Daxko’s demand and digital services team is helping nonprofits tell their story, and deliver a seamless experience for members, staff and community.
As the community recreation industry continues to face the challenge of doing more with less due to staff turnover and reduced team sizes, technology partner Daxko is stepping up to help in more ways than one.
With 25 million members served by its customers in 19,000 health and wellness facilities in 55 countries, Daxko is continuously living out its mission to build and deliver integrated technology, services, insights and payments that power health and wellness communities.
Daxko’s Demand and Digital Services Team
A great example of this is Daxko’s demand and digital services, a team that helps nonprofits tell their story and deliver a seamless experience for members, staff and community. Becki Irby, the director of product at Daxko, shared how the product and engineering team collaborate with the demand and digital services team to create an ecosystem of support for the nonprofit industry.
“At Daxko, our product team spends the majority of the week listening to our product-end users across many roles and responsibilities,” said Irby. “We believe creating a culture of empathy is essential to achieving our mission of delivering outstanding customer service and solutions. We encourage our team members to embrace empathy when working with and listening to our customers, and believe understanding our customers’ needs and providing them with solutions tailored to their unique goals and needs is the most effective way to create long-lasting relationships.”
Irby elaborated one of the most rewarding aspects of her position is taking action on customer feedback. “Being a director of product gives me the opportunity to solve problems, introduce innovations and develop the careers of product managers,” she said. “I’m passionate about our customers and their mission to bring health and wellness to so many in their local communities. Serving them by prioritizing the needs they share directly with us is so rewarding.”
Before arriving at Daxko, Irby was accepted into a post-graduate program to develop business analysts who could go onsite with customers, analyze their software needs and identify potential areas for growth. Through this program, she gained valuable experience in data analysis, customer service and troubleshooting, preparing her for success in the business world.
In 2011, Irby saw an opportunity to be part of a young company that had better access to end users and began her career with Daxko. “It was a once-in-a-lifetime opportunity to be part of the growth of a company and to create real, lasting relationships with our product users,” she said.
Irby started as a software trainer and shortly after moved into the role of strategic relationship manager. She leaned on her business analyst experience to identify the common struggles and software needs her accounts experienced and worked with the product management team to explore solutions.
“As a result, I was drawn to the product team and joined them in 2013,” said Irby. “Daxko’s product team has helped me grow into a customer-focused product manager and take on a greater role in advocating for our customers’ needs and interests.”
With the customer-focused support of the product team — and the APIs, digital analytics, online account service updates and more provided by the engineering team — the demand and digital services team is truly backed by an ecosystem of support.
“Our team uses everything we’ve built to deliver state-of-the-art websites, business recommendations for the virtual front door and digital marketing campaign results that make a huge difference for the communities our customers serve,” explained Irby. “It’s this large ecosystem at Daxko we are so proud of and we see as a major strength as we all collaborate on a daily basis.”
Also included in this ecosystem of support is Daxko’s customers. Irby shared her team has reported an increase in customer inquiries regarding their progress in comparison to similar organizations. She added this is a crucial question that must be answered to properly measure the rate of recovery and determine standing among peers. To assess a current rate of recovery, organizations need business intelligence and trend analysis, which is where Daxko steps in to provide help.
“Our team takes the time to research industry trends, analyze data and learn from our customer base,” said Irby. “Nonprofits need to know which of their peers can provide advice and assistance, and which could use their help. One of our goals is to connect our customers so they can learn from one another and build a stronger community.”
Directly reflecting its mission to power health and wellness communities, Daxko understands what it truly means to create an ecosystem of support. From having dedicated teams in place to connecting its customers, Daxko will continue to embrace a growth mindset.
“I’m so grateful the customers we serve view us as a part of their organization rather than as a vendor,” said Irby. “With the growth of our company, we are finding many opportunities that allow them to better serve their communities, and we’re excited to focus on Daxko’s demand and digital services offerings in 2023. This will allow us to help customers reach more communities and us to reach more nonprofits every day.”
Google Ad Grants
Daxko recently partnered with the Mankato YMCA to develop a brand-new website. Becki Irby shared the Y attempted to qualify for Google Ad Grants multiple times, but their current website wasn’t meeting the requirements. “Within days of launching their website with Daxko, the Y was finally approved for the $120,000 of annual free advertising through Google Ad Grants,” said Becki Irby. “We now manage their Google Ad Grants to ensure they continue to meet the requirements and make the most of their funds.”
Google’s grant program helps fund digital search ads for nonprofits, offering up to $10,000 per month to qualifying organizations. Google Ad Grants provide qualifying nonprofits with a monthly ad budget to create and manage search ads that drive mission-based campaigns, donations and other goals.
This program makes advertising more accessible and allows nonprofits to create their own ads and target the people most interested in their mission or services. Ads are shown based on keyword relevancy rather than budget size, providing smaller nonprofits with an equal opportunity to reach their target audience.
Produced in Partnership with Daxko