Nonprofit marketing and fundraising have evolved drastically since the early 2000s. Technology has allowed nonprofit organizations to reach more people than ever before, making it easier to spread their message and bring in donations. But what does the future of nonprofit digital fundraising and marketing look like? Here’s a look at some key predictions for 2023.
Nonprofits Are Embracing Digital Transformation
In 2023, digital transformation will be more critical than ever before. This means that nonprofits need to focus on embracing technology to stay relevant in the sector. As technology advances, nonprofits should take advantage of the new tools available to them to maximize their impact. Examples of this include utilizing automated chatbots, artificial intelligence, machine learning algorithms, CRM systems, QR codes, cyber security, and more. Embracing digital will allow nonprofits to optimize their time and resources while positively impacting their community.
Continued Growth for Digital Fundraising
Digital fundraising and marketing are growing exponentially, and this trend will continue to increase in the coming years. By leveraging online channels to engage supporters, charities can easily tap into the potential of digital media to connect with donors. Online fundraising allows organizations to appeal to a broader audience, increase efficiency and build relationships with supporters. Digital techniques are often inexpensive and straightforward, making them an attractive option for those looking to maximize their fundraising efforts. It ranges from peer-to-peer campaigns to utilizing social media networks and text-to-give programs. Digital fundraising offers convenient options to make participating easy, encouraging supporters to share their giving experience and keeping up to date on organizational efforts. Overall it is an excellent tool for broadening your reach with potential donors.
Online/Offline Integration is Now Essential
In a world that's increasingly digital, many nonprofits are making sure their donation pages and campaigns fit into the user experience. That means incorporating online and offline donations, touchpoints, and experiences seamlessly to ensure that your supporters have the best possible experience. From social media campaigns to one-on-one outreach, to amplify messages to reach new audiences and drive engagement, nonprofits need to consider how physical and digital components work together synergistically.
Data Analytics & Measurement Proficiency is Growing
Digital technology has enabled information tracking and analysis, and nonprofits are becoming increasingly proficient in measuring their digital presence through reliable data. This means a better understanding of digital platforms such as search engine optimization (SEO), content marketing, email campaigns and digital advertising to measure their reach and success rate with audiences. Data analysis also requires an in-depth look into donor segmentation, engagement tactics, donor trends and donation amounts. Analytics allows organizations to make strategic decisions that optimize every dollar spent.
Cross-Channel Email Marketing a Must
Cross-channel email marketing is about connecting with supporters on an array of different communication channels such as email, social media, SMS, mobile apps, and more. Savvy nonprofits are also utilizing cross channel email marketing for better segmentation and outreach. Nonprofits that understand their audience's interests and preferences and use optimized emails will be at an advantage. This type of segmentation allows for much more personalized content and dynamic interactions with supporters across all platforms.
Watch our video with Wendy Bonham-Carter on Email Fundraising and Marketing:
AI and Automation Are Trending
Making use of artificial intelligence (AI) and automation can be a game-changer when it comes to digital engagement with supporters. Automation can be integrated into various touchpoints, such as email campaigns and social media, with customizable responses tailored to the user's behaviour and interests.
AI doesn't just stop with automated tasks. AI writing and graphics tools provide nonprofits with a unique opportunity to save time and resources when developing campaign materials.
Tip: Try AI writing tools such as Jasper or HyperWrite for time-saving assistance with blog writing, social media captions, and even case writing.
Social Media Engagement Has Become More Important Than Ever
Social media platforms have become essential for nonprofits looking to build relationships with donors and spread awareness about their missions. In 2023, social media will remain one of the most effective ways for nonprofits to connect with potential donors, increase engagement with current supporters, and drive donations. Nonprofits can capitalize on this by taking advantage of social media fundraising tools, practicing good engagement, and creating content that resonates with their target audience. Additionally, nonprofit organizations should focus on using social media advertising platforms such as Facebook Ads or Google Ads to further increase their reach among potential donors.
Mobile Donations Continued Its Growth
Mobile use is already on the rise among all types of audiences, including those who donate to nonprofits. According to research from Digital Trends, mobile donation rates are increasing year-over-year, with an average of 36% growth since 2018. This trend will likely continue into 2023 as more donors move away from desktop donations to use their mobile devices for giving purposes. Organizations should ensure that their websites are optimized for mobile use and make sure any donation pages are easy to navigate on a small screen size.
For an optimum donor experience, consider offering multiple payment gateway options such as PayPal, Google Pay and ApplePay. Let your supporters donate with the click of a button - making giving easy!
Video content Will Be Essential
Video content continues to grow in popularity among donors and potential donors, with more people resonating with video content rather than traditional text or image-based content. Video content will be even more critical in 2023 as organizations seek ways to engage new audiences and communicate their message effectively across different platforms. Video content allows organizations to tell a story about their mission and connect with potential donors emotionally, which can help increase donations significantly over time if done right!
Increase in Identity-Based Targeting
Identity-based targeting is a method of targeting donors that leverages demographic information such as age, gender, ethnicity, location, and other identity-based data points. Using this information can help tailor fundraising campaigns to specific segments. This type of marketing has been gaining traction in recent years due to its high success rate among various donor groups. This trend is expected to continue into 2023 as nonprofits become increasingly wise about leveraging identity-based data for targeted outreach.
As nonprofits, we need to stay current on new trends if we want to remain competitive in the digital space now and into the future. As we look ahead to 2023, organizations should keep an eye out for several vital predictions for nonprofit marketing and fundraising. Taking advantage of these trends now can help position your organization for success down the line!