What the hell is marketing automation and why are we doing it?

What is Marketing Automation?

Simply put, it is scheduling and sending emails based on user behaviour with the ultimate goal of driving leads and donors to take action.

The purpose of marketing automation aligns pretty well with most nonprofits’ priorities. It can help you increase income from existing donors, boost acquisition, raise awareness through content distribution, generate leads, establish and retain a loyal donor base, and more. Granted, marketing automation could include more than just email, but, in this post, we’re focusing on email. It’s most likely where a nonprofit looking to get into marketing automation will start. Continue…

How To Forget The Funnel And Learn To Love Your Customers

If you spend your time thinking about marketing like me then firstly, what are we doing with our lives and, secondly, you’ve probably heard the term “marketing funnel” just a few times before.

I must admit I don’t like the term. It lacks feeling, it lacks humanity and to me it doesn’t sit well with social causes. It turns people into processes. It may just be a term, but I think words can shape the way we approach and think about the things we do. I really liked the notion put forward by John Haydon that we use the term planting instead of posting in reference to Facebook and I think that has some merit.

Increasing Donor Income by Learning to Love Your Donors

We are all accustomed to the culture of success. We read stories about non-profit campaigns that have raised epic amounts of money or a friend tells us about an organisation that raised ten grand using Facebook.

We may find these stories compelling, but the truth is that fundraising is becomming increasoingly challenging. Donor retention rates are on the decline and have been for years.Ten years ago the average retention rates of a newly acquired donor were roughly 33%. Today it has dropped to 27%!

Continue…