077: Single-channel marketing is out
Are you moving more toward an omnichannel marketing approach? While offline channels have been effective, today's successful nonprofits are expanding their reach across multiple platforms.
Humans are changing, and so are their communication preferences. Forward-thinking organizations are adapting to meet supporters on their terms. This means engaging them through traditional phone calls and mail while also reaching them on the online platforms they already use.
Follow along in this week’s brief to learn more about diversifying your revenue stream and how brands like Chipotle use trendy tactics to attract new customers.
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Snackable snippets |
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Experiment: How a micro ask affects giving 📖 The amount was then reduced to $25, even lower than the organization’s long-standing ask of $30. While average gift went down, both conversion rate and revenue increased by 39.1% and 32.9%, respectively. Neon One just released much-anticipated research into recurring giving. While retention has hovered around 45% for years, these insights shed some positive light after a year of not-so-great fundraising news. Recurring givers are your mainstay for retention. The report found that these donors give about $950 annually and stay loyal to their charities for over 8 years. In my opinion, the best news is that recurring giving jumped 144% in a five-year period!
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In the news |
New giving data from the Fundraising Effectiveness Project was dropped at the annual AFP ICON conference. In sum, smaller donors made up more of the donor pool, and major donors fell by 7.4% in 2023.
Woodrow Rosenbaum, GivingTuesday's Chief Data Officer, highlights that if we want to strengthen the social sector, we need more frequent and purposeful engagement from nonprofits across the board.
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The gaming community has always been able to rally and create a movement around an area of interest. We’ve seen it repeatedly with organizations like the American Red Cross and St. Jude Children’s Research Hospital that have expanded their fundraising into gaming and streaming.
Chipotle is again leveraging the gaming community. As the official partner of Tekken 8, the franchise offers players opportunities to win in-game currency by ordering through the Chipotle app or website.
For your inspiration folder |
Speaking of St. Jude, I saw one of their social ads promoting their monthly giving program this week. What caught my attention is twofold:
- First, the smiling photo of Sariyah, a St. Jude patient, and the quote from her mom tell me that Sariyah is in the best care and give me hope that she is on the road to recovery.
- Second, the incentive for signing up for a monthly gift. With a t-shirt that says, “This shirt saves lives,” donors can proudly wear it, knowing they are part of a mission to end childhood cancer.
With so much content on social media and the speed at which people scroll through their phones, ads can easily get missed on social media. St. Jude does a really good job at catching users' attention and moving them to take action.
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Coping with shifts in attention and engagement
Zeroing in on the marketing trends that can lead to greater impact