If you can believe it, we’ve approached the middle of the year. Halfway through 2017, many companies, programs, and individuals take a look at the first half of their year to reflect on what has worked and what can be improved. Nonprofits and other charitable organizations are no strangers to such a review. If you’re a nonprofit looking to increase participation or an individual simply wanting to ignite more of a philanthropic presence in your workplace or community, paying close attention to trends can help you reach your goals. Here, we’ll take a look at the biggest trends for nonprofits so far in 2017.
Humanized Marketing
You may have heard the term “Influencer Marketing” thrown around in conversations about new marketing trends. Similar to celebrity endorsements, influencer marketing connects individuals to a trusted figure who then connects themselves to the product or program they are promoting. The influencer in question doesn’t have to be a celebrity, in fact, the greatest part about influencer marketing is that they’re not a celebrity as we commonly define them. This is a person who has accrued a following simply by being themselves. People are more likely to bond with someone seemingly more human than a celebrity, which can spark large success with companies who use this tactic in their marketing campaigns. Look for this in the second half of 2017 as it has been extremely successful in the first half.
Collaboration
There’s no longer a one-size-fits-all solution to growing a successful business. Collaboration between departments is crucial for the successful growth of a company, and nonprofits have been using this business model for years. Because they often have a smaller pool of resources, nonprofits and charitable organizations typically have to employ an all-hands-on-deck approach to reach their goals. Look for this to continue in 2017, with digital marketing, content marketing, and word of mouth marketing collaborating more than ever to reach all audiences possible.
Increase in Individual Giving
In 2017, individual contributions to charitable organizations have been predicted to grow nearly 4% from previous years of tracking donations. This is an important sign that individuals feel empowered to give and that they feel their money is going to a worthy cause and trusted network. To capitalize on this, nonprofits have been using retention strategies to make sure they keep these numbers up, asking their donors to stretch their normal donation by a small amount. This individualized approach has been working very well throughout 2017 and is predicted to continue.