5 Digital Marketing Terms Nonprofit Leaders Need to Know This Year

By eleventy marketing group

Top Nonprofit Digital Marketing Trends of 2015In the nonprofit world, each year brings with it new sets of trends and buzzwords. New practices and technology lead to changes in donor expectations. So how will what we saw last year influence what’s to come for nonprofits this year?

In today’s post, we’ll look at five terms nonprofit leaders should be familiar with as they work to engage and connect with donors in 2015.

Top 5 Nonprofit Digital Marketing Trends

Here are five key terms representing areas where you may want to hone your nonprofit online marketing and fundraising efforts in the next 12 months:

1. Visible Impact

After some very public conversation about how nonprofits spend their money, today’s donors want to see impact. They want to know where their dollars are going. They want to see results. They want to know how they are making a difference.

Impact must be shown on every nonprofit website. The more detail you provide, the more donations you’ll see. Show people what their contribution buys. Show people who their contribution helps. Show people the world they will help create. Don’t just tell—show.

There are many different ways to do this. Here are a couple of examples from a pair of soup kitchens. You can click on the images to visit the websites:

Holy Apostles Soup Kitchen website

Good Samaritan Hunger Center

2. Peer to Peer (P2P)

Empowering your supporters to connect with their circles on your nonprofit’s behalf is becoming increasingly important to fundraising success for two vital reasons:

(1) It creates stronger donor bonds, enabling donors to play an active role in your organization; and

(2) It brings new donors to your organization with an immediately high level of loyalty.

And the Web has made connecting and sharing amongst friends easier than ever. But maybe you think P2P programs don’t fit your donor demographics. You might want to think again. In a recent Nonprofit Times article, Emily Dubin Field, director of next generation fundraising for the nonprofit City of Hope, said:

“A lot of times people think the peer-to-peer fundraiser is young. That’s true but we also have 80-year-olds and 60-year-olds. Baby boomers are the highest percentage of our peer-to-peer fundraisers. And, we find the average donation is over $200 on peer-to-peer.”

3. Video Storytelling

As Internet speeds have improved, and mobile and social media have become commonplace, video has become a huge part of the Web. Watching and sharing videos online is now a daily occurrence. That’s a great thing for nonprofits since video is a fantastic way to tell a story.

Here a couple examples:

High-definition video cameras are everywhere these days (even in our phones), and with many applications and online tools available for video editing, there’s nothing holding you back. Many potential donors expect to see storytelling videos from nonprofits on your website. Don’t disappoint them. Make sure you take advantage of this great storytelling medium in 2015.

4. Strategic Social

Are your social media efforts just perfunctory at this point? Are you just posting on Facebook, Twitter, LinkedIn and Google Plus everyday because that’s what you’ve always done (even if the results are less-than-stellar)? If so, it’s time to make a change to a more strategic social plan.

If you’re getting good results from a site like Twitter, focus more of your efforts there and less on social sites where you’re getting very little engagement (which for many nonprofits is Facebook). Also, try to shape your strategy based on key demographics you’re trying to reach (there’s some good information on social user demographics in this article from Adweek).

Social Media Users 2015 - Demographic Breakdown

And don’t be afraid to test out some new social sites. Maybe Instagram or Pinterest will give you a better way to connect with donors. Experiment a little, see if you can build a community there. Just don’t keep doing the same old thing on social and expect the results to change.

5. Monthly Giving

According to a recent post from Nonprofit Tech for Good, “monthly donors give 42% more in one-year than one-time donors.” With more nonprofits than ever before vying for donor loyalty, monthly giving has taken on increased importance. Monthly giving is a commitment. It’s the donor saying I’m with for the long haul. That’s a huge statement.

Monthly Giving

Monthly giving continues to make a growing piece of the overall fundraising pie. To take full advantage of the power of monthly giving, you need to create more opportunities for donors to join your monthly giving program.

Data-powered campaigns are a great way to target prospective monthly donors who resemble your current monthly giving donors. You can also make some changes to your website (as detailed in this post) to better spotlight the option of monthly giving.

What do you think are some key marketing and fundraising trends nonprofits should be focusing on this year? Share your thoughts by commenting below.