How to Choose Your Marketing Automation Platform
Marketing Automation is a burgeoning software market with a growing number of options. It's important to have the right selection criteria in place as you make your platform choice.
The following four steps are a helpful framework in successfully choosing and implementing a new platform:
Write down your marketing and engagement goals (new givers, engagement, constituent advocacy, education and retention). Setting your overarching objectives creates clear evaluation criteria.
INTEGRATED WITH DONOR DATA
Marketing Automation is only moderately effective unless it is connected to donor behavior. Choose a Marketing Automation tool built for nonprofits and connected to real time giving data
Engagement with prospects and donors isn't just about email. Find a system that can integrate with team task assignments, direct mail and data updates in your CRM
DRIVEN BY THE MARKETING TEAM
Hopefully this is obvious but your Marketing Automation choice shouldn't be made by your IT team. Your platform decision should be in the hands of your marketing and fundraising staff.