Charities need to better understand who their audiences are in order to engage with them more effectively. By categorising your contacts, donors, volunteers or beneficiaries into different ’segments’ based on criteria such as for example their geographic location, interests, or donation history you are better placed to tailor more relevant content and personalise messages – rather then relying on a mass communication approach which has been proven to be ineffective or have a negative impact on engagement levels.
Chances are if your a small to medium sized charity your currently using one method to communicate with everyone. E-marketing tools such as Pardot possess the ability to curate, design and deliver a range of marketing materials and content to different audience with very little time, effort and cost and achieve scale. Pardot’s marketing automation allows you to set rules to immediately identify segments, and add to a list every time a new record is added. Saving endless time manually manipulating data for events, targeted email campaigns and other communications. Whatever it is you need to do, there’s probably an automation for it in Pardot.
2. Intelligent Targeting Techniques
What makes Pardot unique is it’s Lead Scoring & Grading functionality – allowing you to score interactions with all your digital marketing assets (including your website, forms and site search) to build a score for each individual on your Pardot database. You can set custom scoring actions e.g. for each link click, add 10 points. Your most engaged individuals might then be sent for follow up with your membership, fundraising or business development teams (if you have Pardot Plus and above, you can also score individuals against each area of interest e.g. Fundraising, so you can be clear on the areas they’re most likely to take action) which is ideal for charities as you can focus your sales efforts on your most engaged individuals. Pardot Grading then allows you to assign each individual a Grade, which demonstrates their fit with your picture of your ideal donor, lead or member. Identified individuals with a great score and grade can automatically be identified, and sent to your team for follow-up. The team will have a complete picture of an individual’s actions, so can better understand and anticipate their needs on this call.