Queenagers* (rhymes with teenagers) is an Australian movement and storytelling platform for women in perimenopause, menopause and post-menopause created by Share the Dignity Founder and Managing Director, Rochelle Courtenay. Starting as a support group for women 50+ with common interests and experiences in a phase of life that’s often overlooked, the Queenagers community is brand new but has struck a chord.The goal is to build 100,000 voices Australia-wide.
Part of the logic for establishing Queenagers was to increase survey participants for Share the Dignity’s Bloody Big Survey**, the world’s largest body of data on menstruation and an integral function for the organisation in achieving menstrual equity. The team is aiming for 200,000 survey responses for their 2027 Bloody Big Survey, which will be conducted between March and May. Share the Dignity’s data also suggests this demographic is likely to bolster volunteer numbers for its Dignity Drives and become regular donors.
To amplify awareness around this new campaign, Share the Dignity wanted an opt-in for free merchandise, which required integrations built between their website, database, marketing and inventory. Previously this work would have involved multiple teams, data imports and exports, manual reviews and at least 6 hours of interaction every week.
Strong foundations enabled precise targeting
Having worked with SalesFix for a number of years, Share the Dignity had already brought multiple spread sheets and data sets into Salesforce as a single platform solution. This included building out profiles for contacts, removing duplicates and ensuring data integrity.
Due to these enhancements, the Share the Dignity team was able to easily view supporter contributions (volunteer status, donations, program participation) and status (i.e. registered, engaged, unengaged, converted to donor), allowing for the precise targeting required for the Queenager campaign.
Other crucial back-end connections, such as Agentforce Marketing (consent) and StoreConnect (centralised inventory and stock management) were realised in advance of this project.
A request for easy roll-out with a low touch solution
The Queenagers campaign needed forms and workflows tapped into Share the Dignity’s Salesforce instance. The team gave SalesFix a mandate to make this project as low touch as possible, with as much automation as practical. All the careful work up to this point allowed this project to come together in 4 short weeks.
A sign-up form was built for the Share the Dignity website, linked to StoreConnect and Salesforce, with an option for free Queenager merchandise to be shipped out to the contact. The StoreConnect integration automatically pulls the Australia Post tracking code into Salesforce, while shipping labels are generated in Australia Post via Salesforce and StoreConnect. Any address errors are flagged for manual review.
Once the order is marked as dispatched in Salesforce, Salesforce then automatically sends a tracking email to the new community member, improving customer service while tracking stock levels.
A quickly growing community and 100% trust in their data
One week after launch, the Queenager community numbered over 200. In addition to this, around 25% of respondents have graciously provided Share the Dignity with their Queenager File; personal testimonials recounting key moments in their lives and what being a Queenager means to them. These will in turn be used to further grow the movement. This result shows how precise data, intelligent targeting and a highly engaged audience have come together to support Share the Dignity’s mission.
The organisation is able to see support for the initiative (whether fundraisers, regular donors, or volunteers) and is building demographic statistics they would otherwise have had to survey for. This community is already advocating in their own circles to help Share the Dignity initiatives in their local areas.
Improvements made to Share the Dignity’s Salesforce instance have resulted in real trust in its centralised data. Dashboards allow the team to see campaign impact in real time and understand what’s working and who’s responding to the cause, in turn making a bigger contribution to Share the Dignity’s mandate to end period poverty in Australia.
“Our work with SalesFix has completely changed how Share the Dignity operates. We are able to make strategic decisions quickly and leverage the expertise of multiple teams, based on incredibly accurate data. This allows us to really direct where our effort is going to result in the best outcome. The team at SalesFix is absolutely amazing and makes everything easy. It’s so much fun.”
Bloody big data and API integration
Future initiatives between Share the Dignity and SalesFix include API integration with Australia Post to flag address errors at the time of ordering, and loading in all the data from Bloody Big Survey for use in Tableau.