to donor behavior and thus informs how to shape the cultivation of different segments of this population.

Additionally, the same data is now capable of producing insights that inform our marketing organization of the effectiveness of different marketing tactics and therefore the assurance that we will be able to over-index on what is working, thus driving increased engagement, and increased revenue.

Additionally, MADD is now positioned to drive visibility across national and local offices to ensure we are delivering complimentary messages and services that won’t burden our constituents with unwanted or repetitive messaging that ultimately could lead to adverse reactions from these invaluable resources.

About Cuneiform for Salesforce (CfSF)

CfSF is a premier solution tailored for Salesforce Administrators, Architects, Business Analysts, and Consultants that enables them to make data-driven decisions from the initial requirements and planning stages to ongoing data reliability monitoring and response. CfSF is the only 100% native data assessment and monitoring solution specifically designed for Salesforce CRM and Data Cloud.

Please reach out to a member of our team by clicking the Let’s Talk button to learn more about how our solution can help your organization succeed.