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051: Break through the corporate noise and drive engagement this year-end
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The accessibility of information has changed the way people consume information, and there are more distractions than ever vying for your supporters’ attention. It’s becoming increasingly harder to connect with your community when you're competing with the 24/7 news cycle, Swift x Kelce spottings, and Amazon's early holiday shopping advertising.
Without the star fervor of Taylor Swift and Travis Kelce or the deep pockets of Amazon, how do you break through the noise to engage your community during the end-of-year hustle?
As you think about all of the outside elements taking away from your supporters’ attention, remember that the organizations in our sector provide unique and intrinsic value that can’t be found anywhere else: the unmatched feeling of doing something good for the benefit of others.
Read on as I share how you can use omnichannel marketing in your EOY campaigns to power up altruism, inspire engagement, and unlock support.
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Snackable snippets |
Using outcome-based marketing to increase conversion 🎧 What if I told you that adopting outcome-based storytelling and simplifying your messaging could lead up to a 50% increase in website conversion? Learn how Starlight Children’s Foundation achieved these remarkable results in last week’s Good Marketing Unplugged. Cindee Starkie shares how unifying the org's marketing channels impacted supporter engagement in a big way.
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In the news |
Speaking of RMNs, Target is expanding its own by offering a self-service buying tool. Just in time for the busy year-end season, Roundel Media Studio intends to welcome small- and mid-size advertisers into the mix with a variety of buying options.
While this announcement is mainly targeted at the B2B space, it’s a good example of how brands can work together to achieve greater impact. During EOY and beyond, consider how your organization can enter into strategic partnerships with businesses and market opportunities to give through online channels, like getting a popup featured on a partner’s website, and offline channels, like displaying an ad in physical stores.
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According to Siegel+Gale’s World’s Simplest Brands survey, Whole Foods has been titled the country’s simplest brand, which beat out corporate overlords Google and Amazon. Keeping it simple gives businesses a competitive edge. People just value it, as being perceived as simple is good for a company's bottom line and brand loyalty.
As EOY turns the corner, it’s a good time to re-evaluate your donation experience and minimize as many friction points as possible—like pre-selected giving levels, fewer data fields, more payment options, and fast page load time. Remember, simplicity is key.
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For your inspiration folder |
Nonprofits have the same operating costs as for-profits, yet they are forced to endure scrutiny when 100% of donation revenue doesn’t go directly to the mission. Nonprofit legend Dan Pallotta has written a manifesto challenging this very notion, and he has recently released a documentary directed by Stephen Gyllenhaal that exposes the dark side of philanthropy and introduces a radical new way of giving.
Dan joins We Are for Good Podcast in this episode to dissect the skewed expectations of charitable organizations and explore how new media can be used as a catalyst to rewrite this narrative.
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‘Black November’ could mean an earlier year-end campaign launch date
Is your EOY messaging framework inclusive of all supporter types?