As nonprofit marketers make final tweaks to fundraising plans for 2019, AccuList USA can support its nonprofit clients with a brief survey of some of this year’s top trends as identified by fundraising pros.
Story-telling, Personalization, Video
NonProfit PRO magazine cites three general 2019 trends that will affect both traditional direct mail and digital fundraising via e-mail, mobile, social media and website. Nonprofits should include a commitment to story-telling in this year’s fundraising communications, the magazine urges. Stories create an emotional connection to the mission and are remembered better than facts, studies show. However, gathering the best stories relies on more than marketers; it requires a story-telling culture that pulls from across the organization, NonProfit PRO stresses. That culture requires leadership buy-in; a mechanism to regularly encourage and gather stories; a story-banking method, from database to manilla folder; and a way to regularly and consistently communicate stories via newsletter, website, social media page, etc. “Personalization” is another marketing mantra for 2019, with success requiring clean up-to-date data and list segmentation to craft targeted messages for direct mail and e-mail. Anyone doubting that response is significantly improved by personalization, even in the crowded digital space, should consider this Hubspot finding: 39% of marketers who segment e-mail lists have a higher open rate, and 28% experience lower unsubscribe rates. Finally, put that targeted story-telling into a video format to maximize results. In 2019, video is projected to represent 80% of Internet traffic. Nonprofits that embrace video will be able to take advantage of the proven facts that people remember videos better than written content and share them more often for viral reach. Luckily, the cost of video production is going down and online tools are readily available, the magazine assures.
Digital Technology Supports Strategy Changes
Meanwhile, the Nonprofit Tech for Good blog identifies some key digital trends to include in 2019 fundraising plans: 1) increased use of marketing automation software to create personalized appeals and individualized pathways and engagement with the general mission and specific programs; 2) more focus on a recurring-gift donor base and commitment to engagement strategies and technologies that nurture donors; 3) more relevant, personalized, contextual messaging based on data technologies; and 4) more disruption by commercial social media players like Facebook via removal of fundraising fees, matching funds and direct access to donor data and AI.
Opportunities & Risks, From Instagram to Data Privacy
The TrueSense Marketing blog came up with a whopping “https://www.truesense.com/blog/fundraising-trends-best-practices-2019