Case Study - Advising SaaS Non-Profit RevOps Funnel/Sequenci

A SaaS platform for non-profits, featuring modules for fundraising, people management, event management, impact tracking, and board governance, was targeting an aggressive 100% CAGR for NTM growth. To meet this target, they needed to increase platform subscribers. Their primary monetization strategy relied on partnerships and alliances, while their primary revenue strategies included networking, social media marketing, and occasional guest appearances on podcasts and at speaking events. They were exploring additional revenue channels, including developing an outbound sales engine and outbound sequences, expanding digital marketing efforts (e.g., SEO and content marketing), and launching a series of business seminars, a podcast, or a video podcast. They sought assistance in evaluating these options and turning them into effective lead-generation tactics.

We collaborated with the client to narrow down their potential sales and marketing strategies. We explored the pros and cons of implementing either a Sales Development Representative (SDR) or a self-sourcing Account Executive (AE) strategy. We discussed their idea for a content series and suggested that if developed as a unique series of speaking events—and recorded—it could serve as disruptive content for future outbound social selling and cold outbound campaign sequences (emails > calls > LinkedIn touches).

Additionally, we introduced the concept of "opportunity engineering" by recommending they host at least one event per month. This would not only serve as a lead-generation funnel but also build a separate Marketing Qualified Lead (MQL) drip to drive discovery calls. We advised integrating guerrilla marketing techniques and innovative PR strategies to elevate visibility.

We also offered guidance on transforming these events into a lead-capturing funnel, making the series a powerful lead magnet. A custom drip campaign was designed to nurture leads strategically, with a sequence of touchpoints that maximized attendee engagement and follow-up interactions. Our recommendations included content strategies, effective call-to-action placements, and post-event nurturing to optimize conversions and build long-term relationships.

A bi-weekly event series was launched, featuring nonprofit leaders and changemakers. This platform allowed them to share their stories and insights, positioning the SaaS platform as a thought leader in the nonprofit sector. These events raised the organization's visibility and led to invitations to participate in more established nonprofit videocasts, which they co-sponsored to foster meaningful conversations with industry leaders. The content was repurposed for social media, generating buzz and increasing brand awareness. The unconventional PR strategy and social media amplification enhanced the organization's profile, resulting in new partnerships with influential sponsors. The series successfully positioned the nonprofit as a key player in the sector, helping the organization connect with a broader audience and deepen relationships with supporters.