Single-channel marketing is out

Nhu Te on Apr 17, 2024 2:30:30 PM

077: Single-channel marketing is out

Are you moving more toward an omnichannel marketing approach? While offline channels have been effective, today's successful nonprofits are expanding their reach across multiple platforms.

Humans are changing, and so are their communication preferences. Forward-thinking organizations are adapting to meet supporters on their terms. This means engaging them through traditional phone calls and mail while also reaching them on the online platforms they already use.

Follow along in this week’s brief to learn more about diversifying your revenue stream and how brands like Chipotle use trendy tactics to attract new customers.

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Snackable snippets

Experiment: How a micro ask affects giving 📖
After experimenting with ask amounts for CaringBridge’s tribute appeals, NextAfter concluded that the $50 and $60 ask strings were too high. These trials resulted in decreases in conversion rate and revenue.

The amount was then reduced to $25, even lower than the organization’s long-standing ask of $30. While average gift went down, both conversion rate and revenue increased by 39.1% and 32.9%, respectively.

New recurring giving report 📖

Neon One just released much-anticipated research into recurring giving. While retention has hovered around 45% for years, these insights shed some positive light after a year of not-so-great fundraising news.

Recurring givers are your mainstay for retention. The report found that these donors give about $950 annually and stay loyal to their charities for over 8 years. In my opinion, the best news is that recurring giving jumped 144% in a five-year period!

How The NTL uses Feathr to promote events 📖
The National Trial Lawyers is a leading organization that hosts various events and educational opportunities for lawyers across the US. Wanting to optimize their marketing efforts, they looked to Feathr to expand into new channels and improve tracking and reporting.

This partnership resulted in $247K in ticket sales across 163 event registrations and 188K new audience members.

How branding can help appeal next-gen donors 📖
Next-gen donors — millennials and Gen Z — are coming to the forefront with the potential to become the most charitable givers. But has your organization taken the necessary steps to appeal to these younger audiences?

This group takes branding seriously, and factors like positioning, voice, and visual identity help capture their attention. So, you want to ensure that messaging is authentic and branding consistent across every channel.

Better conversions across multiple channels 🎧
In this episode of Good Marketing Unplugged, Cindee Starkie, VP of Marketing and Communications at Starlight Children’s Foundation, tells us how her team uses shared, earned, paid, and owned channels to connect more people to the mission.

“Our best job as nonprofit marketers is understanding there's a world full of people who are looking to make a difference. They just need to know how and where. And so our job is to connect them with the how and the where,” Cindee shares.

In the news

New giving data from the Fundraising Effectiveness Project was dropped at the annual AFP ICON conference. In sum, smaller donors made up more of the donor pool, and major donors fell by 7.4% in 2023.

Woodrow Rosenbaum, GivingTuesday's Chief Data Officer, highlights that if we want to strengthen the social sector, we need more frequent and purposeful engagement from nonprofits across the board.

*****

The gaming community has always been able to rally and create a movement around an area of interest. We’ve seen it repeatedly with organizations like the American Red Cross and St. Jude Children’s Research Hospital that have expanded their fundraising into gaming and streaming.

Chipotle is again leveraging the gaming community. As the official partner of Tekken 8, the franchise offers players opportunities to win in-game currency by ordering through the Chipotle app or website.

For your inspiration folder

Speaking of St. Jude, I saw one of their social ads promoting their monthly giving program this week. What caught my attention is twofold:

First, the smiling photo of Sariyah, a St. Jude patient, and the quote from her mom tell me that Sariyah is in the best care and give me hope that she is on the road to recovery.
Second, the incentive for signing up for a monthly gift. With a t-shirt that says, “This shirt saves lives,” donors can proudly wear it, knowing they are part of a mission to end childhood cancer.

With so much content on social media and the speed at which people scroll through their phones, ads can easily get missed on social media. St. Jude does a really good job at catching users' attention and moving them to take action.

Source: St. Jude Children's Research Hospital

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