From mastering the art of Plain Language to understanding the Metaverse, this post provides the notes from the “10 Digital Marketing & Fundraising Trends to Watch in 2022” webinar presented by Heather Mansfield on December 1. The webinar was designed as a supplemental course to the webinar series required to earn a Certificate in Digital Marketing & Fundraising.
To purchase the recording, please email your request to Heather Mansfield. You will then be sent an invoice for $20 that can be paid with a credit card. Once paid, you will be given access to the recording. Thank you and Happy New Year!
1) Master the art of Plain Language.
- Plain language is communication your audience can understand the first time they read or hear it.
Characteristics of Plain Language
- Writing that can be understood quickly and easily.
- Plain language is concise. It uses short sentences and paragraphs by eliminating unnecessary words.
- Use headings, lists, and tables to make reading easier.
Plain Language Example #1
This program promotes efficient water use in homes and businesses throughout the country by offering a simple way to make purchasing decisions that conserve water without sacrificing quality or product performance.
In plain language:
This program helps homeowners and businesses to buy products that use less water without sacrificing quality or performance.
Plain Language Example #2
[Organization Name] is a global network of philanthropy organizations, changemakers, and critical thinkers committed to ensuring that philanthropy reaches its fullest potential by serving as a catalyst for social change and social progress.
Plain Language Resources:
2) Write and distribute quarterly Impact Reports.
Why Quarterly Impact Reports?
- Quarterly Impact Reports can be used to inform and inspire your small and mid-size donors on a regular basis.
- They focus your nonprofit on tracking and reporting impact which is essential for fundraising success.
- Quarterly Impact Reports enhance your website, email, and social media content strategy.
How to Publish Quarterly Impact Reports
How to Distribute Quarterly Impact Reports
- Promote your landing page each quarter on social media for one month. Ensure that your landing page generates an effective title and promo image on social media.
- Resource: How to Write a Nonprofit Impact Report
3) Prioritize your email campaigns.
M+R Benchmarks Report
- Email messaging resulted in 19% of all online revenue in 2020 (up from 14% in 2019).
- For every 1,000 fundraising messages sent, nonprofits raised $78. This marks a 35% increase over 2019.
Grow Your Email List
- Add an email opt-in pop-up to your website.
- Add an opt-in form to your website and blog.
Segment Your Email List > Example Email Schedule
Email #1 ▸ Newsletter sent every Monday morning to all subscribers.
Using the “Segment” function in your email marketing service, resend your Newsletter on Thursday afternoon to unopens.
Email #2 ▸ Fundraising appeal sent every other Wednesday morning to all subscribers.
Resend the fundraising appeal the following Wednesday to unopens.
Email #3 ▸ Every Saturday or Sunday send a one-topic re-engagement email (event, blog post, fundraising campaign, etc.) to your unengaged subscribers: Added before 60 days + Have not opened any of your last 20 email campaigns.
Manage Your Email List
- Unengaged contacts hurt your sender reputation and should be deleted.
- Schedule one day a month to segment and delete unengaged subscribers: Added before 180 days + Have not opened any of your last 50 email campaigns.
4) Revitalize your Tribute Giving Program.
Global Trends in Giving Report
- 33% of donors give tribute gifts to family and friends.
Organize Your Tribute Giving Program
Promote Your Tribute Gifts
- Feature memorial and birthdays gifts in email newsletter year-round and ramp up holiday gift promotion in September.
5) If necessary, upgrade your CRM.
Signs Your Nonprofit Needs a New CRM
- Your CRM is not hosted on the cloud.
What to Look for in a CRM
In addition to third-party integrations, robust reporting, automation tools, and donor intelligence:
- Create unlimited, fully-customizable donation forms for one-time, monthly, and tribute gifts
How to Select a New CRM
To begin, start with five potential new CRM software:
- Create a list of your must-have tools and functions.
- Set your budget, narrow the choice to two or three, and present the options to staff.
6) Launch a traditional crowdfunding campaign.
Select a Crowdfunding Platform
- Resource: 8 Powerful Crowdfunding Platforms for Nonprofits
Top 3 Crowdfunding Best Practices
- Set a deadline to donate, such as 60 days, and promote the campaign often via email and on social media. Of course, use Canva to create promo graphics.
7) Embrace Facebook & Instagram Charitable Giving Tools.
8) Join TikTok.
- TikTok is the fastest-growing social media network ever.
Follow, Like, Comment and Study Nonprofits on TikTok
- You can only like on Desktop TikTok.
- The current best practice is to post 1-4 times daily – so be very careful with your time and it’s OK to pass on TikTok!
9) Prioritize cybersecurity.
Protect Your Organization from Cyberattacks
- Create a Cybersecurity Plan and share it with employees.
10) Follow Emerging Trends.
Cryptocurrency
- Resource: What is Cryptocurrency? A Primer for Nonprofits
Gaming for Good
The Metaverse
AI & Machine Learning
is a blog and webinar series on website design, email marketing, online fundraising, and social media best practices for nonprofits, NGOs, and charities worldwide. Those who register and attend all three webinars in the series will earn a from Nonprofit Tech for Good.
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