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066: Can you rebuild donor trust with these marketing fixes?
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Generosity is on a downward trend, evident in several giving reports from last year, reflecting a decrease in both the number of donors and dollars given. Playing into a broader narrative of diminishing trust among donors, nonprofits are at a crossroads between how to repair this disconnect.
Reasons for this vary from organization to organization: transactional communication, inconsistent experience, or even limited information about impact. Whatever the case may be, it’s clear that if nonprofits don’t start making changes now, the connection gap between nonprofits and their supporters will continue to widen.
Dive into this week’s brief with me as I share resources on the state of nonprofit trust and what marketers can do to mend this bond.
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Snackable snippets |
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A peek into building a trusted nonprofit brand 🎧 As Chief Marketing Officer, Shelley Diamond, and her team are responsible for building and maintaining the organization's brand in the US market. In this episode of Good Marketing Unplugged, discover how the organization has retained the loyalty of its supporters over the years and get advice on how you can build a trusted nonprofit brand. Trust in nonprofits is waning, but there's no need to panic. Instead, focus on the actionable steps you can take in your everyday decisions to regain and reinforce this trust. A new guide from Spitfire Strategies offers practical advice on how to earn trust, which includes rethinking the “donate” pop-up, not overdoing it with emergency appeals, leaning on your community to find a solution, and more.
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In the news |
Since 2018, Apple has been rolling out short films ahead of Chinese New Year, and this year is no different. Titled “Little Garlic,” this year’s film focuses on a young Chinese girl who is self-conscious about her appearance.
Apple uses these films as a storytelling vehicle that deeply resonates with its Chinese audience—I admit this definitely tugs on one of my heartstrings 😢
Using Apple as an example, are there stories that your nonprofit can tell to engage with different supporter segments?
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Remember when we briefly talked about Gemini in Brief #61? Well, Google officially launched a conversational experience powered by its Gemini AI model in Google Ads.
According to Marketing Dive, what we know so far is that advertisers have built higher quality search campaigns with less effort, increasing Ad Strength scores that measure relevance, quality, and diversity of ad copy.
For your inspiration folder |
Fundraising can be emotionally taxing, especially when facing unrealistic expectations and limited resources. Whether you're a nonprofit marketer, fundraiser, or part of the development team, this conversation between April Walker, Founder of Philanthropy for the People, and Mallory Erickson is a must-listen.
This episode of What the Fundraising explores the fundraising challenges for nonprofits and how fundraisers can navigate this difficult terrain to find what brings them joy and fulfillment.
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