Donor stewardship made easy with marketing automation

“Dear %%firstname%%” 

In the past, email personalization meant simply inserting a contact’s first name with a merge field into your email greeting, and crossing your fingers that your data was accurate.

If you’re engaged in fundraising or constituent mobilization of any kind, marketing automation can be a game-changer for your nonprofit. And with marketing automation tools like Pardot, personalization goes much further – allowing you to automate timely, relevant, thoughtful content and touchpoints throughout a donor’s life cycle.

Here are just a few of the tools you can use to personalize your constituent communications with Pardot:

Automated emails

With features like automation rules, completion actions and Engagement Studio drip programs, Pardot allows you to send immediate or time-based emails based on constituent actions and attributes. For instance, auto-send an email on a donor’s anniversary or birthday, automate donation thank-you emails, send immediate event confirmation emails upon RSVP and much more.

A/B Tests

Do your constituents open more emails that are sent “from” your executive director, or a more generic sender name? Do they donate more in response to longer emails with no external links, or to short copy that directs them to a landing page? With Pardot’s A/B testing feature, you can test these scenarios and more. Send two email versions to a percentage of your recipient list, specify your test timeframe and optimize in real-time by automatically sending the winning version to the majority of your list when the test is complete.


Do you know what types of content your constituents find most engaging? Using Pardot tags, you can keep track of the links people click, and even the pages they view on your website. You can then use this information to send tailored follow-up emails, build drip programs around specific content themes, and inform future content creation overall.

Ready to see how marketing automation can transform your nonprofit? Check out our eBook, Expanding Your Donor Management with Salesforce and Engagement Marketing.

Redpath ebook Expanding donor management marketing engagement

With the rapid evolution of technology, Salesforce solutions are ever-changing and improving features. Contact our team for up-to-date information.

Published On: March 26, 2020

About the Author: Vanessa Ruiz

Vanessa Ruiz is a Principal Salesforce Consultant on the Higher Education team. As a 9x certified consultant, she helps colleges and universities define their CRM strategy and leverage best practices to realize their CRM vision.