Cookies are here to stay… for now

Nhu Te on Aug 1, 2024 2:23:53 PM

092: Cookies are here to stay… for now

After much anticipation and repeated delays, Google has decided not to phase out third-party cookies just yet. While not entirely surprising, Google will now introduce a new experience allowing users to “make an informed choice about their web browsing, and they’d be able to adjust that choice at any time.”

With major events like the Olympics and the Election dominating the news cycle, this grace period provides a golden opportunity for organizations to double down their ad strategies. Here’s how 👇🏼

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Snackable snippets

Super Pixel: The secret to year-round donations 📖
Want to know how you can create the most personalized supporter experience? Get to know the Super Pixel.

It's a tracking code that can be placed across your website to monitor audience behavior. This knowledge can inform your team on how to engage with your supporters and improve chances of conversion.

New report gives us "cautious optimism" for the future 📖

The latest Q1 2024 data from the Fundraising Effectiveness Project was just released. Although we continue to see a decline in the number of donors and retention rates, overall giving has increased by 4.1%.

“One of our major concerns for for a number of quarters has been this quite substantial drop in participation and to see that beginning to flatten out does give us some reason to be optimistic about what the opportunities are,” Woodrow Rosenbaum, chief data officer of GivingTuesday, said in a statement.

17 digital wins your nonprofit can implement today 📖
As we approach the busiest time of the year, it’s an ideal moment to re-evaluate your digital channels and experiment new strategies to boost performance and engagement.

This resource guides you through improvements, covering website optimization, email and media strategies, as well as some free tools to consider.

Debunking digital advertising myths 📖
We’ve talked a lot about the value of digital ads in your integrated marketing. But if you’re just getting started, there can be some misconceptions out there, like the idea that digital ads are only for fundraising.

Follow along in this resource as Allegiance Group busts five common myths and offers some best practices on digital ad strategy.

Hyundai opted for more emotional Summer Olympics ads 📖
If you spent any time watching the Olympics, you’ve likely seen Hyundai’s new ad campaign. While there were glimpses in the car, the central message was clear: encouraging kids to prioritize their mental health by engaging in activities that make them happy.

As more brands take this approach to their marketing, it’s a reminder that nonprofits have the stories in their arsenal to elicit similar responses. It’s all about delivering those stories effectively and creating meaningful human connections.

In the news

After years of prepping us for the demise of third-party cookies, Google has taken an unexpected turn — it’s keeping them after all.

In a statement from Anthony Chavez, VP of Google’s Privacy Sandbox initiative, Google will allow users to make their own decisions over their browsing data. “This includes additional privacy controls like IP Protection in Chrome's Incognito mode and ongoing improvements to Privacy Sandbox APIs,” according to Engadget.

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OpenAI just announced SearchGPT, its new AI-powered search engine. With SearchGPT, you can enter any query and receive a detailed summary instead of a simple list of links.

How this differs from a simple web browser search: It’s a more interactive experience because you can ask it follow-up questions. Currently, SearchGPT is in prototype mode and will be available exclusively to 10,000 test users.

For your inspiration folder

Like we mentioned earlier, digital ads are versatile tools that be used for more than fundraising asks. The American Cancer Society’s latest social ad is a prime example.

Its recent campaign centers on uniting their community for a physical challenge. Participants can register for the challenge, receive a free t-shirt, and start fundraising to support those affected by cancer.

This approach not only drives engagement but also fosters a sense of community and shared purpose among supporters.

Source: American Cancer Society

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