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White PaperHow Nonprofit and Educational Customers of Salesforce.orgWill Unlock 36 Billion in Community Benefit Over theNext Five YearsSponsored by: Salesforce.orgJohn F. GantzMay 2020IN THIS WHITE PAPERSince 2009, IDC has forecast the economic impact of cloud computing on local economies and, morerecently, the economic impact of Salesforce.1 The underlying premise of the forecast is that usingcloud computing allows for more IT innovation, which in turn enables more business innovation.In 2018, IDC extended this research to forecast the economic impact of cloud computing on the world'snonprofits and educational institutions.2, 3In this White Paper, we further extend the research to forecast the economic benefits of cloudcomputing provided by Salesforce.org and its ecosystem to nonprofits and educational institutions.These benefits accruing to the nonprofits, in turn, yield benefits to the individuals and communitiesserved by these Salesforce.org customers.The quantification of the benefit to nonprofits and educational institutions was enabled by IDCresearch on the cloud computing market, IT spending, vendor cloud and professional servicesrevenues, and the nature of cloud computing implementations. The research was informed by a surveyof 85 nonprofit customers and Salesforce.org partners, primarily from the United States and Europe.It is important to note that the modeling and analysis for this study were conducted prior to theCOVID-19 pandemic and therefore do not take into account its impact on the market. However, in asurvey conducted in March 2020, IDC found that cloud computing is the number 1 area most likely tosee increased spending as a result of COVID-19.1The Salesforce Economy: Enabling 1.9 Million New Jobs and 389 Billion in New Revenue Over the Next Five Years,www.salesforce.com/content/dam/web/en -economystudy-2016.pdf.2The term nonprofits is often meant to include educational institutions, but that is not always the case.Thus, IDC prefers to refer to nonprofit educational institutions specifically. In some geographies, nonprofits arecommonly referred to as NGOs, which stands for non-governmental organizations.3The Impact of Cloud Computing on Nonprofits Worldwide over the Next Five Years: 217 Billion in New computing-nonprofits-report-download/.May 2020, IDC #US45401119
EXECUTIVE SUMMARY The use of cloud computing by nonprofits and educational institutions is robust, accounting for 8%of IT spending in 2019; this compares with the worldwide average of for-profit organizations of 9%.By 2023, cloud computing will account for 15% of nonprofit IT spending compared with 16%among for-profit organizations. The use of cloud services offered by Salesforce.org and its ecosystem will generate 4.1 billion ofeconomic benefit for nonprofits in 2019. More than a third, or 1.4 billion, will be generated by thedonated value of discounted or free products and services. Between year-end 2019 and year-end 2024, cloud services offered by Salesforce.org and itsecosystem will create net-new benefit4 of 36.2 billion. Of this, 11.7 billion will be generatedfrom donated products and services. That benefit, in turn, will allow nonprofits and educational institutions to add 134,000 new staffmembers between 2019 and year-end 2024. Nearly a quarter of the benefit will accrue to human services organizations and a fifth to education.The remainder will go to arts and humanities, health, environmental, and faith-based nonprofits. Based on the survey, nonprofits and educational institutions expect about a third of theirwindfall from cloud services to be used to support fundraising, 30% to support operations andprogram support, 14% to support client outreach and services, 11% to be used internally forIT, and the remainder for other purposes. The ecosystem5 supporting the delivery of Salesforce.org services — the other companies thatadd software, additional cloud services, IT and business services, and network services — isbigger than Salesforce.org by nearly a factor of three in terms of the amount of services delivered.In terms of actual revenue, because of different discount structures, in 2019, the ecosystem willmake 4.15 for every 1.00 of revenue. By 2024, that ratio will be 6.16 to 1.00. The growth opportunity for the ecosystem is huge — 13.2 billion in net-new revenue (afterdiscounts) — for the 2019–2024 period.THE ECONOMIC BENEFIT OF SALESFORCE.ORG CLOUD COMPUTINGAs mentioned, for a decade IDC has forecast the business benefits — in jobs and revenue — generatedby the use of cloud computing on the theory that cloud computing frees up IT resources for innovationthat, in turn, help drive business innovation.Since IT has a footprint — revenue, expenses, and employees touched — much greater than its share ofbudget, a little IT innovation goes a long way.In the research referenced in footnote 3, IDC forecast the economic impact the use of cloudcomputing, in general, would have on nonprofits worldwide. Overall, IDC estimates that the nonprofit4Net-new benefit is the difference in funding each year subsequent to 2019 and then aggregated across the2020–2024 period. It depicts total revenue above the 2019 run rate.5The term ecosystem refers to the constellation of companies that sell or deliver ancillary products toSalesforce.org nonprofit customers. Many of these firms will be members of Salesforce.org partner programs, butnot necessarily all. Some may be independently contracted by the customer or by other firms. 2020 IDC#US454011192
sector brings in 5 trillion to 6 trillion in funding each year6 and spends 100 billion a year on IT.In short, nonprofits are a substantial portion of the global economy.The research, coupled with IDC forecasts, also indicates that nonprofits spend almost the samepercentage of IT spending as for-profit companies. IDC forecasts that spending on cloud computingamong nonprofits and educational institutions in 2019 will be 8% compared with 9% among for-profitcompanies. In 2023, that percentage for nonprofits will be 15%, whereas among for-profit companies itwill be 16%.As forecast in last year's report mentioned in footnote 3, the overall net-new benefit for nonprofits fromthe use of cloud computing, from 2017 to 2022, was forecast to be 217 billion.But what about the benefits of using Salesforce.org cloud computing? What would those benefits be?To establish these benefits, IDC: Started with the overall benefit of cloud computing by year and by region for all enterprises Winnowed that down to nonprofits based on global estimates of nonprofit share of GDP andgross output Allocated cloud benefits from Salesforce.org cloud services based on Salesforce's share of thecloud computing market and Salesforce.org's share of Salesforce's if-sold revenueFigure 1 shows the annual benefits from the use of cloud computing services delivered to nonprofits bySalesforce.org and its ecosystem from 2019 to 2024. Regional views are shown in the Appendix.Figure 1 also shows the benefits to nonprofits that accrue from using both donated products andservices and products and services that are paid for. (The combined Salesforce.org and ecosystemdiscount is 40%.)Figure 1 illustrates: The use of Salesforce.org cloud computing is generating economic benefits that will grow fastfor nonprofits. A good portion of those benefits will come from the value of donated products and servicesoffered by Salesforce.org and its ecosystem.6The estimate was supported by U.S. Bureau of Labor Statistics forecasts of GDP and gross output for nonprofits,reports by The Urban Institute on the U.S. nonprofit sector, and academic research on comparing nonprofitactivities in different countries. 2020 IDC#US454011193
FIGURE 1Nonprofit Benefits, 2019–2024 ( B)Benefits generated by nonprofits usingSalesforce.org cloud services 13.6 11.7 7.7 18.1 5.9 4.5 3.9 5.8 2.6 4.1 2.0 1.4 2.7 3.820192020 12.2 7.8 9.1 5.12021 B generated from donated services202220232024 B generated from paid-for servicesNote: Totals may not match subtotals as a result of rounding.Source: IDC, 2019It's worth noting that, as indicated in the Executive Summary, Salesforce.org has less revenue as apercent of product value delivered than the ecosystem does because it has deeper discounts. Forexample, in 2019, Salesforce.org will account for less than a quarter of combined revenues but morethan a third of donated value.The Salesforce.org Technology for Social Change ProgramTo help fulfill a professed goal of enabling organizations dedicated to creating social value to do so,Salesforce.org has created a specific program to serve as a vehicle for providing nonprofit andeducational institutions with access and training for CRM technology and empowering them to use it.This is Salesforce.org's Technology for Social Change program, which grants access totransformative technology through donation and reduced cost, develops technologies specificallydesigned for the needs of the nonprofit and educational sector, and supports customer successthrough community building and free resources such as the Power of Us Hub, the TrailblazerCommunity, Trailhead, free and paid support, and User Groups.As IDC research shows, this specialization for the nonprofit and educational sector is payingdividends to both Salesforce.org's clients and partners — and, in the end, to individuals andcommunities served by that sector. 2020 IDC#US454011194
Figure 2 shows what IDC is calling "net-new benefit," as explained in footnote 4. Basically, it is all theeconomic benefit above and beyond the annual run rate of 2019.Overall, net-new benefit thus computed is forecast to be 36.2 billion. Of that, 14.4 billion will begenerated by discounted or free cloud services offered by Salesforce.org and its ecosystem.FIGURE 2Nonprofit Forecast Net Gains, 2019–2024Benefit generated for nonprofits using Salesforce.orgcloud servicesNet-new gain: 36.2B 14.0 7.5 1.7 9.4 3.5 4.1201920202021Gain from 20192022202320242019 funding levelNote: Totals may not match subtotals as a result of rounding.Source: IDC 2019The benefit by type of nonprofit organization depends to some extent on the funding level of eachcategory of nonprofit, to some extent on the IT spending and cloud spending by each category, and tosome extent by the penetration of Salesforce.org and its partners into each category.In some cases, especially healthcare and education, institutions may be serviced by bothSalesforce.org and Salesforce and their overlapping ecosystems.Figure 3 shows IDC's best estimate of the distribution of that 36.2 billion in net-new benefits bycategory of nonprofit. The analysis relied, in part, on the survey mentioned previously. 2020 IDC#US454011195
FIGURE 3Nonprofit Benefits by CategoryShare of net benefit, 2019–2024Human , culture, and humanities11%Faith based7%Other6%Source: IDC, 2019HOW SALESFORCE.ORG CLOUD DELIVERS SOCIAL VALUEIn the survey of nonprofit customers of Salesforce.org, IDC asked how respondents are using thecloud — specifically, where in the organization and by focus of activity. Figure 4 shows their responses.Examples of responses in the "other" category of cloud uses include supporting HR, R&D, or partners.The "other" in the investment categories is primarily innovation oriented (e.g., service development orimprovement, deployment of artificial intelligence or big data, and omni-channel marketing).FIGURE 4Nonprofit Uses of Salesforce.org Cloud% Using Salesforce.org cloud services for:Fundraising74%Admin/operations/program mgmt.Other(4.9%)66%Product delivery/client support32%Within ITOperations(30.5%)24%OtherProduct/service developmentInvestment in Salesforce.org cloudservices ctivities(23.4%)5%Source: IDC, 2019 2020 IDC#US454011196
Note that even though many nonprofits are small — the average nonprofit establishment in the UnitedStates has 42 employees — they report using Salesforce.org cloud services in multiple areas.Of course, there is one direct vector of social value from the use of Salesforce cloud, and that is thecreation of jobs. Using funding-to-jobs ratios, IDC estimates that the economic benefit accruing tononprofits and educational institutions will support the hiring of 134,000 new staff members, as shownin Figure 5.FIGURE 5New Staff for Nonprofits and Educational Institutions (Added Since 21202220232024Source: IDC, 2019Note that the social value of adding jobs among nonprofits and educational institutions spreads intothe larger economy in terms of what economists call indirect or induced jobs. These are the jobscreated by the spending of those with the new direct jobs. Using standard economic theory, IDCestimates that those 134,000 direct jobs will create, in turn, more than 200,000 indirect jobs.THE BENEFIT ENGINE: THE SALESFORCE.ORG ECOSYSTEMThe benefits presented here result from the use of Salesforce.org cloud services, but the engine ofdelivery is the larger ecosystem. Salesforce.org partners add services and solutions on top of theSalesforce.org subscription.Full implementations often require additional cloud services, some on-premise hardware, some onpremise software for conversion or management, networking support, and IT and professional services. 2020 IDC#US454011197
Figure 6 illustrates this by plotting the Salesforce.org ecosystem and Salesforce.org as a percentageof the total of ecosystem and Salesforce.org's if-sold value delivered.FIGURE 6The Salesforce.org Ecosystem Revenue by CategoryShare of ecosystem and Salesforce.org, remise hardware, on-premise software, and network servicesIT and professional servicesCloud servicesSource: IDC, 2019Not only is the ecosystem bigger than Salesforce.org, but it is growing faster — a result of theincreasing complexity of cloud computing implementations as cloud computing becomes moremainstream and of the efforts of Salesforce.org to build out its partner base.In terms of product delivered, for every 1.00 of "if sold" value that Salesforce delivers, the ecosystemdelivers more than 2.50. And this "if sold" value — the capacity delivered — drives the funding gains forSalesforce.org's customers.But in actual revenue, that ratio is different because Salesforce.org has deeper discounts for nonprofitsand educational institutions than most of its partners. This is not surprising given that nearly two-thirdsof ecosystem revenue comes from labor-intensive activities, such as professional services andconsulting, which don't have the same economies of scale that designing software does.77In the delivery of services, each incremental dollar of revenue has a standard labor cost attached. In softwaredevelopment, once development costs are covered, each incremental dollar of revenue entails less cost than theprevious dollar. 2020 IDC#US454011198
Figure 7 shows the size of the ecosystem over time compared with Salesforce.org in terms of revenue.FIGURE 7The Salesforce.org Ecosystem Growth, 2019–2024Ecosystem Revenue per Dollar of Salesforce.org Revenue 4.152019 4.622020 5.012021 5.392022 5.772023 6.162024Source: IDC, 2019The opportunity for members of the Salesforce.org ecosystem is depicted not just in growth, as shownabove, but also in size, as depicted below. 2020 IDC#US454011199
Figure 8 shows the ecosystem in terms of net-new value, or the difference in revenue for the2020–2024 period from the 2019 level. In aggregate, new revenues are a 13.2 billion opportunity.FIGURE 8The Ecosystem's True Revenue and Growth for 2019–2024: 13.2 Billion Opportunity for PartnersEcosystem worldwide revenue after discounts ( B)Net gain from 2019 13.2B 5,425.1 3,643.9 2,303.6 563.9 1,307.0 1,343.7201920202021Gains from 2019202220232024Revenue after discount ( B)Source: IDC, 2019This growth of the ecosystem will be driven by the services and products that nonprofits will need tocomplete their Salesforce.org implementations. 2020 IDC#US4540111910
Figure 9 shows the survey results that show the percentage of nonprofits saying they need specificadditional services or products, from consulting and training to additional on-premise hardware andon-premise software to network services.FIGURE 9What Else Nonprofits Need in a Cloud Implementation% saying service is an additional needIT consulting53%Training47%General business consulting37%Additional cloud services34%On-premise hardware/software, net servicesOther29%3%Source: IDC, 2019If the fast-growing opportunity is one reason for Salesforce.org partners to target nonprofits, another isthe support they and their customers get from Salesforce.org.For instance, Salesforce.org discounts are substantial. 60% of respondents estimated they receiveda discount from Salesforce.org greater than 50%. Salesforce.org also offers a nonprofit-specificcloud service (Nonprofit Cloud), free training, support for online communities, and even employeevolunteer hours.This gives partners a running start when it comes to selling their own products and services tononprofits. Partners responding to the survey, for instance, reported that median revenue growth in2018 working with Salesforce.org customers was 30%. The average was 46%. 2020 IDC#US4540111911
The customer payback period — time for return on investment to exceed costs — was just over sixmonths. Partners also reported that the mean time to complete an application using Salesforce.orgapplication development services was under eight months. This pace supports partner growth.Finally, there is the depth and breadth Salesforce.org brings to partners. In the survey of partners, thetop 3 ratings of satisfaction working with Salesforce.org were brand recognition, geographic reach, andproduct quality — all above 8 on a scale of 1–10 (see Figure 10).FIGURE 10Top Reasons Partners Work with Salesforce.orgTop 8 rated aspects of working with Salesforce.org(Scale 1–10, with 10 being most significant)Salesforce brand recognition9.0Geographic reach8.6Product quality8.4Market credibility8.0Salesforce extension marketplaceEase of integrationSalesforce reputation with customersDepth of product portfolio7.97.87.87.7Source: IDC, 2019 2020 IDC#US4540111912
THE NONPROFIT CHALLENGEWorking with nonprofits is not easy. As mentioned, many of them are small organizations with limitedIT capacity.In the survey, however, the Salesforce.org partners did not consider the challenges insurmountable.Figure 11 shows how they rated certain aspects of dealing with nonprofits, and none hit the top of thescale. On the other hand, none hit the bottom, either.FIGURE 11Ecosystem Hurdles Dealing with NonprofitsChallenges of working with nonprofits(10 most challenging)Lack of long-term planning/budgeting7.2Limited staff within the nonprofit7.0Other6.8Obtaining project approval6.6Identifying budgets6.4Data conversion challenges6.1Executive buy-in and support5.8Dealing with manual/auto processes5.3Finding new customers4.9Working with disparate nonprofits4.5Source: IDC, 2019Perhaps a much better view of the challenges faced by nonprofits and the ecosystem that serves themis that of the 2018 survey of 450 nonprofits conducted by Salesforce.org and published in its NonprofitTrends Report.8A few highlights:8 Demands on nonprofits exceed their existing resources. Nonprofits lag behind in using omni-channel fundraising. Only about half of nonprofits use social media to interact with donors. 10% or less of key measurement and reporting processes are completely automated; around40% are completely manual. The number 1 challenge to implementing new technology is budgetary constraint, butcustomization, implementation, and workforce training are s-report/ 2020 IDC#US4540111913
But the challenges nonprofits face in the era of digital transformation offer an opportunity for ecosystemplayers that specialize in serving nonprofits. And while the average survey respondent obtained 35% ofSalesforce-related revenue from nonprofits (the rest from commercial customers), half obtained 75% oftheir revenue from nonprofits.Quantifying Social ValueHow will new funding unlocked by the use of cloud computing translate to the social benefits thatare the missions of nonprofits and educational institutions?While IDC has quantified the benefit in aggregate, how increased funding would be used by eachof the millions of organizations in the world is beyond the scope of this White Paper.But consider that if the entire 36.2 billion in worldwide benefit were used for just one purposeover the next five years, it could fund: 2.5 billion books, or 250 million social worker home visits, or 3 billion meals for the homeless, or 480 million donor event dinner mealsFood for thought.CONCLUSIONCloud computing is no longer an IT architecture outlier — more than a quarter of software delivered thisyear will be via the cloud. Yet as our research shows, there is still substantial benefit to the migration.Key takeaways in this White Paper for nonprofits and the ecosystem that serves them are: The payoff to the larger organization is much greater than just the impact on theIT organization. Cloud computing is one of the underpinnings of digital transformation formany organizations. Nonprofits, as reported in the IDC survey, can reap financial benefits from using cloud innearly all aspects of supporting their missions. Successful implementations require concerted efforts on the part of the nonprofits, cloudproviders, and the ecosystem that provides ancillary services and products. Salesforce.org, asa recognized market leader, helps bring all three to the table. The maturity model for cloud computing entails migration from ad hoc projects to anorganization that is optimized for an integrated cloud computing approach. Again,Salesforce.org, with its Nonprofit Cloud, Trailblazer community, and focused ecosystem, canhelp nonprofits on this journey.IDC's forecasts show cloud-based software growth to be seven times faster than on-premise softwareover the next four years, but, even then, cloud-based software will account for less than 40% of totalsoftware spend.In other words, there is still lots of headroom for nonprofits to drive financial benefit by using cloud solutions.Salesforce.org and its ecosystem are well positioned to help them take advantage of that headroom. 2020 IDC#US4540111914
APPENDIXMethodologySince 2002, IDC has maintained an internal tool called the IDC Economic Impact Model (EIM), whichtakes inputs from IDC's market research on IT spending, exchange rates, and vendor market share,along with public inputs such as GDP, tax rates, and overall labor force from other sources. The outputof the EIM is IT company and employee counts by geographic region.In 2009, IDC added inputs for spending on cloud computing, percentage of IT resources available forinnovation (the rest used on legacy system support and upgrades), and business revenue as amultiple of GDP per country.Using research-driven algorithms that compare total IT spending with spending on cloud computing and ITbudgets with business revenue; the degree to which IT innovation drives business innovation; andestimates of business benefits from accelerated development schedules, faster project completion, andshorter time to market for new products, the model generates job head counts and business revenue inthe general economy because of the use of cloud computing to free up IT resources.In short, increased IT innovation leads to increased business innovation, which in turn leads to increasedrevenue, which creates new jobs. Outputs from the cloud-infused EIM have been published in variousIDC research projects and are a critical input to the European Union's Digital Agenda for Europe.As a major vendor of cloud services, Salesforce.org accounts for a significant share of the benefits tothe nonprofit community, just as Salesforce accounts for a significant share of the benefits to thegeneral economy from cloud computing. That share is enhanced by other contributions from theecosystem described in this White Paper.The Salesforce.org Economic Impact Model is an extension to the IDC IT Economic Impact Model. Itestimates Salesforce.org's current and future share of the benefits to the nonprofit communitygenerated by cloud computing, and it also estimates the size of the ecosystem supportingSalesforce.org. The model uses IDC's market research on the ratio of spending on professionalservices to cloud subscriptions; the ratio of sales of hardware, software, and networking to spendingon public and private cloud computing; and the ratio of spending on application development tools toapplications developed.Note that the ecosystem may include companies that are not formal business partners ofSalesforce.org but that nevertheless sell products or services associated with the Salesforce.orgimplementations.Supporting SurveyIn 2019, IDC conducted a survey of Salesforce.org nonprofit customers (n 38) and Salesforce.orgpartners (n 47). The samples were small but well distributed. Between the two surveys, about aquarter were human services nonprofits, while a fifth were educational nonprofits. Each ofenvironmental, arts and humanities, and health nonprofits accounted for more than 10% of the sample.Faith-based and "other" nonprofits each accounted for more than 5% (see Table 1).These survey results were used for information and for comparison to other, larger, more genericsurveys, such as IDC's Annual Global CloudView Survey (n 6,000 ) and earlier Salesforce surveys. 2020 IDC#US4540111915
TABLE 1The Salesforce Economy2024GainSince2019 8,283 10,699 21,639 2,503 2,725 3,498 64.95.3Nonprofit funding/capacity created ( M)* 62 84 108 154 169 219 425Donated value (2019–2024) 21 28 36 51 56 71 137Direct jobs added4115297031,0181,1141,337926Indirect jobs added6528551,1171,6261,8052,1581,506Ecosystem if-sold ratio to Salesforce.orgrevenue3.03.43.74.04.44.6Ecosystem ratio to Salesforce.orgrevenue after discount3.54.04.65.15.66.1Nonprofit funding/capacity created ( M)* 666 973 1,258 1,952 2,276 3,034 6,161Donated value (2019–2024) 230 330 422 647 749 992 1,992Direct jobs ,45616,14625,86229,72638,32430,430Ecosystem if-sold ratio to Salesforce.orgrevenue2.83.13.43.73.94.2Ecosystem ratio to Salesforce.orgrevenue after discount3.33.74.24.75.15.520192020202120222023 2,693 3,684 4,890 7,549 927 1,248 1,639Direct jobs added12,44318,560Indirect jobs added17,043Ecosystem if-sold ratio to Salesforce.orgrevenueEcosystem ratio to Salesforce.orgrevenue after discountUnited StatesNonprofit funding/capacity created ( M)*Donated value (2019–2024)CanadaWestern EuropeIndirect jobs added 2020 IDC#US4540111916
TABLE 1The Salesforce Economy201920202021202220232024GainSince2019Rest of WorldNonprofit funding/capacity created ( M)* 727 1,071 1,409 2,031 2,867 4,197 7,942Donated value (2019–2024) 250 363 472 673 943 1,372 2,573Direct jobs irect jobs cosystem if-sold ratio to Salesforce.orgrevenue1.72.02.22.42.62.9Ecosystem ratio to Salesforce.orgrevenue after discount3.53.94.44.95.35.7Nonprofit funding/capacity created ( M)* 4,148 5,812 7,665 11,686 13,596 18,149 36,168Donated value (2019–2024) 1,429 1,970 2,569 3,875 4,472 5,934 11,678Direct jobs 9Indirect jobs 72Ecosystem if-sold ratio to Salesforce.orgrevenue2.62.93.23.43.73.9Ecosystem ratio to Salesforce.orgrevenue after discount4.14.65.05.45.86.2WorldwideNote: Nonprofit funding/capacity created ( M) from the use of cloud computing provided by Salesforce.org and its ecosystemSource: IDC, 2019 2020 IDC#US4540111917
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How Nonprofit and Educational Customers of Salesforce.org Will Unlock 36 Billion in Community Benefit Over the Next Five Years Sponsored by: Salesforce.org John F. Gantz . improvement, deployment of artificial intelligence or big data, and omni-channel marketing). FIGURE 4 Nonprofit Uses of Salesfo
