How Our Daily Bread Turned Salesforce Marketing Cloud Into a Global Communications Platform
Our Daily Bread Ministries communicates with audiences around the world in 58 languages. Salesforce Marketing Cloud was already successfully supporting one of the ministry’s most important communications: distributing daily devotionals globally.
But Our Daily Bread had an opportunity to do much more. Regional teams wanted to share local ministry initiatives. Donors and subscribers needed different communications. Audiences varied by language, geography, culture, and regulatory requirements.
- Evolve Marketing Cloud into a flexible global communications platform.
- Support regional teams, donors, and subscribers from one system.
The Opportunity: Go Beyond Global Distribution
Our Daily Bread is much more than a daily devotional. Regional teams around the world have their own ministries, stories, campaigns, and audiences.
The existing Marketing Cloud implementation was primarily designed to distribute devotional content across multiple languages. As the organization’s communications evolved, there was an opportunity to use the platform more strategically. The system needed to support:
Regional campaigns
Multilingual audiences
Donor and subscriber segmentation
Local ministry initiatives
CRM data
Cultural and regulatory requirements
Teams working across multiple regions
This wasn’t simply a technology challenge. It was a communications challenge.
The First Step Was Listening
Before changing the platform, we needed to understand how Our Daily Bread actually worked.
Click Laboratory spent time with marketing leadership and regional teams to understand their audiences, priorities, processes, and challenges. That approach became one of the things Our Daily Bread valued most about the relationship.
One Platform. Very Different Audiences.
Our Daily Bread had approximately 15–20 users around the world interacting with Marketing Cloud in different ways. A regional marketing team had different needs than a global communications team. A donor had a different relationship with the ministry than a devotional subscriber. And a campaign in one country could require very different messaging, segmentation, and processes than a campaign somewhere else.
Click Laboratory worked with Our Daily Bread to redesign the Marketing Cloud architecture to better support those differences. The work included:
Regional Campaign Management
Giving regional teams greater ability to communicate about initiatives important to their audiences.
Audience Segmentation
Creating more granular ways to communicate with donors, subscribers, languages, regions, and other audience groups.
CRM Integration
Connecting more of the organization’s existing customer and donor information with its communications strategy.
Global Usability
Creating a system that could support the teams responsible for actually using it around the world.
Making Local Ministry Stories Possible at Global Scale
The Light Project in Indonesia is a good example of why this mattered. The ministry was helping distribute solar-powered lights to families without access to electricity.
That is a meaningful story, but it isn’t necessarily a message that should be sent in the same way to every person in every region. Regional teams needed the ability to identify the appropriate audience and communicate initiatives like the Light Project in ways relevant to the people they served.
Better segmentation made that possible.
And that is where marketing technology becomes more than software. It helps connect the right message with the right person.
Expanding What Marketing Cloud Could Do
The work built on the system Our Daily Bread already had rather than replacing what was working. Marketing Cloud could continue supporting global devotional distribution while also becoming a platform for:
- Local and regional campaigns
- Donor communications
- Subscriber communications
- Ministry stories
- More granular audience segmentation
- Collaboration among teams around the world
The platform became more closely aligned with the way the organization itself communicated.
The Result: A More Flexible Global Communications System
- Regional teams gained more flexibility to run localized campaigns.
- Donors and subscribers could be segmented more precisely.
- Approximately 15–20 global users could work within a system designed around the needs of a distributed organization.
- The platform could support both the ministry’s core devotional communications and broader regional initiatives.
But one of the strongest measures of success came from how the client described the relationship itself:
What This Case Study Demonstrates
Our Daily Bread already had powerful technology. The opportunity was getting more from the technology, data, audiences, and teams that were already there.
And we didn’t begin by assuming we knew the answer. We began by understanding how the organization worked, what its teams needed, and what its audiences required. Then we helped make the technology support those needs.
That’s an important distinction. Sometimes the answer isn’t another marketing platform.
People
Data
Segmentation
Technology
Communications
Impact
Sometimes the bigger opportunity is getting the systems you already have to work better together.
