Take advantage of grading and scoring
Posted: Sun Dec 22, 2024 6:09 am
The ability to grade and score prospective donors is a game-changer. By assigning points to prospect behaviour and interactions you deem valuable (such as signing a petition, or downloading a PDF from your website), you will have a better understanding of how warm or cold a potential donor is.
Better prospect scoring and grading will give you greater insight into who you are reaching out to and what will resonate most with them (for example, a direct phone call, email, or other mode of contact). This is particularly useful when determining who you should reach out to and how to help secure donations during significant fundraising campaigns.
While it can sometimes be a complex endeavour, with cambodia phone number list some best practice knowledge under your belt it will help you to implement better segmentation as part of your email marketing activity.
4. Optimise your email marketing journeys
With a better idea of your audience base and who you’re talking to based on prospect grading and scoring, you can also create customised and optimised customer journeys to reach new and existing donors based on their relationship with your organisation. It also gives you a better indication of how to shape your messaging and calls to action.
By optimising your email marketing journeys according to what you know about your audience, you are creating more effective messaging and communications to encourage a greater likelihood of receiving a donation.
Of course, always make sure that whatever email marketing campaign you are putting out there, that it is GDPR compliant.
Are you a not-for-profit organisation looking to improve your use of Pardot for fundraising? Our team is here to help and we offer a free audit to get you started!If you’re not using it already, Salesforce’s Nonprofit Success Pack (NPSP) is a valuable integration available for NFPs. Designed specifically with nonprofit organisations in mind, the NPSP gives you and your team a unified view of all your marketing activity and engagement with constituents. Using this integration also helps you make more informed decisions backed by data.
Ultimately, however you are using Pardot for fundraising, it gives you the ability to track campaigns and review what worked and what didn’t, making it easier to understand what you can do differently next time - or continue doing if something is bringing you results!
A final tip here: to help make it easier to assess your success, always be sure to set up your folder structure and associate your new Pardot asset with the most relevant campaign, in line with best practice.
Better prospect scoring and grading will give you greater insight into who you are reaching out to and what will resonate most with them (for example, a direct phone call, email, or other mode of contact). This is particularly useful when determining who you should reach out to and how to help secure donations during significant fundraising campaigns.
While it can sometimes be a complex endeavour, with cambodia phone number list some best practice knowledge under your belt it will help you to implement better segmentation as part of your email marketing activity.
4. Optimise your email marketing journeys
With a better idea of your audience base and who you’re talking to based on prospect grading and scoring, you can also create customised and optimised customer journeys to reach new and existing donors based on their relationship with your organisation. It also gives you a better indication of how to shape your messaging and calls to action.
By optimising your email marketing journeys according to what you know about your audience, you are creating more effective messaging and communications to encourage a greater likelihood of receiving a donation.
Of course, always make sure that whatever email marketing campaign you are putting out there, that it is GDPR compliant.
Are you a not-for-profit organisation looking to improve your use of Pardot for fundraising? Our team is here to help and we offer a free audit to get you started!If you’re not using it already, Salesforce’s Nonprofit Success Pack (NPSP) is a valuable integration available for NFPs. Designed specifically with nonprofit organisations in mind, the NPSP gives you and your team a unified view of all your marketing activity and engagement with constituents. Using this integration also helps you make more informed decisions backed by data.
Ultimately, however you are using Pardot for fundraising, it gives you the ability to track campaigns and review what worked and what didn’t, making it easier to understand what you can do differently next time - or continue doing if something is bringing you results!
A final tip here: to help make it easier to assess your success, always be sure to set up your folder structure and associate your new Pardot asset with the most relevant campaign, in line with best practice.