As a nonprofit, much of your funding comes from the generosity of donors, so targeting your communications to the appropriate people at the appropriate time is essential. Marketing Cloud Account Engagement (formerly called Pardot) is a marketing automation system that allows you to reach your audience with custom and direct messaging. Account Engagement seamlessly integrates with Salesforce, allowing you to create specific communications. Donors need to know about the life-changing work you are doing and how they can contribute to your mission.
Here are some of the benefits of implementing Marketing Cloud Account Engagement.
Set up Automation Rules
Take some of the manual labor out of your marketing strategy. Through Account Engagement, you can create automated touchpoints to help build relationships between potential or current donors and your organization. For example, if someone fills out a form on your website, an email can be sent automatically to that person about a relevant upcoming event.
Segment Your Audience
When communicating with an audience, it is essential to tailor the message to their demographic or personal interests. The more you personalize your messaging, the more powerful and effective it becomes. You can segment your audience in several ways through Account Engagement, using criteria such as job title or location. So, let’s say you are hosting an event in Washington, D.C.; you can send an invitation exclusively to people in the immediate area. If the content is irrelevant to a certain segment, they will never see it.
Score Your Audience
Potential donors can be scored on their behavior. Whether they visit your website, complete forms, click links, or engage in other ways, you can see exactly who is interacting with your content and what grabs their interest. Why is this important? You can move quickly to contact individuals with high scores: they may be ready to donate!
Get Measurable Results
Want numerous insightful reports on your marketing efforts? You’ve got them! The Landing Page Report shows how many people viewed a page, how many visitors submitted a form, and how many converted to prospects. You can even track social posts to see how your social messages perform through the Social Posts Reports. You can use this data to refine your marketing efforts, report on impact, and make budgeting decisions. Click here for more report examples.
Marketing Cloud Account Engagement will give you a 360-degree view of your donors and remove your communication guesswork. If you would like to learn more about implementing this powerful system, reach out to our Outreach & Engagement Practice Director, Laura Batson or contact us at Provisio Partners.
Provisio is the largest dedicated Salesforce consultancy with a single focus in Health and Human Services. Understanding that there’s never a one-size-fits-all solution, Provisio listens and provides a custom implementation for each client.
Marjorie lives in Saint Louis, Missouri. She received her Master’s degree in English from Truman State University. Her responsibilities at Provisio Partners include content creation and technical writing.