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Learning Path: Marketing: https://help.pm.leapevent.tech/a/1548949
Before you begin....
Have you already completed these prerequisite paths?
If not, we recommend you complete this path, then come back here!
Hey, Marketing Mavens! This Learning Path is designed to give you an overview of marketing tools and integrations with PatronManager, from email marketing to handling images and text on your PatronManager sites to reporting for your mailing lists.
After completing this Learning Path, you'll understand:
- How to pull targeted lists using ticketing and development data
- Gather email preferences
- Use integrated email marketing tools, if applicable to your organization
- Track campaign performance
- Brand your PatronManager sites and communication
- Use analytics on your PatronManager sites, if applicable to your organization
This Learning Path should take approximately five hours to complete, or seven hours with all of the optional readings.
Here's a checklist for you to print out and keep track of your progress:
Click below to jump straight to the topic you're working on today:
Let's do it!
1. Reporting
Estimated time: 2 hours
PatronManager stores a ton of data about your patrons and donors, and that's data that you can put to use to target your marketing efforts, from promotional emails to fundraising mailers!
Understanding the basics of reporting is fundamental to pulling accurate and effective reports. The tools provided here will give you the building blocks to create and run reports for your marketing initiatives while taking full advantage of the all-in-one CRM that is PatronManager.
Required for all organizations:
- Read: All About Reporting
- Read: Anatomy of a Report
- Read: Library of Useful Pre-Loaded Reports
- Read: Basic Reporting Customizations
- Watch: Reports 101: Building a Foundation
Dashboards are a built-in way for you that can graphically represent your reports and are a great way to quickly see data.
Required for all organizations:
Future Toolbox:
CRM Snapshots are powerful tools that easily allow you to pull complex lists. Knowing how to use CRM Snapshots will save you time as you create reports and help you pull accurate lists quickly!
Required for all organizations:
- Read: All About CRM Snapshots
2. Email Marketing
Estimated time: 40 minutes, or 1 hour 30 minutes with Emma or MailChimp
PatronManager integrates with two email marketing programs: Emma and MailChimp. Depending on your organization, you may already have one of these programs set up, or you may be choosing between the two.
When you send promotional emails, you want to make sure that you only contact individuals who have given their consent.
Required for all organizations:
If your organization already uses Emma or Mailchimp, read up on that specific program.
If your organization doesn't use either of these yet, read through these resources to see which is the right fit for you!
Required for some organizations: (ask your supervisor)
3. Campaigns
Estimated time: 30 minutes
Campaigns are a great way to organize and track your marketing efforts and track response and efficacy of your outreach!
Campaigns allow you to track Contacts and their responses to different initiatives, like email campaigns or mailing lists.
Required for all organizations:
4. Branding & Images
Estimated time: 1 hour 15 minutes, or 2 hours 15 minutes with email templates and tickets.
PatronManager allows you to update the look and feel of your PatronManager sites, like the Public Ticketing Site (PTS) and Donation Forms to match your brand!
Your PTS is where patrons purchase their tickets online and offers plenty of ways that you can customize the look for your branding.
Required for all organizations:
- All About Your Public Ticketing Site
- Using Theme Builder to Change the Look of Your PTS
- Updating Images, Language, and Video on Your PTS
- The PTS Footer: Add Refund Policy, Privacy Policy, and More
Required for some organizations: (ask your supervisor)
Donation Forms are where your donors go to place a donation online, and you can customize these to match your branding too.
Required for all organizations:
You can extend your branding to transactional emails, like confirmation emails that go out to your ticket purchasers and donors.
Required for some organizations: (ask your supervisor)
It's important to make sure that transactional emails remain transactional, and not solely for marketing purposes.
You can also update and add some branding to both your Point-of-Sale and Print-at-Home tickets, if your organization uses them.
Required for some organizations: (ask your supervisor / Box Office Manager)
5. PatronManager Site Analytics
Estimated time: 40 minutes
For PatronManager sites, like the PTS and Donation Forms, you can track analytics to gather demographic and behavioral data.
You can track how patrons get to your PTS to purchase tickets, giving you valuable data on how patrons are getting to you.
Required for some organizations: (ask your supervisor)
You can track basic information on how donors reach your Donation Forms too.
Required for some organizations: (ask your supervisor)
6. Test Your Knowledge
Ready to test your knowledge? Take our short quiz to see how well you learned everything in this Learning Path: click here!
Does your role entail more than what's covered here? Head back to our Learning Paths chapter and tackle another Path.
Congrats; you've completed your onboarding!
Head over to your Graduation: What Do I Do Next? for a quick wrap-up and some helpful resources.