InvestMyCommunity is the UK’s only dedicated fundraising platform for community organisations. Launched in 2020, InvestMyCommunity is relatively new to the fundraising space, and therefore needed a more substantial client base to grow – both through raised awareness with their target audience, and support in helping their prospects progress through the funnel to become customers on a larger scale.
In June 2021, InvestMyCommunity partnered with us at ProsperoHub, a Diamond HubSpot CRM Solutions Partner, where we designed a long-term marketing and sales strategy utilising HubSpot tools to help them achieve 500 new customers in one year.
In the beginning, InvestMyCommunity’s marketing tactics and sales processes were almost non-existent, and they needed support creating expert content from scratch.
An additional challenge arose when the planned closure of Virgin Money Giving (VMG) on 30th November 2021 was announced. This presented us with a unique opportunity to market specifically to community organisations within VMG’s client base that now needed a new fundraising platform. It was crucial to start sending out high-quality marketing content within a short time span to reach these potential customers before competitor platforms did.
This was a time-sensitive campaign to create, deliver, and yield results. We took a multi-pronged approach, using the Marketing Hub tools, and built a significant amount of content within two weeks, and continued to create and deliver additional content for the next two months up to and following the platform’s closure.
We created:
For this campaign, a total of 500 new customer sign-ups within one year was agreed. We held a workshop to define four key buyer personas to target with tailored content to address their individual needs and interests, and an initial content meeting was held to discuss and confirm the content calendar.
This ongoing campaign includes:
Attract:
Engage:
Delight:
In two months, we achieved 253 new sign-ups (140% monthly increase) and 905 MQLs. We have forecasted that if our current growth continues, by February we will have reached 433 new sign-ups – meaning we are significantly ahead of schedule to reach, and exceed, our target of 500 in one year.
Since the start of the VMG campaign, we’ve sent around 11,000 new contacts a total of 158,944 emails.
InvestMyCommunity’s website traffic increases by 125% each month due to our marketing content and outreach.
In addition, we have increased efficiency in the HubSpot customer flywheel as prospects register with InvestMyCommunity and become customers.
InvestMyCommunity considers us an integral part of their marketing team and have been so delighted with our partnership and success so far and the initial HubSpot CRM migration, that they have agreed to a complete website migration to fully integrate with HubSpot and increase our level of creative control – bringing everything onto one platform.
Short-term success
We have successfully resolved the awareness issue with InvestMyCommunity’s target audiences – with email campaigns reaching a total of over 30,000 relevant contacts between the VMG campaign and the lead generation campaign.
Furthermore, our ad campaigns have been so successful that InvestMyCommunity's ads are now directly competing with GoFundMe, JustGiving, and Crowdfunder.
Long-term success
We have set InvestMyCommunity up for long-term success with evergreen marketing content for all platforms. In addition, automated workflows and contact lists have been created to ensure new contacts are segmented and communicated with accordingly.
We have also established detailed engagement data and analytics dashboards, elevated marketing and sales tools and features, PPC and Facebook ads, a sales playbook, and the option to book meetings with the CEO.
New content is currently being built for two new InvestMyCommunity campaigns to launch in 2022.