Wednesday, 14 December 2016

Five trends in non-profit Marketing Communications


The nonprofit sector is changing. That’s hardly a groundbreaking observation—of course it’s changing, as it does every year—but this time, something feels different.
Beneath are the five Trends for non-profit brand:

Trend# 1: 

The demand for more strategic storytelling. Numbers numb, but the stories get stored. Stories create emotional connections with target audiences and smart social impact organizations are securely on the storytelling bandwagon. With this boost in the amount of storytelling for social impact comes the double-edged sword that traditional techniques are now falling flat. The bar is higher than ever before to create strategic stories that have a purpose, interesting characters, and a hook that drives people to not just watch but also take an action.

Trend# 2

The influence of currency. Nonprofits are understandably in a perpetual fundraising mode. But to view current or prospective supports only for their possible monetary donations is a misunderstanding. The social impact sector must remember that social media’s empowerment of the individual means anyone can—and is—an influencer among his or her circle of friends and family. That type of influence is a new, powerful “currency” that shouldn’t be underestimated.

Trend# 3

The rise of the social strategist: The smart communicators and marketers who combine both head and heart to create social impact, through nearly 60 interviews with expert practitioners representing organizations and companies like Doctors without Borders, Chipotle, and many in between, The Social Strategist Project (Created by CSIC Fellow John Trybus) uncovers insights about the skills and traits necessary to be an impact-driven communicator.
Trend# 4
Consumerization: The notion of consumerization—that technology and business models are originating in the consumer space versus the enterprise—is a driving force in the non-profit sector, and will accelerate. Just as they do in the commercial arena, today’s constituents expect you to “know” them. Therefore non-profits must continue to segment their engagement strategies and provide a more personalized and rewarding experience—powered by technology—in order to attract and retain donors and volunteers. The capability to truly understand your constituent from a “360” view, build lasting relationships and effectively communicate mission impact that is important to them will set many non-profits apart.
Trend# 5
One-to-One Major-Gift Fundraising: This is the most traditional, tried-and-true strategy, and it works like gangbusters! Eighty percent of all giving in the U.S. comes from individuals. And of these folks, roughly 20 percent will provide 80 percent of a non-profit’s annual fundraising, on average. So this shouldn’t be controversial. Yet many non-profits think major-gift fundraising isn’t for them. A 2015 survey by Boomerang, a donor software provider, shows we’re losing money and/or building shaky foundations with these strategies. Two-thirds of all household charity in the U.S. comes from the top 3 percent of U.S. households. It simply makes sense to follow the money. Commit this year to getting your piece of the pie!
CITRON is an innovative fundraising and communications agency that works exclusively with non-profits. We work in three areas – build the brand, raise funds & training – to help organizations reach supporters, build awareness and raise money. It works only with non-profit organizations and therefore we understand and empathize their special needs and challenges. We aim to be supportive partner to our NGO partners at every step of their journey

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