Media Management

2015 Donor Management software and nonprofit marketing

Donor management software can improve an organization’s ability to adapt to anticipated and unexpected transitions. As the year winds down, nonprofits are focusing heavily on their year-end campaigns. While 2015 is still a few weeks away, it’s never too early to begin thinking about the challenges charities will face in the New Year and how they can best prepare their marketing strategies for emerging trends.

The power of Pinterest
According to Simply Measured, Pinterest will be one of the most effective methods of social media marketing in 2015. Currently, 62 percent of businesses have an active Pinterest page.

As it’s more aspirational in nature than sites like Facebook and Twitter, Pinterest inspires users through tutorials, product ideas, event features and more. In addition, posts on Pinterest have a longer lifespan than most other sites. A tweet only impacts followers for 5-25 minutes, depending on how rapidly their feeds are updated. Facebook posts last roughly 80 minutes and due to recent algorithm changes, can sometimes go overlooked if other posts gain popularity exponentially quicker. Pinterest posts live up to one week. Nonprofits have the option to create several boards as well, each one with a new focus. This is excellent for seasonal campaigns, specific asks and updates on individual projects.

“If a nonprofit wants to remain relevant into 2015 and beyond, a strategic mobile approach is a necessity.”

In order to make Pinterest a successful aspect of a nonprofit’s marketing strategy, it’s important to use images that align accurately with the organization’s brand. Do not deviate from this, as users will expect a cohesive experience across all channels. Place a Pinterest automatic post button above all content on the website and on Facebook. This allows followers immediate posting capabilities and greater interaction.

Mobile is here to stay
Nonprofit Hub pointed out that 66 percent of people read their email on a smartphone. Of those, 80 percent swiftly delete messages that are not optimized for mobile. It’s also worth noting that Pinterest has a mobile app that makes it easy for users to follow their favorite brands and interact with businesses on the go. If a nonprofit wants to remain relevant into 2015 and beyond, a strategic mobile approach is a necessity.

Personalize and humanize interactions
Though mobile engagement doesn’t involve human-to-human contact, a personalized experience is now expected by patrons across multiple industries. Making meaningful connections with constituents should be a top priority in 2015. Nonprofit Hub reported that significant marketing statistics compiled by WebDAM identified customer testimonials as the most effective form of content marketing at 89 percent. Plus, videos on landing pages and websites can increase conversions by 86 percent. These up-close-and-personal methods can help an organization really stand out.

Keep donors engaged through mobile marketing, testimonials and social media.

Educating readers and donors is another excellent way to provide an interactive, personalized experience. Many contributors may not know the scope and reach an organization provides to its community. Presenting these facts and figures in easily digestible and meaningful ways can increase following and support. Since visual data is processed up to 60,000 times faster than text, try incorporating graphs, charts and pictures into communication. These are also terrific visuals to post on Pinterest.

Embrace artistry
The Chronicle of Philanthropy discussed the recent emergence of artivists. These are artists who create pieces of work with a specific agenda and cause behind it. Everything from posters to sculpture, public murals to private galleries are seeing new artivists stand up for what they believe in and effect change through their favorite mediums. Consider a fundraiser featuring works by a particular artivist or hosting an event where donors can create their own art and find new ways to express their support of an organization.

Donor management software helps charities maintain constituent contact information and seamlessly integrate donation platforms into their websites. A user-friendly, engaging experience is possible with software focused on launching nonprofits into the future.