The holidays are coming! If you’re a nonprofit, this means preparing yourself for the rush of charitable giving this season is known for. When approached effectively, nonprofits can reach the right audience, with the right message, at the right time.
While this may sound like a simple endeavor, it takes careful consideration to adjust marketing plans for the holiday season. The three main things to consider are the following:
Shifting your target market: As stated before, the holidays bring an increase of giving. In fact, roughly 1/3rd of all donations happen in December, with the majority occurring during the last three days of the month. This influx of donations gives hope for reaching a new group of individuals who aren’t as accessible during different points in the year. In order to properly utilize resources it is important to focus on individuals who are currently unaware of your organization. Focusing on new donors allows your organization to shape its marketing campaign accordingly, as you must focus on gaining exposure and then educating.
Educate: In order to attract these last-minute donors, you must recognize what factors are necessary to get their attention. Roughly half of Americans (52%) donate to organizations that support a passion of theirs while more than 1/3rd (35%) donate to an organization with which they are personally connected. While this statistic is in no way shocking, it reminds nonprofits what to communicate to potential donors during this especially busy and stressful time. Organizations should focus their campaigns on educating individuals about what they are trying to accomplish and the concrete impact their donation will have on the cause they support or the community where they live. Establishing a clear passion and personal connection can compel a person to donate to your organization instead of the other 1.5 million nonprofits.
Call-to-Action: For a marketing campaign to contribute to the fulfillment of your organization’s goal, you should employ a compelling call-to-action. Once you have found a possible donor and communicated your vision with them, it is important to take the next step and tell them what they can do. By providing a clear next step, it eases the donor’s potential frustration of having to find out how to donate. For a successful call-to-action example, check out ASPCA’s homepage, where they not only attract viewers with a slideshow of very *very* cute animals, but display a clear donation button and message to go along with it.
Here’s to a successful 2017 holiday campaign! If you’re seeking additional help with your marketing campaign, our team offers a full range of services to amp up the scope and effectiveness of your digital content. Feel free to explore our services and contact us directly with any questions you may have. Wishing you and your nonprofit team all the best from Conscious Collaborative.