Can nonprofits reward supporter loyalty like the way Swift does with TTPD?

Nhu Te on Apr 25, 2024 9:43:45 AM

078: Can nonprofits reward supporter loyalty like the way Swift does with TTPD?

The anticipation for Swifties is over with the release of the The Tortured Poets Department album. The long-awaited release was filled with vigor as Taylor Swift rewarded her loyal fan base with a double album.

This got me thinking about how nonprofits and associations can make their monthly members feel this level of excitement and appreciation. A few ideas that come to mind:

A simple handwritten thank-you card shows personalization and sincerity
A tangible item like a t-shirt is a gift of gratitude for their commitment to your cause
A member-only invite to an exclusive event builds out your community

This week, I’m sharing resources that hopefully inspire creative ideas, recognize your supporters, and bring them closer to your mission.

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Snackable snippets

Principles to creating high-performing display creative 📖
Crafting display ad creative to attract the right people to your mission is no walk in the park. It requires purpose, understanding, and, of course, creativity.

Tobes shares his seven principles for high-performing display creative for high ROAS (return on ad spend) direct response fundraising. What I love about this are the practical tips he shares and the inclusion of real-world examples.

Brands finding relevancy in Swift’s TTPD 📖

The big day has arrived: The Tortured Poets Department is out. Swifties and everywhere were delighted by a surprise double album, driving even more engagement and excitement.

Even brands like Krispy Kreme and Tums took the chance to connect TTPD to their marketing. On the nonprofit side, charity: water announced it was time for a “clean water era” with an all-expenses-paid Taylor Swift concert giveaway in Amsterdam.

This nonprofit gamifies fundraising to lift giving 📖
Like many others, Cannonball Kids’ Cancer Foundation experienced a significant drop in giving after the pandemic. In 2022 alone, the organization saw a 42% YOY dip. They knew they needed a change.

Through the League of Undercover Donors, the nonprofit handed out coins with a QR code on the back, leading people to donate. Interestingly, donors had to keep everything secret — the campaign, their giving, the process, everything — but pass the coin on to someone new after contributing. This resulted in 230 new donors in seven months.

Food banks use Feathr to grow awareness & donations 📖
Because The Second Harvest Foodbank of Southern Wisconsin and The Food Bank for Central and Northeast Missouri operate on a tight budget, they needed an affordable marketing platform to help them reach supporters across multiple channels.

Thanks to Feathr, both food banks saved on resources and have a fuller picture of their fundraising. This multichannel visibility has led to more donations and community engagement.

Dove shows the impact of AI on beauty 📽️
Dove's latest ad campaign takes a more informative approach. The brand shares what AI currently represents as beauty: thin frames, untextured skin, blue eyes.

With 90% of online expected to be AI-generated by 2025, Dove vows never “to never use AI to create or distort women’s images.” This commitment doubles down on Dove's dedication to authenticity and reinforces consumer loyalty to the brand.

In the news

With Gen Z quickly becoming one of the primary audience segments online, Mio has rebranded to appeal to this young group.

To keep up with their diverse interests, the Kraft Heinz brand is leaning toward softer visual features and vibrant colors and is also moving its messaging from “fix water” to “wellness on your wavelength.”

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A new channel might be available as early as the second half of this year, providing marketers with yet another platform on which to advertise.

Although Threads isn’t as dominant as its sister brands, Facebook and Instagram, it has about 85 million active monthly users.

For your inspiration folder

UNICEF USA gets creative with its supporter experience by extending the opportunity to your little ones. Because kids love the aspect of adventure and exploration, UNICEF is offering them the opportunity to “see the world with Paddington.”

When someone signs up for the recurring giving program, their kids will receive monthly personalized gift packs from Paddington’s Global Travels. This is a fun way to engage your audience, who also happens to be parents, encouraging their support and sparking imagination and curiosity for their kids.

This reminds me of back in the day when I would look forward to each issue of National Geographic Kids. Anyone else?

Source: UNICEF USA

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