20 20 FIREFLY PARTNERS’ GUIDE TO NONPROFIT DIGITAL MARKETING TOOLS www.fireflypartners.com To our incredible and strong nonprofit community: As I write this, we are deep into the first month of lockdown, social distancing, and self-imposed isolation due to the COVID-19 outbreak and pandemic. These are scary, uncertain times for us all. And yet, as we all brace for a peak in cases and the impending fallout, we are all also settling into this new reality the best we can. We’ve been speaking with a lot of our nonprofit clients We put this guide together to help you all evaluate some and friends and learning about the challenges for of the top digital marketing platforms on the market fundraisers and nonprofit marketers on the frontlines. today and to assist you with any digital pivots that are now critical for your organization. We are here to help your What does this moment in time team navigate the strategies, messaging, and approach look like for you? to embrace this new normal. Let us help you define your • Your nonprofit is likely adjusting to a remote working most critical functional requirements and put together environment for the first time, a plan that works for your organization. • Events from galas to 5k walks to community These are unprecedented times, but we are one hell of trainings are all either being canceled or pivoted to a strong community and we will see each other through a digital / virtual / livestreaming version instead, it, together. Be kind to each other and most importantly be kind to yourself. • Maybe you don’t know what to say to your constituency or how to ask for money and support In solidarity, in these economically challenging times We’re with you in this, and, while uncertainty is pervasive across many aspects of our lives right now, we are certain about one thing: digital is going to be more important than ever in our new reality. Fine-tuning your digital landscape is critical as it is now your primary – perhaps Jen Frazier your only – means of communicating and connecting President + Founder, with your donors, supporters, and community. Firefly Partners Hello and welcome to our 2020 DIGITAL MARKETING TOOL GUIDE! If you’re reading this guide, it’s Firefly Partners is women-owned So check out the guide and give us probably because you’re curious about and women-run, and our team of a call. We want to help you get the the latest and greatest nonprofit digital digital marketing experts knows these best ROI out of your digital marketing tools. Whether you’re just starting tools inside and out. We can help you solutions and ensure your long-term to think about a new tool, or you’ve answer questions like: How do I know success. Helping to take a few items already had demos with your favorites which tool is right for my organization? off your to-do list and making it easier and want to make sure you don’t miss How do I choose a tool that will for you to communicate, raise money, anything, we think this resource will support the growth of our programs? and further your mission is what it’s help you move your process forward. How can I pick a platform that will all about. work well across departments? And Our own nonprofit experience means Sincerely, how do I create and execute a plan we know it’s nearly impossible to Your friends at Firefly Partners for a successful migration once I have juggle everything on your plate—the picked the right next tool? right message for your next fundraising campaign, the right layout for your Your online tools are a vital component donation forms, or the right timing of your larger digital ecosystem and for your next advocacy campaign. too often we see nonprofits making That’s why we put this guide together tool decisions in isolation of their other and zeroed in on 13 of the best systems or without surveying the digital marketing platforms that have needs of everyone in the organization. LET’S TALK > been purpose-built for nonprofit Selecting a new platform won’t solve communicators like you. all your problems, but ensuring the new tools are setup for your success 303.325.5934 is a great start. [email protected] WHAT’S INSIDE How to Use the Guide Dive into 13 different The Grid The Process digital tools and their For a high-level overview of the tools, Use the last section of this resource capabilities in these reference the grid. While each tool has to learn more about the tool four areas: many more functions, this summary page selection and migration process can help you determine where to start. from beginning to end. Email Marketing Fundraising The Content The Functions Peer-to-Peer + DIY Whether you’re looking for one tool, or A sidebar with an expanded list of Advocacy a few, we suggest reading through each tool capabilities helps you understand profile to get a clear picture of what what each platform can do, down to differentiates each from their competitors. the smallest of details. In addition to an overview of what each tool has to offer and what sets it apart, these profiles detail: Let’s Talk! Pricing Structure Our team understands that investing in new digital marketing tools can be an Migration Process overwhelming process. Are you ready to move, but need help managing the details? Do you want to understand if the tools you need can work together successfully? Updates + Upkeep Are you interested in custom forms, landing pages, and email templates? Client Support Common Integrations That’s where we come in! Click on or paste this link in to your browser to find out how we can help you today! https://fireflypartners.com/tool-guide-follow-up/ 4 EMAIL PEER-TO-PEER MARKETING FUNDRAISING AND DIY ADVOCACY CLASSY p6 DONORDRIVE p8 ENGAGING NETWORKS p10 EVERYACTION p12 KINDFUL p.14 LUMINATE ONLINE p16 ONECAUSE p18 PARDOT p20 PHONE2ACTION p22 RALLYBOUND p24 SALESFORCE MARKETING CLOUD p26 SALSA p28 SPRINGBOARD p30 5 FUNCTIONALITY www.classy.org • CONSTITUENT In their words: MANAGEMENT Classy offers world-class online fundraising tools for nonprofits, modernizing the giving experience to accelerate social impact. From crowdfunding to peer-to-peer fundraising, • EVENTS event registration and management, and one-time or recurring donations, nonprofits of all sizes can use Classy to manage all of their online fundraising under one roof. • FORMS What sets it apart: How you can use it: • FUNDRAISING CAMPAIGNS Using Classy, organizations can grow One you’ve signed up, Classy donation their online donations through branded forms, fundraising campaigns, and forms or crowdfunding campaigns. events are easy to set up, easy to use, • PEER-TO-PEER + DIY Time-based or evergreen campaigns and easy to manage. You don’t have are also available and give supporters to be a designer to build beautiful, the power to donate and fundraise mobile-responsive fundraising • SOCIAL MEDIA on behalf of an orgnaization. Through INTEGRATION campaigns that highlight your mission. Classy Events, users can create The tool allows nonprofits to meet customized event pages to collect supporters where they are with mobile- registrations and track performance. responsive pages, social sharing tools, Classy Passport supports donations and options for how they want to in up to 130 different currencies and support a cause. With peer-to-peer organizations can process donations campaigns and fundraising events, with Classy’s in-house payment supporters can create personalized processing solution. individual or team fundraising pages to raise money. 6 www.classy.org SET UP + PRICING MIGRATION INTEGRATIONS Pricing for Classy is customized to Users can set up a Classy account Nonprofits can connect Classy to fit the needs of each organization on their own timeline through their favorite apps, or leverage an and includes a flat monthly self-guided tutorials in their open API to build organization- subscription fee. Classy also account. Engagement Managers specific integrations. Classy offers Pay As You Go pricing for are available to guide nonprofits integrates with Salesforce CRM, organizations to get started and through setup, including Virtuous CRM, Kindful CRM, test out the tool. migrating from a previous tool. Raiser’s Edge CRM, Hubspot, Facebook Fundraising, Google Tag Manager, MailChimp, Constant UPDATES ONGOING Contact, Google Analytics, Double SUPPORT the Donation, Amply, Giving Assistant, and Charity The Classy team is constantly On-demand support articles Auctions Today. innovating and rolling out new and product walkthroughs are features that automatically available inside an account. Email appear in user accounts. Updates support plus live chat and 1:1 and documentation about new phone support is available during releases can be found in the business hours. The Customer in-product Resource Center. Success Management team also provides best practices for using the tool. 7 FUNCTIONALITY www.donordrive.com • CONSTITUENT In their words: MANAGEMENT Using DonorDrive, nonprofits can empower their fundraisers to raise more, build fundraising events with ease, and give donors a better giving experience. Launch • EMAIL beautiful, mobile-first donation campaigns in minutes and give donors a way to quickly complete one-time and recurring donations. • EVENTS What sets it apart: How you can use it: FORMS • Charity streaming has become DonorDrive’s peer-to-peer platform the new telethon, and with Live offers personalization, social • FUNDRAISING Fundraising participants can add their media integration, and mobile- CAMPAIGNS charity stream to their organization’s responsiveness. One-time campaigns branded fundraising pages. Paired feature branded landing pages that • PEER-TO-PEER with Express Donate, Fundraising require no coding. No matter the + DIY Milestones, and Donation Incentives, campaign type, nonprofit teams can this creates an experience that drives manage configuration, automation, and • MARKETING high engagement and builds donor results and make updates in real time.