Pardot for Non-Profits: Event Marketing
Posted: Sun Dec 22, 2024 6:08 am
This blog was written before Pardot was renamed to Marketing Cloud Account Engagement. You can read more about the name change and what it means here.
As a non-profit organisation, you’re likely using events as a core component of your marketing and communications mix. Popular event types might include community get-togethers and local activities, as well as virtual events designed to promote large-scale awareness and fundraising, such as Comic Relief’s Red Nose Day’.
Yet, marketing such events to drive attendance cambodia phone number list and participation is no easy feat, and that’s where Pardot for non-profits provides a huge advantage.
When considering your event marketing strategy as a non-profit, Pardot can help you to:
Improve communication before, during, and after the event.
Increase the number of event attendees and manage these throughout.
Target sub-segments of your attendees with tailored, personal comms.
Maintain engagement with your audience beyond the event date to drive further action.
From automated pre-event invitations to post-event engagement, here’s how Pardot can help non-profits with event marketing.
Using Pardot for not-for-profit events marketing:
Integrate Pardot with Eventbrite
Use Pardot to turn prospects into event registrants
Take advantage of Pardot landing pages
Use nurture campaigns to keep invitees engaged
Engage with your audience post-event
1. Integrate Pardot with EventBrite
In case you didn’t know already, Pardot has a connector with EventBrite. If Eventbrite is already part of your organisation’s event marketing toolset, then it makes sense to take advantage of this connector.
Any information relating to an invitee’s RSVP status as well as any engagement they have had with an event connected with Eventbrite is added to their record in Pardot. This information is also synced to Salesforce.
How does this help?
Having the ability to capture this information in Pardot gives you insight into an invitee’s level of interest in an event and how engaged they are. The more engaged an attendee, the more likely they are to take meaningful action such as volunteer, donate, or promote your cause.
It’s also useful when reporting and analysing how to approach your next event as you’ll have a better indication of the types of prospects to invite and how to engage with them.
2. Use Pardot to turn prospects into event registrants
Quantity doesn’t equate to quality - you can cast the net wide with big invite numbers, but don’t expect big results. It’s important to put the groundwork in first and uncover which of your current database are most engaged with your organisation.
The easiest way to determine a list of prospects that are likely to register for your event is through grading and scoring. Those with a higher prospect score are more likely to have a vested interest in your cause, and are more likely to register to attend.
If you don’t have enough high-scoring leads in Pardot, then you’ll need to engage in some strategic nurture activity. Lead nurture is all about building a relationship with your prospects to help increase their level of interest and loyalty to your organisation.
As a non-profit organisation, you’re likely using events as a core component of your marketing and communications mix. Popular event types might include community get-togethers and local activities, as well as virtual events designed to promote large-scale awareness and fundraising, such as Comic Relief’s Red Nose Day’.
Yet, marketing such events to drive attendance cambodia phone number list and participation is no easy feat, and that’s where Pardot for non-profits provides a huge advantage.
When considering your event marketing strategy as a non-profit, Pardot can help you to:
Improve communication before, during, and after the event.
Increase the number of event attendees and manage these throughout.
Target sub-segments of your attendees with tailored, personal comms.
Maintain engagement with your audience beyond the event date to drive further action.
From automated pre-event invitations to post-event engagement, here’s how Pardot can help non-profits with event marketing.
Using Pardot for not-for-profit events marketing:
Integrate Pardot with Eventbrite
Use Pardot to turn prospects into event registrants
Take advantage of Pardot landing pages
Use nurture campaigns to keep invitees engaged
Engage with your audience post-event
1. Integrate Pardot with EventBrite
In case you didn’t know already, Pardot has a connector with EventBrite. If Eventbrite is already part of your organisation’s event marketing toolset, then it makes sense to take advantage of this connector.
Any information relating to an invitee’s RSVP status as well as any engagement they have had with an event connected with Eventbrite is added to their record in Pardot. This information is also synced to Salesforce.
How does this help?
Having the ability to capture this information in Pardot gives you insight into an invitee’s level of interest in an event and how engaged they are. The more engaged an attendee, the more likely they are to take meaningful action such as volunteer, donate, or promote your cause.
It’s also useful when reporting and analysing how to approach your next event as you’ll have a better indication of the types of prospects to invite and how to engage with them.
2. Use Pardot to turn prospects into event registrants
Quantity doesn’t equate to quality - you can cast the net wide with big invite numbers, but don’t expect big results. It’s important to put the groundwork in first and uncover which of your current database are most engaged with your organisation.
The easiest way to determine a list of prospects that are likely to register for your event is through grading and scoring. Those with a higher prospect score are more likely to have a vested interest in your cause, and are more likely to register to attend.
If you don’t have enough high-scoring leads in Pardot, then you’ll need to engage in some strategic nurture activity. Lead nurture is all about building a relationship with your prospects to help increase their level of interest and loyalty to your organisation.