The past couple of years has been challenging, saying the least. To survive, nonprofit organizations had to adapt to meet the moment’s needs quickly.
From using digital solutions to run daily operations to organizing virtual events to attract donations, nonprofits proved they are resilient in the face of change. There is still no way of knowing exactly what “the next normal” will look like.
However, in 2022, a new sense of stability is likely to compel charities to switch from short-term solutions and return to strategic, long-term planning.
Keep reading to learn more about three marketing trends expected to define the future of fundraising – and how you can integrate them into your growth strategy.
Social Media Will Continue to Be Essential to Increasing Reach
In 2022, social media remains a powerful tool for nonprofits to increase awareness about their cause, drive engagement, and attract new donors.
Facebook, Instagram, and Twitter will continue being used. However, more and more organizations will also experiment with newer platforms.
TikTok’s popularity is likely to grow massively in the charity sector, as the platform provides fundraisers with an opportunity to reach younger demographics and obtain more user-generated content.
Moving forward, consider researching & prioritizing emerging platforms that could prove to be the future of fundraising social media marketing, as well as platforms you may have been under-utilizing until this point, such as TikTok, Snapchat, and Pinterest.
However, remember that just because a platform is growing in popularity doesn’t mean it’s also suitable for your charity.
Focus on the platforms which:
- align with your values and mission;
- allow you to reach your target audience;
- support your needs.
Video Marketing Will Become the Norm
Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.
A vibrant storytelling medium, video enables organizations to show impact and educate audiences in an impactful, authentic way.
Video is key in shaping the future of fundraising, helping nonprofits increase donor engagement and attract more support.
Here are a few tips for integrating video into your marketing strategy in 2022:
• Keep it short.
Your audience is bombarded with new content every day, so try to keep your videos under two minutes to increase engagement.
• Drive viewers to take action.
Be clear about what you want viewers to do after watching your video. Donate? Sign up? Go to a specific page on your site to learn more about your cause? Each of these is a potential call to action.
• Focus on authenticity.
Not every single one of your videos needs to be a high production.
Phone-shot videos which take donors behind the scenes or showcase key moments from an event will help humanize your charity and engage viewers.
The Future of Fundraising for Nonprofits: Embracing Artificial Intelligence
Leveraging the knowledge gained over the past two years, charities are expected to maximize the use of digital to streamline processes and increase efficiency.
Using artificial intelligence in fundraising is still at its early stages, but there are many potential use cases for it in the future.
• generating content using AI-based tools
• improving targeting through machine learning and algorithms
• interacting with supporters via voice assistants and chatbots
These are just some exciting ways organizations can leverage AI to step up their marketing game in 2022 and beyond.
Get ahead of the trend by allocating more time to research and learning how AI can help you take your fundraising efforts to the next level.
Want More Fundraising Tips?
Then be sure to also check out this article on our blog and discover four proven fundraising strategies to set the stage for greater success in 2022.
