Throughout the global pandemic many of us have taken the time to take inventory of our lives, rediscover old hobbies and establish what is really important to us. This focal shift has meant many people have gained a deeper understanding of what is means to be a part of - and support - a community.
As a result, 2020 saw an increase of interest and engagement with charities and charitable giving. Whilst much of this was focused on health care charities, the non-profit sector will benefit as a whole from new audiences this spotlight has brought it.
Getting these new audiences to engage with your non-profit organisation is key. The online world has been evolving at a rapid pace for some time now but, COVID-19 restrictions have pushed everyone onto their digital devices. With this digital dependancy there has been a shift in how businesses speak to their audiences.
Here are the key marketing trends for the non-profit sector that organisations should look to incorporate into the overall marketing campaign to engage with their new found online audience.
Prior to the pandemic audiences that engaged with the non-sector wouldn’t just do so through donations but also by volunteering. The personalities behind charities are really what draws individuals to give to charities.
A great way to show audiences what you are doing behind the scenes and keep them engaged during this non face-to-face time is to go virtual. Show your audience how you’ve adapted your services in light of current social restrictions; point them towards your new online shop, your helpline, your 'Help in the Community' volunteer sign up form. Social media platforms
Virtual online events are a growing trend across all business sectors, and likely to become an integral part of non-profits marketing strategy. Host online 'coffee and a catch up' to interact with your donors and consider taking your usual, in-person fundraising events online to recruit new donors. There are some great platforms available for hosting digital events are they are a prefect inbound tactic to lead capture too!
Content marketing is very popular within the non-profit sector, 92% of non-profit marketers use content marketing as a way to engage their audience. What this means is that the non-profit sector is densely populated with online content.
However, don't be put off from including content marketing in your overall marketing campaign. Whilst it is important to have regular content it is far more important that that you are posting relevant content. Put in place an SEO (Search Engine Optimisation) plan to determine with keyword searches are bringing traffic to your website, and plan your content around these keywords. It is also useful to look at which keywords are garnering traffic for your competitors websites too and create content targeting these searches.
Make sure your content gives viewers an insight into who your organisation is and what you do, sharing real stories on innovative platforms. Quality over quantity is a cliché for a reason. Once you and your team have mastered this you can begin to increase your content across all platforms throughout 2021.
The term Generation Z refers to those born in 1996 and after, and they’re an audience that the non-profit sector is soon to profit from.
With 25 being the prime age to become a regular donor, the individuals of Generation Z are soon to bring a new influx of donors to the charitable sector. Social scientists also speculate that Generation Z are the most socially conscience generation ever. With this in mind, these individuals are likely to contribute to the non-profit sector, and not only as one-off donations.
Make sure that you have content that caters to this generation to nurture and convert these prospective donors. Research this specific audience, maybe through customer interviews, to help build a content strategy plan to attract these soon to be donors. Continue to put out valuable content for this target audience to build brand loyalty, ensuring their continued commitment to your organisation.
Video content and messages has long been an increasing marketing trend, not only in the non-profit sector but, across all marketing. Videos are a quick and easy way for audiences to gain knowledge on businesses and connect with the personalities behind them. Audiences are now not only wanting to see this type of content online but expecting it. This trend is in high demand and it is key that all charitable organisations include this in their marketing this year.
As well as audiences finding video an easier way to gain knowledge, it is also a far simpler way for the non-profit sector to display their highly visual industry. Displaying highly emotive videos of what their donations can do or the individuals your charity has impacted can really benefit from this way of marketing. Investing your time into really strong video content will prove highly beneficial for your charity as a whole in 2021.
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