073: Digital-first nonprofits are growing faster |
We talk a lot about the value of integrated marketing campaigns here in the Good Marketing Brief. It works well because we’re meeting supporters in where they’re most active whether it’s online or offline.
But here’s something new: Brand-new research from NextAfter finds that digital-first nonprofits outperform the average nonprofit.
We live in an age of information—it’s accessible, immediate, and vast. It’s also typically the first and primary contact you make with prospective and current supporters. So while traditional channels like direct mail or major gifts are still valuable, digital strategies are vital in helping you deepen connections and drive revenue growth.
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Snackable snippets |
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Digital-first organizations are growing 12.7% faster 📖 According to new research from NextAfter, digital-first organizations outpacing the average nonprofit by 12.7% in revenue growth. Not only that, the rate of online revenue over the past five years compared to offline is staggering: 99.10% vs. 36.42%. As marketing becomes more fractional—relying on several online and offline channels—there’s a need to redefine how we’re measuring success. Knowing what metrics to track isn’t always crystal clear, but there are actionable steps that you can take to create more clarity for your team, such as setting up attribution tracking or unifying data across platforms.
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In the news |
The House has recently approved a bill aiming to ban TikTok, pushing ByteDance, TikTok's parent company, to either sell or completely shut down the app. Now, all eyes are on the Senate's next move.
If you have a large following on TikTok, the potential ban of the popular social platform might raise a level of concern. However, TikTok remains undeterred: “It’s a ban based on zero evidence,” a spokesperson for the company told the WSJ.
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To promote the launch of its first all-electric SUV, the 2024 Prologue, Honda created a one-of-a-kind experience powered by AI.
Developed just for Amazon Ads, The Dream Generator takes the entire family on an enchanting virtual adventure in the Prologue. The use of AI storytelling will open new doors for marketers. How can you use it to give supporters a real-world look at what your mission is aiming to accomplish?
For your inspiration folder |
In marketing, bigger isn’t always better. This was the case for dog food brand, Ollie. Faced with a $7 million Super Bowl commercial price tag, Ollie opted for a cost-effective social campaign with a charitable twist: For every share of its Supper Bowl post on Facebook and Instagram, the brand promised to donate a bowl of dog food to a dog in need.
This resulted in an 84% increase in organic social traffic and an 8% boost in conversion compared to last year.
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Digital fundraising strategies to retain EOY supporters
Is your EOY messaging framework inclusive of all supporter types?