Like any nonprofit, your organization needs a healthy stream of donations over time in order to make good on its mission.
You can inspire past donors to contribute further and persuade potential donors to give by turning to marketing automation. How? Here are 3 marketing automations that can help your nonprofit collect more donations, quickly!
1. Engage Past Donors with Personalized Events
Your previous donors contributed for a reason. Maybe it was because your mission resonated with them; or perhaps they volunteered with you in the past and really enjoyed the experience.
Whatever the case may be, you can keep your organization at the top of their minds, and motivate them to contribute further by hosting an event that aligns with their interests.
Here’s a workflow automation that can help:
1. Once someone registers for your event, the automation gets triggered.
2. A platform bot gathers the registrant’s previous interactions with your organization across your systems (e.g. via a CRM like Salesforce.org’s Nonprofit Cloud)
3. Once all of the information gets collected, the platform bot shares it with the appropriate employees at your nonprofit via chat (e.g. Slack)
As registrants start to pour in, you and your colleagues should be able to pick up on key patterns. For example, what types of events do these registrants like to volunteer for? And which volunteer drives drove more participation among them? Any insights you might glean can prove essential in deciding how you roll out the event.
Related: How to use product usage data to personalize events
2. Streamline the Process of Nurturing Prospective Donors
Once a prospective donor shows interest in your organization, whether they’ve created an account on your site or attended an event, you should make a point of engaging them quickly and thoughtfully.
Here’s a marketing automation that lets you do just that:
1. After someone meets your pre-defined event (e.g. creating a login in your site), the workflow gets triggered.
2. Their profiles instantly get created in your CRM and marketing automation platform (e.g. HubSpot).
3. Using a platform bot, the appropriate employees are also instantly notified about the prospective donor via chat.
Once your employees know who’s interested and how they’ve expressed their interest in real time, they can put them in the appropriate marketing campaign or simply reach out directly.
3. Access Up-to-Date Views of a Key Report to Track Progress
As you try different approaches to engage previous and prospective donors, you’ll want to know what’s working and what isn’t. After all, it’s only then that you can take course corrections or double down on what’s making an impact.
Using marketing automation, you can better understand the performance of your activities by automatically updating your reporting and sharing those updates in real time. Here’s how it can work:
1. Once a customer performs an activity that you define as a trigger, the workflow begins.
2. The customer’s activity gets added to a specific report—which can live in a CRM or in a platform that offers more complex data analytics and visualization capabilities, like Tableau.
3. You (and other colleagues that follow the report) get notified via chat once the data in the report gets updated.
Now that you know about these 3 marketing automations, you should feel confident in your ability to drive more donations from previous donors, prospective ones, as well as measure the results of any activity.
Learn more about how nonprofits use Workato to automate their marketing processes by speaking with one of our automation experts!
