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Mission-Driven Marketing Blog

How to Grow and Engage Your Donor List with a CRM

Topic: CRM

Nonprofits increase donors with a crm

As a nonprofit, raising funds to support your mission is a process that is never ending. There is always a constant push to acquire new donors while maintaining relationships with existing ones. Both require a significant amount of effort, focus and strategy. A CRM (customer relationship management) empowers your nonprofit to attract prospects, nurture your leads and manage your relationships.

Your donors are the heartbeat of your nonprofit. They support your efforts, allowing you to better serve your mission. But what do you do when some of your members:

  • Don’t seem quite as engaged as they used to be?
  • Your list-building efforts have plateaued?
  • Or you’re not sure how you’ll meet your fundraising goals? 

It all starts with creating great content that people want to read, like, share and comment on. This starts by creating donor personas, or semi-fictional representations of your ideal donor, which is based on market research and real data from your existing donors. Having a one-size-fits-all strategy to your marketing and communications efforts is costing your nonprofit opportunities to guide your one-time donors in to recurring donors, your recurring donors into large donors, and your large donors in to your biggest supporters. Creating donor personas for your nonprofits allows you to tailor content, messaging, and your impact to different groups of people.

[Read: Creating Donor Personas for Nonprofits

After you have created your donor personas, then it's time to start optimizing your websites content. This involves creating mobile optimized, SEO rich content in the form of blog posts, infographics, videos and social media posts around long-tail keywords.

[Read: Optimizing Your Nonprofit Website for More Donations]

Long-tail keywords are what your target audience types into Google a search. 

Take a look at the following examples of long-tail keywords:

  • “keyword research tips for nonprofits”
  • “improve views your blog posts”
  • “tips for increasing donations for nonprofits”

Unlike keyword expressions like “marketing tips” or “nonprofit marketing tips,” long-tail keywords revolve around a very specific search intent. This leads to less competition for search rankings, as 90% of clicks are on the first page and 33% clicks are on the first result. 

Using a CRM like Hubspot's, allows you to research and create:

  • Buyer personas.
  • Mobile Optimized, SEO rich content.
  • Research and rank high on long-tailed keywords.

Along with creating landing pages, emails, social media posts and more. 

Whether you’re looking to attract first time visitors, or re-engage donors, a CRM allows you to make the most of your marketing dollars with an all-in-one marketing platform, designed to help you drive the actions that matter most to your organization. 


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Tapp Network

Written by Tapp Network

Tapp Network is a marketing & technology firm serving nonprofits and organizations seeking to accelerate their social impact, capacity building, and revenue growth for good.