How to run personalised fundraising campaigns in a CRM

The world is gradually becoming more digital, and the Covid-19 pandemic has only sped up that process. Non-profits specifically have had to make a big shift online throughout the pandemic with online fundraising and virtual fundraising events. Although raising money virtually as opposed to in person can have its disadvantages, it also has its advantages in that geographic limitations are non-existent in the virtual world and that opens up a much wider demographic to be targeted. 

In this blog we're going to talk about how using a CRM, in this instance HubSpot, alongside an online fundraising solution, in this instance Classy, can enable you to run personalised fundraising campaigns easier (and much more effectively) than ever before!

Before we get into the ins and outs of how these softwares can benefit your non-profit, I'll first give you a run down of what each of these are.

What is HubSpot?

HubSpot is, at its most fundamental level, a Customer Relationship Management (CRM) software. However, it is more-so an inbound marketing and sales software that enables companies to attract visitors, track and convert leads and close customers. Their tools enable you to host web and landing pages, easily create emails that can be automated, and manage interactions with your leads - and your campaigns can be tracked from start to finish, whilst tracking user behaviour so you know what works, and what doesn't. 

What is Classy?

Classy allows you to build online fundraising pages, such as online donation pages, crowdfunding sites, and event pages - all of which is reportable so you can analyse what's going well! Classy also enables you to automate donation receipts and emails, manage your recurring donations and has the ability to integrate with a number of softwares (HubSpot included...).

How integrating Classy with HubSpot creates a well-rounded approach to fundraising

Integrating the two creates a powerful platform for you to track the full lifecycle, source and interactions of all donors. Here's an overview of what's possible with this integration:

Personalise your campaigns

Your campaigns can now step up a level. Taking your donor information from classy and HubSpot's personalisation token (create one email that automatically personalises to your contacts names), you'll be able to send follow up donation requests that feel a little more personalised and sentimental. And the emails you're sending out can be sent in an automated and timely manner, allowing you to send the relevant information at the right time.

Segment your lists

There are all sorts of different people that will donate for all sorts of different reasons. Segmenting these people is the best way to allow for relevant and accurate marketing efforts. HubSpot makes it simple and easy to segment your donor database - and best of all the segments are completely customisable so they can be specific to your organisation's donors. 

An example of an interesting way to segment your donor list would be to segment based on donor score. In HubSpot you're able to set up lead scoring, so a list of your best donors will be created based on criteria such as, size, website visits, email clicks etc. This really is the tip of the iceberg when it comes to which segmentation variables can be used to more effectively target donors - feel free to speak with us about how segmentation can be used to improve your fundraising efforts.

Closed-loop reporting

Closed-loop essentially means that sales teams report to marketing about what happens to the leads that they receive. The closed-loop reporting that HubSpot offers would allow you to track and report on how a visitor to your site becomes a lead. Here's a four step example of how this might work:

• A visitor arrives on on your site, and the cookie within your site is set on the visitor and how they got to your site, i.e. via email. 
• The visitor travels through your site, the cookie tracks where your visitor went and how long they spent in different parts of your website.
• The visitor converts to a lead, tracked by the submission of a lead capture form. 
• The lead converts into a donor, and the donation is attributed to the visitor's original source (how they got onto the website).
  
  

You're free to analyse this data however you like; it will highlight weak links in your lead conversion processes, which are easy to alter and improve within hubSpot. 

Track donations as deals

Donations made through your Classy fundraising campaign will sync to HubSpot as a deal, enabling you to track their process across a sales pipeline. This can be used to keep up to date on which supports are most consistently donating and contributing - enabling you to work your marketing efforts around this to create a well timed, personalised and relevant marketing effort.

Donor workflows

So thanks to the tools listed above, you're able to track your visitors journey , understand them via segmentation, and track their activity in a deal pipeline so you know who to target, when to target and what to target with. So the cherry on the cake is that your aforementioned well timed, personalised and relevant marketing effort can also be automated with workflows.

Workflows allow you to automatically send emails, organise donors into lists, notify your team to contact a warm lead etc. It's a very powerful tool that HubSpot has, and can be used in so many ways to take your marketing to the next level and drive those donations up.

-

These tools all hold great value if used correctly, but understanding them and utilising them to their fullest extent can be a confusing process. We're happy to talk all things HubSpot, and how integrating Classy with HubSpot can truly benefit your organisation. Click here to have a chat with us about your organisation and how we can help, or if you're curious to see some of these features in motion, click the button below!