5 Ways Nonprofits can Get Started with Marketing Automation
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Transcript of 5 Ways Nonprofits can Get Started with Marketing Automation
5 Ways Nonprofits Can Get Started with Marketing AutomationWebinarNovember 5, 2015
Your Presenters Today
Kirsten KippenMarketing ManagerIdealist Consulting
@idealistcons
Rachel RosinMarketing Programs Manager
Act-On Software@ActOnSoftware
Kat KriegerSenior Communications Manager
Jefferson Awards Foundation@JeffersonAwards
Setting the stage
60% of the buyer’s journey is complete by the time he or she reaches out to sales.
In 2020, this rate of completion is projected to be 85% or higher.
Today What is Marketing Automation? How can nonprofits use it? 5 ways to get started Case Study: Jefferson Awards Foundation Putting it all together/Q&A
What is Marketing Automation?▪CRM integration
▪Lead Scoring
▪Drip/Nurture Campaigns
▪Persona Profiling
▪Events & Webinars
▪Landing Pages
▪Database Segmentation
▪Forms
▪Social Media Publishing
▪Blogging Tool
▪SEO/keyword tools
▪Website Visitor Tracking
▪A/B Testing Tools
▪Robust Reporting
How can nonprofits use it?1. Listen: Learn what your prospects are interested in2. Qualify: Focus your time on most engaged prospects3. Measure and Grow: Increase major donors/recurring donors
Side benefits: Consistent branding, reduced manual labor, fewer duplicates
5 ways you can get started on this path1. Identify your top 3 donor personas2. Share them with your team3. Segment your email communications: right message, at the
right time4. Sync editorial calendar + personas5. Set KPIs that will help you measure progress
1.Identify your top 3 donor personas
Persona NameCommon Demographic CharacteristicsPersonal GoalsProfessional GoalsDefining Characteristics
What is a Persona? An avatar for a major segment of your audience, which usually includes psychographic, demographic, and firmographic information.
Collaborate to Create Personas
How to Define Your Personas What do they perceive as valuable? What keeps them up at night? What are their aspirations? Where do they spend time engaging with your organization? How can they help solve issues your nonprofit faces? What are some common objections they may have?
2. Share personas with your team
3. Segment your email communications
What is Nurturing?● Nurturing is an automated email program that
encourages potential donors to interact with your nonprofit organization.
● Nurturing allows you to send highly targeted messages based on the prospect’s profile, interests and behaviors.
Mapping Your Content
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
Example Donor becomes aware of your nonprofit
The donor becomes interested and starts researching the cause
Donor begins to evaluate specifics
Donor is validating their donation decision
Potential donor completes the donation and becomes an advocate
Nurture Programs
Tips and Tricks1. Know what you want to do after the program2. Link programs together3. Know the short and long path4. Consider one-offs instead of editing the programs
4. Sync editorial calendar + personas
First, how to use content to nurture?
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
Example Donor becomes aware of your nonprofit
The donor becomes interested and starts researching the cause
Donor begins to evaluate specifics
Donor is validating their donation decision
Potential donor completes the donation and becomes an advocate
Content Blog post: 5 ways you can help prevent forest fires
Video: day in the life with firefighter volunteer in WA
FAQs on how our nonprofit is different
Infographic: the impact of $25 on California wildfires
Blog post/infographic on impact this campaign has on key issue: make it shareable
Now, when will you publish it?
Topic/Title AuthorDraft due date
Publish date
Target Audience/persona Offer/CTA
Blog post: 5 ways you can help prevent forest fires
Volunteer Jenny 11/2/2015 11/9/2015 Donor Donna
Donate by Friday to have your donation matched
FAQs on how our nonprofit is differentExecutive Director Sue 11/20/2015 11/27/2015
Donor Donna, Volunteer Velma
Volunteer this month: space still available
Blog post/infographic on impact this campaign has on key issue
Development Director Bob 12/10/2015 12/17/2015
Donor Donna, Media Margaret
Share on Facebook
5. Set KPIs to help you measure progress Examples:Email Click ratesLead QualityBlog analyticsDonation amount per individual
Putting it all togetherSigns you are ready for a marketing automation solution
Case Study: Jefferson Awards Foundation
With 43 years of history and 5 active programs, we have many unique constituents, and often we have several per program that all need to be communicated with in a very unique way.
A platform for simple, fun service that is easy for everyone, powered by youth-driven solutions.Audience: Phase 1: 5-25 & Phase 2: 5-105Goals: More idea submissions, social votes & activation participation.
Intensive leadership training for teenagersAudience: Teens & Faculty/MentorsGoals: More teens + deeper engagement within existing communities
An accelerator for extraordinary young social entrepreneurs with big ideas to change the worldAudience: 5-25 & MentorsGoals: More GlobeChangers & more mentors
Bringing JAF’s gold seal of service to their audiences, celebrating America’s best unsung heroes.Audience: 5-105 + News owners, editors, etcGoals: More markets & deeper engagement with past & current local winners
Organizations who are building a culture of service in partnership with JAFAudience: HR & MarketingGoals: More Champions
Revenue/Opportunity:In-Kind + Revenue / Content
Revenue/Opportunity:Celebration/Content + Potential Donors
Revenue/Opportunity:Celebration/Content + Potential Donors
Media Partners – Constituent Groups (Buyer/Donor Personas)
Case Study: Jefferson Awards Foundation
1.Media Owners2.Newsroom Editors/Reporters
3.Local Nominators4.Local Nominees
5.National Nominees6.National Winners
Local Nominees - Buyer/Opportunity Journey:
Case Study: Jefferson Awards Foundation
1. Nomination comes into site and automated email via Act-On is sent.
2. Local selection committee picks local winner, which is then reflected in our database and triggers an automated Act-On email.
3. (Local winner is celebrated in local news - JAF National reshares this news).
4. Local selection committee selects one of of their local winners to go to DC once per year. This gets reflected in our database and triggers another automated Act-On email.
5. Both past nominees, nominators, and those who go on to win National level awards are added to specific marketing lists within Act-On and then receive targeted campaign emails throughout the year. We use Act-On intelligence to tell us which recipients are engaging with our emails in order to further refine our correspondence.
Case Study: Jefferson Awards Foundation
● For example, we are getting ready to launch our end of year giving campaign, which will go out to our various sets of constituents.
● We also run several Act-On automated email programs on behalf of programs like LEAD360
Q&A
How to reach us
www.idealistconsulting.com800.889.8675
[email protected]@idealistcons
www.act-on.com877.530-1555
[email protected]@ActOnSoftware
www.jeffersonawards.org302-622-9101
[email protected]@Jefferson Awards