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CFRT: Using HubSpot for Effective Donor Acquisition and Retention

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1

sync between donor tool (Alizé) via API x HubSpot

1

Unified database of 240,000 contacts

5

Donor segments defined to refine the loyalty strategy

Markentive has supported us for over a year in the migration of HubSpot (from United States to Europe) and the daily management of our CRM. Their very good mastery of HubSpot allowed us to better understand the features offered by this CRM, particularly in the optimization of our marketing campaigns and the implementation of workflows. Markentive is proactive and has adapted well to our associative environment. Our end-of-year digital campaign grew by 30%!

 

Géraldine Barral, Director of Resources, Marketing & Communication

Industry

Non-profit asssociation

Founded in:

1950

Number of employees:

50-60

Website:

https://www.cfrt.tv/

Markentive Services

Growth Inbound Marketing
cfrt_goals

Goals and challenges

In order to synchronize its donor database, CFRT opted for HubSpot as a central CRM tool and to make it the pivot of its marketing automation strategy. Markentive provided its technical expertise and advised the CFRT association in defining the marketing strategy, in order to communicate in a targeted and personalized manner with each segment of contacts (supporters, donors, disengaged donors, etc.)

  • Unify the data between the donors management tool and HubSpot
  • Increase the number of contacts and donors in the database
  • Segment the database to push relevant and easily activable marketing actions
  • Activate the database during important moments of the year
  • Use and diversify the use of marketing assets to achieve conversion objectives (ads, forms, emails, landing pages, etc.)

The solutions we have provided

cfrt_solutions

At the start of the project, we guided the CFRT teams in developing their strategy for their CRM ecosystem. Once the platform was operational, we continued to support them, helping them with the adoption of the tool, supporting the deployment of marketing campaigns, and reinforcing the level of maturity of the previously defined processes.

  • Defining the business needs and use cases for the effective deployment of HubSpot
  • Creation of a technical framework for synchronization via API
  • Training sessions dedicated to CRM end users
  • Proposal and implementation of growth marketing actions to optimize the conversion of visitors into prospects, then donors, and finally loyal visitors
  • Developing a retention/anti-churn strategy: implementation of engagement/disengagement scoring, proposals for actions to reactivate inactive people, etc.
  • Overall support for the use of HubSpot and the deployment of strategic marketing campaigns
  • Optimization of the processes so that they correspond to evolving needs
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Results obtained

1

Unified database of 240,000 contacts

265

Subscribers converted into donors on the latest marketing campaign

5

Donor segments to refine the loyalty strategy and reactivation

As well as autonomous teams in the distribution of their communications!

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