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Inflight Briefing: 031

4 min read
May 11, 2023 11:10:37 AM

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Delivered weekly, the Inflight Briefing is designed as a blueprint for the builder and inspiration for the curious. It's for those doing good marketing

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031: How to go viral

If you’re trying to get content to go viral, look no further than Jonah Berger, a professor of marketing at Wharton and an expert on the subject. He’s spent his career studying behavioral psychology, especially the question of why some things catch on and others don’t. 

In his book Contagious, he offers six STEPPS for creating viral content. It’s all about understanding how people tick and using psychology to help nudge your community to share your story.

Not every piece of content or video can or should have all six STEPPS packed inside, but by sprinkling in a few of these principles, you’ll likely spread the word a little wider.

As a content marketer, though, I want to recommend that the objective shouldn’t always be to go viral. It may be more impactful to reach only a few people with the right message instead of everyone with something far less actionable.

Packaging content in a way that can help it spread naturally is a great idea. But please give your content marketers some slack if their next email doesn’t break the internet!

- william (1)
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Snackable snippets 

Google’s ten principles 📖

Like Jonah Berger, Google understands that the most successful organizations put people’s experiences first. By focusing on a person’s journey above everything else, Google created a search engine that defined the market. While nonprofits and associations may not be able to take everything out of Google’s playbook, caring deeply for your community, optimizing for a mobile experience, and consistently learning and serving your community will place you and your organization on a trajectory of growth.

Marketing is Good 🎧

Mallory Erickson, host of the What the Fundraising podcast, invited Aidan Augustin, Feathr’s co-founder and chief revenue officer to talk about how nonprofits can use marketing to do more good in the world. People are spending a lot more time online than they used to. In 2022, the average adult in the U.S. was online over 8 hours every day. As people spend more time online, your #nonprofit marketing should expand digital investments too! Nonprofits have been slow to jump into digital marketing channels. And this isn't just a loss for an organization's revenue. It results in less impact – less people fed, less environmental advocacy, less access to the arts, less Good. 

Who’s so afraid of unsubscribers? 💡

When someone talks about email, they often talk about ways of keeping people from unsubscribing. It’s definitely best if you can keep people hooked the whole time, but just because someone unsubscribed from an email list doesn’t mean that they’re finished with your organization. Having a plan for re-engagement is key when it comes to unsubscribers. People change, and that means that whatever bucket someone is in today may not be where they are tomorrow. Stay open and try to keep the conversation going!

Nonprofit email marketing: A complete guide 📖

In our recently released State of Nonprofit Marketing report, we asked over 400 marketers, leaders, and experts in the nonprofit space about their challenges, priorities, and plans for 2023, and we gathered a few revealing facts. One thing that jumped out was the importance of email marketing in the sector. 94% of respondents put email in their top five channels — second and third were organic social and digital ads with 67.3% and 67.1% respectively. We knew email was important, but we didn't realize it would be so far ahead of the pack! 2023 will be a year where nonprofits would do best to optimize their already effective email marketing campaigns. And in this article we break down the before, during, and after of building effective emails to push your cause and community forward

In the news

Geoffrey Hinton, considered by many the “godfather of AI,” stepped down from his role at Google. He has come to regret some aspects of his work on Google’s Bard and said, “I’ve come to the conclusion that the kind of intelligence we’re developing is very different from the intelligence we have.”

The Writer’s Guild strike is underway, fighting for better pay for Hollywood’s script writers. It shouldn’t come as much of a surprise that this group is telling a really great story through their choice of picket signs

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Something for your inspiration folder

It’s always refreshing to see whole countries put their money where their mouth is. The Netherlands are committed to maintaining and defending local ecosystems, so they installed a fish doorbell so that they know when to open a drawbridge and let the fish get to where they’re swimming. If you see a fish waiting its turn in line, make sure to give them a heads up!



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