Case Study: Granny’s Finest expands reach while preserving personal touch with Salesforce for Nonprofits

Granny’s Finest Knits Success with Salesforce

Granny’s Finest is a Dutch social enterprise founded in 2011 to combat elderly loneliness by running weekly knitting clubs where seniors and young creatives make hand‑knitted fashion items sold online and through retailers, with all profits reinvested into the clubs. As the organisation grew across multiple Dutch cities, founders Niek van Hengel and Jip Pulles faced the challenge of scaling operations while keeping the personal, relationship-driven experience for grannies, volunteers, staff and partnering nursing homes.

To solve this they implemented Salesforce Sales Cloud as a central CRM to record every club member, volunteer and event, using FormAssembly to capture attendance and needs and Salesforce Chatter for team collaboration. The system now coordinates about 400 volunteers, 500 grannies and 30 clubs, enables customer–granny interaction through unique item stories and codes, and has helped maintain the organisation’s personal touch while driving growth — with more nursing homes contacting Granny’s Finest about adopting the concept.

Granny’s Finest

Niek van Hengel

Co-Founder