Nonprofit Campaign For Campaign Monitor

One of Campaign Monitor’s top industries in terms of winning customers was the nonprofit sector. Because we consistently won accounts in this industry, we often focused on content that would drive awareness and move those prospects through the funnel.

In December 2019, we launched a campaign focused on capturing demand for this sector.

Challenge

The goal of this campaign was to generate interest in the nonprofit space. Mailchimp had an overwhelming share of the charitable sector’s attention, so we wanted to stand out as an email provider that understood and focused on what many smaller nonprofits were looking for: easy-to-use, intuitive email.

We wanted to hit these objectives:

Generate interest. We needed to create content that brought awareness to the CM brand.
Capture demand. Contact information needed to be gathered so that we could nurture these prospective customers.
Convert to opportunities. Through the nurture and subsequent content, we wanted to educate this audience on the need for email—specifically a platform that they could start using and getting results from right away.

Plan

After a brainstorming session, we landed on a few key deliverables.

A pillar research piece: We would square all efforts around a long-form, gated research piece that would capture demand from this vertical.
Supporting webinar: After publishing the research piece, we would host a webinar to discuss the findings and generate more buzz.
Partnership: To expand our reach, we needed to find a partner well established in the space to cross promote our research. We decided to partner with Qgiv, an existing integration parter of Campaign Monitor.
Multi-channel promotion: Spinning off from the research piece, we would publish smaller articles that pointed back to the pillar. To maximize the legs of this piece, we also employed CTAs to see the piece on existing nonprofit-focused blog posts and amplified the piece in our email newsletter.

Results

As senior content manager, I oversaw the production of all assets and functioned as a chief editor. I also hosted the webinar myself, authoring the script and content for the presentation, as well as presenting.

Part of my responsibility was managing the marketing partnership with Qgiv, scheduling follow-ups and navigating deadlines between our two organizations.

Here are links to the resulting pieces.