To track website visitors who download white papers, case studies, and impact reports, and then pursue them as constituents, using Pardot is the most effective solution. Here’s how to set it up:

Install and Configure Pardot:

Purchase and install Pardot if not already done.

Configure Pardot settings to align with your nonprofit’s tracking and lead management needs.

Add Pardot Tracking Code to Website:

Implement Pardot tracking code on your website to monitor visitor behavior, including downloads.

Create Pardot Forms and Landing Pages:

Use Pardot to create forms and landing pages for asset downloads.

Capture visitor information (name, email, etc.) before allowing downloads.

Set Up Automation Rules:

Create automation rules in Pardot to add visitors who download assets to specific lists.

Assign these visitors a score to prioritize follow-up actions.

Sync with Salesforce:

Ensure that Pardot is integrated with Salesforce to sync leads or contacts.

Use Salesforce campaigns to manage and track these new constituents.

Salesforce Pardot Documentation: Pardot Tracking Code

Salesforce Trailhead: Marketing Automation with Pardot