In this piece, we wanted to underscore some quick tips for using Marketing Automation today in nonprofits.
As mentioned before in recent articles, many nonprofit associations are moving beyond email marketing into more sophisticated marketing automation software platforms from leaders such as Act-On, HubSpot, Pardot, Marketo, Eloqua, and the recently released MAX.
Most nonprofits do not have large staffs or budgets, and need to look for innovative ways to effectively reach their goals of spreading awareness, getting members to come to conference, requesting donations, and organizing volunteers. The more efficiently nonprofits and associations are at taking care of these organizational tasks, the more time they will have to devote to the services they are passionate about.
Fortunately for nonprofits and associations today, marketing automation software is available which is designed to make outreach easier to accomplish with fewer resources. It is a means for providing the right content to the right audience at the right time. Below are some of the ways you can use marketing automation software to get the best results from your nonprofit marketing efforts:
Spread the Word Through Social Media
Many supporters, especially the younger ones, like to connect with nonprofits through social media. It is important to keep your Facebook and Twitter pages active and up to date. With marketing automation you can create many posts and tweets when it is convenient, such as before launching a marketing campaign. You can then schedule them to post automatically throughout your campaign. Posts will then appear daily, and at the times when the most people are likely to read them.
Encourage Sharing to Expand Your Reach
The power of social media is the ability to interact with others and share useful information with a potentially vast audience. Supporters can pass your message along to their friends and followers by clicking handy social sharing buttons. Social sharing buttons should be included on blog posts, email newsletters, web pages and other appropriate online resources. Hashtags are also an excellent way to make social sharing easy.
Nurture Relationships with Supporters
Past supporters are a valuable resource for your organization. Marketing automation solutions automatically add their names to a list along with when and how much they donated. Messages can be sent to supporters which are personalized based on their donation history.
You can send notes to last year’s donors thanking them for their continued support, and encouraging them to donate again this year. Email messages can be sent requesting supporters who have not previously donated to make a first-time donation.
With many marketing automation software platforms, you are able to explore popular hashtags used by nonprofits to call attention to their programs such as #socialgood, #activism, #volunteer and #fundraising. They may look a bit silly, but hashtags really do work. They are used on Twitter and Facebook, and show that you participate in social conversations and trends. Hashtags make your content more searchable and easier for potential supporters to find. Prospecting features in Marketing Automation software can help in this effort.
Increased Participation through Event Marketing
Marketing Automation can be used effectively to increase participation at your events. In fact, recently we read an article from the Pardot webinar series featuring Ed Barrett – VP of Membership and Marketing at Global Business Travel Association, a leader in travel management and long-time Pardot customer. In this half-hour webinar, Barrett explained how marketing automation has helped GBTA increase event registration by 20%. Indeed, Marketing Automation Software has helped GBTA capture, nurture, target, and ultimately convert leads into event attendees
Give Them Compelling Reasons to Donate
Donations are always important for nonprofits, but there are times when additional funds are needed quickly. Concerned supporters are likely to respond to these situations when special requests are sent through social media and promoted on your website. Social sharing can be encouraged by showing examples of how donations benefit real people. Relate stories of individuals and families who have been helped in the past, and those who still are in need.
Without a doubt, Marketing automation software can be an invaluable asset for helping nonprofits to more efficiently promote their organizations. There are many marketing automation software packages available, and it is important to select the right one to satisfy your unique requirements.
At SmartThoughts, our goal is to assist nonprofits in selecting the best software to more efficiently engage their members and donors, increase their outreach, and reach out to new members.