Highlights & Results

• How Bloomerang’s Navattic Agent Demo drove a 113% lift in conversion to booked demos compared to its previous product tour.
• How Bloomerang’s Agent drove $145K in pipeline and shortened the MQA-to-SQO window from three days to two.
• How Bloomerang tours drove a 73.5% increase in CTA clicks and a 36.8% click-through rate on their website.
• How Bloomerang’s marketing team increased unique visitors by 52.1% and engaged visitors by 26.4% with demand gen and paid campaigns.

What is Bloomerang?

Since 2012, Bloomerang has been empowering nonprofits of all sizes to achieve their missions with purpose-built tools and expert support. Our intuitive platform offers donor CRM, volunteer management, and fundraising tools that streamline workflows, deepen relationships, and grow impact.

Backed by actionable insights and hands-on guidance, Bloomerang ensures nonprofit teams can focus more on their mission. Trusted by 24K+ nonprofits, Bloomerang drives generosity, strengthens connections, and fuels a better future for all. Together, we raise more, retain more, and do more.

What was the problem you were facing?

When I joined the marketing team in 2022, we had purchased Navattic earlier that year. This was mostly around when we were changing things in our product, and it was harder to keep up to date with updating videos or even product images on our website. It would take a lot of time to refresh everything, so we loved that Navattic was easy to update as our product changed and as we added more features.

We also received many requests from sales and other departments regarding what collateral we had and what materials we could show to customers that showed off areas of the product without us having to recreate everything each time.

To this day, we still have UI changes, and now, going in and updating those tours is a lot easier than re-recording product videos and updating your narrative. So we're very appreciative of the time savings.

With several products under the Bloomerang umbrella, our website visitors arrive with very different questions, and a single click-through path can only cover so much. Navattic Agents give us another way to help: our first agent lets visitors ask questions about the platform and guides them to the right product flows and resources, from walkthroughs to event information.

When do you use a tour vs. an agent?

We use both. Our click-through tours remain a core part of our website, while our Navattic Agent gives visitors a conversational path through the product. Rather than choosing one over the other, we ran the two side by side to see how each performs, and the agent is performing especially well with new business prospects.

For other situations, we still rely on tours:

We’ve leaned into using Navattic tours on our webpages in the last couple of years. Most of them are gated, but they've been an exciting draw for the number of people we've come to see and submit a form to access the gated page.

Also, sales loves them, whether it's to show an integration that might be complicated to demo. For example, we have a couple of mobile apps as part of our Bloomerang suite of tools, which are hard for us to demo occasionally. There were issues with live demoing our mobile app, with it lagging during Zoom calls and mirroring from personal phones onto their work computers. Regardless of the problem, the Navattic tours helped close that gap.

What are some results you have seen with demos and Agents?

We recently put our first Navattic Agent Demo to the test on our website, running it alongside our standard product tour for about 37 days. We launched the agent as-is and made only minor tweaks along the way:

• 113% lift in conversion rate from entering the agent experience to booking a demo, compared to the previous product tour.
• $145K in total pipeline created by the agent demo, including about $16K more in open pipeline compared to the standard product tour.
• Faster velocity: time from MQA to SQO dropped from three days to two.
• More raised hands: more visitors reached out after taking the agent experience than after the standard tour, with particularly strong results for new business.

Our funnel analysis has since added pipeline and velocity data on top of that early conversion lift.

Along the way, we noticed a clear difference in how prospects engaged with the agent. More people are raising their hands after taking the agentic tour instead of the normal one.

Early conversations show visitors using the agent much like they would talk to a rep. In one session lasting about seven minutes, a visitor browsed campaign and event options, asked detailed follow-up questions about ticketing and donation options, and requested a visual example before asking to see more. Our existing customers have also used the agent to ask about features and functionality.

Alongside the agent, our interactive demos continue to drive results.

We started by adding Navattic demos across our website, then later gated some of them. After that, we promoted the gated pages through campaigns, demand generation outreach, and ads across the internet. We’ve seen strong growth in both the number and percentage of leads coming from these efforts.

Our demand generation team loves the demos, and I receive at least one new request each month for another one.

Over six months, we saw a 52.1% increase in unique visitors, a 26.4% increase in engaged visitors, a 73.5% increase in CTA clicks, and a 36.8% click-through rate.

What are some other ways you currently use Navattic?

We've talked about using them as leave-behinds for BDR teams, and also using them more at trade shows.

Working in the nonprofit sector, we attend many trade shows for national accounts like Habitat for Humanity or the Boys & Girls Club. For example, I built one for a new partner integration with Dexco, which is another fundraising software. They are part of a conference for the Boys & Girls Club, so our team will use their tour to showcase how the integration works.

Sales have also requested that we showcase integrations that get a little complicated. We've made one for QuickBooks Online, and the team also loves that.

We've played around with the narrative that appeals to our prospects and customers about our suite of tools, such as Bloomerang Volunteer, Bloomerang Donor, and Qgiv by Bloomerang. We want to figure out how all three of these products can work together to solve the nonprofit needs of retaining volunteers and donors and attracting new fundraisers.

We have so many different products under the Bloomerang umbrella that Navattic helps showcase in a manageable and non-complex way, telling the narrative around sustainability in nonprofits.

How do you plan to continue to use Navattic?

We have really exciting features coming out in the next year, so Navattic tours are going to help showcase product walkthroughs. They also get our customers in the nonprofit space excited.

I’m also excited to see how successful the tour is at the trade show. I'm sure there will be more requests to create tailored, branded tours and showcase integrations that we can use.

I would love to create more specific tours for those larger national accounts. For example, Habitat for Humanity, Boys & Girls Club, or any of those large nonprofits that you think of that have multiple chapters, because each branch has unique needs. We want to show them how we can solve their problems.

Finally, I also really want to explore Launchpad, and I was very excited about it when I met with my CSM, Ryan.

What words of wisdom would you share with someone considering Navattic?

It's such a great strategy to have different ways to engage your audience. We're all pressed for time, and being able to take two to three minutes to click through a tour on your own without having to schedule a 30-minute demo with sales does not detract from the sales team itself. In fact, it actually enhances both experiences.

I personally feel that if the customer or prospect can come in already knowing a little bit about the product, they'll have better questions. Prospects will be more engaged with the sales team as well, and in turn, the sales team will know what they want to ask going into the call. Therefore, that in-person demo is also more specific and geared towards that prospect.

At first, all the possibilities seem a little overwhelming for people who are going to be building the tours themselves. But I always joke with my team that when I build a tour, it's my happy place because it's so easy to use. You can do so much with a tour, yet it's all very understandable.

The Navattic support team has been great. The whole Navattic team I've interacted with has been phenomenal and very helpful. Even the smallest things – like changing someone's photo and applying it across all the other screen grabs – are all well thought out.

I know Navattic has so much planned regarding product features that I'm excited for. As a product marketer, I'm like, what are you guys doing? Because I need to know.