It seems like most blog posts like this inevitably begin with something like “In the ever-evolving landscape of digital marketing” or “Keeping up in the digital realm can be challenging.” It’s cliché, but it’s true. And here at Grand River Agency, we’re here to address how important this is for the small nonprofits we typically serve.
So here are some nonprofit digital marketing trends for 2024 to guide great leaders in charity, like yourself, in developing a plan that amplifies your message and ACTUALLY earns engagement.
Getting the Most of Your Nonprofit Digital Marketing This Year
What does engagement mean to your nonprofit? If you’re like the vast majority of American nonprofits (88%), your organization is quite small – likely with an annual budget less than $500,000. Believe it or not, better engagement in the digital realm is key to nonprofits appealing to donors and grant funders for a BIGGER slice of the pie to grow missions.
No big-money philanthropist wants to visit a promising charity’s website or social media only to find a digital graveyard. Getting the most out of your nonprofit digital marketing this year requires building a web presence that not only promotes your mission to program recipients, but most importantly, entices funders with pockets deep enough to support your cause.
Nonprofit organizations must stay ahead of the curve to effectively promote their vital community missions and drive positive change.
Trends to Watch: Nonprofit Marketing in an Evolving Digital Landscape
As we step into 2024, several emerging trends are poised to reshape the nonprofit marketing landscape. By embracing these trends and leveraging valuable resources, nonprofits can harness the power of digital marketing.
1. Personalization Matters
Personalization is no longer an option but a necessity in nonprofit digital marketing. According to marketing experts, personalizing the subject line of an email can increase open rates by a remarkable 26%. Moreover, personalized emails often result in a 20% boost in sales, leading to higher engagement and donation rates for nonprofits.
Personalizing makes donors and nonprofit stakeholders feel seen and heard. Donors appreciate tailored content that recognizes their past contributions and engagement with an organization.
But personalization doesn’t stop at the individual level. Forward-thinking nonprofits are now segmenting their audiences based on demographic information. Millennials and Gen Xers, for instance, are more likely to donate after engaging with content on social media. Baby Boomers, on the other hand, tend to respond better to email marketing.
Recognizing these trends, nonprofits can strategically design campaigns that cater to their diverse donor groups, effectively reaching different generations where they are most responsive.
2. Invest in the Digital Realm
The longest reaching effects of the pandemic continue to influence nonprofit marketing trends as we enter 2024. With people becoming increasingly accustomed to digital interactions, nonprofits must prioritize their online presence. A robust digital strategy is no longer a luxury but a core component of successful nonprofit marketing.
Efficient and user-friendly online giving experiences are paramount. Integrating online donation options into your marketing efforts and promoting them across various digital channels is essential. As we navigate potential post-pandemic economic challenges, having donor-centric online giving options can keep supporters engaged and eager to contribute to your cause.
3. Harness the Power of Video
In a world inundated with content, standing out is a challenge. Video marketing offers a compelling solution, especially when targeting younger audiences. Over 60% of millennials prefer watching videos over reading emails or newsletters, making it a valuable tool for nonprofit engagement. Incorporating short videos into email campaigns and social media channels can captivate younger generations and increase click-through rates by 200%-300%.
The best part? Effective video content doesn’t require a blockbuster budget. Nonprofits can leverage existing resources, like staff members recording short, authentic videos on their phones or engaging their communities to share impactful stories. In a digital landscape where authenticity often trumps production value, compelling storytelling through video almost always sets the good nonprofits worthy of funding apart from those that aren’t.
4. Engage Influencers
Collaborating with influencers can open new doors for nonprofits to reach wider audiences and gain credibility. Studies indicate that 61% of consumers trust influencer marketing, transforming it into a $21.1 billion industry. To successfully leverage influencers, nonprofits must follow a few key steps:
- Identify influencers aligned with your mission
- Plan well in advance to align with influencers’ content calendars
- Offer influencers incentives that recognize the value of their support
- Encourage influencers to share authentic experiences with your organization
5. Leveraging Valuable Resources
As you embark on your nonprofit’s digital marketing journey, consider leveraging valuable resources to enhance your efforts. NANOE – The National Association of Nonprofit Organizations and Executives, for instance, offers insights and resources to help nonprofits thrive in the digital age. Additionally, you can explore informative podcast episodes and blog posts that provide expert guidance on nonprofit marketing, management and other pertinent topics like:
- Explore tips for successful grant writing
- Unlock Joanne Oppelt’s expert insights on fundraising and sustainability
- Tips to leverage exclusive nonprofit marketing resources
Resources like these can provide valuable guidance and inspiration as you implement the latest nonprofit digital marketing trends.
Above All Else, Be AUTHENTIC with Your Nonprofit Digital Marketing
The world of nonprofit digital marketing is dynamic and ever-changing. By keeping an eye on emerging trends, implementing them strategically and leveraging valuable resources, nonprofit organizations can make the most of their digital marketing efforts. In a digital age where connections and relationships matter, nonprofits must adapt to remain impactful.
As nonprofits navigate the evolving digital landscape, adopting these nonprofit digital marketing trends is essential for staying relevant and achieving their mission-driven goals. Whether it’s tailoring content to diverse donor groups, investing in digital platforms, using the power of video, or collaborating with influencers, embracing these trends can drive nonprofit success in 2024 and beyond.
If you need help with your nonprofit’s marketing and community outreach efforts, feel free to reach out to Grand River Agency for a free consultation.
Vice President of Client Success, Grand River Agency
Josh is an expert multimedia professional with more than 25 years of experience in graphic design, digital media content production and community outreach. While working for several news and digital media agencies, as well as his own entrepreneurial endeavors, he has built and designed hundreds of websites and other forms of promotional content.
Josh has produced content for print, radio, TV and digital news and advertising firms. He has a keen eye for the
aesthetic, as well as a commitment to organizational visions. Josh has authored 12 books on self-improvement,
faith and career success.