ArmenTeKort vzw is a non-profit organization that aims to fight against poverty in Antwerp by connecting underprivileged and privileged fellow citizens. They use a buddy system whereby underprivileged people can volunteer to act as buddies and help the underprivileged. When one has successfully completed the training program, this voluntary underprivileged person will be paired with one of these underprivileged people and they will walk a path together.

To create more impact and awareness around this great initiative, HAVIK is doing its part by optimizing their marketing automation activities and providing new building blocks to further expand their current communication strategy. To accomplish this, ArmenTeKort is using Salesforce Sales cloud & Pardot as their marketing automation technology. Pardot, the marketing automation tool, was set up in the summer of 2020 with the aim of optimizing communication with ambassadors, sponsors, volunteers, partners… optimizing and automating follow-up. HAVIK and ArmenTekort joined forces and have already successfully completed four sprints. These sprints both aimed at making Antwerp citizens more aware of poverty in their city.

Sprint 1: Focus on the buddy journey using Pardot marketing automation

There are many volunteers working to make the project ArmenTeKort is embracing a success, and HAVIK wants to support that as best as possible. During the introduction it quickly became clear what ArmenTeKort wants to focus on in the coming months. Namely the buddy journey. In the journey where someone is interested in becoming a buddy until he or she is fully trained and matched with a buddy-seeker, there are a lot of campaign and automation opportunities. We looked at these together and eventually zoomed in on two specific phases of the process:

1. Igniting engagement from current people who have signed up with ArmenTeKort;
2. Further, refine follow-up throughout the buddy journey for optimal collaboration.

There was also a need to develop a preference center so that the organization could correctly capture registrations and deregistrations for the various types of communication. This preference center was also an important building block in the communication process. In addition to the strategic aspect, we were also able to support them with the more technical aspects of their Pardot environment. We optimized the UTM tags, set up the social media connectors, and tested the email deliverability, email footers, and the use of personalization.

Sprint 2: Pre-registration process and extra awareness for the info session

In this second sprint, we went into more detail on how ArmenTeKort can appeal to a larger target audience in the first phase and what tone of voice is needed to convince the Antwerp audience. Here we provided strategic support. The idea was to play out different emotions depending on the target audience and deploy them on different channels to get the biggest impact. While in phase 1 we focused heavily on following up on the buddy journey, in sprint 2 we also look at all other stakeholders: ambassadors, sponsors, partners, etc.

Another phase that we have worked out in more detail are specific exit flows. Getting someone to attend the information sessions and training is one thing, but it could very well be that for whatever reason that person no longer wants to engage. For this purpose, we have provided various exit flows to gather feedback and to get a clearer overview of who is dropping out and why. All this is then captured in Pardot & Sales cloud for subsequent analysis and follow-up actions.

Sprint 3: Focus on the scoring model and the preference page

In Sprint 3, we focused on the scoring model. We did a vetting for the prospect scoring and cleaning of the current data for this.

The second focus point was the use of the preference page. Necessary lists were defined, with corresponding follow-up actions/emails. The lists were definitively defined to be in line with their communication strategy. A flow was also developed whereby individuals are contacted again when they have been inactive for some time.

Furthermore, a sync was set up so all useful Pardot data that you can find in relation to the origin of a prospect could be captured in Sales cloud as well.

Sprint 4: Clean up database

In this sprint, we mainly looked at the people who are inactive on the monthly newsletter. In order to do this, we started by setting up mailing lists with the right criteria. Based on this we set up an engagement flow. This would allow us to see where inactivity was coming from and whether people were still interested in ATK. After people went through the flow without any action they were unsubscribed.

In addition, a health check was done on the UTM tracking. We activated the pardot tracking through a google tag manager. Here we checked if there was enough data coming in from this UTM tracking.

1% Pledge project in partnership with armentekort

Just like Salesforce, it is important for us to do our part and support non-profit organizations. We are doing this by supporting ArmenTeKort vzw in their mission to fight underprivileged people.

HAVIK will continue to support ArmenTeKort where necessary. This could be in the form of knowledge sharing or organizing focus moments to further optimize other processes within Pardot. In this way, we can ensure that ArmenTeKort has extra helping hands at its disposal!