Tracking the Impact of your Campaigns with Salesforce.
Want to increase the outreach and impact of your campaigns? Of course – who doesn’t.
Join our next webinar on Wednesday 24th January at 11am with Tahlia King, our new Head of Marketing Solutions, to talk about what Marketing Automation has to offer non-profits in 2018.
Tahlia King, Head of Marketing Solutions, With over 12 years’ experience in the charity sector, Tahlia leads the team with a wealth of sector experience, as well as a BA (Hons) in Marketing Management, CIM certifications and training in Pardot. Tahlia has previously held senior management positions at Social Investment Business and Charities Aid Foundation (CAF) and has been working as a Marketing Consultant for the last 5 years for a range of non-profits. She boasts practical as well as academic rigour having worked as a CIM Assignment Tutor for the Oxford College of Marketing. Since joining Economic Change in 2016, Tahlia has implemented our internal marketing strategy to realise a more cost-effective approach to lead generation (including adoption of Pardot), as well as advising our clients on all aspects of marketing & communications.
We know that nonprofits use marketing campaigns for four key reasons:
- Raising awareness of your cause to generate conversation, discussion, agenda
- Raising interest in your cause to focus attention on a specific issue
- Creating a desire to help your cause
- Generating action e.g. donations, volunteers, change
This is often known as the AIDA Funnel, and helps an organisation to guide its prospects through the process.
A balance of communications and marketing activity are the skills at play here, and any charity marketing professional needs to be able to understand the impact of their work, justify marketing spend and to demonstrate ROI. We help our Salesforce Nonprofit clients to track a wide range of outcomes throughout the AIDA Funnel, for example:
(AIDA Model smartinsights.com)
Generating attention – boosting awareness of your cause and capturing data to demonstrate that impact e.g: asking people to sign a petition, measuring engagements with media/press, generating and measuring indicators of brand awareness e.g. increased social media interactions.
Generating interest in your cause – creating tailored content to resonate with your audience which is tracked e.g clicks on a campaign page, number of enquiries made to a help line, downloads of online content.
Generating a desire to take action & measuring these actions – creating strong call to actions with a measurable response e.g. A/B testing donations by a particular campaign message or image, number of volunteers signed up.
Tracking & monitoring needn’t be difficult!
Manual tracking, reconciling different systems and spreadsheets is time consuming and often unreliable. To build a full picture of your campaigns activity you need to integrate a number of channels and systems. By applying these tailored marketing tools, you have the potential to track user behaviour and levels of engagement at another level.
This insight can help you be smarter in your campaigns, more knowledgeable about your stakeholders and generate efficiencies in your marketing team, meaning you can spend more time generating campaigns activity which delivers return on investment, and proves your spend is working as hard as it can be. You can also create or alter journeys at any point, meaning your engagement campaigns are always flexible.
You can sing about the impact of your work and confidently allocate funds to the strongest and most profitable marketing activity by continually tracking and analysing results.
Interested to know more?
Our next FREE webinar will help you learn more about how we help marketers to track their impact using Salesforce tools:
- Campaign influence
- Campaign management
- Building & managing customer journeys using Pardot
- Campaign hierarchy