Having a marketing automation engine is an integral part of your nonprofit’s marketing strategy. When you boil it down to the basics, the engine revolves around two concepts: providing your customers with what they want, and getting them to take actions that align with your organizational goals.

Simply put, your marketing automation engine is about creating a win-win relationship between you and your customers. It’s about respect both for your customers’ time and needs and for your organization’s vital mission.

Read this guide to learn how to set up your marketing automation engine in 5 easy (not simple!) steps.

Step 1: Map out your big picture goals

Know Thy Customer

One of the strategic goals for FEE in 2020 is to truly know our customers. Thanks to the free market, we now live in a society where access to big data (accurate data from disparate sources that can be drawn upon quickly) is now cheaply available for even small nonprofits like ours to wrangle, mine, and act on.

First, What Tools and Resources Do You Need?

Google Sheets — a free service.

Tableau — or any data visualization software.

A marketing analyst — someone with the skills to regularly update the sheet and build and refresh the…

You’ve probably heard the common refrain,“there are lies, damned lies, and statistics”. Anyone who deals with numbers on a daily basis knows that an uncritical look at aggregate data can lead to ineffective (or counter-productive) strategies and tactics.

The details matter. In fact, when it comes to marketing analytics informing overall strategy and tactics, details are pretty much all that matters.

To maximize the impact of your marketing strategy, you need to drill down beyond the surface numbers.

You’re probably aware that Gen Z is the most digital generation yet. But where are they really spending most of their time…

Stephen Ernst

Stephen is the senior marketing analytics manager for FEE, where he focuses on marketing analytics, data science, email segmentation and marketing strategy.

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