As we begin 2023, there are a variety of nonprofit marketing factors to consider for the post-pandemic world. 2022 began with uncertainty in the wake of Delta variant surges and eventually new protocols, starting the transition back to normalcy. However, many pandemic-grown practices are here to stay.
Below is a list of some of the most prominent trends we are seeing with our clients.
- PSAs are growing – Last year, Nielsen tracking found that stations and networks ran more than 1,000 TV PSAs and donated an average of 1.1 million free airings a month. In 2022, broadcast TV provided more than 13.6 million free PSA airings, up from 8.8 million free airings five years ago.
- E-commerce donations are on the rise – Online sales have steadily increased over the decade, and especially in the last two years with the increased use of digital wallets. Flagging donors as recurring and notifying users with abandoned carts are two ways to increase donations. This also allows for easier collection of donor demographic information to hone targeting.
- Provide options for users – Anything counts when it comes to nonprofits. Allowing users other options outside of donating keeps them involved and on your radar for a potential future donation. Sharing and volunteering are great ways to involve people and get more eyes on your organization.
- Security is important – Start by assessing your nonprofit’s data risk. More often than ever, hackers are impersonating websites and asking for fraudulent donations. Introducing new strategies like captcha, two-factor authentication, and single sign-on can help mitigate risk.
- AI is the future – A study in the Advancement Advisory Council found that 89% of nonprofit professionals believe that AI can make their organizations more efficient. Utilize AI to gain new insights about current and potential donors and internal operations.
While these are some of the trends that reflect the behaviors of our clients, nonprofits should continuously monitor the digital space as we continue to navigate the post-pandemic world. We expect to see continued turbulence in consumer behaviors, and learning how to better predict them will help keep us ahead of the curve.
View our full list of Nonprofit Marketing Trends for 2023 here.