Nurture marketing strategy for nonprofit

How to create outlook signature

hello it is mel from digital reach and i'm once again here with mandy thompson to talk about how much wonderful work hubspot can do for non-profits specifically this time talking about how you can nurture donors so mandy brief overview we've already talked about data collection reporting forecasting we've talked about how important it is to manage all of your donors how does the nurture aspect fit into those other critical components yep they do really build on each other so we get all of our donor information into one system and the beautiful thing about hubspot is basically we can segment our lists based on any data point that we have in the system and we can condition those data points so what i mean is let's say a data point is amount of last donation so we can say okay put anyone who that amount is more than 100 on this list less than 50 on that list but we can also say is known is not known was last updated five days ago 10 days ago so we cannot just you know use that data point of the last amount donated but we can condition that data point in different ways and we can segment people onto lists and once we put you on a list we can personalize the emails you get the landing pages you see the ctas you receive all sorts of other things so it is the natural progression of we have the data we have the data able where we can analyze it and now that we've analyzed the data we can decide how we want to segment people based on that data to personalize their journey and to implement those personalizations and to segment those people is there a particular hub or tier of hubspot that you need to get the most out of that yes for all nonprofits get marketing hub pro save yourself the time your marketing team is lean and scrappy and this is going to save so much time so much time and increase your effectiveness exponentially because all you have to do is build a workflow or two or three and so you might spend some time planning those out but then in perpetuity it's going to move people into the right groups give them the personalized experience and so getting marketing hub pro is what it takes to do that so if you want to any automation related to marketing requires marketing hub pro if you want to connect your seo that's marketing hub pro if you want to connect social media that's marketing hub pro so get into marketing hub pro because that's what's going to you cannot send a single automated email in hubspot without marketing humper okay you can send something when someone fills out a form and send them a plain text email but if you want to automate marketing emails welcome series nurture people automatically get them on list off list calculate their properties all of that stuff you'll need marketing hub pro and it is especially at 40 off so i believe that puts it at a starting price of 480 a month which is so reasonable for all of the power like if you're not getting at like three times that just in the amount of work someone doesn't have to do then you're not using the tool right it is a big time saver but yes you need marketing hub pro to really do that automated nurturing you could do it manually you could create your lists manually you could have active lists that add people dynamically and then when you want to run an email you turn it into a static list and you do that manually so you can segment and nurture with a marketing upstarter but every email has to be sent by a manually scheduled you can schedule it's not like you okay you have to send now it's like any good email tool but you have to actually go through and set each of those up every time right and and whether you're looking to do something manually or automate though obviously automation i would say is the way to go there are other tools that people use when we think of nurturing we think of email campaigns and like higher touch marketing campaigns and there are other tools that non-profits often turn to for those things think mailchimp constant contact when is it time to switch to hubspot when is hubspot the right answer for optimizing your nonprofit marketing and management great question so a couple of things because i mean you make a good point with mailchimp mailchimp allows you to connect some ad activity as well so mailchimp is trying to be a crm it's definitely not a crm but they're trying and they've increased their functionality i think they've done a great job and of course when they were acquired that's going to help them can only continue to grow in that direction but what makes hubspot stand out here so there are a few things again if we're looking at segmentation and how dynamic we can be um hub spots like grad school phd level and mailchimp is maybe like high school like you can do some cool stuff i can take you like we have some conditions we can move people on and off of lists for but again like on a scale of 1 to 100 it's like a 15 and hubspot is 100. you know like the number of data points and how we can condition people and move them on and off the list number one it's way easier and number two it's way more powerful so i would say when you are ready to segment more and when you have the bandwidth to personalize the journey more because again all of those smart content options based on all of these lists are so much easier and you can do your experiments and everything right inside of hubspot i know that for emails um mailchimp has some a b testing and i believe they have some landing pages but the way that you can act on all of that information report on it and then in campaign someone's engaging now let me segment them and get them to something more relevant if they're starting to engage and take this action so the level of personalization and the number of uh data points you have to use for your segmenting just goes way up with hubspot so let's talk about the outcomes of those things because there are a lot of options that we have in personalization and how to nurture um we can talk about that until the cows come home but like what is the end result of leaning on hubspot to put those things into action well the more segmented and personalized you can be the more likely somebody's going to be to donate right so rather than for example we can have campaigns that are activated based on someone not donating for a period of time or having just donated right because if someone let's say you just have your regularly scheduled thing going that's not dynamic in you know in a mailchimp or a constant contact and we're about to send out an appeal but this person just donated yesterday might we want to account for that and because they just donated yesterday suppress them from that appeal right so we can set that up and say send this to everyone on this list unless this thing has happened right like let's make a condition so that we really give the best experience because like in all things in life the more we feel taken care of the more we want to take care of right and so how do we make people feel taken care of we celebrate them for the things that they donate so for example something you can do with hubspot you cannot do a mailchimp hook in a tool like uh postal.io and send somebody a nicely branded t-shirt when they donate when they reach a certain donation level right you can do that automatically through hubspot so that we can again you reach to this thing you don't have to wait until mel pulls a list and realizes you reached it like real time you reach it five minutes later you've got an email thank you mel for donating 250 to save the chimps this year we're so grateful for donors like you donors like you allow us to do this this and this so shouldn't we say something different to someone who donates 250 to someone who donates 25 000 maybe the person who donated 25 000 we show them a totally different message on what their money does right because if you tell someone who donated like 25 000 we could buy more bananas so like we better do a lot more than buy bananas i donated 25 000 to you right i'm not saying that people think of it like that but like like we can be in line at scale right so if you want to be able to scale those donations and you want to be able to personalize that experience and scale the personalization right that's what hubspot allows you to do because the more personalized like when it's like hey melissa you donated you know you've donated 150 this year and if you donated 100 more dollars to reach 250 and become a silver tier donor we'll be able to do this you're way more likely to donate to that email than one that's like hey melissa we really need bananas this month and the chimps are hungry so donate more money to us like you care about that but if it's like melissa you've donated 150 if you donate 100 more you'll reach 250 which will make you a silver donor we're sending you this shirt and little like we know that you've looked at content with this particular chimp so we're going to show you that chimp and like you know so those are the types of things that we can do to personalize which increases the amount that people donate so at the end of the day a nonprofit needs to think better nurturing more personalization more donations for our you know for our cause yeah absolutely i feel like it's something we forget about when we're putting together you know marketing emails and text messages and everything to go out that there's a person on the other end of that who wants to also feel like their contributions were singular and important and critical to your costs being able to personalize something and say hey i remember that you donated 200 a while ago let's do that again that was cool that's it's super helpful to the person on the other end um and i think something that enables those features in hubspot or all of the custom properties that you can have right to actually keep track of people's information can we talk a little bit more about those and how customizable they truly are for nonprofits absolutely and the way to think about custom properties because they are so powerful is so with custom properties let's first look at how you can work with them and how easy they are to set up right so custom properties we could do text single line text multi-line text uh single checkbox multi-check box drop-down radio select date pickers file uploads calculated properties scoring properties so we have all of these properties so let's think about that number one we can set all those up number two based on the value of one property or any information hubspot has we could set the value of another one and then setting the value of another one causes the segmentation to happen for personalization so we can hook together all of these different actions like dominoes right so like this happens which causes that to happen which causes that to happen and then that right so like the custom properties number one we can build the database that we want a custom property can be the trigger for a workflow that updates another custom property a property can be updated in a workflow so this allows us to not only create our data architecture but it allows us to create properties that are just there for segmentation right so if somebody you know visits a particular chimps page more than three times we're gonna check a box saying that that's the chimp they like and then we can segment lists based on who likes what chimp and personalize their messaging based on that particular chip right and so all of these custom properties like i have a custom property preferred chimp and then i have all their names and then i have a workflow that is triggered by if they view you know this chimps page more than three times market marks that they like this chip chip maybe we do a multi-check box for that right because maybe they like multiple chips and we can use that information and segment by people who have more than one value selected for that property so we know they like multiple chimps as opposed to focusing on just one and we mark it to them differently maybe the people who like just one we only show them that one chimp and the people who like many we show them you know we always show them a group of chimps because we know that they like many of the chips and so we can you know just kind of stuff like that which might seem a little like nitty-gritty or nuanced but can actually make a really big difference in your marketing so the custom properties allow us to set up that data framework for reporting but also for triggering and conditioning our workflows for that list segmentation so that we can personalize and then with calculated properties this is where the example i gave so we did a really good video on this we should definitely share it at the end of last year where basically if you have a year-end appeal we can use calculated properties to do a few things so let me give an example this will be the simplest example let's say we want to ask everybody to give 10 more than their biggest gift this year right so i cannot make a calculated property that the value of that property is uh 110 of whatever uh mel's largest gift was right so we can and we could go through some workflows to get that largest gift whatever we can say just her last donation right so do 110 of that amount and then i could say hey mel would you donate this and then if i wanted to be really fun i could have another custom property that is what is the calculation of that number that's 110 of your biggest gift and what you've given so far so i could say hey mel if you give so if your last one was 100 if you give 110 to me today then you will have given us this much for the year so again we're using custom calculated properties to give mel a highly personalized experience around the exact numbers that you have donated which speaking to what you said earlier that makes you feel like an individual not just a number you're not just someone we're asking up for a hundred dollars from we're asking you for and the more obscure the number the better right so maybe make it 117.6 so that you know political campaigns are notoriously good at this right like mandy if you give 242.98 today we can stop this from happening right and you're like oh man i gotta do it because i need to stop that from happening so similar type of thing that feels very personal right like did you ask everyone for 247.98 or was that like something related to my right so it's like based on what you did last time if you did this this time we'll have this outcome that feels so for you right so that's another i mean custom properties i could go on and on about them they are in my opinion that is the foundation of what makes hubspot so powerful because while workflows are amazing without custom properties workflow that is what makes the workflow tool and hubspot as wonderful as it is is that it has all the functionality as it has with the custom properties you make not only what's natively baked into the system but anything you add gets the same functionality and the same it's very it's very much a democracy right like everybody gets the same rights custom properties native properties all properties they get the same capabilities in the system no matter what i'm with you properties are probably my favorite thing to talk about especially from a content perspective because of how personalized things can be when you look at tools we often think about technology as kind of separating us from the humanity of our marketing or from like the human touch but i think that's what's so great about hubspot in this case is that it actually gives you more of an opportunity to connect to another person human to human through all of these donor nurturing functions and features that are within hubspot so thank you so much mandy for talking us through all of these i'm looking forward to talking to you about some more features about how hubspot can help nonprofits and we'll talk again soon alright thanks so much mel