Cycle crm for Communications & Media

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it's good to see everyone's names in the chat um i'm very excited to kind of discuss and bring one of my fabulous experts and colleagues uh along the ride with me today uh so we'll be actually talking quite a bit about what a crm is and and sort of what we can see and expect from a platform like hubspot but before we dive in uh more formal introductions some of you may recognize my face from other tech soup uh webinars some of you may have joined me last month where we discussed persona development um but for those of you who i've not have never met before my name is whit goddamn i am the director of strategic marketing here at tap um i've been very fortunate enough to spend the last two and a half years working incredibly close with the tech suit team through the design and management of techsoup's digital marketing and website services and we also along with janelle we're also really big contributors to building key educational materials like this webinar today along as well as courses and blog articles so i'm wit i'm going to go ahead and allow janelle to introduce herself thanks whit i'm janelle leveck i'm the director of digital growth here at tap i spend a lot of my time strategizing developing and implementing various non-profit solutions across really all the different digital spheres that includes web development marketing and operations i also act as our technical strategist for crm projects especially through hubspot and i do a lot of the automation and management moving forward for our clients you'll also start to see my name sprinkled across the web on the techsoup site i write a lot of their blogs focusing on website and marketing solutions awesome yeah she's the brains i'm more of like the puppet at the front of the show for lack of better terms but thanks now i'm really excited to do this with somebody else for once and i'm glad that you're able to join me um and and then and pass on all of your expertise and knowledge um but before we dive into that what is tap who is tap so a little bit about who we are we are actually techsoup's marketing technology partner um and we strive to empower organizations for good so what does that mean it really basically means that your vision is our mission as i mentioned over the last two years um i've been sort of spearheading alongside janelle and some of my other colleagues our partnership with techsoup delivering the digital marketing and website services through the tech supermarketplace um but i think it's also important for to note that for this particular webinar that here at tap we are actually a certified platinum partner with hubspot so we have had a lot of experience building and implementing a crm tool and we're very very excited at the opportunity that is coming up and that has been presented today uh through the partnership between techsoup and hubspot um so we'll we'll kind of dive into what that looks like closer to the end but for today i really just want to give a special thank you to hubspot and techsoup for kind of coming together and recognizing that in order for our nonprofit organizations to really thrive within the digital landscape accessibility to these different platforms is really really paramount so um we'll get into sort of what that looks like at the end of the webinar today but before we kind of get into that um as you noticed it is a hubspot webinar um but before we dive into hubspot specifically i really want to make sure we're allowing for enough contextualization of what a crm is and what it does and how it should exist within your marketing strategy um so we'll start off today with kind of a brief highlight of what inbound marketing is and aretha should be sharing a link to one of janelle's blogs that she wrote about how to leverage inbound marketing it's a methodology that janelle will kind of talk us through um and then what will well that also help that will help us better understand and build a framework to really look at what a crm is and what it can and what it really should do and then really focusing on it how it can increase your organization's communications effort we will end today's presentation with highlighting four key strategic tactics now these are just four we don't want to bombard you i mean janelle and i as we were preparing for today i think we both agree like we're very passionate about this topic um on both a solutions end as well as sort of like a strategic and strategist i'm a digital strategist she's a technical strategist so you can only imagine our coffee conversations at the uh middle of the day uh so we're gonna just leave you with some some breadcrumbs of what four key strategic approaches so we'll kind of look into collecting your information segmentation a b testing what is a b testing um and how how it can differentiate um and then marketing automation so without further ado i'm gonna kick it over to janelle to talk us through a little bit about what inbound marketing is awesome so like whit was saying it's really important to have a better understanding of what this crm technology is really built on and the methodology that drives all of all of these tactics as we look at marketing there are really two major buckets one type is known as traditional marketing you might also hear it referred to as outbound marketing or push marketing that might be something like a billboard or radio ad a flyer a tv commercial the goal there being to get your message out to as many people as possible in the hopes that the right audience is in there somewhere we'll see it and then we'll act on it the obvious challenge here with outbound is that especially for non-profits you're competing for the same space both physically and mentally for your audience with companies who traditionally have much higher budgets to be bidding against you with luckily we have another form of marketing which is known as inbound and it looks to essentially take this and flip it on its head this methodology has been gaining a lot of traction within the b2b and nonprofit sectors because of the way that it really pulls your audience in instead of competing dollar to dollar for the attention of your audience you might also hear this called content marketing pull marketing inbound marketing and really all this means is what we're looking to do is take your right the ideal audience and deliver the right message to that right person at that right time so what does this actually look like inbound marketing is really split into four key stages and that seeks to drive a five staged conversion pattern what inbound marketing looks to accomplish is to first attract strangers to your organization through such tactics like blogging keyword targeting and social media those methods really help you to turn strangers into visitors on your website once you have visitors on your site what you're looking to do is engage those people into becoming leads and you can do that through forms call to actions and landing pages the idea here is really to just initiate enough interest to capture that potential supporter even if they haven't reached their end goal or their intended activity so that we can continue to nurture them through our systems and through our pipelines once you have them in your system that's when your crm really comes into play you want to work to convert that lead into a supporter with email marketing and automated communication which is just known as workflows the main difference in inbound marketing compared to outbound marketing is this next step where the actual relationship building doesn't end with a conversion but we're looking to delight those supporters into promoters and we do that with surveys social marketing and smart content which is essentially just content that adapts to the person who's interacting with that piece of content once a person is a promoter what they'll do is they'll be so interested in your organization and their mission that they're going to be bringing in more strangers and visitors to then repeat this process so essentially this becomes a big cycle or a pinwheel that turns into a well-oiled machine of organic and natural and sustainable support for your organization and everything you see here can be accomplished within a crm like hubspot from all of these stages and all of the tactics that we're going to be putting into play now i'll hand it back to wit so we can really define what it's like to leverage a crm awesome thank you janelle so the question that some of you might be having right now is what is a crm so i'm going to start off with a little understanding now that we have the understanding from that inbound marketing um we're going to kind of dive into the definition and then kind of explore what those functions are and then we're going to see those functions in action so here it is a crm stands for customer relationship management or manager it's a tool or a database it's a tool for organizations to better manage your contacts automate your data entry design effective communication strategies and provide an accurate reporting for teams and stakeholders so what does this mean so let's unpack this a little bit right so when someone fills out their information on your site the crm is where you kind of store all of that information and then depending on that crm whether or not it's a mailchimp or a sales force and then this case um and yes nicole we will get the deck to you at the end of the webinar so don't fret um you know what what you're able to do with that information and organize and then make necessary actions against that information is really going to depend on the platform that you have so you may know and traditionally some of you might be using a an excel spreadsheet as your crm database and you're kind of leveraging it that way um but really what we're looking at is is being able to organize them into either lists or tags and in hubspot we call those properties with the necessary data information that allows us to make follow-up decisions on how we want to engage with that person whether or not that is posting on social media um writing content on your blog building out landing pages so think of those like buckets or those different tags as maybe donors or maybe donors that are a hundred dollar donor a year maybe you have another tag that says that these are the 500 donors so being able to kind of segment and we'll get to that kind of that piece there is really the the main functionality of what a crm is and then being able to integrate that information and an integration is basically connecting two systems together to be able to make actions based off of that information so for example on this diagram here i have a little layout right so we have our our four supporters or four donors their donor information whether or not you're collecting donors on classy or give lively whatever the platform is um a platform like hubspot can integrate into that donation platform and actually bring in those details how much money how much how many donations what are the value of those donations other things could be volunteers other things could be partners uh supporters sponsors you can kind of develop a lot of these different workflows bring all of that information into your crm and then being able to either follow up and market through automation automatic email systems through conversations on the back end amongst team members so if we're both working on a particular stewardship opportunity with a with an individual contact it's helpful to have that collaboration tool be able to have that information on the back end and see when did janelle email that person and is there something for me to follow up on all that living within this database and then i think the most important part and where a lot of nonprofits i think have an opportunity is to be able to report against that data effectively efficiently and accurately right so when we talk about a crm you might hear the term you know a central source of truth right so being able to ensure that you have accurate data that you can also measure and build reports against can help you grow your organization through building out infographics to showcase your impact and drive donations it could be a way to show your supporters or your sponsors the efficacy of your efforts so it's a really really strong tool for everyone to be considering implementing into their organization so i'm going to pass it back to janelle and and let her kind of talk through some of the key um sort of functions that a crm should be able to do for you thank you so first i just want to address kind of in the chat salsa is another kind of crm definitely targeted at non-profits i think from everyone's comments it's less user friendly one of the reasons why we love hubspot is because it doesn't take a developer it doesn't take a expert marketer to be able to start to utilize it so we'll look more into what hubspot can do in its usability but just kind of keep that in mind that salsa is definitely not the only solution for a good crm so in terms of a crm the um actual functions and capabilities are going to vary a lot from platform to platform and even within that platform depending on the level or the subscription that you have those functions can really vary however there are really these five key functions that we want to make sure a good crm solution has so that when you're looking to implement one into your organization you kind of know what functions to look for and that you should be looking to implement so the core function of a crm like what we've been talking about is just contact management and simply this is the way that you store track and manage everyone that comes into contact with your organization that could be a volunteer a donor a company sponsors potential supporters or even the community that you're serving what this allows you to do is to start to think of your contacts more like a business does as if their leads to be nurtured through your pipeline even though we aren't traditional businesses it's important to start to think that way so that we can leverage our communication and our outreach to form longer lasting relationships which is going to create that sustainable support for your organization the third function that we're looking for your crm to offer is email management and this should really include all of the phases of of email marketing from designing to writing to sending those emails this is really important because we're going to be spending all this time collecting information on your audience and the way that they're interacting with your organization online and we want to be able to take that data and then send out emails based on those triggers of their activity or their demographic information another cool feature of a crm would be to actually use it as an internal resource keeping all of your information files and content in a centralized and cloud-based system allows your organization to stay consistent online this will really help to streamline your outreach efforts as we increasingly move to a digital and remote environment you'll also be able to bring in additional stakeholders so that they're able to leverage the same materials that's available to your internal systems so for example if you have a board of directors who are going and doing outreach giving them a certain level of access to your crm will allow for a comprehensive place where you can have your marketing materials your collateral meeting notes and the most up-to-date resources that they can use and finally you have the fun part and this is the stuff that i like to focus on which is the reporting and analytics this is where all of your different efforts are coming together so that you can collect manage and really disperse data that is clean and consistent through both custom and templated reporting so that you're able to see how your organization is really performing what this will allow you to do is get kind of a baseline understanding of how your organization is functioning online and that will allow you to grow over time you'll be able to start to get a better understanding of where your contacts are coming from the time it takes to move through your pipeline how many touches or pieces of communication it takes to make a conversion what your conversion rates are how your traffic is growing and really all the ways that all of these tactics are growing and improving over time what these reports will allow you to do is really to start to learn how to improve test out new ideas and most importantly figure out which channels and digital tactics your resources are really best spent on another cool feature of having a nice clean and robust reporting system is the ability to create easy to access dashboards so that you can report back to key stakeholders whether that's how you use your funding the amount of people that you're interacting with or supporting and have that in one comprehensive place so now i'll hand it back over to whit so we can look at how this has actually started to make an impact across non-profits thanks janelle yes i promise we're going to get into the inaction piece but before we dive into that um just now that you kind of have an understanding of like what a crm does i wanted to just highlight a few key metrics out there that i was able to find uh regarding sort of like the impact that or that crms have on organizations that are actually leveraging these types of tools and i'm seeing a lot of suggestions in the chat that's awesome you know there is no one-size-fits-all for a crm so definitely do your homework um uh and i think there's a lot of great solutions out there but this is a metrics on overarching sort of crm utilization so you know uh what we saw what we were able to find through different surveys online is um and reports online is that 74 of organizations have said i've stated that the crm technology gives better access to customer data i think this goes very well into what janelle just explained is being able to develop and build out those reporting tools whether or not it's what you need to do for an from an outreach perspective or a way to report um for from internal conversations whether or not that's to stakeholders or to your your board of directors whatnot so you can really show the actual clean data and impact um and being able to have everything centralized rather than i've had some clients where they're managing things from their inbox to a you know an excel sheet to a csv file with all their donors and they're trying to kind of put them all together and the opportunity for human error is is much higher right but rather than being able to just kind of go in and click one button and then all of a sudden you have a beautiful report and you know that it's clean and it's easier to access and anyone can access it it's not in my inbox it's not on my computer it's built and it's saved in the actual crm so anyone with access can actually get there 92 percent of organizations believe that a crm is crucial to delivering more meaningful relationships you know this goes back to really understanding who your donors are and how or sorry who your contacts are and how they're engaging right and then making the appropriate decisions when it comes to communications through email marketing social media marketing landing page development all of that stuff and we'll get to when you get to this in action piece there's a really great tool that is available on hubspot that can really deepen your knowledge of your contacts so that you can build much richer and more meaningful relationships as you continue to engage with them across the platform and across your your efforts um and then there was a 27 increase in customer retention for organizations using a crm so a lot of nonprofits we talk to and work with are like how do i get my one-time donors to become a repeat donor or an ongoing donor right that's a strategic content strategic marketing strategic decision and plan that needs to be built out but you have to have one the information and then to the tools to actually execute that strategy so by having a tool like a crm with an integrated marketing hub or marketing platform or marketing tools you're more likely to capture and retain that individual donor to continue to come back to your site find rewarding um rewarding elements of what your organization does and then hopefully the goal would be to either make another donation or become a repeat donor or supporter of your organization so now we've come to the point um oh i'm sorry i've jumped ahead of myself one last piece here is i want to kind of go through i'm going to pull my experience working for one of my favorite old jobs in the back back in the day is really understanding the features versus the benefits so as we talk through these actions these um showing you some like use examples of how to like leverage these different tools knowing what the feature is and then how does that actually benefit an organization so you heard janelle may reference it a little bit we'll kind of show it again a workflow automation so a workflow automation is essentially the ability to set a a set of steps or triggers to happen on the back end so when a donor signs up for this or makes a donation is there an automatic workflow that says they donated this have they already donated x okay let's bump them up to you know our platinum donor and then you have a a section of in your crm where you can see everyone who's donated in lifetime or for that year 500 or more this really allows for you guys to build on non-profit organizations to build capacity because you're not having to do that manually it's all getting done through a workflow and it also allows to maintain consistency there's no there's a lot less likelihood of human error um or a mis-trigger or a mis-send because you have a computer the ai kind of doing that for you um i'll also show an example of workflow automation as it relates to email marketing which i think is a great opportunity for non-profits to start leveraging customization uh if your crm is sort of is what it is um you know it's it's a little bit challenging so you want to be able to allow you want to have a crm like hubspot that you can customize and really make it work for your organization what are those what are those tags tagging systems how do we manage our lists you know being able to how do we build the reports that are actually important for us you're not kind of pigeonholed into a turnkey solution you have the ability to really customize uh those features to make it work for your organization integrations i touched on in this at the beginning how does one system connect to another those systems are so crucial to ensuring that you have real time and accurate data so being able to connect into your donor platforms or other platforms that you might be using for reporting tools or i am working with a non-profit right now that does wholesales for farms so connecting to their erp and being able to bring in all those order informations and then track all that information within the crm database integrations are such a crucial and important piece so that you're making sure that all of your data sources are connected and they're staying accurate and they're updated in real time customer service definitely an important feature of any crm i'm sure we've all experienced it with multitude of different software solutions out there something's not working right or you don't know how to get something to work right you know it's important that whatever solution you choose has a strong customer service so that you can better understand and use the systems to its most uh the best of its capabilities um social media management and monitoring this is another really important component as you're looking to manage your crm data and crm contacts being able to measure and understand how did this one social media post actually make an effect on this final number whether or not it was your donation or your volunteer acquisition or or maybe a program participation um if you're trying to kind of run that so you can having that leverage point of being able to tie it into your social media management and of course monitoring the ability to respond and engage with the people who are actually interacting with your content is really really important meeting scheduling this is there are so many different solutions out there but it's very helpful if it's built into the context that you might be working with right especially if you want to keep a track of how many times have we met with this person where are the notes from those conversations um and then in some cases a live chat feature is a really really great resource to have so if i'm going to your website and i need to find a resource i can type it into either a live chat or an ai bot and that can support your visitors finding what they need or who they need when they're visiting your site so now that we've kind of really unwrapped all of this stuff about inbound marketing crms what it does what are the important features uh we're gonna dive into really showcasing these some of these features in action so i'm going to kick it back to janelle and she's going to talk us through the first two awesome all right so first i just want to touch on the examples that we're using here are hubspot specific i see a lot of people in the chat talking about crm options and there's definitely a lot out there in the ecosystem the reason why we love hubspot and really work with them is because if we look at the different crm options hubspot falls in that place where power meets ease of use so as we walk through these we'll get to see exactly how it looks on the hub spot but the tactics and the methodology behind it can be applied to the different crm systems that we're all discussing here so we keep talking a lot about all these contacts in our systems but what's really important to understand is how they're getting in there and one of the most important ways is forms so forms if we think back to that inbound methodology slide it's a way that we're converting visitors on our site to leads forms are kind of like a transaction where you want to trade off information that you're asking of the visitor for value that you're giving to them and you want that trade-off to be a very even match so for example if you're asking someone to sign up for a newsletter that's the pretty low value ask newsletters are pretty easy to come by there's no one-on-one communication needed and it's easy for your organization to deliver on that promise right asking anything more than their name and email might turn them off and not have them subscribe because you don't have that relationship built yet to ask them for more information as you build out these forms in the form fields it's important to always remember is it more important for me to have this information or for this visitor to see what this value is your newsletter is a great way to build relationship over time because you're using it to show the good work that you're doing in it in the community the events that you have the impacts you're making and that's more important than having a full-fledged contact record of everything that we need to know about this person eventually a more comprehensive form would be something like a contact us form right that person is asking for a bigger value they're requesting a one-on-one communication and that allows you to ask for more form fields maybe you're asking for more in-depth information about how to contact them the role that they play within your organization and the reason for reaching out to you we can skip to the progressive form fields so one of the reasons we also love hubspot is because for every feature that you have on hubspot you're able to grow as your organization grows and increase the complexity and the target target and the way we target uh information in the system so if we start off with basic forms over time what we want to do is make those more complex so that the data that we're collecting is more clean and efficient progressive fields allows you to make your form smarter and more efficient across your website with standard form fields the way those work is the same fields will show in that form regardless of who is looking at that form or who's interacting with that piece of content but if you have progressive form fields and that person comes and fills out a form for the second or third time we don't have to keep asking them the same contact information and that allows us to build out more information about that person over time to get a better sense of who that person is all around another way we can do that is to actually have those progressive form fields change on the on the form itself so for example if you are an educational based community organization and you're looking for volunteers to sign up but your volunteers need a master's degree maybe it makes sense to ask them yes or no if they have a master's degree and then trigger more form fields to show up live because you know that they're a valid lead for a volunteer and then you can build out that application all right so the next piece we're going to look at is segmentation so the information that you're collecting on these forms are brought into your crm as properties properties are essentially just pieces of information or data that you can collect about a contact or company and this allows you to learn more about your audiences over time and the demographic information that's similar or patterned throughout this data also allows for more personalization over time a cool feature of hubspot is personalization s which allows you to insert pieces of information that you know about a person into your marketing communications this allows you to create mass marketing and mass communication without losing that personalization piece or the feeling like you're having a one-on-one communication so for example if you look to send a follow-up email to sponsors to everyone who gave a sponsorship for a fundraiser that you just had you can write one email one time and then use that forever and what that would look like would be inserting these personalization s into that email so hi first name thank you and the team at organization name for sponsoring event name and that all happens in a massive way so that you're able to cut down on that administrative burden that it takes to follow up with everyone without losing the relationship building piece another key piece of what segmentation allows you to do is actually build out lists of contacts based on either behavior or information like demographic information these lists is what helps you power targeted emails and personalize your website content depending on the audience that's viewing it and this is what ultimately powers your marketing automation list can also help you keep track of who's in your system and keep your data really clean so you're able to see who is a volunteer who's a donor who's a board member and have a quick list to reference moving forward you can also cross-reference the data that you have to determine the contacts in your system who are not current stakeholders but you believe could be more easily nurtured into a conversion so what does that actually look like let's take a donor for example say you have a list of donors who've contributed 500 or more in the last year we what we can do is analyze all of the properties that we have for those people and look at patterns and then start to make assumptions for who else we can target based on that information if your donor base starts to share or have patterns on demographic information maybe their job title their industry or how they've interacted with your organization such as attended a gala what we can do is we can cross-reference with other stakeholders in your system who have not donated and then send targeted information to help that conversion happen and for anyone who's a little advanced out there the next step in that process would be to take that information and apply it to advertising google ads facebook ads linkedin ads once you have a clear idea of what those properties are and what the demographic information is of the people you should be targeting that will make you able to build out these ads without spending a lot of a lot of dollars to reach large people or large audience audiences by knowing exactly the types of people who are more likely to convert awesome thank you janelle so the other two kind of inaction moments or i'm going to discuss on uh the first one is a b testing now if any of you guys have been on any of my other marketing web webinars you may already have heard this term or if you have marketing background you may uh know what that is but for those of you who may not have ever heard of the term a b testing um it's it's also known as split testing but it essentially allows you to compare two versions of something to learn which is more effective and i think um one of the number one opportunities in organizations that i see is is something very simple it's a b testing your email subject lines right so you know i'm kind of looking at this from a better best type of scenario so the better version which you can pretty much do on any email marketing platform out there is essentially kind of split your list in two and try sending an email with a subject line one and then splitting your list on the other half and sending an e an email with a subject line two these are having you have to kind of manually create these situations send those emails off separately and then essentially go look at the report at the end of it and see which one performed better so when we're talking about subject lines we really that's going to help us influence the open rate right if something's in my inbox how is that subject line incentivizing your recipients to actually open that email so in order to track and understand which subject line worked better we would be looking at as i have outlined in these red boxes the open rate so the open rate is the percentage of people that actually opened the email versus the the total entire send pool that you have so in this scenario if we have subject line a had an open rate of 38.8 percent and subject line b had an open rate of 45.6 percent we can from a statistic and a data perspective say subject line b worked better now what if there was a solution that allowed and helped and support doing this automatically well that's amazing and there is a solution out there and it is on hubspot and i will show you an example of that so inside of hubspot when you go to make a new email just as if you would on any other email mass email marketing um option is in the upper left hand corner you have this little create a b test so what that does is it allows you to actually in the one single email that you're that you're sending is to assign one subject line a one subject line b and then as it sends out that information it's actually automatically reporting back to itself which is performing better and then will switch to the higher performing subject line so that you didn't waste one of those halves of customers or quarter maybe in this perspective in this example um it's getting a subject line that may not have been as viable so as you can see here we've got you know 25 25 going to a and b and as that information comes through the remaining 50 of those emails are going to be sent to the winning version and this happens automatically and then you can see here if we go into the a b test results we can actually see version a version b in this particular email campaign which one actually performed better and where it fell back on there um let me go to the next slide uh the last piece that we're going to talk about is marketing automation and this is where i was talking about workflows so um briefly like a marketing automation is you telling the ai the computer system the software when something happens do this or when a person does this respond with this and that happens on an automatic setting and it's predefined by the user on the back end and i'll be honest it's pretty amazing what you can do and some of you might already have been doing this when in this example which is a single email automation which is when someone signs up for my newsletter send them a thank you email welcoming them to our organization so this would be considered a single email automation that just goes out once um and this is you can do this on pretty much any and all um email platforms but when we move into more of a workflow dynamic and workflows in this example are we're looking at email marketing is how do we want to follow up with a second potentially a third or even a fourth email depending on the recipient's behavior so i i i can also share with aretha to send out i have a diagram of sort of like what a workflow would look like uh in relationship to a donation workflow so the initial step someone made a donation we say thank you maybe with a request to increase their donation or or not and then if they if we might send an automatic email two weeks later thanking them again sharing with them what their donation was able to do for your organization thank you for your 25 with that 25 dollars we were able to deliver food to the unhoused communities in san diego um if you'd like to continue your support we ask that you make another donation or become an ongoing person an ongoing donor if they make that donation they would split off and they could say thank you for becoming an online donor and then a subsequent um preset determined list of emails that would go out over a period of time on the other side if they don't make that donation you might decide can we make another ask you know if anyone on this cause from the stewarding on their your organization stewardship committee or on the board or working within that space it's all comes down to just making the ask and a lot of times we leave that up to scheduling a meeting sending an automatic email i mean a manual email but by utilizing platforms and tools and technology like workflow automations a lot of that lift is taken off of your shoulders from an organizational and overhead perspective and you're able to do the other things a lot more efficiently and as well as the rest of the features here the reporting capabilities around these are also incredibly robust so you can continue to look at how are these pieces working and how can we continue to optimize those workflow automations rather than just trying to remember to send the follow-up email in the first place so in conclusion you know i think the the big big big picture here is any crm that you have and i've seen a lot of great conversations happening in the chat here is ensuring that whatever database you have it's clean data and it's connected through an integration point to allow for automation growth and that you can optimize those operations internally so as we continue to have conversations with one another with our colleagues with our board and you look at maybe investing in a crm system leveraging that integration point is going to be incredibly critical because it allows and supports for all three of these core components of really making an actionable and effective use of your crm through your communication strategy i'm going to leave with a little bit of a another pat on the back to hubspot specifically and techsoup through their partnership but this if you you want to talk about like we i saw a lot of conversations of it does it connect to this does it connect to that or does this platform connect to this this is i would say a the hubspot's app ecosystem where it is now these are always updating and always changing so it's an incredible resource of opportunities to leverage all of that data you guys have internally in your crm system and be able to do lots of different things like lead generation automation social media um sales any and all the above so i know that aretha sent out the link before but definitely take a look and start to explore what the solutions look like you know i i don't want this to be too heavy of a sales conversation it really is about tactics and letting and helping you guys find the solutions and using those solutions to at the end of the day increase your impact and grow capacity within your organization and doing that with data-driven decisions and the ability to return back to those stakeholders and say what we're doing is working and here are the numbers and here's the information to kind of show that that's the case and then lastly of course as always you know if you have any questions about what we went over today you can get in touch with us through this email here we are excited to be partnering with techsoup as well to help support nonprofits who are looking to take advantage of this new partnership with hubspot uh through the hubspot for nonprofits so feel free to click the link in this and then we will definitely love to speak with anybody who has further questions on what hubspot can do for you guys and any and all other marketing or website questions you might have with that i think aretha just let us know that there are a few questions in the q a so i'll invite janelle back thank you jen i hope that this was helpful we'll we'll kind of hope get through all the the q a and any final final answers and then we'll let you all get back to your day of changing the world and making it a better place everything do you want me to answer yeah um um i do want to answer this question from ann marie and a couple of other people about the chat room i um i'm sorry you're not able to copy and paste i don't know why that's not happening but i would definitely keep trying or screenshot something that you want to share but as far as techsoup sending out all the chat we have to get permission from everybody to share their information or share because we use a platform called slideshare and slideshare is open source so that means anybody in the world can go on slideshare and type in something and pull up this whole chat and so whit could sue me and say i didn't give you permission to say i was there that day i i did something wrong that day so yeah i'll give you anything but i totally respect other people's privacy that totally makes sense but i trust you with my information all right so go ahead um janelle why don't you read the q a do you see q a i do let me see um so the first question that came through is what advantage does the cost version of hubspot have over the free version so this is a great question the way hubspot in particular is set up is like we said at its core it's the crm and then from there it's developed out hubs that you can add on to that crm functionality so there's a marketing hub a sales hub a service hub an operations hub so there's a lot of room to grow within the platform so when we look at that it's really a wide range when we look at the cost version versus the free version the free version is a really good place to start just formatting and starting to collect that data but really what you want to do is look into what hub best suits the need for your organization and how can you grow into into having that hub as a part of your operations most often we look at the marketing hub as being a really great solution for non-profits and a lot of the features and functionalities that we talked about today are included in that marketing home piece yeah i think that's a great answer you know and to your point janelle like it's really about making sure when you're going into that any paid version of it that it's the right one for your organization i've been working with a non-profit recently that i think i mentioned them earlier they are a kind of a solution for selling wholesale um and connecting farmers to marketplaces um so they're looking at okay do we leverage the sales hub for that so that they can help kind of manage their internal sales database and as they're working through these different um relationships with different wholesalers they're able to track those from an operational perspective internally versus to janelle's point you know a marketing hub where it's really leveraging a lot of the tactics and tools that we just highlighted like a b testing and i did see someone ask if a b testing is available on the free version it's not it's gonna be something that comes within the marketing hub uh the marketing professional hub in there um but again like there's lots of solutions and lots of ways to kind of tiptoe and get your toes uh wet and kind of jump into to the different options there um i would love you know i think that kind i hope that anne marie that kind of answers a little bit to your question about hubspot has a free marketing sales hub service and operations um how can you guys as a star as a non-profit that is starting up utilization utilize that opportunity janelle do you want to touch on a little bit about like what's available maybe in like the not in the marketing starter package and how that might compare or is that worth the conversation today yeah so the there are a lot of core marketing functionalities available in that free section so as you're starting off if you're a brand new organization and you're really just looking to start to build out these processes it does make sense to start on that free account what you'll be able to see once you're in hubspot is all of the different features they're still in your platform there's no question as to what it's capable of doing but you will see a little lock mark which will signal which did which piece you need to upgrade to for that core functionality to be added on so a major difference between the free to the starter version for the marketing hub would be the ability to take some of the hubspot branding off of the forms that you're able to add to your website there's a little bit more customization that comes with the properties that you're building more of a robust emailing functionality so all those different features there's kind of like what it was saying a good better best and that really just depends on what level you have across the hubs nice um i'll answer spaffords which is are there features of hubspot that are tailored specifically to the needs of non-profits i think that's a great question um it goes back a little bit to what we were what i kind of discussed about the customization and the ability and the capabilities of customizing the different features and functions within hubspot so the benefit is of that is like you no non-profit many non-profits may not function the exact exactly the same way so the ability to go in and define these different properties the way that you segment your lists and then what you do by your workflow automations um you can really customize it for your non-profits needs the second piece that i think is really important to touch on is its capability to sort of integrate into the systems that you might be using like your donor platforms and things like that uh integrating across those different uh you know as i mentioned before that that wholesaler connecting it to their erp is really vital so we can continue to maintain and manage their centralized crm data and database to match all these different data input places um i want to just quickly touch on anonymous attendee janelle is that all right if i answer the salesforce question yeah i actually just found a great link as well so i'm going to drop that in the chat while you're while you're talking beautiful yeah so salesforce is a beautiful platform it's a great sort of crm and they have a wonderful uh non-profit uh discount free version for that and that that's amazing and i think it's a great solution for a crm um that i think where the the opportunities lie sometimes is the sales force itself does not have a built out of the box necessarily out of the box hubs like these hubs that we're talking about within hubspot um to connect and do things with that information a lot of times getting the information out can be a little bit challenging and cumbersome and requires a level of technical expertise to be able to ensure that you're getting data in and getting data out effectively janelle do you want to take the file and content management capabilities yeah let's see so can we talk more about the file and content management sharing capability of hubspot thinking specifically about storing impact stories marketing collateral etc so if you're familiar with something like google drive or dropbox it functions very similarly it's cloud-based system where you're able to create folders and different level of access across your team so that you can have up-to-date information of files that you can store in the system um oh did it in terms of impact stories i'm assuming that that might be a video um there's multiple ways to integrate video in hubspot both in your emails and your landing pages they do have direct integrations with video platforms so you're able to see even the viewership in those videos over time where people are dropping off what that engagement actually looks like and also have them live on an external source like youtube and embed links that you're able to see click-through rates and that sort of thing are you familiar with keep i'm not infusionsoft i'm not familiar with that platform either so uh christy unfortunately i don't know if we're gonna be able to expand on the comparison um with that so i apologize uh what features are unique to sales hub that are not available in marketing hub let's see so um sales hub is more targeted at that one-on-one relationship building that's that would be better suited for organizations who have large funders or large donors where it's a one-to-one relationship that you're nurturing over time the marketing hub is more focused on the automated mass communication the kind of the top to middle of funnel approach um i feel like the marketing hub works really well with nonprofits because a lot of the features that you have in there including like the email templates and the snippets and that sort of thing that can be used in the sales process as well so i really think and what you can let me know your opinion on this but unless you're really focusing on donors or larger funders marketing hub if you're going to pick between the two is probably the better solution yeah that's a great great suggestion and i i have worked with nonprofits i've been on the board of nonprofits where we do we have these very high dollar opportunities within you know and i that's where it may even be a conversation to have with like your development director or your stewardship committee on your board and getting an understanding of like how is it with managing these you know six seven eight figure prospects right we call them prospects um and how are you tracking and managing and collaborating on those uh particular individuals over time i'll give an example of an organization i'm on the board of uh we had a individual who had inter engaged with our organization many many many years ago and our stewardship committee just fortunately was very good at staying in touch with them and they actually um upon like when they when they passed away they they um donated an over 10 million dollar sort of grant or donation to the organization and it was really just because of that continued conversation piece right so i think that's a great example great a great um way to kind of differentiate the two um there's actually another question in the chat that i'd like to call out that we already have a crm and converting to another run is such a daunting project uh having to contact all existing donors to change or renew their donation on the new platform any solutions to make this easier so actually with hubspot we can integrate with whatever that current donation platform is so that that process is not being interrupted we also offer implementation and migration services so that you won't have to go you know on that journey alone i guess that's time but yes i think that just quickly to touch on that you know i think it's always important when you're starting with something new or you're migrating over this is a great opportunity to make sure you have the system set up correctly so definitely you know take the time to make sure that as you move over or as you start something new you're really doing it the best way you can from the out gate it's much easier to build something correctly than to fix something that's a mess um after it's already been built so that's just my little two cents there and on that note i guess aretha are we finishing up here yes thank you all for coming make sure you fill out the survey thank