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063: Coping with shifts in attention and engagement
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If you were with me last week, I talked about keeping an open mind about trying new things and tossing old habits that don’t bring us joy (aka results we need to succeed and grow).
Staying on a similar theme this week, I'm placing the spotlight on the generational shift in supporter behaviors and how to engage and retain the interest of our evolving supporters.
Dive in with me and learn about how even viral brand powerhouses like Stanley and Peloton had to revamp their marketing approach to find their place in a saturated market.
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Snackable snippets |
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Marketers: Get comfortable with the unexpected 🎧 Robb sits down with Noah in this episode of Good Marketing Unplugged. Listen in as he dives into marketing strategies in organizational decision-making. In the push for brands to find ways to engage younger donors, Gen Z continues to surprise us with the way they like to interact. As traditional platforms become more media-centric, this generation is favoring closed group chats for intimate, two-way communication in ad-free spaces. To adapt, this Digiday article calls out building brand-friendly communities. Luckily for nonprofits, community and connection are our bread and butter.
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In the news |
Stanley took social media by storm, especially following its collaboration with Starbucks. You would think it was Black Friday with people waiting in ultra-long lines and even camping outside of their local stores for the hot-pink tumbler cup.
This is a prime example of the scarcity model—when something is “limited,” it adds exclusivity, prompting swift and immediate action.
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For the first time, Peloton will be producing custom content for an app outside of its channels. Through a partnership with TikTok, users can access videos in a dedicated #TikTokFitness Powered by Peloton hub.
Recognizing the way people engage with fitness is changing, this is a strategic move on Peloton’s part to reach a larger Gen Z audience.
For your inspiration folder |
As a team of two, Katie Adkins, Director of Communication and Marketing at The Food Bank for Central & Northeast Missouri, often has her hands tied. Working with several different platforms created barriers, and she knew her team needed a better way to increase efficiency.
The Food Bank centralized all its email, digital advertising, and data into a single platform using Feathr. With better visibility into its marketing efforts, the team was able to better personalize supporter journeys that brought in $72,000 in donations.
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