Measuring the success of marketing across all communication channels
Marketing is no longer just about brochures and events, new channels to reach supporters include: email, websites, social media and mobile telephones. Justifying your marketing spend can be very difficult when you are managing multiple communications channels.
Electronic marketing can seem very easy once you have potential supporters contact details. Often too easy! Supporters can be bombarded with irrelevant information via multiple channels, there is a real risk of alienated not engaging.
Part of the solution is to connect up all of the electronic channels and capture the feedback and campaign responses from the multiple campaigns in one central CRM system. This gives a 360 degree view of which causes and campaigns really resonate with your supporters.
Information can be gained from a variety of sources, emails that were opened and or responded to, events attended, web pages visited as a result of emails, social media conversations that led to donations etc. This information can then be weighed and scored so that the supporters likely interests and preferences can be measured, allowing the marketing department to send the right information with a frequency that does not turn the potential supporter away.
As marketing programs can be scored, then the return on investment can be analysed, not only to see campaign individual campaign performance but also by which channel offers the best ROI.
Key to delivering this ideal situation is a CRM system flexible enough to deliver this.
Microsoft Dynamics CRM offers Charities tremendous value for money and is rich in “out of the box connectivity” as well as a wealth of third part add-ons to make all of this a reality.
AlfaPeople have developed a charities template that sits on the standard Microsoft CRM system and accelerates the delivery of a charity specific solution, this solution is also available in the cloud.