Just like any organization, marketing communications are essential for nonprofits to thrive. Optimal strategies go hand in hand with the way that consumers are using media, and the pace of change in that space accelerates every day. Here’s a quick brief on the latest trends.
Content is King
More and more nonprofits are shifting resources into content marketing. According to a survey by the Content Marketing Institute (CMI), 92 percent of nonprofit professionals are using content marketing methods. Regularly refreshed website content, social media and email are the most popular tactics.
Content-driven tactics are effective for reaching out to a community, but they’re also very cost-efficient. Those methods are up to two-thirds cheaper and 3 times as efficient in generating leads compared with some traditional marketing techniques.
Note: It’s important to fill your pipeline with content that carries meaning. Donors are turned off by the hard sell; they want to feel connected to the bigger picture and see how their donations impact real people. That requires stories, visuals and videos that educate and tell a human story.
Amplified by Social Media
Facebook, Twitter, YouTube and LinkedIn are the most popular platforms for nonprofits looking to amplify the reach of all this content and further engage potential donors. More and more organizations are learning that one size doesn’t fit all for social media platforms and are customizing the delivery for each. That might mean keeping a wider audience of donors posted on a fun event through Facebook, but sharing annual report excerpts with key influencers on LinkedIn.
More and more organizations are realizing the importance of making their content mobile accessible. Most people use mobile phones for viewing emails or web content for at least part of their day. With that in mind, it’s critical to have content optimized for all outlets so that your target audience is able to access your message when they are ready to receive it. Chances are, they won’t be coming coming back to that content piece if they miss it the first time!