Proof Points: Research findings to use when advocating for the marketing approaches you know are right.
Talk about a perennial challenge! Inadequate time and budget remain the two primary hurdles to nonprofits’ marketing impact. But thanks to the 1,600+ nonprofit marketing and fundraising staff members surveyed 2016 Nonprofit Communications Trends Report, we now know more.
Here are survey respondents’ top hurdles to marketing impact:
It’s so challenging for nonprofits to get video right, especially with limited budgets and bandwidth. That’s why I so appreciate the practical guidance shared by NYC’s 501 Tech Club presenters Cathe Neukum, Executive Producer at International Rescue Committee (IRC), and Lane Beauchamp, Manager of Marketing and Media at Broadway Cares. Here’s a brief summary of what I learned:
Know Before You Go
- Why us and why now? Ensure that the video is designed to advance priority goals, and is one of the best methods of doing so. Don’t just do it to do it. (Lane)
- Powerful videos require planning, lots and lots of planning. Know what you’re getting into before showtime. (Cathe)
- Make your video shareable. It’s not enough for people to like it, they need to share it. (Lane)
- Earmark some of your video budget for paid distribution; social is a pay-to-play world at this point. (Cathe)
Thanks to See3 for sharing this useful case study, originally published on the See3 blog.
Learn more: Create personas to bridge the gap with your target audiences
Many nonprofits fall into the trap of believing that their audience is the general public, when the truth is that your supporters are much more nuanced than that. By putting together a comprehensive profile of your audience, your nonprofit is better able to create personalized content that speaks to your audience and drives them to action.
We all have a powerful communications resource right in front of us—our colleagues. But most of us look right past them.
Here are four compelling reasons—backed up by the kind of research findings nonprofit decision makers adore—to launch your team of staff messengers a.s.a.p.: READ MORE
I relish the roll out of trends at the end of each year, digesting them in the context of what’s working for our clients and passing on what matters most to nonprofit marketers. I’ve seen typically broad-ranging predictions for 2016, but these two constants central to our work have been heralded by multiple sources:
- Data, drawn from all channels, will continue to grow exponentially in volume
- Marketers like us will continue to struggle to share it, interpret it, and put it to work in a productive way.
Today’s the day: #GivingTuesday 2015. “We have a day for giving thanks. We have two for getting deals. [Today], we have #GivingTuesday, a global day dedicated to giving back.”
Whether your organization is full into Giving Tuesday, or you’re watching from the sidelines to determine whether it’s right for you, there’s lots to learn by noting what participating organizations are doing. Even if you ultimately decide to maintain 100% focus on year-end, it’s important to know what else your prospects are seeing each December. Take these three steps now: