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Good Marketing Brief

Reimagine EOY fundraising with offline marketing channels like TikTok

Nhu Te on Oct 27, 2023 1:36:24 PM

052: Expanding to offline channels like TikTok

 

Last week, we covered key aspects of omnichannel marketing, including personalized supporter journeys and leveraging the RMN model. These strategies set your mission apart from distractions like Super Bowl commercial spoilers and early-bird holiday shopping.

In our attention economy, engaging your desired audience is challenging. Breaking through the noise is just the first step; maintaining engagement requires ongoing effort.

This week, we're focusing on branding. Drawing insights from Barbie, Netflix, and TikTok, discover how to enhance your brand experience, connect with supporters, and boost EOY engagement.

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Snackable snippets 

What can we do to offset the rising costs of media? 📖

Digital advertising enables brand visibility, donor acquisition, and fundraising. However, soaring media costs pose a challenge. Google has quietly increased prices by up to 10%, and CPMs for popular social channels have surged over 100% since 2020.

Feeling worried? No need! Tobes Kelly offers insights on how nonprofits can navigate this and even provides a checklist for maintaining a healthy fundraising program.

Keeping audiences engaged in the attention economy 🎧

I said it last week: Our supporters are being pulled in different directions. To win at this attention economy, it’s a delicate balancing act between getting noticed and staying noticed.

Jonah Berger, Marketing Professor at Wharton School of the University of Pennsylvania, shares new research from his paper on linguistic drivers of engagement. Every topic has the potential to hold people’s attention—it’s using the right mix of words for compelling content.

Can nonprofits learn from Barbie’s brand makeover? 📖

None of us could escape the hot-pink takeover this past summer. It even graced a few editions of the Good Marketing Brief. But before Barbie went viral (again), what prompted the makeover of this illustrious brand?

It all boils down to a lack of connection between the brand and its target audience. If it’s becoming commonplace that supporter engagement and conversion are waning, it’s time to pinpoint where the disconnect is.

Driving engagement with audience-centric marketing 🎧

After the pandemic shook up traditional association marketing, many organizations, like the American Society of Association Executives, looked to audience-centric marketing. This opened up a door to a new virtual audience who were eager to get involved.

In a recent conversation on Good Marketing Unplugged, Robb Lee shares his take on how associations can prioritize agility, audience-centered strategies, and data-driven decision-making.

The deprecation of third-party data 📖

Following in Google's footsteps, more platforms are moving toward the deprecation of third-party cookies. Marketers are now relying heavily on first-party and zero-party data to continue building personalized and compliant marketing strategies.

With the spotlight on our attention economy, author Mario Diez argues that it shouldn’t be the one metric that rules them all. This article outlines what else to consider when building attention into broader and more comprehensive marketing strategies.

 

In the news

Netflix is the next corporate entity to expand its advertising portfolio to other brands on its platform. Say hello to single-title sponsorships and sponsorship opportunities during Netflix Cup, the company’s first-ever live sports event.

From Frito-Lay Smartfood being the single-title sponsor of the next season of “Love Is Blind” to Nespresso signing on for Netflix’s live sports event, it’s a reminder for the organizations in our sector to find opportunities to reach new cohorts of supporters.

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TikTok, widely known as the fast-growing online social platform, is now hoping to extend its reach beyond online channels with its new Out of Phone ad solution, which will expand to locations including billboards, kiosks, cinemas, bars, restaurants, and more.

CeraVe was one of the first brands to jump at this opportunity with its #CleanseLikeaDerm campaign over the summer. With more on the horizon from TikTok, this should inspire our sector to move toward combining the power of offline and online channels, creating an omnichannel experience for every supporter.
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For your inspiration folder

Before Giving Tuesday 2022, Hope & A Future had never run a digital campaign. With an opportunity to engage a new segment of donors, the organization launched a digital ad campaign—a day before GivingTuesday.

Finding success on Giving Tuesday, Hope & A Future decided to launch retargeting campaigns designed to increase donations and re-engage previous donors. What this led to was $32K in donations and a net new audience of over 84K people.

Want more digital marketing inspiration for your year-end campaign? Get access to our year-end toolkit, which is filled with marketing swipe files.

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