Now that you are thinking ahead to Giving Tuesday and the end of the year, I wanted to dig a little deeper into marketing pathways. I’m calling them “pathways” versus “channels” because the goal is to engage supporters and involve them in your mission in more meaningful ways.
One of the most critical tasks during the campaign planning phase is selecting the pathways that will serve as entry points to your campaign. This is when you'll want to collaborate with your team to ensure these decisions align with your brand, resonate with your audience, and match your available resources.
In this week’s brief, we’re exploring a few marketing pathways to consider and tips for creating integrated experiences.
Snackable snippets |
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4 steps to planning your year-end matching campaign 📖 Ready to get started? Follow these four steps from Mark Miller to kickstart your campaign. How truthful are you in your communications with supporters? New research from BBB Wise Giving Alliance finds that 73% of donors said it was very important that charity appeals are truthful. To build trust, per the report, donors want to know how the charity spends its money, whether appeals are truthful, and whether the charity is taking steps to protect their information.
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In the news |
A new study from Meta, Kantar, and CreativeX showcases the impact of creativity on ad effectiveness. Human connection, brand integration, visual dynamism, and a distinctive atmosphere reportedly improve ad effectiveness.
“Humans are hardwired to like humanity, and the algorithm knows that,” said Jimmie Stone, VP and Global Head of Creative Shop at Meta. “The study unearthed the idea of human interaction, with humans present in the ad, and especially when there is eye-to-eye contact with the viewer.”
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Findings from a new report, “Blueprint for Brand Growth,” suggest this three-pronged approach leads to brand growth: influencing more consumers towards a brand, maintaining a consistent presence throughout the consumer lifecycle, and discovering new areas for growth.
Keep these best practices in mind as you prepare for your EOY campaign. Focus on maintaining continuous communication throughout the entire donor lifecycle, not just when making an ask.
For your inspiration folder |
The Society of American Military Engineers (SAME) wanted to attract new supporters and broaden its audience beyond its core community. The team decided to build out its digital advertising to increase registrations for its annual conference, JETC.
By leveraging Feathr's marketing tools, SAME achieved an impressive $143,000 ROI, secured 235 event registrations, and expanded its audience by 32,000 new members.