Optimize your customer sales funnel for nonprofit with airSlate SignNow

How to create outlook signature

um so yeah so as i mentioned i'm your uh organizer here for the toronto area and we are a global network um it's a techsoup's a non-profit that helps other nonprofits get implement and use tech effectively and we are uh global um now eli is this number still accurate i thought we were over 128 i think i might have an old slide no it's an old slide but accurate enough enough close enough we're all over um we're pretty wide networks and it's been pretty fun being virtual because we get to meet people from other countries as well these are a few of our community values um obviously it's kind of uh mostly common sense stuff but it's worth mentioning we welcome everyone we put our community first and you know we like to support each other and in order to help build stronger non-profits and we use technology to do that both through our presentations that we offer and now virtually as well using things like zoom we love to have people participate so feel free to ask questions and going forward if you have any ideas for presentations that you would like to learn more about or if you have something you want to share something that maybe worked well for you in your own non-profit or if you are in the tech industry if you have something you want to share for other non-profits to be able to learn from you we would love to hear from you um i'll provide my email address later whoops and obviously we treat each other with kindness and respect that kind of goes without saying so a little bit about techsoup you can learn more about them at techsoup.ca basically they give you access to technology at really affordable prices in some cases there's even free items that you can get such as google for non-profits is actually free but you do need to validate through techsoup and these are just a very few of the vendors out there that have products available through techsoup um i've already mentioned anyone can kind of help with planning an event or giving ideas feel free to reach out if you have any ideas to help increase participation or like i mentioned if you have any other topics that you might find of interest a little bit about me before i pass this off to chris i have over 20 years of experience implementing a variety of systems from hr systems to crms to all sorts of other systems real estate as well for all sorts of non-profits small businesses entrepreneurs solopreneurs and large government organizations and so i've been very immersed in technology for a long time now i'm also google cloud certified so if you are interested in getting on google for non-profits uh please reach out i'd love to help you take advantage of that free offering i'm here because i'm passionate about helping nonprofits and businesses work smarter and not harder i i love this platform here that techsoup has that we're able to bring all this technology and information to nonprofits who might not have had the same opportunity somewhere else and one of the other reasons i'm kind of here is because i'm actually part of a nonprofit as well i am the president of the one parent families association of canada and in setting up that organization i've had to set up a lot of their systems and processes and to make sure that they're operating efficiently so that whole kind of marriage of tech and uh non-profits has been with me for a while as well so i'm going to uh stop talking and i will hand this over to chris who is going to share some interesting information with us i'm sure um so chris i'll let you tell us a little bit about yourself and what we're gonna learn from you today amazing yeah i have it all uh set up for the intro uh super excited to chat today about uh marketing software we have a lot of great software options to go through and i'll definitely overview there everyone can see the presentation fine yeah give me a second okay so leveraging marketing software to build a marketing funnel for your nonprofit before we dive into anything just want to stay high level for a second within the charity industry within canada there was about 10.6 billion dollars donated and this is 2017 so it might be a bit higher now but it hasn't been growing for the past decade or 15 years now and the average number of organizations donor supporters around 3.8 why is this important well there's a growing number of charities that are competing for a pie that's not screwing but they're not not growing in and of itself which means either be super efficient and super smart with your marketing both spend allocation and strategy software enables that and allows for better automation a lot smarter decisions but it needs to be part of a larger strategy so there's some pre-equivalent annual operating budgets of what marketing is part of and as as everyone who may be part of a non-profit or these one marketing dollars are extremely restricted so it's more important to know what not to do than it is what to do so when it comes to leveraging software to figure out how does it fit within my strategy from the market which we'll walk through and then more importantly how does it help me leverage and scale tactics that i implement so today we're going to go through three key areas number one is brand positioning this part does not touch on software but it's necessary to set everything else up so that you know how to why you're leveraging the software in the first place once we get through that we'll go through the marketing funnel we're gonna stay high level here and focus more on the software usage because we could talk for days about how to best set up your marketing funnel and finally measuring success so when you actually implement your marketing funnel you implement your software to optimize and be super efficient how are you actually going to track and measure success to know that you're heading in the right direction so more of a high level overview and marketing strategy in addition to leveraging software so a bit about me before we dive into it so i'm a graduate from the ivy business school in toronto i started in london i'm founded three companies in the past one successful exit i've consulted with both marketing strategy and uh website development for over 30 businesses across 19 different industries so nonprofit real estate fashion beauty private equity i've done it have been been a part of a lot of industries which has allowed me to really learn the principles of marketing and what actually works across multiple industries um and and not just tactical things that may help one individual and finally my volunteer side i'm a canadian delegate for the united nations i'm the private sector representative for the youth uh most recently at unh triple c so throughout this presentation i'll be leveraging some examples from charity water charity water is one of my favorite organizations in terms of how they display themselves to the market how they position themselves and more importantly how they make the donor feel like they're adding a lot of value they've done a terrific job so i'm going to leverage some of their home page designs and emails to show his examples as we move forward and before we dive into caution on software software is only valuable if your team and yourself actually utilize it to its full extent a lot of times i see software implemented um but it doesn't get fully utilized so it ends up just being an added cost with no added benefit so when it comes to the examples i'm going to show i'm not diving heavily deep into every each individual example i'm staying high level and with that you could take that as inspiration on trying to find either that one or a comparable example that you could implement in your nonprofit organization so first off brand positioning the three key areas we're looking at here is what is the market landscape what do you stand for and who are you targeting so the market landscape is key to understand before you even start building your marketing funnel obviously every every marketer knows this but i can understand why we must review it so first off the market size and growth we already reviewed that the market size was about 10.6 billion dollars in the charity space in canada so that's the total adjustable market from there you to figure out within my organization or how i'm positioned what's the serviceable addressable market the sam and this just means if we do for example we target a specific geography let's say british columbia or we target a specific vertical let's say educational nonprofits that's your serviceable adjustable market from the total one this allows you to understand how large could we be scaling and what is our potential goals when it comes to figuring out who our target audience is and then growth rate's a huge huge point as well once you figure out that understanding who your competitors are and technically every non-profit is competing for the same pie of dollars so you have to consider them as competitors even though everyone wants to donate for a good cause because they're competing for attention in dollars right so once you lay out your competitors and how they're positioned within that market you could figure out where does the gap exist for myself to position our brand and our non-profit so that we could attract our specific type of donors that be applicable to our non-profit and break through the noise so when it comes to market size i do i did a quick 10 minute research on a simple takeaway you could get that's applicable to software so first i looked at what's the market size and growth this is where i got that 10.6 billion dollar number and we can see adjusted for inflation the industry has not grown much since 2006. there's an annual growth rate of 0.9 so it's completely state are nearly stable which means once again the pies and growers so you can be really smart about how you allocate your capital the second thing i found was that online giving grew to by 17 this is back in 2017 again compared to six percent in total giving and that's not adjusted for inflation which means that majority of the dollars are shifting to online and finally when i looked at an online giving index this is from canada helps monthly donations have been scaling in comparison to single donations so just by this quick marker research there was a key takeaway i found how much people are giving isn't changing but the manner in which they do so are so what does this mean for your org well if it means there's more monthly subscriptions that people want to spend money online is your organization allowing that and offering that to your end donor if not are you potentially losing out on a large share of those donor dollars to help your nonprofit make a larger impact so this is something that was done in 10 minutes and imagine what you could do with a much larger market analysis and how that could affect how you spend your dollars and be very very focused with your marketing overhead spend next is what do you stand for so a lot of organizations know what impact they want to make but communicating that to the end customer can be difficult because they have a knowledge bias as in i know what i stand for but everyone else may not understand that so there's a simple method that has a lot more research behind it but it's it's called the i help statement or we help so we help who with what so they can do what uh so for example we help um children children in underprivileged communities with getting access to a quality education so that they could have an impact in their communities and grow throughout their career something like this that could be organized simply could be and communicated very focused to your end consumer can then help them relate what do they want to get back to and what are you actually doing as a non-profit like why am i donating note any money to you so this is the charity water example so this is a screenshot from their home page on their website and first thing i see is they have their mission or one liner right away a lot of the charities i looked at did not have this which was shocking but for example here is we believe in a world where everyone could have access to clean water join us this is a cause i care about i already know what their mission is they also have a monthly donation call to action that research we did prior for the quick market research they're offering that as their main call to action on above the fold on their home page so they're allowing people to donate monthly their 40 usd a month is probably researched on the average person's average someone is willing to donate monthly below that they have a clear cause and effect so your 40 monthly donation will lead to this right um this is huge for for um for donors because in the day the non-profit isn't the hero and that's the donor is your job is to help guide them to where they want to go which we'll get into and finally overview of their impact they're very very clear on what they do what their impact is and how i would be contributing as a donor and they have a clear call to action that aligns with the trends in the industry so they know who they are what they stand for and how they differentiate the market all seen within one screenshot from their home page finally is who you're targeting so once you know what the market landscape is like and how competitors are positioned you know who you are and what you stand for and how you want to be positioned who you're targeting is the next step with limited marketing funds you have to be super focused on targeting so this is a simple software from hubspot it's called make my persona it allows you to create an avatar on your ideal customer though i do recommend diving a bit deeper because this is a much more simpler and high level version but it gives you some good guidance the idea of an avatar is my customer let's say it's chris i'll use my own name he is this type of person in this age group this income demographic this is his likes and dislikes brands he associates with you want to know everything about me and my type of segment amongst other segments you may target as a non-profit because when you do so you're able to craft all of your marketing messages and all of your marketing campaigns and strategy and tactics around those personas so you heavily focus so that your marketing dollars go further as opposed to just spending across the spectrum now this is a framework from it's a it's a called a story brand framework there's a book called building a story brand how they recommend it and they leverage the story format of movies and books to apply to business and it's a very simple way of thinking about it step one is a character in this case it's the donor that character has a problem and that problem shows itself in three ways there's external internal philosophical problems external may be my feeling of having anxiety or that emptiness feeling in my stomach which is a result of an internal problem of maybe i don't feel like i'm doing enough with my work which is the philosophical problem of me wanting to have a larger impact on the world figuring out who your character is so who you're targeting and what their problem is is key because then you can figure out how you should be positioned as a non-profit you are the guide in this journey you are not the hero nor the character and your job is to show the character how why you understand their problem and what to do about it so you give them a plan in the example of charity water that plan was you spend 40 a month every month and over the next year you'll have an impact on 12 water projects and then you give them that clear call to action do this next and then you'll be able to solve those external internal and philosophical problems to avoid disaster in this case that feeling of emptiness and in success the feeling of impact so by laying out this hero's journey and i just explained a very high level one you're able to think through how your brand is positioned and how should it be positioned in the market which will then align all your copywriting on your website all the copywriting within your marketing to target the problem that your character is facing that was high-level brand positioning we could go into it further so you if ever one more question that have to reach out or answer any questions at the end but next we'll go into the marketing funnel and this is where a lot of the software as per the keynote will be discussed um the software we're going to touch on will be around generating leads nurturing leads and then closing donors so high level marketing funnel step one generate awareness so what does your brand represent step two is converting leads this usually implies collecting an email or some sort of contact for your crm customer relationship management system then it's to nurture and close those leads so if they're not donors right away how do you make sure that over time you give them more information more education and more of a reason to donate and close and final advocacy we're not going to tap into advocacy at the end because there's not much software around this so we're going to stay with the first three first off gendering awareness um four areas i wanted to cover there's so many different tactics you could leverage but i just wanted to keep it simple digital advertising social media blog post and press within digital advertising there's a bunch of softwares you could use i narrowed it down to three really good ones adderall hubspot and hootsuite so i know someone mentioned hubspot before hospital is an amazing crm that has awesome mark integration and they actually have integration with admiral that allows you to use a lot of artificial intelligence connect all of your ad software's together in a system to see how you're spending money and where you should reallocate and i actually have lots of codes so uh adroll and hubspot have a great integration which i'm pulling up now this is a video demo [Music] everyone see that video by the way easily i wanna make sure that uh everything's playing correctly yeah yeah perfect the visuals coming through the audio the less so but i think that's okay that's fine yeah as long as the video was there so the reason i wanted to share that was because that's an adderall integration with hubspot why is this important well whatever crm you're using and we'll get to some crm options afterwards you want to make sure that it integrates with all the other technologies because admiral for example is a great way to just have displayed advertising um hootsuite's another option as well but adora allows you to have all right we have these google ads going this facebook ads it's integrated with our crm either if you're a b2b focused nonprofit or a b2c focused nonprofit with that you can see exactly where leads are coming from what they're clicking what their actions are calculate all your attributions so that you're very very data centric when it comes to applying a marketing spend as opposed to just having our crm and then running some facebook ads you really want to make sure those integrate really well and you want to make sure that all of your platform is together so you know what works and what doesn't so when you're measuring and tracking you can reallocate budget and focus on what does next we have social media so these are social media planners hootsuites another once again who sees the great old accompanying platform there's buffer and agorapulse i'll walk through agorapulse these are just ways to manage all of your social media accounts into one and get good analytics and data to figure out what's working what doesn't who's my audience what are they interacting with so for hootsuite our agora paul's apologies they have a lot of great features so here we have a unified social inbox so um if everyone can see there's facebook twitter instagram linkedin you see all of your pages all of your accounts under one one page where you can reply to dm's one platform there's that intuitive publishing so this is a way to publish across multiple platforms social listening so being able to track all right what are your what are people saying about you about your competitors about your industry whatever it may be so you could stay on top of trends to post more social and interact or to see or to correct things if they're going wrong and there's a bad social buzz around your brand and finally just as importantly the insightful analytics so there's great tools on what you're publishing the interaction with it the content et cetera so having a social media platform something like an agora pulse like buffer like hootsuite is extremely beneficial to make sure that you're on top of what you apply on social media and then connecting that data to let's say your crm like hubspot so you have everything once again coordinated to see who's interacting with what so you get a really data centric and holistic picture of who your customers are as they start rolling in or who your donors are apologies as they start running them next is blog posts blog posts uh this is very high level but anything that's a content management system so cms something like a wordpress which a lot of people might be familiar with um they run about 50 of the internet so they're quite popular but there's a lot of other content management systems you could leverage for blogs um and the great thing about something like an ad or which we'll get into later you can see how blog posts impact potential donors which we'll get into a software on within the converting leads section and finally press press is more about managing reach out outreach and coordination you could do this simply in google sheets which i know netsquared has access to g suite and sandra's a g suite expert but there's also air table i brought it to the stuff prior but air table is a great way to um more of a data more of a data table you could leverage um to track everything so they have amazing templates here i just searched press for example oops p pr ess and you have some great options to manage and track uh press so pr media lists you have a firm crm pr outreach i'll just go to this one for example and here you can see the air table which is more of a data table less of an excel sheet where you could connect fields from different publications you could have a bigger deep dive you have fields like links you can put images in this in the cells much more cleanly than you can with google sheets for example there's great filterings and different views you could leverage um so air table is a great tool to use um if once again if your team is willing to to take on the learning curve but each cell could open up as its own sort of crm in and of itself so you could find all the details for an article a post or whatever it may be so definitely take a look at airtable if you're interested in more of like a a data solution and less of an excel sheet solution to manage and track press or whatever else it may be next we're getting into converting leads that was a little gen software that you could leverage to generate awareness when it comes to converting leans like i mentioned it's about collecting some sort of piece of data on the customer so maybe it's email email's a classic one it's a low-hanging fruit and it's super valuable to nurture two areas i want to cover for potential uses is transitional ctas and marketing analytics so a transitional cta what it means a cta is a call to action so the main call to action let's say is donate now if a customer is our donor is not ready to donate you need a transitional call to action which is okay if you're not ready do this give us your email and that way you can nurture them so for example download this ebook as a classic one and with that download you got to give us your email this transitions them to a nurturing phase which then you could transition to a full call to action so some software you can leverage there's upwork into the pages and go to webinar i'll start from the bottom go to webinar i just didn't want to use zoom since everyone has zoom fatigue but it's another option oh we have it's another option to leverage when it comes to doing webinars which is a transitional call to action give us your email and you can sign up for the webinar uh page is you could leverage to create landing pages so i'll pull up what that looks like so here's instapage's homepage so it's once again another version of um cms so you could organize pages super simply uh have a call to action be download this ebook or whatever it may be download this pdf on our impact or or whatnot uh watch this video you can create very beautiful very simple landing pages could also use wordpress but instant pages is very focused and then finally was up work now upward you could leverage i had a previous talk on net squared around up work and uh leveraging softwares alike to find great freelancers so here i just searched ebook writing um you could post a job post as well and invite people but you can see there's professional ebook writers content writers you could just hire for relatively cheap say 25 bucks an hour for this person and you could help produce those transitional call to actions so leveraging up work into the pages go to webinar all very valuable next is marketing analytics so if you're not already integrating google analytics with your website definitely should there's a lot of tools in google analytics that you should use on the advanced stage which is more around ensuring there's goal conversions and tracking those seeing who your demographics are what sources are coming from google linux is just a basic you should always have integrated into your platform your website but i'm going to dive into or aribi this is a platform i learned about recently i'm have a about three four minute video i'm about to play that's going to walk it through but when it comes to marketing intelligence it's extremely extremely good at executing and helping you learn what works and what doesn't especially if you're not super data forward so i'm going to play the video now so you can understand what the platform looks like wondering how a review works and what makes it different from all the other analytics tools out there here's a short is the volume playing by the way uh the video i hear it okay great review that'll give you the lowdown aribi is a marketing analytics tool which will help you evaluate and optimize all of your marketing efforts from your main campaigns to new posts you release it will help you analyze the flow on your website showing you what leads certain visitors to convert while others leave your site while google analytics will certainly give you important data a ruby sets the bar higher in addition to providing you with data you can trust a repeat was designed to solve the problems that users of google analytics face yes this is your chance to be data driven without the headache so what's different about a ruby first of all it doesn't require any code you can define any event on your website button clicks form submissions page groups and anything else by yourself without a developer second we don't believe in creating endless amounts of data you're not the one who should be doing all the work we present summarized and actionable data for everything you need in order to track changes and stay on top of your site aribi is also very simple to use and has a beautiful friendly interface so you can apologize aribi is also very simple to use and has a beautiful friendly interface so you can easily share it with non-data savvy colleagues let's go over the main features or ruby offers codeless events know what led visitors to convert as i mentioned you can easily track any event on your website without using code signups purchases new subscribers and more unlike with other tools where defining an event shows you data only from that point on or ruby lets you see that data retroactively you'll be able to see data for any event that occurred since installing the aripi tracking code on your site even if you didn't define the event right away so every time you have questions about your site you'll be able to get answers right away learn what leads website visitors to perform this event what the conversion rate of each channel is which pages convert best and much more funnels create beautiful funnels in just a few clicks and learn where you're losing visitors individual visitor journeys track the activities of individual visitors see every single event they perform and discover what they do before they convert or review makes it easy to integrate their email addresses as well you can also view the journey's aggregation and find out what the most common journeys are for getting to a certain event or page it will help you know where to focus and which funnels to build correlations discover how a certain event impacts another for example are your blog readers more likely to buy are visitors who view the video on your home page more likely to sign up analyze your different marketing channels learn which channels have the highest conversion rate and find out where your best audience is coming from origi also offers attribution display which will help you better score each of your channels and ultimately understand how each channel contributes to sales and conversions so i'll stop it there but as you can see there's a lot of value that industry standard to have when it comes to marketing analytics especially as things shift digitally if you don't have things like this set up there's a lot of money being wasted through the funnel and with limited budgets you have to sort of make sure everything every dollar goes as far as possible so leveraging software like ruby or google analytics at the very base at the very base is very very necessary to have integrated especially with the online donation scaling even further with coded um before i go on i there might be some questions i just want to take a look at the chat to make sure well i guess we'll answer closer to the end okay so next is nurturing leads and closing them so we have crm with customer relationship managers you probably already have one integrated but just necessary to go overview you can use something like a sales force which is much more enterprise level a lot more expensive difficult to onboard but once you're on it's extremely powerful or something like hubspot which in my opinion is just as powerful as salesforce with a lot lower barrier to entry and has a lot of add-on tools that's easy to build on top of these are two classics for tech and software businesses there's also software focused on donations and non-profits so donor perfect is an extremely popular one a lot of you may have heard of there's rager's edge and then there's network for good which is meant for smaller organizations so something like a donor perfect which i'll just take through if you do not have not heard of it it allows you to see all the data for your donations like geographically where is it coming from easily process payments and uh set up payment pages uh create campaign allow your donors to create campaigns to raise capital or to raise money and it has that crm integration so you could foster donor relationships over time so here's a quick video from donor perfect your donors live online they keep up with family and friends online they pay bills online and chances are they donate online too on average online giving increases by eight percent each year so why not meet your donors where they are online and make giving easy for them however you collect payments through online forms or on the go on your mobile device your donor perfect system goes to work for you simplifying the donor's experience and collecting data for you in real time when you enroll in donor perfect payment services your organization can effortlessly process online payments through donor perfect online forms collecting over the phone payments that process right from a donor's record and take on-site payments directly with the dpmobile app all of your payments are processed securely through donor perfect payment services using donor perf's merchant services means shorter turnaround time on receiving funds and lower processing fees through donor perfect online forms you can configure your forms to match your brand and embed them right on your website at the end of their transaction donors can share your form to their social media pages all forms are optimized for mobile for a smooth donor experience from anywhere your online forms can link right into your email appeals which you can design and send in the snap with constant contact it's never been easier for donors to give a one-time donation join your monthly giving program or create and share their own peer-to-peer fundraising campaign on your behalf with every gift no matter the solicitor gifts can be acknowledged through automated personal emails set as soon as the gift is processed so that's a high level overview of something like a donor perfect so as you can see there's a lot of different options when it comes to crm or software so find the one that works for you is key hence why i'm not diving super deep into anyone individually something like a donor perfect could be really useful if you're looking for just one platform to do everything but if you're more of an advanced non-profit and have a larger potential base of customers a hubspot is much more advanced and you can use other uh integrations um like different email funding funnel tools or the other tools we mentioned prior to integrate everything else into hubspot and with that there's email funnels and converting leads first you got to get the email nurturing them email is someone the best ways as many of you already may know and there's some great tools for that mailchimp active campaign drip are just a few there's a lot of email final tools and even some of the crms like hubspot or donor perfect have email automations built in um so something like a mailchimp which i'll just show everyone who are not familiar with it has a lot of great options um so you could actually create websites and uh email campaigns landing pages so audience management is great great great for segmentation you can create signup forms um target you could create content for the emails directly in mailchimp so images whatever it may be they have some great automation so customer journeys so for example if a customer signs up on a pacific landing page that you built outside of your website or if they sign up on the sign up form on your website they could have different journeys you could always you could automate all of that and then of course insights and analytics so mailchimp is one of the many powerful tools you could look into it's one of my favorites because it's the easiest in terms of user experience but there's also very powerful ones active campaign drip active campaign maybe get more geared towards tech companies so it may not be right for you and then drip is really really good for more of a b2b sales type of initiative an example of an email so i signed up for charity water just to see what the first email looked like and they sort of executed it perfectly so it's not just leveraging software and automating it it's also making sure your content is really on point so a lot of things repeated from what we learned in the marketing strategy session first off their mission statement is repeated their mission to build a bring clean water to every person on the planet secondly they repeated that subscription call to action that is their main call to action monthly recurring revenue so they repeated it in that first email but let's say i'm not ready to donate even though they have my email they have a transitional call to action watch this film educate yourself more so this is a perfect first email um if i was ready i would have clicked the subscription if i wasn't probably i actually did watch the film because i was interested um so figuring out what your content is when it comes to that email flow and automating is just is even more important than automating it of itself and the final software within the marketing fund i want to talk about is zapier or zapier if you have not heard of it it's a phenomenal tool i know sandra's a big fan of it where you could integrate a lot of different software so all the software we talked about you want to make sure they're communicating together so you have this integrated system to do things better and more effectively so in this example there's a trigger so in this case the trigger is when i get an email in gmail the action we're going to copy the attachment from gmail to dropbox or i know netsquared has this description to box so maybe it's box and the action is alert me and slack for about the new dropbox file so you could create these automations on there's thousands of apps you could leverage so i'm gonna walk through a quick video from xavier just what this looks like when it comes to creating a zap you might not realize it but a lot of the work you do every day can actually be done automatically with zapier you can automate repetitive tasks for example let's say you spent every morning downloading then uploading csv files full of yesterday's leads you might even need to download email attachments and upload them into a cloud app for your team maybe you take the time to organize your day your week's to-do list by grabbing tasks from email chat and wherever else and while this work is incredibly important to the health of your company it's time consuming you're meant for more than just data entry with zapier using automated workflows which we call zaps you can connect two or more apps together to do the busy work for you either create one from scratch or grab a pre-made workflow which we call zap templates we have tens of thousands of zap templates that you can turn on within minutes let's go ahead and set up a zap with the template because my team uses gmail for email and box for cloud storage i'm choosing the zap template with those apps don't worry if you use different apps the principles i'm showing you in this app will apply to every zap you make this app will trigger whenever i receive a new email with an attachment in gmail it'll then upload the attachment to box with the template all i need to do is authorize my gmail and box accounts personalize your zap as much or as little as you'd like to ensure it's doing what you want it to you can add a step to send a message to your team or even filter which attachments are added to the cloud your zap can be as customized as you need it to be depending on what you needed to do so that's a quick overview of zap here so super powerful tool uh when it comes to communicating all these software's we're talking about because the day software is only valuable it fits within the system each software uses that individual node so whether it be using a new crm that you just heard of or using airtable you could connect all these things into a zapier which is super powerful so that was the marketing final and the final part which is we're almost done here is measuring success and this is very very important to overview and there's like a few softwares you could leverage we're gonna talk about choosing your kpis your key performance indicators and then measuring and tracking system so the biggest questions is what kpis do you choose right if your team doesn't know the strategy behind this i will do a quick overview could definitely dive into it further if you have more questions afterwards first off is figuring out what your north star kpi is it's one number that you associate that's that's a good encompassing number to associate the success of your entire non-profit organization from that north star that one number you have sub kpis these these numbers feed into that north star to ensure its success and then each sub kpi could have further detailed numbers so detail one two and three for example that feeds into the sub kpi which feeds into the north star kpi breaking your numbers down like this is extremely important because let's say for example actually i'll go through an example my north star kpi is number of people served one of the main sub kpis is donation dollars donation dollars to be broken down to number of donors dollars per donor and retention so if i notice that my northstar kpi for the year is i want to i'm going to you know help out 1.2 million people so 100 000 people served per month each quarter i need about 300 000 people so in order to do that i need let's say it's a dollar a person three hundred thousand dollars in donation dollars i just broke down my north star kpi into my donation dollars if i'm missing that mark i can look at those three key feeding indicators number of donors dollars per donors and retention to see which one is off and which leave what levers do i have to pull or change to ensure that i'm hitting my donation dollar target then feed into my number of people's served target so once you have this laid out this will allow you to influence what marketing tactics and strategies are actually working and then adjust course if they're not working because at the end of the day your goal you have a mission as a non-profit and you have to make sure you're hitting that north star kpi and marketing is just one way to build awareness and and build out that funnel to close uh to hit that that key performance indicator so how do you measure and track these kpis there's two key softwares i want to point out so google sheets is a low-tech version that i actually use just because it's simple to use easy to share there's also one that i found called geckoboard which i'll show so when it comes to google sheets this is how i've actually laid it out for one of my organizations there's all my kpis laid out because the main ones the sale then i broke it down by vertical in the organization so sales and marketing customer care operations product and tech the unit i use the data source the data source usually links out so i could just click it and go to that source and then i track it month over month and then what i do in google sheets is i leverage some conditional formatting so if i have a target every month so for example let's say i want to get one thousand a hundred thousand dollars in donation dollars a month if i'm below that it'll go right if i'm above that it's green so i could figure out where am i missing the mark and what do i have to change so by breaking it those key performance indicators down by month and then by week you can really be focused on that long-term goal throughout the year and then geckoboard is uh it has a dashboard that integrates with a lot of other software so you can have a clear look at all your main kpis you can even project it onto a tv if you're uh in office to see those kpis every day um so a lot of tech companies use use something like a gecko board but like anything especially with software marketing it to be impatient with actions so do things quickly but patience with results testing takes a while let's say it's three weeks it doesn't work change but results usually happen over the course of three months six months 12 months so be really diligent and focused on track and everything a lot of the software i presented today was on tracking analytics and making sure you're on top of everything but really be patient with the results look at results over the course of three to six months so that's it today we covered the brand positioning at a high level marketing funnel and then measuring success and all the software you could leverage within um so thank you for listening and i will open the floor to any questions if people have that was excellent thanks chris i'm just i don't think i saw any questions come through the chat yet um does anybody have any questions you can also come off mute if you like and ask away well hi there eli in vancouver let me dive in and like break the ice here so yeah so this is really helpful to get a sense like the tools and and the stages of that marketing funnel um you know i think part of my question is to say like so i have people in here um and and what i think i often get stuck with as an organization is that north star discussion um we all have our own separate work and like getting us to agree on north stars can be sometimes challenging in any organization um can you maybe give you some hints on how i might start that discussion or get people to some kind of common agreement so we can really identify what success looks like that's a great question because defining success numerically is extremely important to your make sure you're on the right track because a lot of times people just spin their wheels and not actually making any progress towards that north star so i'll use an example of one of my own organizations so i'm a director at a company called daydream director and partner and we sell sparkling water um we're trying to figure out what is our north star because we have a lot of different departments one department is sales right we need revenue one department is operations making sure we're producing enough cans uh one department might be human resources so figuring out what that number is that if this number is hit it means that the health of our business is being tracked is is performing well um so for example that north star for us is number number of cases sold what that means to sell those cases we need revenue we get revenue from it but also just as importantly operationally it means we're producing the cans properly so when you're figuring out what that northstar kpi is it has to be encompassing of a bunch of different departments that all work in coordination where businesses fail is they usually mismanage that number where they prioritize one area of the business let's say it's just donation dollars in the case of nonprofits but don't prioritize other areas like a donor retention rate is a huge one because you want to make sure you're not just getting their money their money this year you're doing it over a long period of time so in the case of the mission of a non-profit it's always around that mission the mission towards impact so what what impact are you trying to make in the world um put a number behind it even if it's arbitrary to start let's say it's a million people served usually what happens is once you get there which happens quicker than you think you just push the bucket down all right now that i hit a million let's do 10 million that's our new north star kpi and it will force everyone to change the way they think under those sub buckets and those sub kpis to think through okay what do we have to do differently to hit that north star now so um so yeah that help answer a question you like lovely thank you yeah that sounds good there was another question here from ian he's looking for open source or free equivalence some of the software that you showed and i'm not sure ian if you had something kind of specific because i know chris covered a lot of different softwares out there um i i know uh eli you mentioned i honestly have never learned how to say it but yeah i think yeah yeah and i'd love some clarification as well because yeah there are so many different sets of functionality as you saw no one piece of software covered all of this like if you're looking for a straight up crm solution with a non-profit flavor on it i would definitely say start with sydney stay around um it doesn't do modeling of sales funnels very well out of the out of the box but it does lots of like donor management case management all that kind of stuff that nonprofits need um so so that could work really well so yeah so i think actually lori the city crm might be actually a good solution for membership based non-profits where you can sort of you know run that kind of flow another thing to look at if you've got again some more developer help is to look at using something like uh salesforce which also has membership based modules where you can like you know send automatic reminders to female eat people as their memberships renew and sort of help you manage that flow it depends really what you're looking for too i know from if you're looking to manage memberships there could be some micro um not microsoft wordpress plugins um that are free that might be effective i've used them in the past but it also depends on your needs because you kind of get what you pay for um yeah member press i believe is one of them and i think there is another one called s2 member um i i have a feeling they might have changed their name since i last looked at them um it really depends what you're looking for there's a lot out there yeah like there's you could go full custom if you have the budget for it something like a wordpress android like you mentioned they have subscription management they integrate with a payment processor like stripe that could manage all the subscription dollars you can see what people subscribe to and what do they have and then you can integrate that with your website quite easily but also depends what technology you're currently using so a lot of software is indicative of what what how are we currently built out in terms of technology technology what will it integrate well with and what makes sense for what we're trying to achieve absolutely there was a um there is another option called streak for gmail um it's free for one user but if you're planning on using it for a team then you need to start paying but if you are kind of just one person it would work well with your free google work space for non-profits account and essentially it it manages your gmail inbox to act as either a crm or a project tracking tool or order management or donor management or membership management based on emails um it's a quite an interesting tool and it's got a lot of different uses so that could be something if you're heavily email based on some items that might work well for you as well yeah and one thing i'll definitely mention when it comes to software what i always do with organizations i've either built or consulted for start as low tech as possible because what happens is over time with that low tech you add some some columns and customizations you realize what you actually need so when it comes to automating you have that base set up knowing what your needs are so you're trying to find a software you're looking for a certain criteria does it have x y and z um so starting low tech allows you to have like not spend money or spend too much time invested into a certain software and then you could grow and then you find a software that fits your needs there's so much software out there you could definitely find one that's perfect for you like there's there's a reason why i just i present so many options um so first start low tech and then scale up i would say and i actually am planning on presenting doing a presentation later on this year on um five steps to select the right tool or system for your non-profit um working in the tech industry for many years as a ba and doing product management as well i i see that as a gap for some non-profits and businesses in general and they tend to and that is a good suggestion start small and figure out what you need because it does all start with figuring out what you need so and a lot of people have difficulty trying to figure out what it is they need because they don't also don't know what's out there exactly were there any other questions yeah and if there's any questions laid down the road my email is in either the presentation or somewhere else you could always reach out and ask any follow-up questions happy to answer and help out but hope the presentation was was helpful and gave people a lot of options for software to leverage think i found it really interesting and useful and um everyone else is saying thank you uh so it looks good so i'll um i'll pop chris's email in here um for anybody who wants to reach out to him or chris if you want to pop it in i'm just trying to find it oh here it is there you go you guys can reach chris here and if you want to reach out to me for anything or you have any other ideas for net squared i will find in here as well thank you sandra any luck excellent all right well i guess that's a wrap thank you so much chris pleasure thank you for having me thanks bye everybody lovely show you all thank you so much take care