We recently wrote an article on this blog about the benefits of marketing automation for nonprofits. With the right tools and strategies, nonprofits can use marketing automation to improve their constituent communications and campaigns, ultimately providing greater support for their programs and fundraising efforts.
The first step in getting started with marketing automation is to implement the tool itself. A few things that will help ensure a successful implementation:
With marketing automation, you can essentially “set it and forget it,” meaning that you can set up campaigns and communications and then simply let them run. Lists can be built and updated, messages can be sent, and processes can be completed – all automatically. But for each campaign and communication, you still must define the “it” that you’re setting and forgetting. Here are some helpful ideas:
At the same time, make sure you don’t offer so many options that it’s difficult to understand the differences between them all. We recommend keeping the list of message options in your constituent preference center to three-to-five so that the different communications are simpler for your constituents to select from and easier for your staff to maintain.
Data privacy has become more important than ever with laws, including the General Data Protection Regulation (GDPR), the California Consumer Privacy Act (CCPA), and the CAN-SPAM act, which set regulations and guidelines for commercial messages.
It’s important to comply with these laws, but it’s also a good practice to respect constituents’ communications preferences anyway – especially requests to opt out of your communications. After all, the point of your communications is to develop relationships with constituents. And sending them communications they don’t want (and asked not to receive) is a sure way to turn them off.
The good news is that many marketing automation tools, such as Marketing Cloud Account Engagement from Salesforce (formerly called Pardot), Salesforce Marketing Cloud, HubSpot, and Dynamics Marketing 365, include functionality to help you stay compliant with privacy laws and constituents’ preferences.
Marketing automation is not a one-time activity. It’s an approach that allows you to conduct more effective marketing campaigns in a more efficient way. It also has the power to give you new insights into your campaigns so that you can find opportunities for improvement. Some ideas:
Are you ready to start seeing the benefits of marketing automation for your nonprofit? The Heller Consulting team is ready to assist. We can help you find and implement the right marketing automation software for your needs. Contact us today to learn more and get started.
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