There are less than three months left before the start of the new year, now is the time to start planning. The world of marketing, especially digital marketing, is always changing. When setting a budget and promotional strategy for Nonprofit Marketing, you need to plan as much as possible.
This is easy to do, especially in such a troubled environment. Like many other industries, COVID-19 makes the nonprofit sector stand out. It also adds to the rapid change in internet marketing speed, making forecasting of the coming year more difficult and complicated than ever.
In any case, we will do our best. Based on outside research and our experience in the field, the top ten trends and forecasts for nonprofit marketing in 2021 are given. Let’s dig deeper.
1. By default, COVID-19 creates a Nonprofit Marketing sector
Although an economic crisis has arisen and there are few signs of full recovery, COVID-19 at the United Nations has already increased charitable donations. However, the motives and methods of execution behind these gifts change:
- The donations relate to work related to COVID-19 and help people in need of their health and care.
- In particular, men and husbands have increased their share of donations, opening up new opportunities for the public.
- In many cases, volunteer service becomes impossible or complicated, and more energy is devoted to financial donations than ever before.
The last point is essential. The lack of opportunities for on-site volunteers and event networks makes the default aspect of nonprofit marketing more critical than ever. In 2021, this imaginary component will become an essential part of any marketing strategy.
This means creating a virtual tour to immerse your audience in their physical space. Virtual events, gatherings, and greetings will be the focus, as they attract a comprehensive digital communication plan and engage the audience behind the screen.
2. Generation Z Enters the World of Nonprofit Marketing Organizations
The new generation of audience groups also encouraged the growth of charitable donations. Generation Z grows up and is ready to contribute to society.
Generation Z refers to the generation born after 1996, meaning that its oldest member will turn 25 next year. Of course, this is the golden era for charitable donations to become regular donors for the organization you choose.
Another factor: Most sociologists believe that Generation Z is still the most socially conscious generation. If they believe in you, they will become loyal members and shareholders.
Are you ready to change your audience for this generation next year? You need materials that they can use, including short and summary prices and price data. It is time to make sure that your channel and news generation Z are ready.
3. Digital Advertising Structure Changes
Talk of Generation Z: New audiences bring new marketing channels, and it is essential to use these channels. Yes, your website is still the core of your Internet presence, and Facebook is still as relevant as ever. But what is behind these channels?
Think about the new channels you can use:
Instagram (which attracted 1 billion active users this year) is no longer just a niche channel.
TikTok’s rapid growth enabled it to cross 100 million active users in the US in August of last year.
SMS marketing, 75% of consumers now say that they are willing to accept branded SMS.
These new channels did not consider significant changes and updates from major channels like Facebook and Google. In short, it is clear that as we enter 2021, nonprofit companies need to carefully study their channel portfolio and make adjustments to improve budget and environmental functions.
4. Audience segmentation takes center stage in email calls
You know that email is one of the primary ways to communicate with your audience online. But nonprofit email marketing is changing rapidly, and we expect 2021 to be a turning point in separating the good into nonprofits.
Driver: Segmentation of audience. Just sending an email to the entire database will not yield results. After all, we now send over 300 billion emails every day. If you mess with this channel, you will be lost in the clutter and hustle of your regular emails.
Instead, Link is the name of the game. Each email you send must be personally related to the recipient. Conversely, this is only possible through effective email list segmentation. You can start this process immediately.
Check your database and start dividing your audience into relatively homogeneous groups. Current and regular donors can be a group, but don’t be afraid to dig deep. Similar demographics (such as Gen Z comments) can help you break down the list to optimize your appeals.
5. Customization Goes to Next Level
When it comes to privatization, the division is only the first step. If you do not optimize your Nonprofit Marketing message in 2021, you may be in serious trouble.
It is not just about writing names in email addresses. If three-quarters of the website experience fails to meet their needs, three-fourths of consumers will now be disappointed. At the same time, only 72% of them take part in personal messages.
How do you talk directly to the audience? The closer you are to this one-to-one conversation, the better. This is especially true given the other trends mentioned in this article – Generation Z has higher expectations of customization than any previous generation. The new fictional nature of marketing has eliminated some personality styles.
This is Investing allows you to create a personalized messaging system for your audience regardless of the channel. Next, develop tailored communication strategies and plans to engage the target audience with site members.
6. Videos used for your site and your ads are no longer optional
Like personalization, the video has been a nonprofit marketing trend for some time, but 2021 will be the year when we finally reach the tipping point. If you do not include video messaging as part of your marketing mix, you will not meet audience expectations (and more).
You have it: According to Cisco, the video is expected to have 82% of all Internet traffic next year. This may be the reason why most people want marketers to produce more videos.
Now is the time to follow the trend and follow the trend. The Not-for-Profit Marketing sector is mainly concerned with videos, and their animated visual effects are very favorable for emotional and personal appeal. You can share behind-the-scenes videos or show the impact of donations – all of these can effectively convey your organization’s mission.
Don’t forget the power of live broadcasting. Over 150 million people watch the live video every month. For inspiration, check out the “Extra Life” event of the Children’s Miracle Network Hospital, which has raised millions of dollars in donations through the power of live broadcasting.
7. New opportunities (and possibilities) in the donation process
How easy is the donation process for new and existing nonprofit members? The answer to this question can change the way you think about the process. In recent times, we have seen large-scale improvements in this process, including (but not limited to):
Fundraising from social media, so you can donate without leaving the platform.
One-click purchase opportunities are similar to Amazon Button, with technologies such as PayPal and Apple Pay.
Donate via SMS directly from your mobile device.
Challenge here – can you meet the donor on the donor’s favorite channel and donate take 30 seconds or less? This is what your audience hopes for.
8. Re-participation of unfit donors reduces audience diversity
It is easy to predict that during the rest of the year through 2021, current donors will be more important than anything else. Due to limited financial flexibility for COVID-19, donors often return to their “comfort zone” and donate to the foundations they provide. People they know can make a difference.
But what about things that were given to you in the past and are not given to you now? Now there is an opportunity for them to develop the strategy. They may have a shortage of funds or may be focused on other nonprofits. However, they thought that you were worth their attention and money at some point in the past.
Re-engaging these unsuccessful donors is a crucial way to reduce your volatility and trust listeners who have recently demonstrated their ability to deliver results. But you need to make a few bucks to get there:
A database or platform that can quickly identify expired donors and divide them into individual audience groups.
Analysis and reporting tools allow you to discover the unifying characteristics of previous donor audiences.
When you are ready, a compelling message urges the illegal donor to start thinking about you again.
The simple checkout process can recall their previous information and move the process at their own pace.
9. The proponents of development make predictions
In 2021, a failed donor will be one of your most essential listeners. However, it has not yet reached the highest priority target group – your supporters, who are reliable annual donors who form the basis of your fundraising strategy.
As the crowd shrinks, this group should become your bread and butter. This first means two things:
To ensure current supporters’ participation, they remain loyal and become close members of the primary audience.
Make a lot of effort to sponsor new supporters from topical donors.
The last piece can be the hardest. This means shutting down donors as multi-year commitments, turning them into regular donors in the process. Only a concise value proposition and consistent, engaging communication across channels that target these audiences can achieve this goal.
But when you get there, the profit is enormous. The more supporters you can trust, the higher your income will be expected. In your overall donor portfolio, a large proportion of this group of people is likely to weather the COVID-19 storm.
10. Quality material changes from desirable to essential
According to a survey, 92% of nonprofit marketers use at least some form of content marketing, and 65% have increased the speed of content production.
In other words, Nonprofit Marketing content is crowded. Its construction is no longer enough; Instead, high-quality materials became a necessity.
We are starting to see prominent nonprofit content marketers use some of the above options to take advantage of storytelling, including video and tick-tock platforms. The advent of tools such as Facebook and Instagram Stories further enhanced the feature.
But in a nutshell, it’s simpler than that: Regardless of the content or channel used, quality comes first. Each piece of content should enable your audience to gain a specific understanding of your business and organization or a portion of fast food that can help them solve their pain points. If you can do it in 2021, you have won.
Enter the year 2021 with a strong marketing strategy
July is not Christmas, but October means that it is time to start thinking about your 2021 marketing strategy. Particularly in the Not-for-Profit Marketing sector, decision making and budgeting can be relatively slow to develop, and once Times Square collapses, a more robust framework can now play to it. Role.
Top 10 Nonprofit Marketing Trends in 2021