Nonprofit Marketing and How Conga Composer Can Help

By Kristina Schroffel, Marketing Specialist at Conga

Just like any other business, nonprofit organizations have marketing goals and plans to reach those goals. Unfortunately, marketing resources can be slim, but that doesn’t mean your organization can’t shine and establish a strong marketing strategy. Effective marketing helps nonprofits reach their donors while also getting the word out about the organization’s mission.

Unless you’ve completely avoided your social media sites, you’ve probably heard about the ALS Association and the Ice Bucket Challenge that has taken the world by storm. Donations reached $94 million dollars last week and the public exposure for the ALS Association has been phenomenal. This global movement has garnered unprecedented support for people fighting Lou Gehrig’s Disease, as well as research and support to the ALS community.

It’s rare to establish PR on this level, however there are basics every nonprofit should be establishing in regards to their marketing plan. Let’s start with how the Conga Suite of products can help your nonprofit jumpstart its marketing campaign strategy:

1.     Create key messages aimed at various audiences

Most nonprofit organizations will publicize their efforts by word of mouth through volunteers or those who advertise the organization locally. You can further incorporate customized marketing materials and target your donors by segment. Distributing fliers with information specifically catered to the donors you are meeting with that day adds a personal and well thought out touch on every marketing material you distribute.

• With Conga Composer simply add a button and start generating fliers, brochures, data sheets, presentations or any other marketing materials you want to distribute.
• Conga Composer auto populates specially tailored documents with donors’ information pulled from Salesforce. You can provide a fully customized document with donor-specific information dependent on who you are meeting with that day.
• Providing specialized communications shows that your organization is professional and prepared to present to anyone. With Conga Composer it is all done through a click of a button on the Salesforce record.

2.     In addition to presenting customized marketing materials to your donors, create a standard, branded look showcasing your own graphic identity.

Conga templates allow your organization’s logo to be on all of your document templates keeping your message consistent.

• What is your organization's message? Every aspect of your marketing communications should specifically point to your organization’s core message. Develop a clear and recognizable identity with every Conga template you use (without taking any extra time out of your day). From Word documents to PowerPoint presentations keep your message and brand consistent, while leaving a solid impression with your donors.
• Every message you produce from business cards to handouts to brochures culminates into a brand for your organization. Be mindful of the impression your organization conveys. Is that impression clear and recognizable? Let Conga Composer help your organization keep its documents in line with your brand.

3.     Generate reports to track your current marketing strategy efforts.

Perform an organization self-assessment with information that continuously updates everyone in your organization on Salesforce Chatter.

• Track everyone your organization comes into contact with: people who visit your organization, those who are on your mailing list, prospects, etc.
• Identify what your organization can do better and which segments need attention and should be sent marketing materials. This list will help you determine what you should be sending to them, as well as how to target these segments with marketing materials.
• For your marketing plan to be successful, everyone should be compelled by your mission and your plan should be visible throughout the organization. Tracking new donors and the documents sent to these donors within the Salesforce contact record means everyone can be on the same page working towards common goals.
• Have a cultivation strategy: set up Conga Conductor processes that send emails to donors to thank them and report back to them on your organizational goal progress with Conga Composer generated reports.

Headed to Dreamforce in October? Stop by and meet the Conga team at booth #N1121.