Marketing trends: What’s on the horizon?

Australia is the 8th highest of 140 countries for over 10 years (2009-2018) of the World Giving Index.

Charities & Not-For-Profits (CNFP) have confronted significant obstacles stemming from the COVID-19 pandemic, economic fluctuations, and evolving demographics.

Notwithstanding, the reported revenue of the CNFP industry has outstripped other industries 3 to 1 with reported revenue growth estimated at 6.8% for 2023 compared to the rest other industry sectors averaging 2.2%.

One channel to rule them all for charities

When analysing the most influential single-channel tactic at each stage of the charity donor decision cycle, personalised direct mail is the leader overall – followed closely by TV advertising and then websites. Obviously, investing in a website is essential as it’s an important tool for potential givers seeking information and conversion (such as online donation payments).

However, these findings are illuminating for marketers looking to maximise the impact of a smaller budget. Personalised direct mail has more influence than any other channel when consumers are comparing charities and making a final decision between alternatives for their donation.

Donor’s love personal, easy and that community feeling!

When analysing the most influential single-channel tactic at each stage of the charity donor decision cycle, personalised direct mail is the leader overall – followed closely by TV advertising and then websites. Obviously, investing in a website is essential as it’s an important tool for potential givers seeking information and conversion (such as online donation payments).

However, these findings are illuminating for marketers looking to maximise the impact of a smaller budget. Personalised direct mail has more influence than any other channel when consumers are comparing charities and making a final decision between alternatives for their donation.

How can we help?

Delivering a unified message across all marketing channels can be difficult. We utilise our specialised services in

• Raising Awareness
• Charity Fundraising Driving
• Recurring Donations & Memberships

Harnessing an integrated marketing approach to deliver cohesive messaging to a brand’s customers.

Charity Fundraising Event

Build corporate sponsors, set up a booth at an event, or distribute lea˜lets through a volunteer network. Let us drive revenue growth as a seamless fundraising partner.

No money until I get to know you honey?​

The marketers’ dream is to move someone from being a complete stranger – with no idea as to what your brand is – all the way to being a donor, a fundraiser, and an avid supporter. ​This is achieved through a series of campaigns that consider three objectives: brand awareness, consideration and conversion. ​A strong brand is critical for helping CNFPs to foster trust, create association, and maintain their purpose.  People are relying on extensive research and others’ opinions before they decide to become a supporter of your CNFP.

Driving Recurring Donors and Memberships

Building a strong donor network is imperative to ensuring donation revenue growth.  This means that CNFPs must work to continuously keep current donors engaged by building a sense of community using multiple communications methods to provide consistent donor touch-points.

This has to be complemented by finding the new donors by reaching out to segments that best appreciate your programs and initiatives. This is best done through a seamless layer of data insights, cleansing, automation and execution.