As the NDIS is rolled out across Australia, not-for-profit organisations will need to move to an operational model closer to for-profit operations.
Organisations will have to respond to a larger need for promotion and markeitng activities in order to compete in an open market. Not-for-profits will also need to actively plan client acquisition and retention methods. This will see many organisations focus on a very customer-centric approach.
Attracting New Clients is Essential
Under the NDIS, participants receive funding directly, giving them greater choice in providers. Not-for-profit organisations will need to focus on acquiring new clients through more traditional business methods, such as marketing and referral (effectively providing a strong customer experience).
Establishing a Brand Is Necessary
Not-for-profits will find a greater need to develop their brand. Previously, marketing and branding may not have been considered as important. With the introduction of the NDIS, it is important current and former clients keep your service provider front of mind.
How Do Not-For-Profits Choose The Right Software to Maximise Their Marketing & Client Acquisition?
Software and technology is an important consideration. It can help automate a lot of the marketing procedures and techniques. An overhaul of the systems may be necessary to find the right software solution. To do this, we recommend following these steps:
Define The Prospect Journey
How do you hope to engage potential participants? Your organisation may focus on providing information on your website for downloading, or increasing the impact of your content to maximise search engine optimisation. It is important to define this journey in order to assist with marketing and future planning.
Define The Prospect Groups
This stage requires compiling your finding from the prospect journey and sorting those into groups. Segmenting the potential client base allows for targeted marketing to those prospect groups. This process will vary, depending on the type of organisation.
Define the Relevant Touch Points
Touch points refer to the times a potential client engages with your organisation. It’s necessary to define these points in order to determine what technology will work across these mediums. Once you have the touch points, such as a blog, newsletter or even an online portal, you can plan your targeted marketing. Now you have the essential marketing ingredients—key prospects, relevant communication points and details on how the prospects have interacted with your company.
Analyse Suitable Software
With the key information obtained from the earlier steps, marketing automation products can be selected. These systems are designed to maximise marketing opportunities across different platforms, such as email marketing, videos and social media. Marketing automation products, including HubSpot, ClickDimensions and MailChimp, can work with existing databases and systems your organisations already has in place.
Investigate the Option of Integration Pieces
While there are some fantastic marketing automation products available, some of the functions they include may be too basic for particular organisations.
Integration allows information to be pulled directly from the organisation’s client management system. This allows for much more detail and clearer segmentation of prospects, as well as existing and former clients.
Adapting organisational processes to changes resulting from the NDIS is not without its challenges. Engagement with clients is a crucial development for organisations to factor in. Marketing to key channels and providing great service are necessary adaptations to a post-NDIS world.
Being prepared for new methods of client acquisition and marketing to these clients requires a review of existing technology. For comprehensive advice on the various platforms suited to not-for-profit requirements, speak to R & G Technologies.