The ultimate marketing technology stack for nonprofits

Investing in the right tools not only makes your job as a nonprofit marketer easier, it can also increase engagement and donations from your supporters.


Today, marketing technology makes up 26% of a marketer’s budget. That may seem like a lot, but these tools are essential for nonprofit marketers to be efficient and effective in their work. 

Make sure that whatever marketing solutions you implement have the capabilities you need to better understand your donors, deliver relevant messaging and evaluate how well your campaigns are working.

 For each section of the stack listed below, we offer seven suggestions for you to research. Keep in mind that some of these tools include multiple functions in one package, such as a CRM coupled with email marketing and social media scheduling. You can also look for integrations between systems, allowing you to import data from one application to another. The more you can combine your marketing tools in one space, the easier your job will be. 

 Most important, before you make any decisions, consider how new solutions will impact your donor experience.

 Social Media Scheduler

144 minutes a day. That’s the average time your potential donors spent on social media in 2019. If you want to build a relationship with donors, volunteers and advocates, you have to go where they are. It’s important to listen, post and report on each social channel your target audience uses. Refer to the UpPurpose Social Media Strategy Guide for Nonprofits for an easy way to build your strategy.

 Social media schedulers allow you to schedule posts in advance and easily post to multiple platforms using one tool. Some also aggregate mentions of your brand across channels so you can quickly and easily respond to and like posts. Many offer robust analytics and the ability to track specific hashtags, keywords, or similar organizations.

 Here are seven tools to consider: 

Donation Landing Pages

A landing page is one of your most important assets as a nonprofit digital marketer. To convert donors, you need a tool that allows you to easily create a new page to support initiatives on the fly. It’s important that these pages have an intuitive and modern design, include built-in payment processing and are cost-effective. (Pro tip: Watch out for high processing fees!)

 Here are seven tools to consider: 

Customer Relationship Management (CRM)

A CRM helps keep your donor data organized and allows you to view supporter interactions and behaviors. Using a CRM is the only way to personalize communication to your different audiences at scale.

 Here are seven tools to consider: 

Email Marketing Platform

While deploying more than 200 email campaigns over the past year, UpPurpose saw email bring the biggest return on investment of any marketing channel. Your email strategy is extremely vital to growing and engaging your donor base. 

Spending the time to collect emails and keep your database clean allows you to increase your segmentation capabilities and implement automation for triggered email campaigns. That means you can send the right messages to the right people at the right time.

 Here are seven tools to consider: 


Data Analytics Tool

No more spray and pray! Digital marketing allows you to analyze your strategy’s impact and make changes based on what is or is not working. Since testing and tracking are key to success, each tool above should come with built-in reporting. Couple that with Google Analytics to dig into your website’s data. 

Before you build a marketing tech stack, it’s essential to get stakeholder alignment on your marketing goals and strategy. Marketing software is only as good as the strategy and approach it supports. To get your leadership on board with an investment in digital marketing, try using our free presentation template, The What, Why, and How of Digital Marketing.

Download the Presentation


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