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Good Marketing Brief

GivingTuesday is over—now what?

Nhu Te on Dec 2, 2023 3:29:14 PM

057: GivingTuesday is over—now what?

 

Congratulations on navigating one of the busiest giving days of the year! I trust it brought moments of excitement, wonder, and heartfelt generosity. As we move past GivingTuesday and onto the crucial next 32 days of your campaign, it's time to optimize for success.

Performing a weekly campaign health check allows you to gauge audience engagement and refine your strategy based on data, not trends. If you're considering a new tactic, run an A/B test to measure its effectiveness.

This week, I'm sharing resources on how to optimize your campaign now through December 31, making this the best giving season yet.

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Snackable snippets 

How Stop Soldier Suicide optimizes with data 🎧
Cameron Bartlett, known for his work in leading award-winning digital marketing and fundraising initiatives with nonprofits across the world, is currently the VP of Performance Marketing at Stop Soldier Suicide.

In this episode of Good Marketing Unplugged, he joins Noah to talk through best practices for cross-channel marketing measurement, as well as the nuances of testing and experimentation. 

How to nail your EOY fundraising emails 📖

As December ushers in sentiments of gratitude, generosity, and goodwill, it's crucial to dedicate time to review your emails, ensuring they captivate and engage your audience.

Claire Axelrad teaches you how to add an extra spark to your email strategy, ensuring your nonprofit stands out amidst the holiday bustle and busy inboxes. 

Landing page health check: 39 best practices 🎧
Your landing page has a big responsibility: making your case for support. Like Tobes says in this week’s Some Personal News, “Each section of your landing page should actively be getting your Supporter closer to the light to complete their journey (aka to donate to you).”

Check out his 39 landing page optimizations, which can also be applied to donation pages and ad creatives!

A/B testing platforms nonprofits should consider 📖
Google Optimize was sunset earlier this year, prompting organizations who have previously relied on this platform to seek new solutions if they haven't already.

Nathan Hill of NextAfter explores the value of A/B tests in marketing and recommends three alternatives to consider.

Understanding the digital media KPIs that matter 📖
To effectively measure the performance of your year-end digital advertising efforts, you should be assigning KPIs at the channel level.

This blog from RKD Group shares KPIs to measure in each stage of the media funnel: prospecting, engagement, conversion, and retention.

 

In the news

A recent survey by the National Retail Federation and Prosper Insights & Analytics forecasts that holiday spending is poised to reach "record levels," projecting a 5% increase in average spending around Thanksgiving.

This positive outlook could be encouraging for nonprofits as we enter the busy giving season.

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As part of Dove’s Self-Esteem Project, the brand collaborated with Lennnie to release multiple social media posts leading up to Thanksgiving.

Known as the animated blob that often talks about mental health and body positivity, Lennnie has nearly 5 million followers across Instagram and TikTok.
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For your inspiration folder

 

Email stands out as one of the most important marketing channels for nonprofits and associations. During a critical period such as year-end, it's essential to diversify the content of your emails, ensuring that not every communication is a financial ask.

As December 31 quickly approaches, we're sharing real-life examples of nonprofit emails that you can draw inspo from.

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