The best marketers embrace change

Nhu Te on Jun 6, 2024 10:14:26 AM

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

Why evergreen media campaigns are a smart investment 📖
There are plenty of fundraising campaign types. One of the most popular is time-specific campaigns, like GivingTuesday. While these campaigns are urgent and have a high gift volume, they also have an expiration date.

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.

Donor-advised funds soar in popularity 📖

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.

6 donor behavior trends to guide your 2024 fundraising 📖
At a minimum, you should do a fundraising health check at the end of every quarter. Understanding how donors engage with your efforts gives you a good idea of whether or not you’ll hit your revenue targets.

Six donor behavior trends emerged in Pursuant’s latest “Philanthropic Pulse Survey.” Our takeaway: Donors want to be engaged authentically without being asked to give every time.

Catalyzing change with SixDegrees.Org 📖
Stacy Huston, Executive Director of SixDegrees.Org, the nonprofit started by Kevin Bacon. In this episode of We Are For Good Podcast, she sits down with Jon and Becky to share how the organization partnered up with students of Payson High to raise $865,000 in three months.

“So often we get swept up in the big things, but everyday choices and actions where you’re leaning in and are asking someone how they are really doing, what you can do for them in that moment cannot be understated. That is how we drive better, healthier communities.”

Your guide to digital marketing 📖
Digital marketing can drive engagement, increase brand awareness, and hit fundraising milestones when done right. With the right strategy, you’re meeting donors where they are and engaging them with the most relevant message.

Ready to amplify your digital marketing efforts? Read our guide.

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.

Source: Children's Hospital of Philadelphia

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