Open Doors needed to build awareness for their cause in order to accumulate donations. They switched marketing strategies from primarily direct mailing to an online presence, but needed a system to manage all the pieces.
increase in traffic from email marketing
increase of direct traffic
average landing page conversion rate
Started in 1955, Open Doors is a fundraising and relief organization that helps individuals being persecuted for their Christian religious beliefs world wide. When other organizations are not allowed in or are being forced out by oppressive governments, Open Doors is there to help assist those in need and help strengthen communities affected.
For Open Doors, building awareness for their cause is the main goal of their marketing team. Without awareness, it is difficult to accumulate donations and in turn, help more people. For many years, they went the usual route that most nonprofits go and their marketing efforts were mainly driven toward direct mail. When they started to build an online presence, they quickly became aware that tools like their website and social media were helping them gain awareness faster than ever before. They had the pieces started; they just needed a solution that would help them bring it all together. Was there something out there that could make their efforts easier and put them all in one place?
Before deciding to add HubSpot to their marketing plan, Open Doors knew they needed a change. Because of the nature of their mission, they were direct mail focused and driven. That’s just the way it’s always been and this was the area where they had always seen the most results. However, they were aware that things were changing, and they needed a way to take this success and transform it into an online, inbound strategy.
The Open Doors marketing team quickly went to work building their online presence. They built a successful website and were really starting to grow on both Facebook and Twitter. However, they had no idea how people were actually finding them and didn’t have a great system for capturing lead information. In addition, they just needed a better way to encourage their leads to make donations. In the end they realized they needed a solution that could help them take all the great things they were doing to the next level. Joshua Seale, a member of Open Door’s marketing team was already addicted to HubSpot’s resources, including reading and printing out every ebook he could get his hands on. So when a supervisor left and they needed more direction, they decided to sign up for the HubSpot all-in-one marketing software and soon realized it was the one tool they need to pull all the pieces together.
Once setup, Open Doors was able to use HubSpot’s Website Management tool to discover how and why they were growing. They were able to see where their traffic was coming from and which of their campaigns were working and which were not. Even with a small team, they were able to set up campaigns quicker than ever before and make changes as needed. In addition, with the help of HubSpot’s Keyword tool they were able to see which words worked best and easily input them into each of their pages. Because of these efforts, in just under a year since adding HubSpot, Open Doors has increased their direct traffic by 97%.
Gaining new leads in order to spread awareness is very important to Open Doors. By using the HubSpot Landing Page tool they were able to effortlessly imbed forms into each page to capture specific lead information. In the past year their landing pages had an average 22% conversion rate. Then with the lead information they attained, Open Doors was able to simply set up lead nurturing for one of their biggest campaigns last year. Using this tool, they were able follow up with these leads and encourage them to come back to the site and donate.
Armed with more leads than ever before, Open Doors used HubSpot’s Email Tool to set up and send specific emails to specific leads. With this tool, and the information they attained from their lead forms, they were able to segment and target leads with the right communication that would interest them the most. This is one of the main ways Open Doors communicates with their growing donor list, and it helps them keep in touch to drive more donations. Since implementing HubSpot’s email system, they have increased traffic from email communication by 348%.