In today’s digital age, many Non-Profit organizations are realizing their use of technology should match their mission and their message. However, there are many different aspects to keeping up with this changing world. One of the most important for Non-Profits is using martech to help improve the experience of their supporters and donors.
Many businesses, from Non-Profits to Fortune 500 companies, use marketing automation software or marketing automation for Non-Profits. They do that to grow their business faster than the competition and develop stronger relationships with customers or clients. However, this thing can be cost-prohibitive to some organizations, especially for those that are not-for-profit or whose budgets are tight due to fundraising efforts.
Does your Non-Profit need a martech stack? The answer depends on your individual needs and whether or not you have access to specific technology solutions and platforms already.
What is a Martech Stack?
Well, if we focus on the martech definition, a martech stack is a set of applications that work together to help an organization build and engage its audience. A martech stack can include publishing platforms, analytics tools, web conferencing tools, live video streaming solutions, and more. Most organizations only need a few core components to get started. But as their needs grow, so does their stack. Non-Profits need to start with what they need now and plan for how they’ll grow in the future.
For example, if you plan on using email marketing automation for Non-Profits to reach your audience. You might consider building out a full-fledged email marketing platform from day one. If you don’t have plans for growing your email list shortly. It may be better to start with a more straightforward solution like MailChimp or Constant Contact. This way, you won’t have to worry about upgrading down the road when you decide it’s time for something new.
Why do you need Martech Stack?
The answer to that question is twofold:
- Because your Non-Profit needs money, and
- Because you need money to make an impact.
How do you get more donations, more members, and more exposure? With technology. Marketing is essential no matter what kind of business you have, but marketing a Non-Profit is even more critical. Since they can’t afford advertising budgets as large as their for-profit counterparts. Marketing a Non-Profit requires hard work and creativity—and the digital marketing technology stack will make it easier.
So why not start small? Create a list of things that could help your organization grow. We’ll call them small wins—and think about how a stack martech for Non-Profits would help in each case. Then, determine which technologies will best suit you based on those goals. For example, if your goal is to increase engagement with donors through social media.
Facebook ads might be a better fit than LinkedIn ads, or if one of your goals is increasing traffic to your website from search engines. Google AdWords might be more effective than Bing Ads. This approach will also allow you to test different technologies without spending too much time or money upfront. This means you can evaluate whether or not these new tools are working as well as expected and adjust accordingly.
Who is this for, Anyway?
If you’re looking to build a Non-Profit website, it’s helpful to understand who is all this effort for. When it comes to a Non-Profit website, it’s mostly for your visitors. You might want to know who your visitors are, what they want, and what they expect. Ultimately, donors—the people Non-Profits need to capture and convert—are looking for something in return: a specific donation action (e.g., donate now).
They want information about you and your cause. But they probably will if they can get it elsewhere without giving up their credit card details or personal information. Keep that in mind when designing your Non-Profit website to ensure all your pages are designed with an end goal. If that goal is not active on your part (e.g., donations), it shouldn’t be displayed prominently.
How Can You Build One Yourself?
Many Non-Profits are strapped for cash and don’t have money to invest in martech. But, with an IT team or developer at your disposal, creating a custom solution might not be so expensive. Before you start building out your new system, get input from everyone who will use it. The process will be much smoother if they understand how you use each stack component.
What their roles are, and what they can expect going forward. It should also make it easier for them to collaborate on specific projects, like campaigns or events. So building a martech is all about having a great team at your service, and you’re good to go. Once everything is built and released, don’t forget about training! A little refresher on how things work will save you time in the long run.
What Tools to Look for When Starting?
It’s hard to know what tools Non-Profits need. Every Non-Profit is different, and they all require different technology solutions. The best advice I can give is to start looking at software that can solve your problem right now. Take a look around, and don’t be afraid to reach out for help. Many companies have great Non-Profit teams who will be able to guide you in the right direction. Even if you aren’t quite ready for their product yet!
Once you do find something you like and work for your organization. Make sure that it integrates with other tools you may already be using so that everything is connected in one place. It also helps to check out what’s New in Fundraising Software – as it occasionally updates. You never know when a new tool might be available that could save you time or money.
Example of Stacks Built by Non-Profits
The National Democratic Institute’s website has examples of technology platforms that organizations have chosen to build. For example, The Kresge Foundation works with other Non-Profit and foundation partners to support workforce development initiatives. Like national service programs and Workforce Innovation Fund, which aim to strengthen education. Training and employment opportunities for youth from low-income families.
On their site, you will find details on two products they work with: Bullhorn and Intranet Knowledge Base. Bullhorn helps track talent mobility for government programs and a suite of other essential program data across multiple systems. Including SharePoint databases, email, network drives, and more.
The Intranet Knowledge Base is an internal knowledge management system designed to help employees share information about programs and events in an easy-to-use format. This is just one example of a product Non-Profits might use or create to better serve their mission; the sky is the limit.
Conclusion
A good marketer will be able to tell you that Non-Profits need three things to succeed: money, people, and tools. Without all three, your organization may struggle or fail. Consider these priorities when deciding whether you need an integrated Martech stack of apps and services to support your cause. If you want to succeed as a Non-Profit, it’s time to bring in some outside help.
That is what Martech Stack is here for! Their team can guide you through their products and services, so you can figure out which ones best fit your goals. Remember, without a well-rounded engagement system with your supporters, donors, volunteers, and fans. It is going to be hard for any Non-Profit to thrive long-term. You need technology to give everyone a voice and make them feel heard.