Here are the four marketing trends you should know about
This article is sponsored by Salesforce.org - the dedicated social impact team of Salesforce that delivers technology to nonprofits, educational institutions, and philanthropic organisations so they can connect with others and do more good.
Marketing is a field that changes very quickly.
As digital tools and processes become more sophisticated, the ways in which organisations promote their products and services change to reflect this.
Marketing is all about getting your message in front of the right audience. Technology has changed the field time and time again - and continues to do so. Innovations in digital allow for greater personalisation, deeper audience insights and more targeted delivery.
Charity marketers face an additional level of scrutiny. People feel a deep, personal connection with the charities they support. This connection needs to be respected in order to build sustained supporter engagement.
This means ethical marketing and content creation practices, personalised experience and sensitive messaging are all vital to charity marketing. It is important to lead with the right message. Constituent feedback can help you to tailor messaging and build an authentic experience. Ultimately, organisations that can build a better and more meaningful experience for their constituents are more likely to see sustained engagement with them.
So, how do you do this?
Many charities find themselves competing against similar organisations for a finite pool of funding or other resources. Quite simply, there are a lot of charities out there. While it is heartening that so many organisations exist to tackle the world’s most pressing challenges, it can be tough for supporters to determine where to donate their funds or resources. People only have so much money, time and other support to give. This leads to competition.
Which means that constituent experience is more important than ever. Research by Salesforce.org found that 57% of individuals will stop supporting organisations because a competitor provided a better experience.
So how do charity marketers create the best possible experience? The future may well lie in greater personalisation. Digital media has changed our expectations. If our digital experiences on streaming websites, social media platforms and newsfeeds is tailored directly to us, why should we expect our experience with a charity to be any different?
Supporters want to feel valued. Personalisation is one aspect of this. It is also important to always thank your contributors. A simple thank you goes a long way.
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.
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.
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
Download the guide 'Top 4 Trends Impacting Nonprofit Marketers'