Hand in Hand International is a member of the Hand in Hand Network, a global group of NGOs that has worked in 14 countries and counting. Their goal is to eradicate poverty in the communities where they work.
From Afghanistan to Zimbabwe and across the global south, Hand in Hand has helped create 3.2 million micro-enterprises and 4.8 million jobs. Women, who face the steepest barriers to employment, make up 90 per cent of their members.
Hand in Hand engaged Carter Consulting as a virtual CMO to help them communicate more frequently, more successfully and in a more tailored way with donors and prospects.
The current marketing process required a significant amount of time and manual intervention from grant managers, fundraisers and donor marketing managers. Therefore, our goal was to reduce the time and effort of the marketing process.
Hand in Hand wanted their website content, marketing, and fundraising processes to better align with their marketing processes.
Having completed a comprehensive audit of Hand In Hand current processes, software and marketing efforts, we identified the key areas to improve the marketing automation and integration between their CRM and marketing.
We analysed the benefits, limitations and costs of various
CRM and marketing automation platform solutions and
provided our recommendations to Hand in Hand.
By integrating the website and CRM into their new marketing
automation platform, we provided an efficient workflow
between these platforms.
This meant we could systematically integrate the website
content into their donor marketing efforts. We also advised
and gave design suggestions on automated emails and
workflows for new subscribers.
We audited the website and gave suggestions to improve the overall user journey and experience. To achieve this, we suggested optimising call to action buttons, forms and specific landing pages.
For the form, we created a branded GDPR compliant form which was added to the website footer so that visitors could subscribe to communications. We also advised on the placement of CTA’s across the website, improving user navigation and click-throughs. Lastly, we optimised specific landing pages by enhancing the overall style and structure for a better user experience.
To implement a more effective automated marketing communication process, we created an automated sequence on their new automation platform for subscribers to receive relevant communications.
This automated email workflow consisted of three emails designed to engage users at various points of their journey.
By streamlining the website content and fundraising processes in line with their marketing, Hand in Hand can communicate more effectively with donors and prospects.
The benefits of marketing automation include time savings, reduced marketing spends, scalability and strengthening the relationship between fundraising and marketing. As a result, prospects visiting the website or engaging with content have a better user experience and more efficient ways of receiving communications.
“Carter Consulting took what could have been a complex process and made it simple. Having audited our marketing procedures they produced a concise series of recommendations and then provided the support needed to turn those recommendations into action. Throughout the process, they were always on hand to offer practical assistance and guidance.”
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If your company is looking to achieve the same remarkable results as Hand In Hand International, contact us.
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