It might be difficult to market your nonprofit. Fortunately, when it comes to creating your own strategy, learning from those who have already engaged in nonprofit marketing, taken advantage of trends, and succeeded can be useful.
Learn valuable advice and professional insight from Dazzling Way Nonprofit Marketing Trends Report for 2022 in this post to help you create the brand recognition you want.
Trends in Nonprofits to Watch in 2022
1. Use native donation capabilities on social media platforms to collect money
TikTok is increasingly used by NGOs to reach audiences and raise money. In reality, in 2021 there were approximately 75,000 donations made using the app in support of different causes and organizations.
Since its contribution feature is a built-in TikTok tool, NGOs interested in using it can reach their target audiences on those platforms rather than having to steer them away from the app to make a donation. On the TikTok profile of the Malala Fund, the image below shows the donation CTA.
In addition to Twitter’s recently introduced profile tipping feature, which charity can use to connect donations on a profile, other platforms like Instagram and Facebook now have facilities for charitable donations.
2. Supporting content created by users
User-generated content is written by your target audiences and related to your company. As an illustration, consider someone who posts a picture on Twitter while wearing athletic clothing.
User-generated content is valuable for organizations and will be essential in 2022, claims a recent Dazzling Way analysis. Sharing user-generated material from the organizations you support is the best strategy for capitalizing on this trend. This is advantageous because doing so reveals the effects of your efforts and can motivate those you reach out to give because they’ll know you’re actively making a difference. Sharing a direct story from those affected by what you do.
3. Personalized and targeted fundraising initiatives
Because customers expect to see material that is relevant to their interests, segmentation is crucial for all organizations. This may influence the nonprofit marketing tactics you employ to raise money for your company.
In terms of reaching your audiences, Dazzling Way’s Nonprofit Marketing Trends research highlights the following statistics:
- One in four donors between the ages of 18 and 29 prefer nonprofit messaging on social media.
- Younger contributors choose recurrent gifts; nearly half of those between the ages of 18 and 29 and more than one-third of those between the ages of 30 and 44 contribute monthly.
- Gen Z and Gen X like to give through social media, texting, mobile apps, and Facebook.
- Instead of monthly or weekly, Boomers and Gen Xers prefer to hear from NGOs once or twice a year.
Applying the data above might entail organizing a social media contribution challenge on TikTok to target audiences between the ages of 18 and 29 and delivering text message donation campaigns to Gen X audiences. Additionally, you may group CTAs on your website based on user demographics and previous donation patterns, or you can send various email newsletters in response to how customers interact with your brand.
4. Collaborating with other companies
According to a Dazzling Way analysis, organizations teamed up with tech businesses, neighborhood eateries, influencers, and other nonprofits in 2021 to harness the power of the community and raise awareness of their brands and the causes they support.
Creating alliances with companies that are pertinent to the causes you support is an important lesson for charities. For instance, Bed-Stuy Strong is a group of neighbors who support one another through mutual aid. With the help of Brooklyn Packers and Tamales of Hope, it organized a free winter market for locals and provided food to attendees.
However, it’s crucial to remember that your collaborations don’t have to be with other nonprofit institutions. You can still raise awareness and convey your message if you can establish a connection with a pertinent nearby company that can help your cause.
5. Playing about with NFTs
Non-Fungible Tokens are rare, one-of-a-kind digital pieces of material that are not reproducible and belong to the buyer alone.
It’s a new channel for nonprofits, but if you’re interested in participating, you can team up with artists to produce NFTs that are pertinent to your industry and hold online auctions where you can sell them to people and use the proceeds to further your cause.
88 influential Asian-American and Pacific Islander NFT cards made up the set NFT4GOOD. The unique ownership rights to one of the cards were granted with each NFT purchase, and all money from sales went to the NFT4Good Community Fund to help Asian American organizations. The NFTs brought in $80,00.
It’s Your Turn
Now It’s Your Turn When developing your plan, take into account the tactics and developments that other NGOs are already utilizing from this list. You’ll find yourself conversing with your target audiences, encouraging donations, and having an impact on the communities you support if you decide to employ them.