Blackbaud Leverages Mixpanel Across Product, Marketing, Customer Success, and Sales teams
Blackbaud is the world’s leading cloud software company powering social good. Serving the entire social good community—nonprofits, foundations, companies, education institutions, healthcare organizations and individual change agents — Blackbaud connects and empowers organizations to increase their impact through cloud software, services, expertise, and data intelligence. Blackbaud has millions of users in over 100 countries around the world.
Scott Kavanagh, Sr. Principal Software Engineer, and Michele Stender, Product Manager, realized the need to drive the company’s use of analytics and work as one. They empowered over 40+ teams and hundreds of active Mixpanel users across Blackbaud to better understand clients, measure success, and make data-driven decisions based on real-time feedback. At a company level, these customer-informed decisions have the potential to have a major impact on the social good world.
Why Blackbaud Chose Mixpanel
Scott spent a month researching and testing analytics solutions, including Google Analytics 360, Kissmetrics, and even an in-house solution. Mixpanel was the clear winner. Scott said, “every service ended up being too restrictive, limited in what they could track or did not have a strong enough API. Mixpanel’s flexibility and superior customer support made it an easy choice.”
Business Improvements with Mixpanel
Recovering 70% of Inactive Users
Blackbaud’s Business Analysts and Customer Success teams are using Mixpanel to identify and engage users that have dropped off. For Blackbaud’s flagship fundraising and relationship management solution, Blackbaud Raiser’s Edge NXT(R), Customer Success identified users that had stopped logging on. By creating a cohort of these users and sending them a series of targeted messages meant to re-engage them, they were able to recover 70% of the users who had dropped off. Additionally, Customer Success is able to use Mixpanel insights to better understand adoption, engagement, and retention across their customer base.
Arming development teams with data
“Our teams have really been the main drivers for Blackbaud’s large-scale adoption of Mixpanel,” said Scott. “Cross-functional development teams have built internal communities, equipped with documentation surrounding Mixpanel’s integrations. We are in a better position today than we ever have been to measure our products and services in a consistent way.” Mixpanel adoption crosses geographical regions and platforms at Blackbaud, along with all divisions of the company, including Sales, Support, Marketing, Customer Success, Product Management, User Experience, Engineering, and IT. “As a result of Mixpanel, we have sparked a culture of data sharing and transparency across our teams” said Scott.
“We have so many niches across the company. The fact that we can throw Mixpanel into internal utilities the same way as we can our products and public-facing solutions is amazing. A lot of teams have come out of the woodwork to offer ideas on how to progress Mixpanel." - Scott Kavanagh, Sr. Principal Software Engineer, Blackbaud
Blackbaud is working with cutting edge cloud service technologies and continuing to evolve and shape their standards and policies to lead their market. Looking ahead, they will be further evolving their analytics strategy to be a part of their engineering platforms, making it an integral part of even more team’s strategies.