Client
Cancer Council Victoria
Services
Salesforce Marketing Cloud
Year
2025
Cancer Council Victoria is a leading not-for-profit organisation dedicated to cancer research, prevention, detection, and patient support. With a vast network of donors, volunteers, and stakeholders, CCV relies on effective communication and engagement strategies to drive fundraising and program impact.
Challenge
Cancer Council Victoria faced significant operational inefficiencies due to manual processes and fragmented data management. Managing over 100 spreadsheets with inconsistent contact data made it difficult to maintain a reliable, single source of truth. Communications were siloed, leading to missed engagement opportunities and a lack of visibility into key unsubscribe metrics—creating a heightened risk of spam issues.
These inefficiencies not only hindered Cancer Council Victoria’s ability to scale but also limited their capacity to personalise outreach, optimise engagement, and maximise fundraising efforts.
What We Did
To address these challenges, Xenai Digital implemented Salesforce Marketing Cloud (SFMC), transforming Cancer Council Victoria’s marketing and engagement operations. By automating manual processes, we significantly improved efficiency, allowing the marketing team to redirect their efforts toward high-impact initiatives.
We consolidated constituent data into a centralised, trusted platform, ensuring a unified view of interactions and a more strategic approach to engagement. Governance enhancements were put in place to reduce spam risks and improve compliance with unsubscribe tracking. Additionally, we optimised data integrity, enabling more precise targeting and reducing redundancies in communication.
As part of the go-live process, we prepared six months’ worth of email templates in advance, ensuring Cancer Council Victoria was ready to execute campaigns immediately. To safeguard email deliverability and minimise spam risks, we also designed an IP warm-up strategy, gradually ramping up email sends over the next 1.5 months.
How It Solved Their Problem
With Salesforce Marketing Cloud in place, Cancer Council Victoria has seen substantial improvements in data integrity and visibility into engagement metrics, allowing for more informed decision-making. The reduction in spam risk and better governance over communication tracking has enhanced trust and efficiency in outreach efforts. Automation has freed up the marketing team’s time, enabling them to focus on strategic priorities rather than operational bottlenecks. Most importantly, Cancer Council Victoria now has a scalable, data-driven approach to constituent engagement, strengthening their ability to drive fundraising success and make a greater impact in cancer research, prevention, and care.
With Salesforce Marketing Cloud in place, Cancer Council Victoria has seen substantial improvements in data integrity and visibility into engagement metrics, allowing for more informed decision-making. The reduction in spam risk and better governance over communication tracking has enhanced trust and efficiency in outreach efforts. Automation has freed up the marketing team’s time, enabling them to focus on strategic priorities rather than operational bottlenecks. Most importantly, Cancer Council Victoria now has a scalable, data-driven approach to constituent engagement, strengthening their ability to drive fundraising success and make a greater impact in cancer research, prevention, and care.
Expected ROI
Cancer Council Victoria anticipates a notable increase in donor engagement and retention. The ability to precisely target and personalise outreach is expected to drive a measurable conversion uplift, ultimately leading to increased fundraising revenue. Additionally, the automation of manual processes will enhance operational efficiency, allowing for a more streamlined and effective program delivery.
-Project Manager
