The vast majority of Australian NFP decision-makers say their organisations experience barriers to growth, including the use of varying software products internally, multiple data sources, no CRM management system and opaque marketing strategies. How do you fix it?  

When you have a big idea, a solution to the world’s problems, you want to get it out to the right audience pronto and start making that positive impact you’ve been dreaming of.

But Australian not for profits (NFPs) are struggling to market themselves to their target audiences, limiting their impact and growth.

Our latest research has uncovered a sobering statistic: 95 per cent of decision makers at Australian NFPs say their organisation experiences barriers to growth. 

The people we surveyed identified several main drivers of the problem, including different software and platforms being used by different teams in the organisation and having multiple sources of data with no single source of truth.

Ninety-six per cent of the NFPs we spoke to said they struggled with their marketing strategy, with 59 per cent of those saying they were unsure whether their marketing activities were effective. Forty-three per cent said they grappled with how to reach key audiences.

This can create problems for not for profits trying to grow their impact – that is, your impact will be lessened if you can’t tell your story to the right people.

Successful marketing is even more critical for not for profits than most other businesses as these strategies build awareness for the organisation’s cause and mission, drive donations and attract volunteers and supporters – ultimately scaling impact.

It’s clear to me, that one of the biggest challenges facing the sector today is the digital systems in use: aging, disparate and legacy systems that restrict growth. This is a concerning trend for the sector as a whole. NFP organisations fill critical gaps in the community to help make the world a better place, and any barriers to this work need to be addressed.

HubSpot’s mission is to help millions of organisations grow better, but we knew we could do more to support the unique needs of those organising, fundraising, and driving change in our global communities. That’s why we launched HubSpot for Nonprofits, which helps NFP customers grow better through access to our software, community resources, and support.

Evidence shows that these are the sorts of things that will help NFPs : global industry reports reveal that implementing new technology solutions and upskilling employees to leverage those systems consistently rank among the top five concerns for nonprofit leaders. We know that technical solutions that leave the people who need to use them behind create more challenges than they solve. 

Additionally, for NFP teams, a focus on ongoing education and support, not just new products, is absolutely critical. The process of adoption matters as much as the solutions themselves. The educational resources within our HubSpot for Nonprofits platform help not for profits understand the purpose of a CRM, removing another barrier to their growth.

We also know that not for profits face additional challenges, like smaller teams, legacy digital systems, and access to fewer resources. Plus, the cost of product maintenance and team training can exacerbate the digital divide. To help with this, we’re offering an ongoing 40 per cent discount on HubSpot for Nonprofits for eligible organisations, along with access to resources and support.

Partners in an improved experience

One NFP  harnessing the power of technology to scale and grow is social enterprise and ticketing innovator, Humanitix. 

Humanitix’s mission is to disrupt the inefficient, frustrating ticketing sector and redirect it for a better purpose.The registered Australian-born NFP offers a ticketing platform for events of all sizes and funnels booking fees into social impact projects.

Throughout its journey, Humanitix has focused on its technology, understanding that the most seamless the transaction is, the better the customer experience.

Humanitix saw an opportunity to improve its end-to-end customer experience and service approach for the benefit of clients. They’ve partnered with HubSpot to use our CRM technology to streamline the customer ticketing journey for marketers and event organisers.

Using HubSpot’s CRM has allowed Humanitix to scale while maintaining the personal touch that customers love. The CRM works with customer needs, prompting and pre-empting them to create a personalised event that’s exactly what they need. 

HubSpot’s support forms are also integrated into the Humanitix website, allowing for a smoother support experience when it’s needed. And HubSpot’s CRM has also enabled Humanitix to centralise its communications approach, tracking new leads and existing customers with continuity across all touchpoints. With these touchpoints flowing back to the CRM, the team at Humanitix are able to learn from and iterate on their marketing activity, continuously optimising for the customer experience.

All of this points to a successful experience for customers and nonprofits, saving time and money, enhancing the customer experience and contributing to the effectiveness and impact of your organisation.

As NFPs navigate the post-pandemic reality, HubSpot stands ready to assist in navigating through the barriers to growth, the barriers that all too often lead to stumbling blocks. 

Are you ready to grow your not for profits and increase your impact? Visit the HubSpot for Nonprofits website for more information.