It might be difficult to market your charity organization, that is why it is important to be aware of the nonprofit marketing trends of today! When it comes to building your own plan, it might be good to learn from other people who have previously engaged with charity marketing, taken advantage of trends, and achieved success.
Discover professional insight and helpful ideas from HubSpot’s Nonprofit Marketing Trends Report for 2022 that will assist you in building the kind of brand recognition you’re looking for in this article from HubSpot’s Nonprofit Marketing Trends Report for 2022.
Watch for These Trends in the Nonprofit Sector in 2022
1. Solicit financial support using social media channels that already have built-in contribution functionality.
TikTok has become an increasingly popular platform for charitable organizations to use in order to reach audiences and collect contributions. In point of fact, in the year 2021, the software was used to facilitate over 75,000 financial contributions to a wide variety of charities and causes.
Its donation feature is a native TikTok tool, so nonprofit organizations that want to use it can reach their target audiences on the platforms they already use rather than having to direct them down a donation path outside of the app. This makes it a valuable tool for nonprofit organizations that want to use it. The donation call to action (CTA) that can be seen on the Malala Fund’s TikTok profile is shown in the picture below.
Other platforms, such as Instagram and Facebook, have contribution facilities, while Twitter just released a profile tipping option that charity can use to link donations on a profile. Other platforms, such as Instagram and Facebook, have donation options.
2. Promoting material that was contributed by users.
User-generated content is any material that was produced by your audience members themselves and is relevant to your company. Take, for instance, someone uploading a photo of themselves on Twitter while wearing sports clothing manufactured by a certain firm.
The findings of a recent analysis by HubSpot indicate that user-generated content is beneficial to charitable organizations and is an absolute need for 2022. When capitalizing on this trend, one of the greatest practices to follow is to distribute user-generated material that has been produced by the organizations that you support. Doing this is beneficial because it demonstrates the results of your efforts and can inspire those you reach out to to contribute because they will know you are actively making a difference in the world when you share a direct story from someone whose life has been changed as a direct result of what you do.
3. Campaigns that are both individualized and segmented in order to attract contributions.
Because customers have come to anticipate material that is tailored to their specific interests, segmentation is a vital component of every successful organization. When it comes to marketing a nonprofit organization, this may have a significant impact on the fundraising techniques you choose to use for your company.
When it comes to communicating with your target demographics, the following data was compiled by HubSpot and included in their study on Nonprofit Marketing Trends:
Donors in the age range of 18 to 29 prefer to receive messages from NGOs through social media.
Donors between the ages of 18 and 29 are more likely to make recurrent contributions, while donors between the ages of 30 and 44 are more likely to make monthly contributions.
Donations are most often made by members of Generation Z and Generation X via Facebook, other social media, messaging, and mobile applications.
Boomers and Gen Xers would like to hear from charitable organizations less often (quarterly or annually) than more frequently (monthly or weekly).
When put into action, the numbers shown above may take the form of sending text message contribution campaigns to Gen X audiences and developing a social media donation challenge on TikTok to target audiences between the ages of 18 and 29. You may also segment calls to action (CTAs) on your website based on user age and previous contribution patterns, or you can send separate email newsletters to subscribers based on how they engage with your company. Both of these options are available.
4. Forming strategic alliances with other companies
According to a report published by HubSpot, in 2021, nonprofit organizations formed partnerships with technology companies, local restaurants, social influencers, and other nonprofit organizations in order to harness the power of community in order to increase support for the causes they champion and brand awareness of their organizations.
The formation of relationships with companies that are related to the topics that the organization supports should be considered a primary takeaway for nonprofit organizations. For instance, Bed-Stuy Strong is a community-based organization comprised of locals who work together to provide assistance to one another and other locals. It collaborated with Brooklyn Packers and Tamales of Hope to deliver food to individuals who visited its free winter market for members of the community, which was held at the same location.
However, it is essential to emphasize that the organizations with whom you form relationships do not always have to be other nonprofits. You will still be able to promote your message and raise awareness if you are able to cultivate a connection with a pertinent local company that may contribute to the advancement of your cause.
5. Experimenting with non-traditional tokens
Non-Fungible Tokens are one-of-a-kind digital pieces of material that cannot be copied and alone belong to the person who acquired them. These tokens cannot be exchanged for cash or any other kind of currency.
You can partner with artists who can create NFTs relevant to your business and host virtual auction events where you can sell them to people and use the profits to support your cause. This is a new channel for nonprofit organizations, but if you’re interested in participating in it, you can do so by partnering with artists.
NFT4GOOD was a collection of 88 notable Asian-Americans and Pacific Islanders in the collectible trading card game. The buyer of each NFT received the exclusive ownership rights to one of the cards, and the money from the sales were donated to the NFT4Good Community Fund to assist Asian American groups. The NFTs brought in a total of $80,000.
Now It’s Your Turn
When formulating your plan, you should take into consideration the methods and trends on this list that are currently being used by other charitable organizations. If you decide to utilize them, you will discover that you are having discussions with the people who make up your target audience, that you are increasing contributions, and that you are having an effect on the communities that you are trying to help.
Those were some very important nonprofit marketing trends, hope you enjoyed!