6 Marketing Automation Tips for Nonprofits Using HubSpot
META: Nonprofit organizations can benefit immensely from the marketing automation tools in HubSpot. Here are 7 features that can immediately impact fundraising efforts.
While not explicitly designed for nonprofits, many marketing automation tools offer a suite of powerful tools that can be leveraged as part of the fundraising process. HubSpot, in particular, is a powerful platform with several useful tools that integrate seamlessly with the fundraising process to segment your audience, improve conversion rates, and simplify the nurturing process.
Let’s take a closer look at six specific things you can do in HubSpot that are uniquely powerful for nonprofits and can help you increase your donations.
Automatically Segment Your Contacts by Activity Level
Create Active Lists that automatically update based on specific properties or activities
HubSpot’s Active List feature allows you to automatically segment contacts based on any property captured by the system. With the ability to create up to 1,000 custom properties on top of the 100+ built-in properties and activity trackers in HubSpot, this means an unprecedented ability to target messages to the right people for your campaigns.
You can segment donors by activity level, current donation level, location, organization, date, or dozens of other activities captured by the system. Lists can also be created to segment users based on activities, frequency or volume of actions taken, and overall engagement levels. For example, you can use the HubSpot Score property to assign a numerical value to the level of activity a prospect has undertaken, using those scores to segment users by likelihood to donate.
A/B Test Your Campaigns
A/B test your landing pages to determine which elements perform best with a specific audience.
HubSpot’s Marketing tools include the option to split test your landing pages, emails and call to action buttons. This gives you the power to split test your forms and landing pages to maximize results from individual campaigns. Enterprise marketing tools now also offer Adaptive Testing to evaluate up to five different variables across multiple versions of a landing page.
If you have a large database, are running an expansive campaign, or are investing in advertising, this can be an immensely useful tool in evaluating what works best in your campaigns. A/B reporting data is available directly on the landing page and email dashboards and can be turned on and off as you please.
Customize Content Based on Donor Data
Use Smart Content to customize the display of content and images on your landing pages based on user data.
HubSpot’s Smart Content feature allows you to display content differently to users based on a list you’ve already segmented them into or their current lifecycle stage. Marketing Enterprise provides additional smart content segmentation options based on events and activities within the system as well as location.
For example, you can adjust the default landing page on your website to show different messaging for existing donors vs prospects who have not yet donated. The same segmentation can be done in your emails for individual bits that might be specific to certain users. You can streamline the donation return process and provide emails and landing pages that match user interests more accurately.
Build Workflows to Automate Key Tasks
Create workflows that automate intricate processes and communications based on user segmentation or activities.
HubSpot’s workflow feature is one of its most powerful, offering the ability to automate actions based on dozens of triggers. Using donor data, you can send reminder emails automatically at set intervals, followup with people who don’t engage with your campaigns, and create nurturing tracks for donors, volunteers, or lapsed donors.
Workflow triggers can be events, property changes, or list memberships, giving you the flexibility to extend your campaigns beyond manual actions. Actions include updating contact properties, sending emails, creating tasks and reminders for internal users, and much more.
Run Advanced Reports on Campaign Performance
Run reports based on lifecycle stage, activity, or donation amount using pre-built or custom reports.
HubSpot’s reporting modules can be customized to evaluate the performance of your efforts at a granular level. Out of the box, HubSpot comes with more than 100 ready-made reports that you can drop into your Dashboards. However, you can also create dozens of custom reports for one or more objects in the system, allowing you to track and measure the performance of your efforts.
The reporting tools make it easier to visualize your donations by timeframe, list segment, and channel. You can also evaluate the performance of individual emails or landing pages in the context of a large campaign, and see how many people return and donate a second time after their initial donation.
Track User Activity From the First Donation
HubSpot is designed to start tracking user activity immediately after they convert on a form. Once they volunteer their contact information, the system will start logging every page they visit, the email they open, or the actions they take that are logged by the system.
By default, the system is unable to do this for payment forms. Fortunately, HubSpot’s App Marketplace makes it possible to enhance the platform and improve key features. DepositFix was designed to do just this for payment processing. With it, you can start tracking activity immediately after someone completes a donation form on your website without leaving or having to import data to HubSpot.
Leveraging All that HubSpot Has to Offer
HubSpot is a powerful marketing automation tool designed to help you better understand your prospects, engage with them in customized, automated ways, and leverage resources to get more out of your team.
DepositFix is an integral part of that for nonprofits who are already using HubSpot and collecting payments on their landing pages. Many of the features above are handicapped to some degree without the ability to capture the full extent of the user’s activity from the moment they land on the site.
Request a demo to learn more about what DepositFix can do for your fundraising efforts.