Supercharging Your Nonprofit’s Outreach with Salesforce Marketing Cloud Account Engagement (Pardot)
How Pardot Can Help Nonprofits Reach Their Outreach Goals
Keeping supporters engaged can be like juggling with one hand—there’s a lot to manage, and you don’t want to let anyone slip through the cracks. Whether it’s reconnecting with past donors or bringing new volunteers into the fold, each person matters. That’s where Pardot (Salesforce Account Engagement) steps in. It helps nonprofits build and maintain these relationships, automate timely follow-ups, and focus on supporters who are most committed to the cause. Here are some specific ways Pardot can work its magic for nonprofits.
Scoring and Grading: finding your most dedicated supporters
Not every supporter engages in the same way, and that’s a good thing! Pardot’s scoring and grading features help you identify who’s most connected and who might need more encouragement. Each action supporters take—like reading an email, attending an event, or donating—earns them points. It’s a clear way to see who’s warming up to become a regular.
Example 1: Imagine you have a longtime supporter, let’s call her Sarah. She opens nearly every email, attends online events, and occasionally donates. With a high engagement score, Sarah would be flagged for a more personal approach, maybe a call to say thanks or an invitation to a VIP event.
Example 2: Now, let’s say your nonprofit has a corporate partner who recently reached out about expanding their support. With Pardot’s lead grading, you can prioritize corporate partnerships like this when it’s time to fundraise, making sure your outreach efforts match your fundraising goals.
Engagement Studio: automatic journeys to keep supporters engaged
Pardot’s Engagement Studio can take your supporters on a journey tailored to their level of involvement. Think of it as a helpful virtual guide that automates all the thank-yous, updates, and event invitations, so you don’t have to. Nonprofits can use Engagement Studio to set up onboarding flows for new donors, re-engagement series for lapsed donors, and automated thank-yous for volunteers.
Example 1: A new supporter makes their first donation. Pardot’s Engagement Studio can kick off a welcome series that starts with a heartfelt thank-you, followed by a message explaining the impact of their gift and an invite to join a local event. This journey helps the new donor feel welcome and appreciated right from the start.
Example 2: Say you’re running a campaign that ends with a big virtual gala. You can use Engagement Studio to set up an automated journey that sends event reminders, provides access links, and even includes a follow-up email with event highlights and donation impact stories. It keeps supporters engaged from sign-up to follow-up, all without constant manual effort.
Gradual Profiling: learn more about supporters without overwhelming them
No one likes to be bombarded with questions. With Pardot’s progressive profiling, you can get to know your supporters over time without overwhelming them with endless forms. Each time they engage, Pardot gathers new information, like their interests or preferred causes, so you can tailor future outreach.
Example 1: Picture a new volunteer signing up for an event. Instead of asking a dozen questions at once, Pardot captures basic details, like their email and location, on the first form. Later, if they sign up again, it can ask for additional information, like their preferred volunteer roles. Over time, you’ll have a fuller picture of their interests without ever making them feel overwhelmed.
Example 2: Imagine a recurring donor who periodically contributes to your cause. Instead of immediately asking for more details, Pardot gradually picks up insights each time they interact—maybe one form asks about their interest areas, while another focuses on preferred donation channels. By collecting this data slowly, you can personalize future messages and make them feel valued.
Dynamic Content: emails tailored to each supporter’s interests
Supporters engage best with content that speaks directly to them. Pardot’s dynamic content feature lets you customize messages based on each person’s specific interests, making every email feel personal and relevant.
Example 1: Let’s say your nonprofit is running a campaign to protect various endangered species. One email can be designed to adapt based on each supporter’s preference: for polar bear enthusiasts, it showcases Arctic conservation efforts; for those passionate about rhinos, it highlights anti-poaching work. This level of customization shows you’re in tune with what matters to each supporter.
Example 2: Imagine you’re promoting a range of local events across different cities. With dynamic content, you can send a single email that highlights events based on each recipient’s location. So, a supporter in Chicago will see details for local Chicago events, while someone in New York sees events near them. It’s like sending a perfectly customized invitation to every inbox.
Completion Actions: seamless follow-ups every time
Pardot’s completion actions allow you to automate follow-up tasks whenever supporters take specific actions—like donating, signing a petition, or RSVPing for an event. This ensures that no one slips through the cracks, and everyone feels valued.
Example 1: Let’s say a supporter donates to your latest campaign. Pardot’s completion actions can automatically send a thank-you email, add them to a “recent donors” list, and even alert your team to send a handwritten note if they hit a certain threshold. It’s a simple way to acknowledge every gift, big or small, and make sure supporters feel appreciated.
Example 2: Imagine a volunteer RSVPs to an upcoming event. Pardot can instantly send a confirmation email with event details, add them to a segmented list for volunteers, and even schedule a reminder a few days before the event. This way, volunteers stay informed without extra work from your team, and you get better turnout.
Best practices for using Pardot in nonprofits
Keep an eye on scores and grades: Pardot’s scoring and grading evolve as people engage, so check these scores regularly. If you notice a donor’s score going up, it could be time for a personalized touch, like an invite to an exclusive event or a one-on-one call.
Automate campaigns to save time: Use Engagement Studio to automate your recurring campaigns—like end-of-year giving appeals or volunteer drives. It keeps your nonprofit top-of-mind for supporters while saving your team time.
Track engagement with Pardot’s analytics: Curious to see which messages resonate most? Pardot’s analytics can show you which subject lines, calls to action, and email layouts perform best. This insight helps you refine your strategy over time.
A/B test your content: Try different subject lines, layouts, or images in your emails to see what grabs attention. Sometimes a small tweak can make a big difference in engagement rates.
Sync data in real-time: Integrate Pardot with your other systems, like event registration platforms, to keep supporter information up-to-date. When data flows seamlessly, you’re always working with the latest information.
How to measure success with Pardot reports
Pardot’s reporting features help nonprofits get a clear picture of what’s working and where to improve:
Email performance: Check open and click rates for each email campaign to see what content engages your supporters the most.
Form conversions: Track how many people sign up through your forms, and adjust if conversion rates are low. Sometimes simplifying a form or changing the call to action makes all the difference.
Lifecycle reports: These reports give you a big-picture view of how supporters move through your engagement funnel, from first-time interactions to loyal donors.
Real-world Example: a conservation nonprofit’s journey with Pardot
Imagine a nonprofit focused on wildlife conservation. They use Pardot to segment supporters by activity, like recent donations or volunteer participation. With Engagement Studio, new donors are guided through a welcome series that introduces them to various conservation projects. Progressive profiling helps gather details over time, so the nonprofit knows each supporter’s interests, whether it’s marine life or forest conservation. Meanwhile, completion actions ensure that every donation is followed up with a thank-you, and every event sign-up gets a reminder. It’s a well-oiled system that keeps supporters informed, appreciated, and involved.
Pardot can help nonprofits make outreach more personal, organized, and impactful, bringing supporters closer to the causes they love. It’s a practical tool that can turn one-time donors into dedicated advocates, simplifying your work while boosting your mission’s reach.
Ready to learn more? Check out these resources:
Using Pardot for nonprofits
With Pardot, nonprofits can create memorable connections, keep supporters engaged, and drive meaningful change.
