Case Study: Anti-Defamation League achieves centralized donor data and major fundraising gains with Salesforce for Nonprofits

Combating Hate and Anti-Semitism with Salesforce

The Anti-Defamation League (ADL) is a century-old nonprofit that fights anti‑Semitism and all forms of hate through education, advocacy and incident response. With 25 regional offices, ADL struggled with disjointed lists and legacy technology that fragmented donor, program and incident data, hindering consistent marketing, fundraising and rapid incident management across the organization.

ADL implemented Salesforce Nonprofit Cloud — including NPSP, Marketing Cloud and Service Cloud — plus integrations like Classy, Social Studio and CQ Engage, migrating about 14 million records and retiring 478 regional sources to create a centralized 360° view. The results include major fundraising gains (over $5M in recent campaigns, a 2,000% spike in online giving after the Pittsburgh tragedy and ~160% year‑over‑year Giving Tuesday growth), 15 million emails sent with >95% deliverability, a 61% improvement in incident management, saved staff time and real‑time reporting; implementation was done with partner Attain.

Anti-Defamation League

Carol Goldstein

Senior Director of Marketing