Giving Tuesday is a charitable holiday which takes place after Black Friday and Cyber Monday, however, only 18% of people are aware of GT. Although over $250 million was raised in 2016, this lack of awareness makes it difficult for non-profits to hit their Giving Tuesday fundraising goals. Here are the digital marketing trends charities need to consider.
In 2015, 33% of online fundraising came from email; therefore, you need to optimise your email marketing campaigns. Make sure to collect information on your existing donors, and segment your findings into categories. Use the data you have collected to create personalised emails, rather than a generic message which sounds corporate and robotic. Marketers have discovered a 760% increase in email revenue after incorporating segmentation into their email campaigns.
Video is a marketing sensation, and consumers love receiving an easy to watch video over bulk text. Embedding a video into your email increased open rates up to 13% and conversations by 21%. This is because it grabs your attention, and our brains process imagery 60,000 times faster than text. Predictions indicate that video will eventually account for a massive 79% of all online traffic by 2018.
Digital marketing trends such as video and sending personalized emails will engage with your existing donors while capturing the attentions of new, potential contributors.