5 Authenticated Secrets to Use in Content Marketing for Nonprofits

Fall is just around the corner.

content_marketing_for_nonprofits Have you considered launching a fall fundraising campaign?

 Seasonal campaigns are a great way to make up for funding shortfalls, build support and advance your mission.

For many small nonprofits, running an effective seasonal campaign may seem too difficult

But sometimes, all it takes is the right game plan to get things moving.

Many hold the preconceived notion that marketing is exclusive to the realm of for-profit companies. But, this is simply not the case.

Nonprofits are competing with each other for donor interest and need to implement an effective marketing strategy to truly stand out.

Grab a pen and a piece of paper and answer these 10 questions.

Who are you targeting?

Is our branding right for our target market?

What is our current marketing strategy?

Is donor acquisition part of our current marketing strategy?

Where are we looking for new donors?

How are we attracting new donors?

How are we communicating with donors?

Of the donors we’re currently communicating with, how many are donating?

How can we increase this conversion rate?

How are we nurturing new donors/leading them towards donating?

Jump ahead to download 10 Questions To Ask Your Marketing Team About Donor Acquisition Strategies 

Once you’ve answered these questions, then it’s time to review some current marketing research.

This data comes from the HubSpot 2017 Content Trends Report. It is a refresh of a previous study conducted in 2016. 

This study includes responses from about 3,000 consumers who were surveyed from a general population in the US, Germany, Columbia and Mexico between July and September 2017.

Here are 5 data-backed secrets which we gleaned from this report that we feel are relevant to content marketing for nonprofits as well as action tips to improve your nonprofit marketing.

1.There isn’t any one place that consumers are going to find content, but Google and Facebook are the primary channels. Consumers are using search engines to find out more about topics they’ve already heard about. HubSpot calls this process content retrieval. By the same token, Facebook is the channel where people are discovering new content, it’s earned the marketing moniker of “the delivery channel.” Consumers go to Facebook to pick up current events in the world and then they search Google to learn more.

  • Action Tip; figure out if the content you are creating will have a need for search or a need for delivery. If your audience already knows about the topic your creating content for then use SEO tactics to make sure you’re ranking for specific keywords. On the other hand, if you want to introduce a new topic for your organization use Facebook and think about the message that needs to be delivered.

2.Not all age groups prefer the same types of content. Older generations care less about video and more about traditional written forms of content. By contrast, younger generations want more video, more social photos and posts and fewer news articles, research reports and email content.

  • Action Tip; focus on creating content for your target age group. Your data will help you match your resources to your audience’s content preferences. If your donors are under 30 spend more time creating video that captures their attention and less time on your email marketing program. But, don’t guess. Always experiment and optimize your content for your audience.

3.Consumers are skimming your long-form content, but the good news is they are paying attention to videos. Marketing data such as views, conversion rates and heat maps are great tools to assess how website visitors interact with your content. However, in this survey consumers say they are paying more attention to video and they are skimming through long form content like blogs, and eBooks.

  • Action Tip; create your long form content so it lends itself to readers who like to skim. You can do this by using appropriate headers, keeping your paragraphs short, using bullet points, lists and images to break up your long form content. A great way to increase engagement from time to time is by using interactive tools like we did in this post.

4.Branded videos are the most memorable form of content. Consumers who spend time on the internet are used to consuming branded content across different platforms but respondents in all age groups said that branded videos were more memorable than other types of content.

  • Action Tip; according to another study published by LifeLearn educational videos deliver improved comprehension, and increased retention. Video is clearly the format that consumers remember best so remember to use it effectively. Are you looking to create effective videos? Check out HubSpot’s comprehensive video guide.

5.The best way to engage with a brand online isn’t via social; it’s your website. While many marketers think about social media when they hear engagement, HubSpot found that 67% of consumers surveyed prefer to engage with brands on their websites. That’s a lot more than 37% that prefer to “like” brands on Facebook as a form of engagement.

  • Action Tip; optimize all of your marketing channels for engagement but measure those engagements differently. Website visits and form fills should be measured as a higher quality engagement than a Facebook like.

By choosing the right format, creating content for your audience and giving them what they want in the format they like, you’ll be on the road for a successful seasonal campaign this fall. 

Use this current marketing research hand in hand with our ebook entitled 10 Questions To Ask Your Marketing Team About Donor Acquisition Strategies to formulate an effective seasonal marketing campaign.

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