Nonprofit supporters are looking for more and more personalized ways to help the missions they love. Powerful marketing automation tools have been available to large commercial organizations for many years, but recently the cost and feature range have become much more appealing to nonprofit organizations who want to deliver uniquely personalized messages. While segmenting mailing lists have gotten us part of the way there, the new batch of marketing automation tools allow for a level of customization closer to the welcome series experience than a general “Group A, Segment C” email blast.
To help nonprofits understand marketing automation, how to utilize it strategically, and how to get started, Heller Digital interviewed many trail blazing nonprofit organizations like DonorsChoose.org, Sierra Club, Greenbelt Alliance and others to find out what they have already learned. From strategies and expectations to tools and technology, leading organizations share insights on how to approach a new marketing automation effort, what to look out for, and how to make the most of this technology. We’ve assembled their experiences and insights into Marketing Automation for Nonprofits: Starting Off Right to help guide nonprofits as they move toward this increasingly necessary combination of strategy and tools.