Inspired Marketing Case Study about FW De Klerk Foundation

President’s Foundation uses marketing automation to keep in touch with supporters

The FW de Klerk Foundation promotes and preserves FW de Klerk’s presidential heritage by supporting the causes he worked for during his presidency. Specifically, the Foundation supports and promotes the Constitution, promotes unity by nurturing relationships between communities, supports charities that care for disadvantaged children and those with disabilities, and provides information on FW de Klerk’s presidency and the transition to a non-racial constitutional democracy.

The Situation

The FW De Klerk Foundation expressed a need to increase their subscriber database. They wanted to reach a bigger, more diverse audience and new markets. They also wished to implement a sales CRM database.

Search for a Solution

The Foundation approached Inspired Marketing to provide marketing automation technology and support services to help them achieve their goals. The brief also included identifying new market segments and sourcing subscribers for the Foundation within those market segments.

Objective:

Implement marketing automation technology to increase the Foundation’s subscriber database and streamline their marketing and communication processes.

Desired outcome:

Develop a reliable system that:

Automatically

  • captures subscriber information directly from websites and other online publications,
  • identifies subscriber interests, information preferences and funding opportunities,
  • sends follow-up communication.

Delivers relevant communications to specific markets segments.

Generates inquiry notifications to relevant parties.

What we did

Inspired Marketing delivered the following:

  1. Set up marketing automation with a built-in sales CRM software platform.
  2. Segmented the subscribers into relevant groups: interest groups, education, legal, donors, media, industry players.
  3. Mapped out each subscriber segment process – from first contact to engaged readership.
  4. Identified methods to reach each market segment and invited contacts to sign up for news and information.
  5. Created email content and sequences, campaign web pages with sign-up forms, information web pages, notifications, smart emails and dynamic content.
  6. Set up the marketing workflow automations, tested the processes and activated the campaigns.
  7. Enabled performance analytics for real-time feedback.

The Result

To date, the FW De Klerk Foundation’s subscriber database has grown by over 400%. Inspired Marketing was also able to identify new opportunities for the Foundation and automate existing acquisition strategies, thereby unlocking considerable underlying value.

President’s Foundation uses marketing automation to keep in touch with supporters
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