How Prosper Strategies helped Nonprofit HR strengthen its sales pipeline through thought leadership and integrated marketing.
Nonprofit HR’s CEO with a speaker at Nonprofit HR’s annual Nonprofit Talent & Culture Summit
Since 2000, professional services firm Nonprofit HR has served the talent and culture needs of many of the nation’s leading nonprofit organizations, from Greenpeace to Amnesty International. When they came to Prosper Strategies, the firm was flourishing, but they knew it was time to start approaching marketing more strategically in order to achieve their aggressive goals for growth. They needed to strengthen their brand, improve their marketing technology, build a platform through which their experts could establish themselves as thought leaders, and most importantly, fill their sales pipeline with highly qualified leads.
Prosper Strategies was retained by Nonprofit HR as their agency of record/outsourced marketing partner and tasked with delivering and executing on a comprehensive integrated marketing plan to guide the growth of each of the company’s business units.
Prosper Strategies conducted extensive research at the onset of our engagement to inform Nonprofit HR’s marketing plan. We interviewed the organization’s leadership and clients, analyzed the competitive landscape of HR firms that serve the nonprofit sector, reviewed a bevy of marketing materials, audited social sector media coverage and much, much more.
We then designed an integrated marketing strategy focused on raising awareness of Nonprofit HR’s services and impact, establishing the firm’s founder and staff as thought leaders and generating qualified sales leads. Because Prosper Strategies had become Nonprofit HR’s outsourced marketing partner (they do not have anyone in a marketing role on staff), our plan was all-encompassing, including everything from target marketing metrics to recommendations for media outreach and content marketing, an assessment of marketing technology needs and a comprehensive marketing calendar.
Upon approval of our marketing strategy, Prosper Strategies set to work on Nonprofit HR’s marketing and growth goals. One of our early priorities was a complete overhaul of the firm’s website and core marketing materials. With these foundational elements in place, we turned our attention to establishing thought leadership for the firm and its staff. We helped grow Nonprofit HR’s annual Nonprofit Employment Practices Survey into the leading source of data on nonprofit hiring and employment (cited frequently by outlets like Fast Company and The New York Times), and developed a robust content library showcasing Nonprofit HR whitepapers, case studies, e-books, webinars and more. We used that content, along with Nonprofit HR’s blog, media coverage, social media content, educational events, executive speaking engagements and more (all of which we manage) to drive highly qualified traffic to the firm’s website, which we transformed into a lead generation engine by placing Nonprofit HR’s most valuable data and content behind web forms. Web visitors who were once anonymous became known leads that Nonprofit HR could continue to nurture. Finally, we tied everything together by helping Nonprofit HR implement Salesforce and Pardot. We also integrated the two systems so we could track marketing metrics and progress toward goals.
Because we touch so many elements of Nonprofit HR’s marketing program, from the firm’s website to their content and marketing automation, we’re able to directly measure the impact of marketing on web traffic, lead generation and sales. Nonprofit HR has seen significant growth across nearly every metric we measure during our relationship, for example:
Potential Media Impressions since 2014
Unique web visitors have nearly doubled since Prosper Strategies became Nonprofit HR’s outsourced marketing partner in 2014.
Generated per quarter (as of Q3 2017)
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