The Four Trends Impacting Charity Marketing

 

Trend #2: Connecting the Constituent Journey has Become a Top Priority

 

It is vital that you meet your supporters on their own terms, through the digital channels they use and feel most comfortable with.

 

Charity constituents are also consumers. In other aspects of their digital life, they are interacting with seamless and highly-personalised experiences. This creates an expectation that they carry over into their interactions with a charity.

 

This experience doesn’t stop after a constituent visits your facility or website. The Salesforce.org report on trends affecting charity marketing found that the average person today owns an estimated 11 connected devices.

 

Constituents hold charities to the same standards as corporate organisations, and expect an integrated experience across all these devices.

 

Ensuring constituents can leverage those devices to engage with your organisation on their preferred digital channels is critical to sustaining and growing a community of long-term supporters.

 

That’s why charity marketers are moving from traditional single channel messaging strategies towards personalised and connected cross-channel journeys where each constituent is recognised, remembered, and offered the right content at the right time based on the channel they’re engaging on.

 

 

Trend #3: Data Helps You Create a Personalised Experience

 

The data that you have collected on your constituents can help you to create these personalised experiences.

 

Your CRM system contains valuable data about your constituents - data such as name, age, email and mailing addresses, giving history, and social IDs.

 

The next step is to use data to engage prospective constituents: to build a personalised experience for someone before they share their information with you. This can be challenging for many charities who struggle to reconcile known and unknown identities across systems and devices.

 

This can be done using anonymised digital identities (e.g., cookies, device IDs, website behaviour & location information) as a data source.

 

 

Trend #4: Impact Reporting is More Important Than Ever

 

In the wake of COVID-19 and its myriad implications for fundraising and charity operations, resources must be stretched further than ever. The limited resources at your disposal must be used to create the greatest possible impact.

 

According to Salesforce.org’s ‘Top 4 Trends Impacting Nonprofit Marketers’ report, 58% of charity marketers cite budgetary constraints as a challenge. This is higher than was reported in any other sector.

 

That’s why it’s important for nonprofit marketers to have the tools necessary to chart results and spend across campaigns and channels in one place. This allows charities to report on the impact they’re making, as well as to garner the insights needed to quickly make decisions that accelerate that impact.

 

Improved impact reporting provides increased transparency for stakeholders. This can lead to greater supporter trust, putting organisations with better impact reporting in an advantageous position when it comes to competing for further funding