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Good Marketing Brief

Data in 2024—what you need to know

Nhu Te on Dec 14, 2023 5:18:06 PM

059: Data in 2024—what you need to know

 

Data remains the cornerstone of nonprofit marketing and fundraising, helping organizations personalize supporter engagement and optimize campaigns for success and longevity.

However, with big changes happening in data privacy, nonprofits have to be increasingly vigilant in safeguarding donor information and adapting their strategies to comply with evolving privacy regulations.

I’ve curated resources in this week’s brief to help you maximize campaign performance, all while staying in compliance with the latest data regulations

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Snackable snippets 

Reaching audiences through targeted campaigns 🎧
As nonprofit marketers, you know how audience segmentation plays into driving supporter engagement, moving their desire to affect change into action.

In this episode of Good Marketing Unplugged, Camille Currie, VP of Marketing and Communications at NAF, joins Noah to share the nonprofit’s six key supporter segments and how her team connects each group to its mission.

6 clues in your donor file that could spell trouble ahead 📖

A well-balanced donor file is the product of your team’s diversified fundraising efforts, but what are some indicators that it’s time for a health check?

Thalamus “T” Hill, Analytics team lead at RKD Group, reveals clues in your donor file that could spell trouble ahead. The best part is that Thalamus follows up with a solution to each challenge.

The convergence of AI, privacy, and cookie deprecation 📖
Marketers have been keeping a close eye on big industry trends, with the spotlight on AI tools, the deprecation of third-party cookies, and stricter privacy laws.

These three trends will all come to a head in 2024, but it’s seemingly good news. This Q&A with Kristina Prokop, co-founder of Eyeota and general manager of audience solutions at Dun & Bradstreet, will dissect what this means for marketers moving forward.

What about programmatic advertising? 📖
ANA released a follow-up report on the state of programmatic advertising that supersedes this past summer’s installment. If you’re looking for a meaningful breakdown of the 125-page report, Tobes does just this.

At a high level, only 36% of dollars spent by nonprofits and advertisers are reaching consumers. Even more staggering: With 44,000 websites and apps used to publish programmatic media, 86% of all impressions come from just 3,000 websites.

5 common trends across nonprofit websites 📖
No matter how many times you optimize your website, there’s always an iteration you can make to enhance performance. Digital Strategist Kaylee Gardner zeros in on five common website trends she sees in her work with nonprofits.

One additional thought from the Feathr team: the variance that “Dark Social” adds. A significant chunk of social referral traffic is often mislabeled as "direct,” according to this research by SparkToro.

 

In the news

Global advertising is forecasted to hit $752.8 billion in 2024, with digital representing 58% of that spend, according to a recent report from dentsu.

“We are seeing an increased focus on planning and buying for attention, over pure reach, as more brands seek to maximize their return on investment and capitalize on the attention economy tools available to them,” says Will Swayne, Global Practice President - Media, dentsu.

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Marketers understand the need to find and create content that resonates with their audience, with 44% planning an increase in spending for 2024, as outlined in a recent report by the Interactive Advertising Bureau and TalkShoppe.

The current valuation of the creator economy stands at $250 million, with projections indicating a growth to $480 million by 2027.

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For your inspiration folder

United Way ABC previously promoted its programs through traditional marketing channels like radio, TV, and newspaper ads. With a desire to expand its programs at the same cost, the nonprofit used Feathr to run geofencing and affinity targeting campaigns to drive up participation in the organization’s weekly community dinners.

After just a few days of running the ads, engagement jumped from just one family attending to 30 families showing up the next week.

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