To track website visitors who download white papers, case studies, and impact reports, and subsequently pursue them as constituents, Pardot is the recommended solution. Pardot provides robust marketing automation features that can effectively manage and nurture leads. Here’s how to set it up:

Install Pardot:

Purchase Pardot and install it in your Salesforce org.

Configure Pardot Tracking:

Add Pardot tracking code to your website.

This code will track visitor behavior, including downloads of white papers, case studies, and impact reports.

Create Pardot Forms and Landing Pages:

Use Pardot to create forms and landing pages for visitors to fill out before they can download the assets.

These forms will capture visitor information and automatically create a prospect in Pardot.

Set Up Automation Rules:

Create automation rules in Pardot to add prospects to specific lists based on their behavior.

For example, create a rule to add a prospect to a "White Paper Download" list if they download a white paper.

Sync Pardot with Salesforce:

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

Use Salesforce campaigns to track these leads and monitor their progress.

Nurture Leads:

Use Pardot’s email marketing and nurturing capabilities to engage with these leads.

Track their interactions and score them based on their engagement to prioritize follow-ups.

By using Pardot, the nonprofit can efficiently track and engage website visitors, converting them into valuable constituents.