Digital-first nonprofits are growing faster

Nhu Te on Mar 21, 2024 9:11:50 AM

073: Digital-first nonprofits are growing faster

We talk a lot about the value of integrated marketing campaigns here in the Good Marketing Brief. It works well because we’re meeting supporters in where they’re most active whether it’s online or offline.

But here’s something new: Brand-new research from NextAfter finds that digital-first nonprofits outperform the average nonprofit.

We live in an age of information—it’s accessible, immediate, and vast. It’s also typically the first and primary contact you make with prospective and current supporters. So while traditional channels like direct mail or major gifts are still valuable, digital strategies are vital in helping you deepen connections and drive revenue growth.

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Snackable snippets

Digital-first organizations are growing 12.7% faster 📖
Being a digital-first organization doesn’t mean throwing traditional channels out the window. It simply means these organizations are making a strategic shift toward digital marketing to improve overall fundraising outcomes.

According to new research from NextAfter, digital-first organizations outpacing the average nonprofit by 12.7% in revenue growth. Not only that, the rate of online revenue over the past five years compared to offline is staggering: 99.10% vs. 36.42%.

5 fundraising measurement mistakes to avoid in 2024 📖

As marketing becomes more fractional—relying on several online and offline channels—there’s a need to redefine how we’re measuring success.

Knowing what metrics to track isn’t always crystal clear, but there are actionable steps that you can take to create more clarity for your team, such as setting up attribution tracking or unifying data across platforms.

How programmatic audio is reshaping digital marketing 📖
Did you know that 84% of Americans are engaging with ad-supported content every day?

For nonprofits, it’s strategic to place ads in audio channels like podcasts and music streaming services, where your target audience already listens. It’ll help you connect with potential supporters in a space they already value.

How are people engaging with brands on social? 📖
Hootsuite's latest social media consumer report reveals that audiences are overwhelmed with excessive brand content and are growing weary of relentless self-promotion. This calls for a strategic rethink in how we engage with our supporters on social.

How can we do better? Lean into your data to understand what your supporters want to hear about. According to the report, people are drawn to content that teaches them something new and inspires them.

Digital fundraising strategies for nonprofit leaders 📽️
Being a digital-first organization is paramount to fundraising success, but it can be tough to stand out in such a crowded market.

In this on-demand webinar, you’ll learn how to create digital campaigns that resonate with today’s easily distracted donors and boost engagement through a multichannel digital strategy.

In the news

The House has recently approved a bill aiming to ban TikTok, pushing ByteDance, TikTok's parent company, to either sell or completely shut down the app. Now, all eyes are on the Senate's next move.

If you have a large following on TikTok, the potential ban of the popular social platform might raise a level of concern. However, TikTok remains undeterred: “It’s a ban based on zero evidence,” a spokesperson for the company told the WSJ.

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To promote the launch of its first all-electric SUV, the 2024 Prologue, Honda created a one-of-a-kind experience powered by AI.

Developed just for Amazon Ads, The Dream Generator takes the entire family on an enchanting virtual adventure in the Prologue. The use of AI storytelling will open new doors for marketers. How can you use it to give supporters a real-world look at what your mission is aiming to accomplish?

For your inspiration folder

In marketing, bigger isn’t always better. This was the case for dog food brand, Ollie. Faced with a $7 million Super Bowl commercial price tag, Ollie opted for a cost-effective social campaign with a charitable twist: For every share of its Supper Bowl post on Facebook and Instagram, the brand promised to donate a bowl of dog food to a dog in need.

This resulted in an 84% increase in organic social traffic and an 8% boost in conversion compared to last year.

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