Nonprofits on Salesforce: How to leverage Pardot for marketing and more
Nonprofits that are using Salesforce have much to gain by incorporating Pardot into their marketing strategy.
But, isn’t Pardot only meant for teams following a B2B marketing strategy? While Pardot is built for B2B marketers, lots of nonprofits follow the business-to-business marketing model to deliver a diverse range of services to communities.
Here’s how nonprofits of many shapes and sizes use Pardot to drive marketing, fundraising, and volunteer management strategies.
Why use Pardot instead of other marketing automation platforms?
Missions of all nonprofit organizations of the world are as diverse as the communities they serve. With that in mind, the marketing automation platform you choose must meet the specific needs of your team. You may already be using an email marketing platform like Mailchimp, Constant Contact, or HubSpot. And migrating to Pardot may be the thing you’ve been looking for to scale your marketing efforts and open departmental silos at your organization.
Pardot is a lead generation and nurturing tool that falls under the Salesforce umbrella.
Here are three main questions you should ask yourself when determining if Pardot is right for your organization.
- Does your organization already have a Salesforce org in place?
- What is your marketing team trying to achieve?
- What resources are available to your organization?
Take a few minutes to consider these questions. Pardot is a powerful tool, but it can only make teams successful when it’s the right tool for the job.
Pardot for nonprofits on Salesforce
If your organization is already a Salesforce customer, then using Pardot for marketing may be the right choice for you. Pardot is built on the Salesforce platform. That means, it’s fairly easy to pass data from Pardot to other Salesforce clouds that are connected to your org.
One of the advantages of using a combination of Salesforce clouds is the ability to view Salesforce as the single source of truth when checking on the health of your organization. It also makes it easy to gather valuable reporting data you can use to show the results of your work and the impact your organization has on the community.
You can see Pardot data inside other Salesforce products, like Sales Cloud, Nonprofit Success Pack, Nonprofit Cloud. Philanthropy Cloud, and Education Cloud. This creates a connection between marketing and other teams at your organization, whether they’re fundraising, sales, or volunteer recruiting teams.
For example, content from Pardot is available inside Salesforce. That means your marketing team can control branding and content usage in other departments and create consistent experiences for everyone.
However, you can still use Pardot at your nonprofit organization if you’re not on Salesforce. Check out this article to learn more.
What Pardot does for marketing teams at nonprofits
Pardot works great for small teams, which means it may be ideal for smaller nonprofits with limited resources. Beyond connecting teams that use Salesforce by eliminating data silos, Pardot provides nonprofits with the tools they need to nurture prospects throughout long engagement cycles.
Marketers at nonprofits use Pardot for many reasons. But here are the main ones:
Fundraising and Donor Communications
Many nonprofits rely on individuals and companies to provide the funding they need to accomplish their organizational mission. Pardot allows nonprofits to track engagement with prospective and existing donors so they can see the results of specific marketing campaigns. They can adjust their marketing strategies to focus on the types of campaigns that result in the greatest fundraising success.
The engagements these nonprofits track are related to content and email marketing efforts. Nonprofit organizations leverage their website, social media, Pardot landing pages, paid advertisements and other marketing channels to generate interest in their organization.
Pardot collects engagement data as people interact with the organization’s content. After nurturing prospective donors for an extended period of time, fundraising teams can use the engagement data reporting to pinpoint the most interested individuals and companies. Then, they can swoop in at the perfect time because they know when prospective donors are most likely to make a donation. And, they have rich data they can use for impact reporting and budget justification.
Volunteer Recruitment and Management
Recruiting volunteers and managing the day-to-day operations of a nonprofit organization is no easy task. In general, the teams at nonprofits wear many hats and do what they do more out of passion than pay grade. That’s where Pardot comes in. It’s a versatile tool built to ease the burden for small marketing teams with limited resources.
Pardot can help to recruit and manage volunteers for nonprofits similar to the way it tracks prospective donors. You can pull volunteers into Pardot by uploading their information through a .csv file or syncing to a custom field in Salesforce.
You can also gather prospective volunteer data in Pardot. To do that, you create a conversion point, like a form on a ‘Become a Volunteer’ page on your website. Then, create a Pardot campaign for that form so you know people in that campaign have interest in volunteering for your organization.
Once they decide to start volunteering, you can use Pardot for onboarding and to keep them informed and engaged after they join. Pardot Engagement Studio allows you to create automated journeys for your volunteers. Then, they get the communications they need in the right place and at the right time based on engagement activity.
You can even track whether or not volunteers are getting proper training. For example, using a Pardot Engagement Studio Program, you can send emails containing training sessions recorded through Zoom over a 30-day period for new volunteers as they join your organization. The Pardot-Zoom integration allows you to see whether or not new volunteers watch the training videos. Then, you can understand the effectiveness of the training and adjust your strategy accordingly.
Nonprofits use fundraising events to get the community involved by promoting a culture of giving. These events are often the culmination of all the hard work teams endure throughout the year, and they drive budgetary allocations for the entire organization.
Things have changed in recent years for nonprofit organizations that use event-based fundraising tactics. Giving the option to participate in events virtually has become commonplace and essential for many organizations. That’s where Pardot becomes a game-changer.
Pardot is ideal for all types of events — in person, virtual, or hybrid. You can track prospect engagement in all of these situations using Pardot, and marketing automation makes it easy to build a journey that builds excitement while providing essential information for your event.
But how can you track in-person event attendance, you ask? Since Pardot is built on the Salesforce platform, you can enlist the help of a Salesforce developer to build custom apps. Then, in-person attendees can use the app to check in to the event and specific presentations. Or, you can use a third-party event platform to host a hybrid event. This allows you to pull engagement data from the platform into Pardot through integrations.
Resources for nonprofits marketing with Pardot
Now that you know how Pardot works for marketing teams at nonprofits, you can start thinking about your next steps. Evaluate your current marketing processes to identify what’s working, what isn’t, and where there are opportunities for improvement. Then, you can start to explore Pardot to weigh it against other marketing automation tools available and see if it’s a good fit.
Keep it going with these resources to learn more about nonprofit marketing with Pardot:
- Always Be Testing: How Nonprofits Can Use Pardot to Increase Impact
- Transitioning Your Mailing System from Mailchimp to Pardot: Get the Monkey Off Your Back
- Business Units and Pardot Sandbox: Lessons Learned
- Pardot Post-Covid: How Nonprofits Can Use Pardot to Turn One-Time Donors into Recurring Donors
- Nonprofit Marketing Communications: Capturing & Cultivating Leads With Pardot
- Nonprofit Fundraising with Pardot – Demo
- Pardot 101: The Basics
Tell us how your organization is handling marketing and donor communications in the comments. And reach out to Sercante to see if Pardot is the right option to take your organizational goals to the next level.
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