084: The best marketers embrace change
Marketing is constantly evolving. Are you still trying the same tactics, hoping for different results?
Growth means being open to change. This new environment forces us to experiment with new tactics, strategies, channels, visuals, and messaging. But that doesn’t mean throwing everything you know out the window. It means knowing what is working and testing new ways to improve it.
In this week's brief, we challenge you to learn something new outside your comfort zone.
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Snackable snippets |
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Why evergreen media campaigns are a smart investment 📖 On the other hand, evergreen media campaigns highlight content that stays relevant over a long period of time. While you might not notice a surge of donations come in initially, it has the potential to bring in just as much over time. Check out this article for some real-life nonprofit examples. Four of the largest donor-advised fund organizations — Fidelity Charitable, Schwab Charitable, National Philanthropic Trust, and Vanguard Charitable — all reported growth among DAF giving in 2023. Not only do DAFs give donors another way to give to their favorite charities, but they now have a simpler way to donate non-cash gifts and minimize capital gains taxes.
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In the news |
Soon after the announcement of AI Overviews, Google shared that it will begin to test search and shopping ads in its AI-powered search tool.
Vidhya Srinivasan, Google’s Vice President and General Manager for Ads, said advertisers do not need to take any action. “AI Overview will draw on ads from advertisers’ existing campaigns.”
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With Netflix’s ad-supported plan now surging to 40 million active users, the platform plans to launch an in-house ad tech program.
This will give advertisers other ways to invest in ads and measure impact. Currently, Netflix users are younger, have a higher household income, and are more engaged than traditional TV audiences.
For your inspiration folder |
Matching gifts are a great incentive to encourage more people to give. When donors know their generosity will double or even triple the impact, they’re more likely to make that financial commitment.
For their Summer of Healing campaign, The Children’s Hospital of Philadelphia combines the power of a 3x gift match and the emotional appeal of helping to provide breakthrough treatments and best-in-class pediatric treatment for children who need it most.
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How do you prep everyday donors for Giving Tuesday?
Single-channel marketing is out