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Better leverage data and technology
The foundation of any digital program lies in your technology infrastructure. Find out how to align your data and tech tools with your program goals:
Measure what you can use
Data is a helpful resource, but only when you can act on it. Here’s how to leverage your data and make sure your measurement efforts pay off.
Embrace longer-term goals
Oftentimes nonprofits will overlook display or SEO in favor of the immediate returns of SEM or email. For long-term bran loyalty, use annual brand equity surveys to track brand awareness and set expectations on that rather than short-term conversion performance.
Display
Brand
Create a testing culture
Reduce dependence on “gut instinct.” The most you should use gut instinct for is to inform questions and hypotheses to test. Share back results to inspire trust and interest in the testing agenda across your organization.
Website
Paid Search
Display
Email
Social
Leverageable user data
With the loss of 3rd party cookies, your organization has to gather and operationalize its 1st party data on your audience. “Always on” tactics like 1-click surveys at key decision points, website browsing data, can email clicks can help do this over time.
Technology
Website
Email
Let your technology do the work
Free up capacity for your team to take on new workstreams by setting up your martech stack to perform certain functions automatically and independently.
Make donation forms “native” to your site
Explore products that offer integrated elements so people move through the donate process without leaving your site. Abandon donation platforms that don't enable this type of experience (you know which one we mean...)
Website
Streamline work
Set up automation that executes behavior-based communications like thank you texts or anniversary emails so your team can spend their time focused on long-term planning and rapid response.
Email
SMS
Match your technology to your needs
With all the martech offerings out there, it can be easy to get overwhelmed with new tools. First and foremost, you must align your technology solutions to your program needs.
Remember what time and effort your team has to give
Don’t be sold on a great concept that's not feasible in practice. Maybe the tool can do “just about anything,” but the work involved can be prohibitively complex or costly. Focus on your team's current capacity instead.
Technology
Make CRM and MarTech work together
This is an investment of substantial time and resources, so while it’s daunting to overhaul both your marketing technology and your CRM, be mindful of undertaking one without the other. Once you've decided to do the work, go all in. A shortcut today could cost you substantially down the road.
Technology
Have a roadmap
Design your technology roadmap based on a matrix of complexity and ROI for each workstream. Prioritize low-complexity/high value over high-complexity/low value initiatives to achieve impactful, easy, early wins. This will build confidence and keep teams motivated through what will be a long process.
Technology
There are more opportunities ahead. Ready for the next piece of the puzzle?
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