Fundraising Challenges Include Gen Z, E-mail, AI

For AccuList USA’s nonprofit fundraising clients and fundraising consultants, 2019 will be another challenging year. Successful direct marketers will need to adapt to changes in demographics, technology and donor targeting, to name just a few trends recently cited by the Donorbox Nonprofit Blog.

Move Over Millennials; Here Comes Gen Z

Donorbox is sounding the alert ahead of the next demographic wave. While the Millennial generation is still the biggest cohort in the workforce, Gen Z is arriving. Born after 1996, they now make up an estimated 27% of the population and will account for 40% of all consumers by 2020. How are they different? The “2017 Global Trends in Giving Report” found that Gen Z members are interested in giving to many different causes, especially those involving youth, animals and human services. But to win the attention of these digital natives, messaging must be concise and engaging, offering an immediate experience that cuts through the marketing noise they routinely filter out. Gen Z is also the first mobile-only generation, so website, e-mail and donation forms must all be optimized for mobile. Plus, Gen Z likes visual-based platforms, so fundraising creative should use photos, videos and infographics to tell stories that grab attention.

Donors Expect Hyperpersonalized, Targeted Messaging

Accustomed to sophisticated digital technology that tailors messaging a la Amazon and Netflix, today’s donors expect a personalized, targeted approach that takes into account demographics, giving history and even psychographics. A generic appeal will fall flat. That means segmenting donor and prospect lists and using variable data printing to specialize messaging to account for generational differences and other demographics. It means tailoring the “ask” to the prospective donor’s income and giving history. It means refining giving/donation pages to highlight projects and wording that will resonate with the target donor group.

Donors Embrace E-mail Fundraising If Done Well

E-mail has gotten a bad rap recently because of crowded mailboxes, spam filtering and low response rates, but there is a lot to be said for revisiting e-mail strategy in 2019. For one, research shows that donors willing to donate through e-mail rose from just 6% in 2012 to 28% in 2018. Second, low-cost e-mail has an ROI of 122%, much higher than direct mail, social media and paid search. Finally, a backlash against social media abuses, including among the mobile-first generation, is improving e-mail’s digital appeal. But e-mail needs to be done well to deliver donors. Personalization and targeted messaging is expected, so, again, segment the audience by demographics, desired communication frequency, giving status, etc. Make sure there is a clear call to action, a compelling subject line, simple attractive visual design, and, most of all, impactful storytelling.

AI Can Help Turn Data Into Dollars

Artificial Intelligence (AI) is on its way to becoming ubiquitous in our society, and that will include fundraising. AI broadly refers to programs, computers and machines that perform “intelligent” tasks such as planning, learning, problem-solving, communication and more. AI can help nonprofits gather more data and use it better to advance missions and marketing. For example, one of the simplest uses of AI is a chatbot that interacts via messaging services like Facebook Messenger, Slack, Telegram, etc. A nonprofit can create a chatbot to handle donations, register members and distribute information about programs and services. AI also can be used to personalize donor journeys with tailored, personal messages based on real-time donor behavior and timed to encourage contributions. Finally, AI can weaponize data for more cost-effective donor development and marketing. For example, a donor’s giving and volunteering history, event attendance, affiliations, relationships, and data from wealth screening tools can all be analyzed to predict a potential donor’s likelihood to give a major gift.

See the complete list of eight fundraising trends identified by Donorbox.



fundraising trends for success

For 2019 Edge, Event Pros Should’t Overlook Direct Mail, SEO, Experiential Marketing

Per the latest industry surveys, AccuList USA’s trade show and conference marketing clients can look forward to solid event industry growth in 2019–along with potential marketing strategy shifts in an increasingly competitive landscape.

Businesses Are Bullish on Event Marketing

Event software firm Bizzabo’s survey of over 1,000 mid- to senior-level marketers at major companies in 2018 found good news for the event industry: Most respondents (41%) consider live events to be the most critical marketing channel in achieving business outcomes (out of 9 possible channels), a 32% increase from 2017. Business execs are also doubling down on live events. Between 2017 to 2018, the number of companies organizing 20 or more events per year increased by 17%. Additionally, the vast majority of respondents (95%) believe in-person events provide attendees with a valuable opportunity to form connections in an increasingly digital world. This reflects a 12% increase compared to 2017.

E-mail & Social Media Remain Favored Promotion Channels

Meanwhile, Eventbrite, an online event management and ticketing firm, surveyed 1,200 event professionals last year to see how marketers are likely to spend in 2019. Word of mouth, an effective tactic for 63% of event marketers, is bolstered by investments in social media marketing, which 49% of event creators placed among the top three most effective drivers of ticket sales. They cited Facebook and Instagram as the top social platforms for reaching event-goers. E-mail rounded out the top marketing channels per those surveyed, with 38% of event professionals relying on it.

Trends Encourage Growth of SEO & Direct Mail Use

However, with 89% of attendees using search for purchase decisions, Eventbrite foresees a necessary expansion of SEO efforts. There’s definitely room for growth, with almost half (46%) of event professionals saying they aren’t using SEO. And, while e-mail is cited among the favored marketing channels, direct mail continues to turn in higher response for the 41% of event pros who use it. Eventbrite thinks the 50% who cite competition as their biggest challenge will want to reconsider the edge offered by adding mail to their arsenal, urging the hesitant to take a trial run by segmenting mailing lists and sending flyers or save-the-date cards to a test portion.

Experiential Marketing Is 2019’s Hot Buzzword

Experiential marketing is a hot new trend for trade show exhibit providers, brand marketers and event planners. It is a strategy that engages attendees by using branded experiences at an event, as part of an event, or in a pop-up activation not tied to any event. It’s all about immersing people in memorable live experiences to create more lasting and positive brand impressions. Yet Eventbrite found that close to 60% of event creators are not using experiential marketing. Acknowledging an intimidation factor, Eventbrite urges starting small, for example by promoting a pop-up shop (temporary retail space) grand opening at an event, by offering a smaller experiential activation like an on-site art installation, or by using a partner on-site sponsorship to enhance the event experience.

Download the Bizzabo report “2019 Event Marketing Benchmarks and Trends” for more details on event industry trends.

Digital Options Lead 2019 Insurance Marketing Trends

Digital marketing trends dominate professional advice for AccuList USA’s insurance marketing clients this year, from e-mail to social media to online search.

Trends Favor Personalized, Client-Focused Campaigns

Whether insurance marketing via digital or traditional channels such as direct mail, there are some general trends affecting success in 2019, per the American Agents Alliance. First comes the continued value of cultivating brand advocates with testimonials, referrals and word of mouth. Quoting Forbes magazine, “the top four most-trusted sources of advertising are people you know, branded sites, editorial sites, and reviews.” A myopic focus on impersonal advertising will miss these important lead drivers. The personal touch needs to extend into offering targeted, personalized digital and print content that is useful and engaging, as well as client interaction that is real and humanized, not generic and automated. Plus, marketers should take a longer view of prospecting and retention by continuing conversations via remarketing, the AAA advises. And finally, insurance marketers need to really listen during conversations with clients and prospects to understand pain points and how people shop online with search and voice queries in order to develop effective creative content and include key phrases for paid and organic search.

Tweak E-mail & Search to Retain Their Digital Clout

Insurance agency/broker marketing agencies like EaseCentral and OutboundEngine offer some advice on where to focus digital marketing energies more specifically in 2019. Start by revisiting e-mail strategy. With an average $32 return per $1 spent in 2018, e-mail remains an attractive direct marketing option not only because it is inexpensive, highly targeted, and an ROI leader, but because it also offers opportunities for the forwarding, social sharing, and referral business in line with the general trends noted above. However, be sure to check e-mail creative to make sure it is personalized and shares valued content, focusing less on promotion and more on audience needs. Another tried-and-true digital driver, paid and organic search engine ranking, still matters, but search strategy needs an important tweak this year to cater to the growth of voice searches. EaseCentral points out that ComScore forecasts close to 50% of all searches will be made through voice search by 2020. Plus, due to the increasing use of voice search, Google and other search engines are beginning to factor it into their algorithms. Mobile optimization will play a big role in effective leveraging of voice search since these searches occur mainly on mobile devices.

Leverage the Power of Social Media Marketing

Making the most of social media will be a challenge in 2019 as organic reach shrinks and promotional pricing rises, but social platforms offer some unique advantages for insurance marketers looking for a way to humanize and personalize services. For example, EaseCentral suggests using social media to implement a more personalized customer service, with client accessibility on Facebook and LinkedIn. OutboundEngine meanwhile urges more direct marketing via promoted posts and social ads, taking advantage of social media platforms’ increasing ability to target zip codes, professions and other demographics to hone response. In the social media sphere, blogs are the king of content creation, reminds EaseCentral, allowing an insurance marketer to prove expertise and build trust. But remember that a blog’s content-marketing success will require avoiding sales pitches in favor of engaging information of value to the audience.

Embrace Video As the New Must-Have Tool

Video is now a proven response driver in digital marketing for almost all industries, and with online video projected to account for 80% of all web traffic in 2019 per Cisco research, it is a must-have tool in insurance, too. It works for consumer and business prospecting; OutboundEngine cites a recent Forbes finding that an average of 40% of decision-makers call a vendor after watching a video. How to capitalize on the video wave? OutboundEngine suggests the following ideas for website and social media insurance-branding videos: Live stream (with permission) part of an event or fundraiser attended; record a 30-second clip once a week answering a frequently asked question; or post an Instagram story about volunteering in your local community.

Business Periodicals Retain Digital & Print Influence

A recent blog post from B2B marketing agency Weidert argues that trade publications remain vital to B2B marketing, which should be encouraging news for AccuList USA’s many business periodical marketing clients. Whether online or in print, trade magazines retain reputation and authority with their vertical audiences, and many people trust information from these niche publications more than any other source, says Weidert blog author Tammy Borden.

Digital Offsets Print Declines for Trade Pubs

Borden notes that while circulation and ad spending for printed magazines may have dipped, digital editions are thriving. That contention is borne out by the latest PwC ad spending forecast, which sees an upward five-year path for trade magazine ad revenues from 2018 to 2022, albeit slight at 0.6%. The overall positive trend is because digital ad growth (9.3%) will offset print losses (-8.4%). In fact, PwC predicts that the digital ad spend will overtake print spending this year.

Digital Audiences on a Growth Path

Borden cites the multiple attractions of digital trade publications for business marketers, such as a growing readership: According to the 2018 Mequoda Magazine Consumer Study, 42.4% of U.S. adults read at least one digital magazine per month — a 15% increase in three years. Plus, there are also now digital magazine marketplaces like Magzter and Zinio that allow readers to access thousands of B2B trade titles in one place, further expanding audience reach.  For content marketers, digital content in business magazines is especially appealing because it can not only link to websites but can be SEO-optimized to leverage online impact.

Printed Business Magazines Retain Clout

Despite the growth of online readership and content, Borden still touts the marketing value of printed trade periodicals. She points to a survey finding that more than 32% subscribe to one or two print magazines compared with only 18% for digital publications. Plus, the print version of a publication (like direct mail) offers a richer sensory experience (visual and tactile) and a shelf life unmatched by digital. With the option to place advertising or content in both print and digital versions of a respected business periodical, marketers can maximize audience preferences and reach.

Check out the overall PwC media advertising outlook.

B2B Gifting Survey Finds Personal & Memorable Score ROI

Acculist USA supports many clients marketing in the corporate gifting space, with a focus on food and wine gift baskets and catalogs. We recently ran across some interesting data from a study by Knack, a Seattle gifting company, that should help gift suppliers to craft the most appealing packages and business gift buyers to maximize gift effectiveness.

The C-suite Believes in Gifting ROI

The good news from the Knack “Business Gift Satisfaction Survey” is that corporate gifting works well when it is done well: 57% of respondents said that “gifts can impact their opinion of a business partner both positively and negatively.” In fact, over 80% of C-suite executives surveyed said they believe that business gifts generate measurable positive ROI in addition to intangible benefits. Since there’s a huge investment involved annually, with the market for non-cash business gifts estimated at $125 billion, getting the most positives and fewest negatives is clearly vital.

Well-Packaged, Personal & Memorable Score Best

Return-on-investment for a business gift to high-value targets, such as C-suite executives, is highest if the gift tells a story and facilitates a deeper personal connection, per the survey. Quality is more important than the quantity spent to achieve that personal connection; the survey finds that the right amount to spend per gift is between $50 to $150. What defines quality? The best impression comes from good presentation/packaging and the kind of personalization that logo items and gift cards lack, per gift recipients. A memorable gift will seem selected just for the recipient; will include a personal message and will have “value attributes,” such as a handmade/artisan item or a gift supporting an appropriate cause, such as ecological sustainability or made-in-U.S.A.

A Fail-Safe Business Gifting Checklist

Based on 1,000 business gift recipients’ responses, here is the survey’s checklist for fail-safe business gifting:

  • Give a useful item, something practical and that everyone can use.
  • Surround the useful item with shareable items, such as gourmet food in line with the gift theme. Stress quality over quantity.
  • Aim for a “value attribute,” such as made-in-the-U.S. items. Specific causes might be polarizing but “Made in USA” is universally favored as a top value attribute.
  • Spend between $50-$150. Spend for junior-level business partners in the $50-$65 range and for most clients and manager/director-level associates in the $75-$100 range. Spend up to $140-$160 for C-suite execs, VPs and most valued clients.
  • Always include a personally addressed note with the gift! 

Get more details from the Knack study on corporate gifting.

2019 Marketing Creative: Simple, Bold, Interactive Design

A new year brings new marketing creative inspirations for AccuList USA’s direct marketing clients, for both digital and printed promotions. Some interesting trends are shaping up, per graphics and ad agency experts.

Simplified Design, Bold Colors & Retro Vibes Win in 2019

The Ballantine and Brand Shouter agencies and the Digital Agency Network suggest some key digital creative trends to embrace this year, many of which can also be applied to direct mail and print advertising. This year, expect more clean, minimalist designs and less use of borders, bars and boxes to separate elements, all say. At the same time, minimalist doesn’t mean drab; more designers are forecast to embrace bright colors and bold color transitions and gradients with black or white text. And speaking of type, Brand Shouter foresees more beautiful, complimentary, brand-consistent typography as well, especially since marketers are shifting toward more text-only designs, while DAN forecasts more use of multicolored vector fonts. Plus, thanks to print technology advances, metallics will rise in popularity to pop in simplified designs, per DAN. Meanwhile, the minimalist flat look, which works well in mobile presentations, also can be livened with the inclusion of 3D elements, as Apple is doing, notes Brand Shouter. And since everything old is new again at some point, several retro trends are forecast. DAN sees use of the bold duotone graphics of the 1970s as well as vintage fonts and motifs, while Ballantine thinks the bright colors and funky designs of the 1990s and early 2000s, which remind many of today’s designers and target buyers of childhood, will reappear to leverage nostalgia. Finally, hand-drawn illustrations will be used to create that feeling of originality and authenticity, predicts DAN.

Story-telling, Video and Mobile Will Be Ubiquitous

Ballantine underscores three ubiquitous trends for creative this year. Video will only continue its impact in marketing, especially in social media, now that 54% of Internet users watch social media videos at least monthly and 65% of ad impressions on Instagram come from video ads, making video a necessary part of most creative budgets. Story-telling over selling is another general trend, especially in social media advertising, where story ads are designed to reflect a platform’s personal user experience rather than slick promotion, mimicking a post from a friend. Finally, marketing design must cater to mobile users now that 57% of online searches originate on mobile devices, almost 50% of web page views worldwide occur on mobile devices, and 95% of Americans own a cellphone and 57% own a smartphone. Any creative that is not mobile-optimized is sacrificing a huge market.

Watch for Interactivity and Diversity to Break New Ground

A Marketing Week article goes beyond colors, fonts and platforms to highlight other underlying trends likely to impact 2019 creative. For example, the rise of voice-enabled technology creates a push for sonic branding to complement visual creative across platforms, channels and media. Look for brands to begin to weave sound into interactive video, chatbots and voice recognition software. Visa, for example, spent a year working on a signature “chime,” heard whenever customers pay through their phones, to evoke a sense of security and efficiency. Meanwhile, the growing demand for diversity within organizations and their outreach to customers will push marketing creative beyond stock photos of diverse employees or graphics of multicolored hands, suggests Marketing Week. In fact, businesses can use creative development as a non-confrontational, thought-provoking, story-led effort to honestly address concerns. For example, multinational food services and facilities management firm Sodexo launched a campaign supporting its disability inclusion commitment with new creative that presented people as tennis coaches, parents and musicians, rather than focusing on their disabilities.

Check out this useful infographic that includes many of these marketing design predictions at https://venngage.com/blog/graphic-design-trends/

 

2019 Trends Open Doors for More Direct Mail Success

Direct mail lists and data services are core to AccuList USA’s business success, so each year we research which trends our direct mail marketing clients will want to embrace for maximum response–and which trends are fading in effectiveness.

Digital Ad Tune-outs Offer Mail Opportunities

Digital issues can create direct mail opportunities, points out direct mail agency Inkit, noting that customers are tuning out digital advertising, whether e-mails, banners or social media promos. In fact, eMarketer estimates that 30% of all Internet users will use ad blockers in 2019. One way to offset the drop in digital ad effectiveness is to beef up direct mail campaigns. Note that ANA-DMA research shows that 84% of millennials take the time to look through their mail and 64% would rather scan for useful information in the mail than e-mail. Plus, 41% of millennials and 53% of Gen Xers report enjoying catalogs. That engagement translates into higher response rates for mail than for any other media, per the 2018 ANA-DMA Response Rate Report, with 9% for house lists and 4.9% for prospect lists.

Snail Mail Can Join the 2019 Video Boom

While digital ads are being ignored, digital video is booming; Inkit reports that Cisco projects video will encompass more than 85% of all Internet traffic in the U.S. by 2020! Direct mail doesn’t have to be left out. Thanks to print technology–QR, AR, Video-in-Print and Near Field Communication (NFC)–paper promotions can jump on the video bandwagon and further boost their own mail response.

2019 Demands Personalized, Cross-Channel Campaigns

Customers in 2019 will expect marketers to personalize offers and deliver a seamless experience across channels, Inkit asserts, requiring integration of online, e-mail, direct mail, social media, mobile, and in-store campaigns. In fact, retailing research recently found that close to 90% of retailers say integrated cross-channel or omnichannel marketing is key to success. AI is one way marketers are getting a handle on messaging across channels and at different points in the buyer journey, which can help decide timing and targeting of direct mail. Meanwhile, for mail, variable data content printing and enhanced database targeting and segmenting can deliver the personalized relevant messaging that will be a basic of 2019 marketing.

Take Variable Data Printing to the Next Level in 2019

Yet when it comes to printing and personalization, there are some popular direct mail practices that need to be ditched this year, advises direct marketing agency Darwill. For example, using a 4-color master shell on which variable content is laser-printed in black and white has become old-hat given that new inkjet presses can create endless 4-color versions for a more targeted and engaging campaign. Along the same lines, the custom maps laser-printed in black and white can be replaced by full-color variable maps that are more personalized, eye-catching, and likely to drive leads.

Use Envelopes to Intrigue Outside; Put Tailored Offers Inside

This year, instead of revealing all details of a promotional offer on the outside envelope to drive opens, Darwill advises that a promotional pitch that is visible but not fully revealed on the envelope is likely to work better–a sneak peek at a personalized offer. Then once the recipient opens the envelope, he or she better not find one-size-fits-all content! Luckily, with today’s full-color inkjet technology, a letter or a coupon can now be varied based on a recipient’s past shopping patterns or demographics.

 

 

 

Weaponize B2B Data for 2019 With These Tactics

Targeted, clean data is a key deliverable of AccuList USA’s data services and list brokerage efforts for business-to-business marketing clients. And as those clients prepare their 2019 plans, we urge them to take basic steps to ready their data-driven marketing for maximum performance. A Martech Today post by Scott Vaughn sets the stage by recommending five essential data-oriented strategies for B2B.

Precisely Defined Audience Targets Using Clean Data

Good response and conversion depend on identifying and engaging the right audiences, meaning the right companies and the right decision-makers within those companies, Vaughn reminds. To target that right audience requires processes for capturing critical data about prospects, customers and their purchase journey with precision, he asserts, and recommends a strategy of starting with a smaller universe of accounts and roles to more precisely define best targets–and then testing and using advanced strategies, such as predictive marketing and intent-data modeling, to expand to more accounts and buyers. But that kind of data targeting only works if marketers are looking at quality data, so data hygiene is another necessity. When a recent DemandGen survey finds that more than 35% of the data in existing databases is unmarketable on average, avoiding wasted dollars means instituting a “get clean, stay clean” data-hygiene effort for 2019, Vaughn urges. The hygiene regimen should include regularly auditing of data-capture processes and sources, using filters before data can enter the database, and maintaining a cleansing process to eliminate records that are invalid, non-standardized, duplicate or non-compliant.

Permission-Based Trust and Speedy Follow-up

Because today’s buyers are leery of companies and brands that don’t treat their information with care and because stringent data-privacy laws are being deployed around the globe, B2B marketers must have a proactive permission-based marketing plan for their data, warns Vaughn That includes asking for opt-in everywhere and having very visible, clear explanations of how behavioral data, such as website cookies, is used. Meanwhile, prospects and customers have not only come to expect data privacy, they have become used to the rapid, real-time response of the digital market. Yet for many B2B campaigns, it takes two or three days to follow up on a lead or inquiry, or even seven or eight days just to get leads loaded into marketing automation or CRM software! Vaughn proposes a concerted effort to speed data handling by identifying areas where data can be routed faster and reaction time reduced and then initiating sales and marketing training on speedier handling at each stage of the customer journey. That’s why many executive teams now prioritize a measure of “pipeline velocity,” meaning the time from when an opportunity is created to when the deal is closed, to improve revenues.

Agreeing on Measurements That Matter

Accurate, targeted, speedy data processes don’t automatically result in ROI improvement, however–not if data analysis ends up focused on the wrong metrics. Vaughn reports that high-performing marketing teams use insights with these key ingredients: agreed-upon key performance indicators (KPIs); tools that can measure performance; and easy-to-use dashboards that can help all stakeholders (marketing, sales, execs, etc.) make smarter decisions. For his complete article, see https://martechtoday.com/5-essential-strategies-b2b-marketers-must-master-in-2019-228066