- Personal communication will trump blanket messaging
For years, nonprofits have relied on blanket kind of messaging to reach their audience. However, the rise of big data analytics and machine learning has led to an improvement in audience targeting. Consumers are now used to personalized shopping experience, and as a result, nonprofits should also target potential donors with personalized messages that are more appealing. Donors, like consumers, want to know the cause they are supporting and the difference that their donation will specifically make. For this to be achieved, develop marketing and fundraising approaches that are personalized is crucial. Share stories of people and groups you are involved with or the cause that fundraised funds will support.
- Mobile fundraising will grow
Mobile phones and related technologies have taken over almost every industry. The easy access to social media platforms through mobile phones, as well as the proliferation of connectivity technologies, has even made the growth of mobile technology faster than ever. As such, many people are likely to read their emails and visit social media platforms of their choice using their mobile devices than desktop computers. As a nonprofit, ensure that your website and messages you sent to donors and potential donors during fundraising campaigns are mobile-friendly. You can achieve this by:
- Making subject lines short and using preheader text
- Ensuring the vital information and call-to-action are at the top so that readers can get what you want to say at first glance.
- Make your messages short and easy to read. Write short paragraphs with clear subheadings.
- Use data-driven marketing strategies
Data has proven to be the most crucial component in any marketing campaign in the past year, and 2020 and beyond is no different. This means that you have to gather all the necessary data by tracking social media, email, and blog that you operate and assessing what is working and what is not. Know if the data you get from these areas measure up to your nonprofits benchmarks. Understanding what works for Facebook, Twitter, and Instagram, as well as email might be a game-changer in your marketing campaigns and, by extent, the amount you receive for different causes. As these platforms keep growing, expect data-driven marketing to grow in the coming years, and you should not be left behind in this.
- Corporate volunteerism
In the recent past, companies have begun showing their interest in issues like environmental conservation as a way of improving their image. With the conversation on climate change taking center stage, corporations are likely to invest more in climate-related fundraising campaigns and volunteerism. We will see more corporate volunteer programs and partnerships going forward as companies seek to approach environmental conservation and capture attention of some customers proactively.
- Communications will go private
According to Mark Zuckerberg, the future of the internet is pegged on communications that are focused on privacy. It is no surprise that different platforms and regulations are coming up with privacy as their main selling point, as opposed to the current ones. Many people are comfortable using messaging apps. As such, nonprofits must take note of this and create spaces where clients, staff, and donors can engage privately. Going forward, engage your audience through Messenger, WhatsApp, and Facebook groups, among other private messaging apps.
