Revitalizing Community Engagement Through a MarTech Overhaul

The Challenge

The Resource Center, a leading LGBTQIA+ advocacy and service organization in North Texas, aims to be the go-to hub for comprehensive support and services in the region. To achieve this, they recognized the need to strengthen their digital outreach efforts. Seeking to better understand their marketing performance, Resource Center engaged Firefly to identify key areas for strategic investment in their MarTech operations so they can effectively reach and engage their diverse community.

Sectors

Platform

Services

A MarTech audit optimizes digital efforts and strengthens the connection between nonprofits and their communities.

The Resource Center, a leading LGBTQIA+ advocacy and service organization in North Texas, had a disjointed digital ecosystem leading to fragmented underperforming marketing efforts as well as inefficiencies in execution across the team. Firefly was brought in to evaluate the existing systems, identify the issues, and create a clear plan for digital transformation. During our engagement it was determined that a full overhaul of the organization’s digital operations is needed to better connect with their community and drive engagement.

Digging deep to evaluate the digital landscape

We began by conducting a thorough audit of the Resource Center’s entire digital marketing setup. This included a detailed review of their digital KPIs, email practices, and the user journey on their website. Our goal was to diagnose the gaps and inefficiencies that were holding them back. We identified areas where fragmented tools, poor data visibility, and lack of cohesion were preventing them from maximizing their impact.

The roadmap to a unified strategy

Once the problems were clear, we built a roadmap to unify their digital ecosystem. We aligned their team with key performance indicators and mapped out the customer journey, zeroing in on their core audience: LGBTQIA+ North Texans and healthcare patients. To track interactions across channels more effectively, we configured new Google Analytics tracking and reports based on a customized analytics roadmap. These changes provided the foundation for a cohesive, data-driven approach to digital outreach.

Overhauling email practices

We optimized the Resource Center’s Mailchimp setup to boost email outreach and engagement while reducing churn. By refining the platform’s configuration–streamlining contact interests, introducing audience segmentation, and standardizing the tagging system–the Resource Center is now able to send more targeted, relevant messages. These improvements have helped rebuild connections and drive meaningful engagement with their audience.

Rebuilding content for growth

Our content audit revealed that the Resource Center’s website wasn’t doing enough to support organic growth or user engagement. We outlined their content strategy to align with audience needs to help them develop new pillar content around key services like LGBTQIA+ primary care, gender-affirming care, STI testing, and HIV prevention. These improvements made it easier for their community to find critical resources and information.

Building capacity for long-term success

After revamping their digital ecosystem, we ensured the Resource Center’s team was prepared for long-term success. We provided comprehensive training on Mailchimp best practices, complete with customized how-to videos, so their team could maintain the improved marketing operations moving forward. With these new tools and strategies in place, the Resource Center is now fully equipped to engage their community and continue driving impact in North Texas.