This post originally appeared on Salesforce.org on December 6, 2018.
5 Tips for Maximizing Your Marketing Impact with Pardot & Salesforce
With all the challenges facing our world today, your nonprofit’s mission is essential to turning changemaking ideas into reality. Making a difference in people’s lives is hard work, but sharing your message with donors should be easy.
Thankfully, marketing automation doesn’t require a PhD, and tools like Pardot help make it easier to engage donors and to communicate with your volunteers and other constituents.
Here are some quick tips on how to best use Pardot for your nonprofit so you can help your message resonate.
#1 Enable all Salesforce Users to Get the Most from Pardot
Pardot is not just for your marketing team. In Pardot, non-marketing users can easily send personalized emails to constituents using polished, branded Pardot email templates, right from Salesforce. With its easy-to-use interface, Pardot allows your whole team to quickly and effectively connect with your constituents when they want. As a bonus, Pardot pricing is not based on user licenses; it is based on the number of mailable prospects in Pardot. This way, everyone on your team who uses Salesforce can also have Pardot access, which increases your reach and your message.
#2 Immediately Notify Major Gift Officers
Does your Major Gift Officer (MGO) use Salesforce tasks to stay on top of their to-do list? Pardot Automation Actions can create Salesforce Tasks to remind Major Gift Officers to follow up. If a top prospect signs up for an event, an automated action can create a Salesforce Task to remind the MGO to reach out to the prospect and make a personal connection at the event. Pardot automation makes this information available in real-time and allows your team to respond quickly.
#3 Better Results with Prospect Scores & Grades
Every donor wants to feel special, and each may want different things. Some donors may express a ton of interest in your cause, but don’t have the means to make large donations. Other donors may have the means, but their interest is low. By using a combination of Pardot Scores and Grades, you can easily identify your most-likely prospects to be large donors. The Pardot score rates the constituent on their interest based on email opens, form submission, and advocacy downloads. The prospect grade is based on your interest in the constituent. The grade is set by explicit information about the prospect, such as wealth score, age, job title, and geographic location. You can also customize and weight this information based on the indicators you have determined to have the best results.
#4 Pinpoint Constituent Interest
Scoring Categories allow you to assign multiple scores to a prospect based on how they interact with marketing content for a particular topic or category. With this information, you know not just which prospects are the most interested in your mission, but also what part of the mission they’re most interested in. If you know a prospect has a high, distinct interest in a particular advocacy category, you can better tailor your ask.
#5 More Constituent Data Collection
The more you know about your constituents, the better you can tailor the experience to their specific needs and gain deeper insights. Adding progressive fields to your forms allows you to learn new information about your constituents without overwhelming them with questions. Pardot forms will only display fields to a prospect that they have not yet completed. And, Pardot provides the ability to conditionally display a form field only if other fields have previously been completed on other forms. This means the number of fields presented to the prospect is small, keeping conversion rates high while continuing to collect new information from returning prospects.
Continue Your Nonprofit Marketing Journey
Great nonprofit marketing is about understanding what your constituents want to hear about, and sharing what they want to hear, when they want to hear it. And for today’s nonprofit organizations, delivering a top-notch experience to constituents is no longer optional. As noted in the Nonprofit Trends Report from Salesforce.org and Salesforce Research, 64% of nonprofit leaders are reporting an increased demand for transparency from their donors.
How can you be more transparent about your mission? This Center of Excellence guide provides a high-level look at how your nonprofit can improve your digital marketing efforts to better engage your supporters. Continue your marketing journey with this guide.
About the Author
Anne Early is a Principal Consultant at Attain. Attain Partners is a management, technology, and strategy consulting firm delivering market leading results to customers in education, nonprofit, government and healthcare. The expertise of Attain Partners’ Salesforce practice is focused on higher education and nonprofit Salesforce implementations. Anne has developed deep expertise in Salesforce holding 14 Salesforce certifications including specializations in Marketing Cloud and Pardot. Anne has worked with many nonprofit organizations and higher education institutions to help them achieve their missions through engaging their constituents in more efficient and effective ways.