3 Key nonprofit trends we will be discussing in 2023

Most nonprofits we speak with indicate their top communication goals for 2023 remain engaging the community, managing brand trust and reputation, raising issue/cause awareness and generating funds. As we focus on these key initiatives, we also thought it would be important to discuss 3 key broader trends we expect will impact NFP communication efforts in the next year.

ReThinking “Social Impact”, the Pace of Change and Cause Partnerships

For decades NFP experts discussed that social change doesn’t happen overnight. Now the pandemic has us reframing some assumptions and how we communicate the impact a donation can have. We now acknowledged that we can rapidly change and adapt and that we don’t always need to do things the way we “always” did them.

Q. Has the pandemic spotlight created unrealistic expectations from funders about “fixing” social issues or the pace of change? Or – Has it demonstrated that we can create social change and solve social problems faster than we initially believed by collaborating?

The pandemic has created an urgency to become more agile, adapt business processes and even consider innovative or unique solutions. It has shown many how innovation and collaboration can be essential to solving larger, complex issues. This combined with the ongoing growth of cause marketing partnerships between nonprofits and for-profit companies has some campaigns struggling to change how they are managing expectations and communicating social impact goals.

People + Planet + Profit = 3 P’s of Sustainability

Research shows Canadians now believe that for-profit CEOs are also responsible for public leadership. For-profit businesses are rethinking CSR programs that initially discussed ethical sourcing and packaging – to now revisit how CSR can tackle a wide range of topics that go far beyond #hashtag activism.

The #MeTo movement, #HelpUsRise, #EndDomesticViolence, #HockeyCanada opened up discussions around gender inequality, workplace harassment policies, training and education about understanding consent, violence and abuse and even non-disclosure agreement practices.
#BlackLivesMatter, #MahsaAmini, #TakeaKnee, #OrangeShirtDay and #Reconciliation have led to discussions from systemic racism to public safety to diversity, inclusion and equity.
#CoronaVirus, #EssentialServices, #StandWithUkraine, #Ethiopia, #Syria, #ClimateChange, #ClimateCrisis and others raised discussions on global conflict, war, peace, famine, death, inflation, infrastructure, inclusion, displacement, refugees, well-being, health and sanitation risks, etc.

Source: https://www.edelman.com/trust/2022-trust-barometer

Q. Is your key for-profit partner now distracted by an ever-expanding set of problems and overlapping issues?

There is robust evidence for how health interventions like masking or vaccines have helped contribute to keeping communities safe during the pandemic. In other areas, outcome measures aren’t consistently tracked or social interventions have no research to prove they have any impact at all. For-profit partners are rethinking that cause/effect – which could change which causes they support moving forward and what measures are needed to communicate how their CSR programs are helping. When we first helped for-profit partners select a “cause” their focus was on strategically picking a nonprofit so they could improve people’s lives, measure their impact, build skills, motivate their employees and community stakeholders and increase both revenues and donations. In 2023 our discussions need to ensure we remain focused on our vision while collaborating on responding to the wide range of topics customers are now asking about how we work and what we measure.

2. ReBuilding the MarCom Technology Stack to Meet Future Growth

We have introduced a wide range of new technology options over the past three years but many nonprofits are now rethinking how these platforms work together and if they are optimized to support future growth. The shift from multi-channel marketing (all channels are available to customers but not integrated) to Omnichannel marketing (all channels are available and inter-connected) is now expected by stakeholders. Assessing how the MarCom technology stack (e.g. Website CMS, Analytics, eMail Automation, Social Scheduling, Donor CRM, P2P or Crowdfunding, Volunteer Management, etc.) works together enables teams to provide a better experience to even prospective customers as it provides a seamless and consistent communication process across every channel. It makes information easier to find, digest and keeps your key messaging consistent. Due to the investments required, many nonprofits report they are lagging behind for-profit companies in many regards, but as part of their 2023 priorities are focusing on (1) ensuring they have fully responsive / mobile-optimized websites for alternative payment options, (2) integrating all their channels to make it easier for a consumer to find and navigate across platforms and (3) outlining a content strategy that ensures they have simplified and re-purposed content to create a more consistent experience.

Q. Are there any pressing roadblocks that you continue encountering technology-wise? Any technology for nonprofits that you’re interested in implementing?

e.g. Emerging technology also means we need to invest in updating our team’s skills. This means we need to adopt new expertise in UX design (user experience) to guide users through our websites in a delightful way. As the use of chatbots grow, teams are experimenting with how they can improve customer service or optimize the CRM platforms to enhance personalization.

Q. Do we need to review policies to ensure our teams are using technology effectively and we are being transparent with donors? Do we need to review our cyber security insurance policies and risks? Are there any recommendations for staff training for 2023?

Teams are now on a continuous test-and-learn model, investing in technology to create opportunities to improve and assess mission impact, as well as cost per outcome.

3. ReImagining Inclusive Marketing

As teams optimize their omnichannel marketing, we’ve then seen their marketing become more diverse, more inclusive (e.g more gender and body-positive, more culturally sensitive, more accessible, etc.) and more focused around their cause/advocacy communication efforts. CCDI reported that 92% of employees want to see their CEO speak out about diversity and issues of equality, demonstrating its growing importance.

Inclusive marketing is all about understanding your audience segmentation while focusing your efforts to include as many people as possible and ensuring you are also very aware of those you potentially exclude. The majority of our clients draw from real experiences and ensure the voices that need to be heard and represented are part of the communication process. While it can be a challenge to collaborate with so many, it often provides a clear opportunity to speak for all and improve the collective impact. Canadians are more racially, ethnically and economically diverse than in the past and Stats Canada projects we will be even more diverse in the coming decades.

Understanding generational differences has also highlighted that many millennials for example view activism differently than previous generations, often making it part of their lifestyle. Regardless of where your customers/donors grew up, their global view is informed by much more today than what they’ve experienced in their local neighbourhood. Companies today are paying attention to these shifts and are increasingly engaging in socially-orientated marketing efforts (consider Nike featuring Colin Kaepernick in the Just Do It campaign, Heineken’s Worlds Apart campaign, Bell Let’s Talk campaign or even the City of Toronto’s Toronto for All). And more companies are talking about their efforts to change openly. There are a number of predictions on how diversity and social inclusion trends will continue to significantly impact the ways we communicate in 2023.

Join us as we discuss these and other key communication topics in 2023.

All our best for a happy and healthy new year.

3 Key nonprofit trends we will be discussing in 2023

ReThinking “Social Impact”, the Pace of Change and Cause Partnerships

2. ReBuilding the MarCom Technology Stack to Meet Future Growth

3. ReImagining Inclusive Marketing