Donor Journeys and Giving Season: Marketing Automation for the Win!
Innovations for Poverty Action, along with their marketing automation consultant, will present a case study on moving from a siloed email system with little support for automation to a marketing automation platform fully integrated with CRM and donor records. The audience will be walked through the project and topics like data migration, list cleaning and segmentation, dynamic lists, and triggered emails will be covered in depth. We will share how we implemented a marketing automation solution and worked with the development department to deliver communications throughout Giving Season. We’ll also, discuss how we decided that we needed to move to a more robust system and lessons learned from a project like this and ideas for the future.
- Understand how marketing automation and triggered constituent journeys can improve donor retention and increase individual donations
- Explore list segmentation and content strategy in order to build a Giving Season or other fundraising journey
- Leave with tips and a plan for automating some or all of an upcoming fundraising campaign