Since eComm’s launch in 2016, CU Advancement communicators have relied on manual processes and repeated data uploads to engage with specific constituent groups. While communication efforts have been robust and engaging, full use of Marketing Cloud features has been limited due to the lack of integration with CU Ascend. Now, as we prepare to begin work on connecting CU Ascend data to Marketing Cloud for Advancement communicators, a new future awaits. 

The CU Ascend integration with Marketing Cloud will allow CU Advancement to maximize the use of constituent data while reducing the amount of manual effort required to engage alumni, donors, and friends. Examples of how the CU Ascend integration will transform Advancement communication include the following: 

Reporting 
Rather than exporting reports from CU Ascend for upload into eComm Salesforce, the integration will allow for the creation of reports that can be used repeatedly and that update automatically as data in CU Ascend changes, such as, 

• An ongoing report of donors who have made gifts exceeding $25K annually that will automatically add or remove donors based on report filters and criteria. 

Automation 
Automated messaging based on changes to CU Ascend data, such as, 

• A constituent identified as a first-time donor could automatically receive a customized message designed to thank them while simultaneously being entered into a series of communications (a journey) that can be personalized based on gift amount, type of fund selected, the overall engagement with previous outreach, and more. 

Journeys 
An automated series of messages based on various CU Ascend data points and/or overall engagement with outreach, such as, 

• A single annual giving journey could send all outreach efforts through a designated series of communications based on campus, previous gift amount, donor status, and more, allowing communicators to manage outreach at scale based on constituent actions (donated, opened, clicked, etc.). 

Dynamic Content 
A data-based methodology allowing communicators to build a single email in which specific content blocks change based on CU Ascend data, such as, 

• Annual year-end giving efforts could be based on a single email with a content block that automatically generates based on primary campus, previous fund donation, or even various donation outcomes, all in a seamless and personalized manner without the need for 100s of different emails. 

Einstein AI 
An AI-based feature that monitors overall engagement with outreach and makes recommendations including send time optimization, engagement scoring, messaging insights, engagement frequency/saturation, and copy insights, such as, 

• A campus is preparing to send an alumni newsletter but wants to target only alumni who are most likely to engage, providing a strategic communication break for alumni who are least likely to engage and creating an opportunity to develop different engagement strategies that are population specific.