Nonprofit

Want to attract new segments? Check these out

3 min read

Jun 26, 2024 10:46:45 PM

087: Want to attract new segments? Check these out 👀

Unless you have signature events like walks or rides planned, summer can be a slow season for fundraising. With donors and staff preoccupied with vacations and kids home from school, maintaining engagement can feel a bit tricky.

However, it's an ideal time to develop, refine, and test your fundraising and marketing strategies, ensuring you have everything in place for the busy fall giving season.

As with any forward-thinking nonprofit, audience growth should always be on the horizon. This week, we’re sharing resources to help you attract new segments and drive engagement.

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Snackable snippets

The community-building benefit of e-commerce platforms 📖
Investing in a tailored social strategy creates a dynamic community experience for your supporters. It provides a space for them to learn more about your organization and engage with like-minded peers.

With e-commerce platforms like Shopify offering seamless integrations into social media, nonprofits can now weave “asks” into their online experiences — like purchasing merchandise or downloading a white paper.

How to reach younger donors 📖

As younger donors like Millennials and Gen Z reach their prime spending years, more organizations are looking to tap into their generosity. But where do you start?

Earn their trust by gradually building relationships, engaging with them on their preferred platforms, and maintaining transparency in all communications.

7 database KPIs to understand donor loyalty 🎧
Understanding which key metrics to track can build stronger bonds with your supporters. If you’re feeling overwhelmed by data, you won’t want to miss this episode of Go Beyond Fundraising.

Teena Wright, Annual Giving Director at Idaho Public Television, and Debbie Merlino, Executive Vice President at Allegiance Group + Pursuant, break down the most critical KPIs and tackle common questions about database maintenance.

Apple’s new AI tools aim to change email 📖
Last week, we shared the reveal of Apple Intelligence. So, how will this affect nonprofits?

This will most impact email. RKD Group shares some optimizations, which include writing tools, message prioritization, natural language search, and grammar features.

A new look at how US nonprofits get really big 📖
In 2007, the Stanford Social Innovation Review analyzed the funding sources of nonprofits with over $50 million in annual revenue. In its latest research, SSIR revisits this analysis to determine if these original findings still hold true today.

The top-line finding is that 90% of organizations concentrate on a single revenue category. This refers to categories such as government funding or program services/earned revenue.

In the news

Ben & Jerry's recently launched its first ad in nearly a decade, and it advocates for social issues like climate change, racial justice, and gay pride.

“We want people to know that their passions and creativity can create positive change in their communities,” said Jay Curley, global head of integrated marketing at Ben & Jerry’s, in a statement.

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Instacart has extended its retail media ads to YouTube, enabling brand partners to target customers using Instacart’s first-party data.

How it works: Viewers can click on brand partner ads to purchase items directly from Instacart. Clorox and Publicis Media are the first to participate in the pilot.

For your inspiration folder

The Trevor Project's mission centers on preventing suicide among LGBTQ youth. During Pride Month, the nonprofit is running multiple targeted social ads to spotlight its 3x matching gift campaign.

By partnering with brands like Lululemon and Hot Topic, the campaign reaches a wide range of young audiences, motivating them to donate and triple their contributions.