Case Studies of Account-Based Marketing for Non-Profits
While there is no publicly available information to fully answer the question, we've used available data to pull together key findings. There is considerable evidence suggesting that non-profits - of all sizes - use account-based marketing (ABM) and other-directed marketing schemes, to make personal connections to drive donations, awareness, and participation. Unfortunately, we were unable to find more than one dedicated case study that fully meet the client’s criteria. However, we were able to find a related example. We then extrapolated the related study's findings. Below is an outline of our research strategies to better understand why the information requested is publicly unavailable, as well as a deep dive into our findings.
- (UNICEF) United Nations Children's Fund used social media, specifically Facebook, to make personal connections to drive donations, awareness, and participation. Facebook isn’t a dedicated (ABM) platform, however, it offers several features that allow it to work in a manner similar to a dedicated ABM platform.
- UNICEF’s approach was to use: Visual Storytelling (imagery that would illicit a strong emotional response), Scalable Engagement (timely responses to their audience), Timeliness (they kept up-to-date on recent trends/themes), and Calls-to-Action (seizing every opportunity to direct users to donation pages).
- UNICEF used Facebook almost exclusively to direct their account-based marketing campaign. Instagram and Statigram were also used.
- Success metrics weren’t explicitly stated in the case study. However, one could infer that UNICEF’s goal was to make personal connections, build awareness and participation, and drive donation growth.
Our final research method was to find a comprehensive list of account-based marketing companies that provide services to non-profits of any size (ex. Google for Nonprofits & Hotjar). We then we took considerable effort to search these providers' individual websites, looking for case studies or client testimonials given by large non-profit organizations. We found many companies, and several case studies and testimonials, but none met the client’s criteria.