Does a Nonprofit Need a MarTech Stack?
This blog post is the second of a series on MarTech. If you are unfamiliar with the term and what it includes or would like a refresher, check out the first blog of the series here.
Many know that nonprofits today are trying to accomplish more than ever and often, with fewer resources. Organizations can expand their impact by using tools designed to reach, cultivate, and convert constituents into customers or donors, and that is where MarTech comes in. Nonprofits can maximize their impact by utilizing MarTech tools and platforms to do the heavy lifting.
What Are the Benefits of a MarTech Stack for Nonprofits?
A MarTech stack is critical for any nonprofit organization for the following reasons:
# 1 Enhanced Outreach and Engagement
Nonprofits often work with limited resources but still desire to reach a broad audience effectively. Marketing technologies, like social media tools, email marketing platforms, and content management systems, can help organizations spread their message, engage with supporters, and attract new donors and volunteers.
# 2 Data-Driven Decision Making
Tools, like analytics and data management platforms, enable nonprofits to gather and analyze data about their audience, campaigns, and overall outreach performance. This insight helps make informed decisions, understand donor behavior, and tailor strategies to increase effectiveness.
#3 Efficiency and Automation
Nonprofits often operate with limited staff and tight budgets. Marketing technology can automate repetitive tasks such as email responses, social media posts, and donor management. Automating tasks allows staff to focus on more strategic activities.
#4 Donor Management and Relationship Building
CRM (Customer or Constituent Relationship Management) systems are crucial for managing donor information, tracking interactions, and building lasting relationships with supporters. They help personalize communication and manage donor lifecycles effectively.
# 5 Cost-Effectiveness
Digital marketing tools can be more cost-effective than traditional marketing methods, providing a better return on investment. MarTech platforms can also help organizations make better-informed decisions on targeting their campaigns so that they spend dollars on constituents ready to convert.
# 6 Compliance and Security
Nonprofits handle sensitive data, including donor information, and are not immune from data protection laws. Secure and compliant marketing technologies protect this data, maintaining trust and adhering to legal requirements.
What Challenges Do Nonprofits Face When Building a MarTech Stack?
Among other challenges or resource limitations that a nonprofit may face when developing a MarTech stack, there are two main concerns to be aware of—choosing the right tool for the job and staff adoption.
There are plenty of MarTech tools to choose from, with one estimate putting the number of platforms available at over 11,000 in 2023. To make matters more complicated, some platforms considered best-in-class, while appealing, may include features that your organization would never be able to use. When trying to select a platform for your organization, think about all its use cases and how you would use it most effectively. Find other organizations or colleagues you trust to give honest feedback on their experiences with the tools they use.
Another challenge we see often is how easily the team at an organization will adopt a new platform. Does the organization have the resources to train and help the team use the platform confidently? When the team does not feel they know why and how to use a platform, they stop using it, leading to an abandoned platform. Try to identify a platform that not only suits your organization’s use cases but also user friendliness to meet your team’s technical skill level.
When In Doubt, Call Out
Embracing MarTech is not just an operational decision; it’s a step towards amplifying impact and fostering deeper connections with your community. However, nonprofits must also carefully navigate the challenges of choosing appropriate platforms and ensuring staff adoption.
For nonprofits, the benefits of a well-structured MarTech stack—from enhanced outreach and engagement to data-driven decision-making and cost-effectiveness—are undeniable. Our MarTech experts at Media Cause are highly experienced in the tools, technologies, and platform that your nonprofit needs to succeed. If you need help selecting, setting up, or more effectively using your MarTech stack, we’re ready to support your team’s needs.