“With Salesforce, we no longer talk about technology problems; we’re able to focus on the real-world problems we are trying to solve. It’s helped us make a huge leap forward.” - Raf Portnoy, Senior Vice President of Technology, Anti-Defamation League
Anti-Defamation League: Advancing Impact with Salesforce
The Anti-Defamation League (ADL) is a 105 year-old civil rights organization whose mission is to stop the defamation of the Jewish people and ensure justice and fair treatment for all — people of every faith, race, ethnicity, and sexual orientation. With 350 staff in 26 offices across the United States and abroad, ADL supports decision-makers and communities across the U.S. with education, training and research. This includes training law enforcement to recognize hate crimes in their communities, providing anti-bias training to every new FBI agent, advising and helping lawmakers develop hate crime legislation, and finding new ways to ensure that social media and the online world are forces for good, not divisiveness.
While the organization had a strong practice around data capture and collection, they were stymied by their technology, and lacked a centralized hub for managing fundraising, program and research data in a scalable manner. It was challenging to ensure ADL was deploying resources to the areas that need it most. Says George Selim, Senior Vice President of Programs, “It was about being able to tell the story of what is happening in this country of over 320 million people, and being able to inform policies and programs and advocate on behalf of change.”
Solutions and Scale for a Social World
Knowing that consolidation of program data was key to furthering their organizational mission, ADL selected the Salesforce Nonprofit Success Pack and Salesforce Service Cloud to create and manage an Incident Reporting System. The Incident Reporting System captures information from individuals in communities across the country who have witnessed a hate crime or incident and want it addressed. It’s a diverse set of information, spanning online incidents, graffiti, harassment, distribution of literature, and various threats.
Native Salesforce functionality and organization-specific configurations provide case creation and routing rules to ensure the appropriate member of staff receives and reviews the incident. After a review of the case details, the assigned case owner at ADL can determine the best course of action, coordinate with any internal resources or staff members, and provide an update to the person who first reported the incident, all through automation tools provided by Service Cloud.
Driving Resource Deployment with Data
As an outgrowth of centralizing the organization’s handling and response to incidents with Salesforce, ADL has significantly increased their capabilities to capture information in dashboards and report out impact. Dashboards display updated reports on the number of cases that are submitted, and share the location of incidents and the types that are being reported.
“By being able to drill into reports of incidents across the U.S. at the state and local level, we can identify hot spots and trends and make sure we are providing the necessary resources.” Selim says.
Unstoppable with Salesforce: Advancing the Cause Abroad
Looking ahead, ADL plans to broaden their impact by providing the Incident Report System to offices outside the U.S., providing incident reporting and management in the local language. ADL operates across Europe and in Israel.
Leadership at the organization continues to see the impact of Salesforce, having developed a proof of concept for the multilingual incident reporting tool in a matter of weeks. Says Portnoy, “With Salesforce, we no longer talk about technology problems, we’re able to focus on the real-world problems we are trying to solve. We’ve made a huge leap forward.”