Grand River Agency is out with a NEW BLOG POST about nonprofit digital marketing trends for 2024. In it, Josh Hatcher, GRA’s Vice President for Client Success, provides a roundup of nonprofit digital marketing insights that can guide nonprofit leaders in developing strategies for increased impact.
Read the original post here: Nonprofit Digital Marketing Trends for 2024. And here’s a synopsis for our amazing followers at StratComm.Live.
Nonprofit Digital Marketing Trends for the New Year
In the rapidly evolving realm of digital marketing, staying ahead is crucial, especially for small nonprofits. Most nonprofits are quite small – with limited staff and resources – making a strong focus on effective marketing and community outreach strategies even more critical. Grand River Agency addresses this urgency with a focus on amplifying your message and enhancing engagement.
1. Know Your True Customer
Here’s something most nonprofit organizations get wrong. When asked who their “customer” is, they often mistakenly say, “Well, the people we serve, of course.”
The problem with that thinking is the people nonprofits serve typically DON’T HAVE MUCH MONEY. In almost all cases, they’re not paying a single cent for charitable goods and services. Who pays for them? The big-money donors and foundations that bankroll charitable missions!
“Money is oxygen!”, as our good friend and nonprofit fundraising guru Jimmy LaRose says. As important as it is to communicate your nonprofit’s charitable cause to the good folks who stand to benefit, it’s EVEN MORE important to appeal to the wealthy benefactors who infuse cashflow for causes to exist in the first place.
For smaller nonprofits, better engagement in the digital space is pivotal for attracting donors and funders. A robust web presence is no longer optional. Nonprofits must prioritize effective digital marketing to grow their missions.
2. Don’t Shy Away From Personalization
Emails with personalized subject lines witness a significant increase in open rates. Just how impactful is something like including a name in a subject line? It can increase open rates by more than 25%.
Nonprofits with strong digital marketing strategies are also segmenting audiences based on demographics to strategically design campaigns catering to diverse donor groups.
3. Prioritize Investing in Digital Marketing
A strong online presence is non-negotiable these days for nonprofits and for-profit corporations alike. It’s just as critical for nonprofits to prioritize user-friendly online giving experiences and integrate online donation options into various digital channels.
How much should a nonprofit invest in digital marketing? The average nonprofit spends a shade over $12,000 annually on marketing – not including the salaries and contracts of responsible personnel.
Yes, it’s an investment. But it’s a vital investment, because the last thing you want is a donor or grant funder to visit your website or social media only to find a digital graveyard.
4. Harness the Power of Video
Video marketing is a potent tool, particularly for engaging younger audiences. Short, authentic videos can significantly increase click-through rates. Nonprofits can use existing resources to create compelling video content without the need for a substantial budget.
Here are some case studies on video marketing projects Grand River Agency has led for clients:
- Case Study: Walsh Academy/Southern Tier Catholic School Video Project
- Case Study: Neighborhood School of Dance Video Project
5. Engage Influencers
Collaborating with influencers can expand reach and credibility. Nonprofits should identify influencers aligned with their mission, plan strategically, offer incentives, and encourage influencers to share authentic experiences with the organization.
6. Leveraging Valuable Resources
To enhance digital marketing efforts, nonprofits can leverage resources that are exclusive to nonprofit organizations like yours. For one, your charity could benefit from the Google Ads Grant, which provides $10,000/month in free Google Ads to promote your cause.
Leverage is the operative word. Grand River Agency often touts the myriad resources available to nonprofits, if only you know where to look. There are social media training opportunities, special discounts and everything in between.
You may also take advantage of resources like NANOE – the National Association of Nonprofit Organizations and Executives, offering insights and resources to thrive in the digital age. Podcasts and blog posts provide expert guidance on topics like successful grant writing, fundraising, and nonprofit marketing.
7. Above All Else, Be Authentic
In the dynamic world of nonprofit digital marketing, authenticity is key. The digital world may change around us daily, but real human connection wins in the end virtually every time. Your nonprofit digital marketing must embody thought leadership and trustworthiness.
By adopting emerging trends, implementing them strategically, and leveraging valuable resources, nonprofits can maximize their digital marketing efforts. In a digital age where connections and relationships matter, staying relevant is essential for impactful mission-driven goals.
Contact Grand River Agency for Your Nonprofit Digital Marketing
These nonprofit digital marketing trends are not just for 2024. They may pave the way for continued success next year – and beyond! For nonprofits seeking assistance with marketing and community outreach, don’t hesitate to reach out to Grand River Agency for a free consultation.