Successful marketing means updating approaches. In today’s media environment where and how you communicate to your audiences is always changing. New online platforms start to dominate how to engage with groups. Social media companies create new tools to achieve objectives. New opportunities come to the forefront to tell your story. Staying up-to-date on the latest trends can help you expand your nonprofit marketing and achieve your goals in new ways. Here are some exciting trends and opportunities worth exploring in 2022 to expand your nonprofit marketing reach.
1. Partner with Businesses to Achieve Shared Goals
Customers are reducing overall purchasing, and when they spend money, they want to buy from socially responsible companies. Smart business leaders know this. During the pandemic, Marketing Dive found that businesses have increased cause-related marketing by 41%.
Therefore, instead of only approaching businesses as potential donors, think of them as potential partners. Find businesses that are a good match for your mission, and propose a mutually beneficial collaboration. They feature you in their marketing—expanding your visibility at no cost to you—while you help them boost their reputation both inside and outside of the company.
2. Video Has to Be a Part of Your Marketing Mix
Video continues to be a key driver online to engage audiences, help people remember your organization, and connect on an emotional level.
If you want to reach more young people, TikTok is a go-to platform. Meanwhile, Instagram video provides options such as Instagram stickers and links if you want to drive people to content or to make a donation.
And creating compelling videos doesn’t have to be expensive. Even videos shot on a smartphone can movingly capture how your nonprofit impacts your community. Post testimonials from donors about why they give. Ask volunteers to take videos during events—then they can share the material on their platforms, and you can share it as well.
3. Go Live
The possibilities are endless. Organize a panel discussion around best practices in your field. Have an online fundraiser or volunteer training. Incorporate live feeds into events for those who can’t attend in-person.
4. Advertise via “Connected TV Advertising” and Other Streaming Services
Traditionally, the high cost of television advertising meant that most nonprofits wouldn’t even consider television for their marketing campaigns. But the rise of Over-the-Top (OTT) and Connected TV Advertising (CTV) should change that. Advertising through digital streaming services is accessible and affordable, while you can target your audience like never before—directing ads to those in specific locations, with related interests, and web visitation patterns.
Developing a video is an investment of resources and time but can have a big return. Ideally you can use a video production service in your community. An alternative is to use options like Fiverr and Upwork to find experts who can turn your raw footage, photos, and graphics into polished pieces.
Promote a special event (like a volunteer day or fundraising event), share your program with potential beneficiaries, or simply raise awareness of your organization’s work.
Keep in mind, though, that as exciting as all of these opportunities are, effective marketing still requires thoughtful planning. Don’t chase after the newest shiny objects just because they are there. In other words, don’t just start indiscriminately posting.
Instead, strategize. Figure out your goals: What action do you want people to take? What points do you want to communicate? Who do you want to reach?
It may take some experimentation with different outlets and content before you find the sweet spot for promoting your work. That’s fine. The important thing is that you know that the options are there. Even with a limited budget and resources, you can still reach your ideal audience like never before.
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