?????????????????? ???????? ?????? ?????? ???????????? ???????????? ?????? ???????????? ??

With Labor Day approaching, marking the unofficial end of summer, nonprofits are swinging into gear with eyes focused on the Giving Season.? Believe it or not, Giving Tuesday is only about 90 days away.?

The Giving Season is a critical time for nonprofits to harness the generosity and kindness of the holiday season.? As individuals think about their year-end giving and determine which nonprofits they want to support, nonprofits have the unique opportunity to connect with potential donors and advocates who will support their missions.? Creating an intentional, thoughtful, and strategic digital marketing campaign that resonates with your audiences will inspire them to contribute and support your cause.??

Here are four tips to help maximize your success:?

1. Create authentic, memorable, and personalized content.?

People respond to powerful and engaging stories, especially through video. Showcasing real people who have benefited from your causes helps appeal emotionally to potential donors and demonstrates your impact.? In fact, 52% of people are more likely to share videos than any other content with a majority of viewers (75%) watching on their mobile devices.?

Need some inspiration?? Take a look at these videos from my clients - Dave Thomas Foundation for Adoption and Easterseals.?

When reaching specific audiences such as African Americans or Hispanics, your content needs to include relatable images and people.? Also, keep in mind that your assets need to be culturally sensitive.? For example, it’s a no-no to produce video content in English with Spanish subtitles.? Use native Spanish speakers and have a Spanish call to action to drive more engagement.??

While not all Boomers have poor eyesight, most do. Therefore, when engaging with this audience your content needs to include bigger font sizes, contrasting colors (dark typography on light backgrounds), and enlarged call-to-action / donate buttons.? Facebook is the most popular social media platform for Boomers and since 85% of their videos are watched without sound, it’s important to include subtitles with contrast and make sure your message is clear and concise.??

2. Segment your audience and develop a customized approach leveraging multiple channels.??

When developing your marketing efforts, there isn’t a one-size-fits-all fundraising approach. Each generation has different giving habits and preferences.? Given this donor generation gap, customizing your campaign messages and tactical execution is fundamental to your success.? In-App Mobile and YouTube marketing are effective ways to engage with younger demographics but it isn’t likely the best approach to reach Boomers.??

For instance, last Giving Season I recommended Digital Display Conversion & Fundraising as well as Connected TV for a nonprofit looking to reach 25-40-year-olds to generate awareness, donations & email sign-ups.? Through cross-device display ads, we targeted their audience during the busy holiday online shopping timeframe, generating nearly 300 donations and 3,225 new email signups in just about a month!? In conjunction, we demographically distributed their video on streaming channels through devices such as Apple TV, Roku, Amazing Fire, and Xbox, garnering over 310,000 views with a View Through Rate (VTR) of 98.54% (beating the industry average of 89%).??

3. Pay attention to your campaign metrics to make informed decisions.

A big benefit of digital marketing is the data captured from your campaigns.? YouTube, Instagram, TikTok, and other platforms provide insights such as which creative drove more views and how long people watched it.? This is valuable information so you can adjust your content strategy for more effective marketing.

4. Keep up with the latest digital trends and adapt your strategies throughout the year.

Strategic digital marketing tactics provide so much potential for nonprofits to create meaningful connections, raise funds, and inspire generosity this Giving Season and beyond.? Information consumption and digital technology are ever-changing, giving rise to new engagement opportunities.? With constant advancements such as AI, it’s critical to be open to adjusting your strategies to align with current trends.? Keeping your audiences engaged and connected throughout the year using the latest digital tactics will make next year’s Giving Season even more successful.???

Thank you for reading!? P.S. Ring my bell in my LinkedIn profile, and subscribe to my newsletter where I share monthly nonprofit marketing and advertising tips and trends!

For further insights into how I can assist you with your digital and social media marketing needs, please reach out.?

- Julie