If your nonprofit is struggling with subscriber conversions or timely donor engagement or segmenting communications, chances are you don’t have HubSpot anchoring your “tech stack.”
HubSpot is a powerful constituent relationship management system (CRM), a main component of which is the HubSpot Marketing Hub that tracks all activities taken by your donors. Their first website interaction, a newsletter signup, an event registration, that first donation—it’s all there in a donor’s contact record.
Customized Multi-Channel Donor Journeys
With this data in hand, you can customize specific multi-channel journeys for each donor behavior using HubSpot’s marketing automation platform. For example, as soon as a visitor becomes a subscriber, an automated email series can be triggered that details your important work and how just one donation can have a notable impact.
Then, after a one-time donation is made, another series can be triggered promoting monthly giving or perhaps directing donors to relevant stories of impact. These workflows are easy to set up and—being automated—they couldn’t be timelier.
What’s more, the ability to segment information based on donor profile and interests is key to keeping your constituents engaged and your nonprofit relevant.
For instance, messaging the number of tons of plastic pulled from the ocean may excite one of your audiences, while legislation that successfully promotes beach access may engage another. And when you throw in first-name personalization, your nonprofit’s on-target messaging is all but assured.
Donor Segmentation and Then Some
And more good news—HubSpot’s ability to segment isn’t limited to outbound communications. It also extends to design and deployment of custom landing pages featuring dynamic content.
CauseMic can set up landing-page templates for you and your team, enabling you to use a drag-and-drop editor to modify them with ease. That means dog-adopting Drew can see “Drew, aren’t they adorable?!” along with photos of newly acquired canine cuties, while cat-lover Avery is greeted with a personalized cuddly-kitten page.
Okay. We now know that HubSpot can segment, personalize, and automate in a timely fashion to keep your constituents fully engaged with your organization. And ultimately, to keep them giving.
But what does keep them giving, exactly? What marketing efforts actually result in an online donation? That’s where HubSpot’s revenue attribution comes into play.
Multi-Touch Revenue Attribution
What parts of a constituent’s journey actually contribute to making a donation? Knowing this goes a long way toward cracking the code of a successful fundraising strategy.
With revenue attribution, you’ll understand more about each donor’s interactions and how effective each touchpoint along the way may be. You can then use these actionable insights to optimize your marketing spend.
For example, let’s say a prospect became a donor after reading a blog entry, attending a webinar, opening only two out of three emails, and interacting with a social media post.
While HubSpot offers a number of attribution models that gauge which touchpoints are responsible for the donation, its multi-touch attribution reporting is arguably the most beneficial.
All points in the above journey receive equal weight, except for the third email which never got opened. Over a period of time, data from all similar donor journeys can be used to determine each touchpoint’s effectiveness. In this case, it may well be decided that three emails are an unnecessary burden for prompting a donation.
Adding Fundraise Up for Greater Giving
Speaking of donations, HubSpot features a seamless integration with Fundraise Up, the most effective online giving platform available to nonprofits. Fundraise Up is yet another reason to implement the HubSpot Marketing Hub.
Over 100 fields, properties, and objects can be automatically synched between HubSpot and Fundraise Up, making for a fast, reliable, and powerful integration between the two databases.
For example, those who make a one-time donation in Fundraise Up can be synched to receive a HubSpot email marketing series designed to prompt monthly giving. Or those giving to a specific fundraising campaign can be sent on a unique virtual journey.
Overall, our HubSpot clients who have integrated Fundraise Up have seen (a) increased monthly and mobile donations, (b) reduced abandoned checkouts, and (c) improved coverage of transaction fees. Here’s more about this terrific integration.
And What About Salesforce?
Here’s something we get asked a lot: If we’re already using Salesforce CRM, do we have to migrate completely to HubSpot just to use its Marketing Hub?
Absolutely not. HubSpot's native Salesforce integration is designed to provide a smooth and efficient experience for users.
And once integrated, everything can be run through HubSpot. Unlike Salesforce Marketing Cloud, HubSpot Marketing Hub is easy to use and doesn’t require a technically proficient person at the helm for day to day use.
Nonetheless, in our experience, every nonprofit has enough unique requirements to warrant a somewhat customized setup.
But fear not, CauseMic is here to help. We know both platforms inside and out, so we can ensure your nonprofit’s particular needs are met.
Lastly, HubSpot offers nonprofits a 40 percent discount on its Marketing Hub, making it not only a powerful tool for donor acquisition and retention, but a sweet deal to boot.
Book a free strategy call with us today to see how your organization can benefit and grow using HubSpot for Nonprofits.
