In a typical year, nonprofit marketing can be challenging. Competing with worthy causes in your own community, operating on modest budgets, and continuously trying to innovate marketing practices to create lasting results is hard work.
Nonprofits are always looking for new ways to raise funds and increase donations. These 6 nonprofit marketing ideas for the new year can be incorporated into your marketing plan and help you achieve success in 2022.
Recurring donation programs have skyrocketed in recent years, and for a good reason. They provide a steady and dependable stream of revenue for nonprofit organizations. However, instead of hoping donors will renew their gifts from year to year, nonprofits can offer the mechanism for donors to “set it and forget it”.
These monthly recurring donations often result in a higher average gift for the long-term and provide opportunities for nonprofits to maintain a relationship with the donor throughout the entire year. Instead of only a single acknowledgment following a one-time gift. In fact, “recurring donors give 42% more per year than one-time donors”, according to Matchpro.
Encouraging donors to move from an annual to a monthly gift can be challenging. It also requires intentional efforts and cultivation from your nonprofit organization. However, for donors currently giving less than $100 annually, a well-crafted letter or digital marketing campaign is effective to present the benefits of transitioning that gift to a monthly donation.
These messages should lead with the benefits. This includes equipping your organization to do good work consistently, reducing the burden on donors to give a larger amount all at once, and enabling the organization to plan better, and anticipate the resources available.
For donors giving more than $100, a personalized, handwritten letter, such as the ones made by Handwrytten, sent via first class mail elevates the solicitation experience and reinforces that the nonprofit values the relationship.
A personalized, handwritten letter sent via first class mail elevates the solicitation experience and reinforces that the nonprofit values the relationship.
Taking stock of your past marketing efforts can help guide future choices in 2022 and promote engagement with donors. By committing to taking each year for re-evaluation, your nonprofit will continue to be successful.
These six marketing resolutions for nonprofits are a terrific starting point in revamping your fundraising struggles.
Today, if you want to make a mark in the world, your nonprofit requires social media accounts. Whether it is LinkedIn, Twitter, Facebook, or Instagram, more than ever, online users are using social media as the way to give online.
The Giving Report outlines several trends in online giving. The top social media platform that inspires consumers to donate is Facebook, measuring a significant 56%, with Instagram in second place at 20%.
These two popular networks account for inspiring 76% of the users to donate, making it necessary to join the ranks of social media to remain successful.
While nonprofits will see website traffic from desktop computers often, more individuals are using mobile devices, including smartphones and tablets. These devices can make viewing web pages challenging if they are not optimized correctly.
Ensuring that visitors can navigate through the home page and donation forms with ease will minimize frustration and lower your bounce rate. The easier your website is for mobile users, the higher chance they will donate before leaving your site.
Additionally, using videos in social media platforms can grab a viewer’s attention immediately when compared to providing a post for them to read through. A typical online user will watch up to 100 minutes of online videos every day. This statistic is 25% higher than data reported only two years ago, making videos even more essential for a successful online presence.
After each fiscal year, tidying up any straggling details will help your first quarter move smoother.
Not only will your nonprofit be better prepared for the coming year, but correct and efficient ways to access data information can help when adjusting your marketing goals and processes.
Collecting information from donors and website hits will not help your nonprofit if you do not analyze it for possible adjustments. Whether you have staff on-hand to examine your data or hire a third-party for recommendations, moving towards improvement each year is critical to keep on top of the newest trends in the nonprofit sector.
Google and Bing can be two of the best SEO tools for your nonprofit organization. Exploring Google Analytics and Bing Places for Business will help digital users find your nonprofit easily, therefore increasing the chances for online donations.
Thankfully, these platforms are relatively easy to navigate, but there are third-party companies that specialize in using SEO tactics and can help improve your marketing efforts online using them.
There are few better places to tell your nonprofit‘s story and demonstrate your impact than your website. The organization’s website serves as the marketing hub-the place where all other marketing activities culminate in one desired action-making an online donation.
Naturally, a website has other uses. It’s a lifeline for forms and surveys, event sign-ups, volunteer recruitment, and event calendars. But its primary benefit is serving as the mechanism for financial support. According to a 2020 charitable givingreport, 13 percent of all funds raised came from online donations, the largest share as a percentage of total giving in the report’s history.
Optimizing your website to enhance the audience’s experience will increase the response for online giving. Every website platform is different. Some have built-in online giving capacity, and others require third-party tools like PayPal, Snowball Fundraising, or DonorBox. Regardless of the software you use, the online giving experience must include several site components.
When potential donors land on your home page, you have a mere second or two to form an impression. The donor will then decide if they want to stick around to learn more. Therefore, your home page should be visually appealing with clear messaging. What you do, who you do it for, and why it matters should all be noted. In addition, the navigation should be easy to use. The link to give online needs to be in at least two different places.
Don’t mistake assuming that they are ready to enter their credit card when someone gets to the donate page. The “abandoned cart” rate used for business commerce metrics applies here, too. There’s an extremely high percentage of website visitors who decide they are not ready to commit.
The online donation page avoids this pattern and demonstrates such impact and needs compelling a donor to give. Your online giving page should have emotion-evoking photos with captions, a restatement of your purpose, and impact statements that show the outcomes of your work.
The donation form should be as simple as possible with the fewest fields required, showcase security features, and be mobile-friendly. And, the confirmation page should instruct the donor on what to expect next-an email acknowledgment, handwritten letter from a board member, receipt, etc.
In some instances and for specific uses, direct mail marketing is still very much a viable solution for nonprofits to raise money. However, executing a digital marketing mail campaign takes intentionality and planning.
Many potential donors receive dozens of typed requests every year for support from many nonprofit organizations. While they look professional and come from a reputable source, choosing a handwritten note can add a more personal touch.
Handwriting is a lost art form in many industries. This marketing style can have the reader spend more time glancing at your letter and identifying with your organization. Written letters exhibit a sense that the sender took time out of their day to send an individualized note.
However, manually writing hundreds of letters can take time. Handwrytten can replicate handwriting styles to automate the process, saving you time and still connecting to your target audience.
Another profitable strategy is to seek out corporate partnerships.
The partnerships between corporations and nonprofit organizations are vital to communities. Companies want to show their customers they care about local causes and invest in their neighborhood needs. Likewise, nonprofits rely on corporate partnerships and sponsorships to produce events and programs that deliver their clients’ services.
These sponsorships also provide much-needed visibility. As a result, companies are often willing to spend their advertising dollars on promoting the nonprofit event or program where they attach their name as a sponsor.
Finding the right corporate sponsorships is vital. However, nonprofits should avoid targeting the largest company in town simply because they can say yes. Instead, the best marketing strategy is to identify the companies that match based on other factors-employee relationship, overlap in customer/donor bases, and related causes.
Once nonprofit leaders identify potential corporate partners, creating a professional and informative corporate sponsorship proposal is critical. This personalized outreach should follow a personal conversation. Most importantly, the proposal should focus on the business’s benefit, not the organization.
As you consider which of these marketing trends to implement in your own nonprofit, consider which ones might inspire you if you received them from your own charity of choice? And, don’t feel rushed to implement them all at once. The customizable options provided by Handwrytten are a great starting point.
As you begin marketing your nonprofit in 2022, take time to audit what content worked in 2021, record your baseline metrics, and set goals for the year ahead. Then, experiment with a mix of strategies you’ve used before and incorporate something new when you can.
Remember that donors hear from multiple organizations at once. The message you present must be memorable and meaningful. Support your organization’s purpose with stories of those impacted, along with facts and figures.
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