He dug into PLC’s web analytics. He analyzed their email and social media metrics. He spent time on the phone with staff, talking to everyone from their director of operations to development officers.
Blackmon and his team also analyzed PLC’s content, and they were impressed with what they found. PLC director of communications Ben Irwin had implemented a robust content marketing program the previous year, and it was working well.
But, Van Gorp said, PLC struggled to communicate its “mission and heart” in a concise way to new prospects. “We found that one of the things we could help with right away was succinctly describing their work to a new audience.”
Meanwhile, Blackmon discovered opportunities for PLC to improve its mobile user experience. “We found that 65 percent of their traffic was coming from mobile devices,” Blackmon says. “Yet only 12 percent of their online donations were happening on mobile.” Blackmon believed some mobile- and conversion-optimization techniques could help bring in more donations.
The third, and perhaps biggest, opportunity Whiteboard discovered was in email. Although PLC’s content strategy was thriving on its blog and in social media, it was struggling in email, where its open and click rates consistently lagged behind the industry average. This led Whiteboard to focus on three clear strategies:
- Craft a powerful, succinct story of PLC’s purpose and mission for first-time prospects.
- Improve the mobile user experience and optimize it for conversions.
- Implement an automated email welcome series to onboard new prospects and convert them into first-time and recurring donors.
Putting the (right) pieces in place
As Whiteboard got to work, it discovered that PLC’s incumbent content management and customer relationship management (CRM) platform had some usability and performance shortcomings. They recommended migrating all of PLC’s pertinent CRM data into Mailchimp, which would smooth efforts to optimize the mobile site, make creating a compelling marketing automation series a breeze, and allow for highly targeted, thoughtfully segmented campaigns.
PLC agreed to the plan. According to Blackmon, this led to a couple other “quick wins,” because it allowed his team to add abandoned cart messaging and transactional thank you emails for a gift catalog Whiteboard had recently built on Shopify for PLC.