It will come as no surprise that many of the marketing trends we have been discussing over the past few years have been centred around technology. In 2019 we highlighted the top 5 nonprofit marketing trends for 2019 – Privacy, Personalization, Omni Channel, Inclusive Marketing and Adopting New Technology. In 2020 teams will continue to learn how to adapt to changing technology such as Voice Search and improving AI. Alexa, Siri and Google Home speakers are being rapidly adopted and conversational language is adjusting how we think about keywords and helping customers find our content. But how soon will donors adapt to asking “Alexa” to do things like donate? Teams are also discussing the power of marketing automation tools and how to best invest in new technology options. Here are 3 of the top trends we think Canadian Non-Profits need to pay attention to as many of these trends carry over into 2020.
1. Adopting New Technology
New, accessible tools are changing how we engage in digital marketing and how we need to upskill staff at all levels. Integrating new technology allows brands to create an interactive and engaging experience for followers – and not just the tech-savvy ones. It also allows those with limited resources to determine what drives consumer actions and what channels they should invest in. For example, many teams are asking – Should we focus more on emails in 2020 or optimizing our search efforts? Beyond reaching out with remarketing to connect with people who have previously visited our website, should we look at social remarketing? Figuring out which channel or touchpoint to use to connect with a member, donor or advocate often requires Marketers map out the consumer journey and use attribution modelling. As we use this data teams often struggle with the decision to either limit channels to reduce costs or add channels to expand reach in an attempt to improve impact? In 2020 understanding what channels your audiences are using and what actions they want to take will be critical to standing out in an increasingly competitive environment.
Is this the year we also figure out what we need to know about Artificial Intelligence?
If you think AI is about things like facial recognition or futuristic robots, speak to a recent Digital Marketing graduate. In return for a mentoring coffee chat session, they can likely give you the “Coles Notes” on how AI is changing privacy laws, geo-fencing or programmatic digital and out-of-home messaging (yes, you can adjust your messaging based upon time of day, location or hey even the weather forecast!). AI is also changing how Search Engines and Marketing Software works – impacting many of our own internal marketing processes and procedures. If we focus on customer applications first, teams may be questioning how to use chatbots, new mobile-friendly payment options, or even finding / engaging influencers. AI for chatbots is helping automate customer service and can engage users when volumes exceed staff capacity. But will it direct users to more information and improve customer satisfaction or lead to angry complaints if we do not implement well? Is our staff afraid it will de-personalize us? Influencers and third-party endorsers can be key to a campaign’s success. But which mission advocates, in which channel, should we partner with to significantly amplify our messaging? And how do we fund it? How can teams integrate new opportunities to have supporters sponsor content (e.g. sponsor a podcast or online video), while engaging influencers to share content or crowdsourcing ideas? Teams need to be asking both fundamental questions – such as which is the right platform to use – to how do we choose the right purpose or mission-focused activities to engage followers and improve impact. In 2020 teams need to prioritize these important discussions to not only optimize budgets but ensure they aren’t waiting too long before even dipping a toe into new waters – to ensure they remain relevant to supporters.
We recommend our clients make a list of emerging technology topics and have teams select the ones they are most interested in – so that each group can take a turn at monthly team meetings to present the “what you need to know” about each new area.
2. Positioning – Are you losing Share-of-Voice?
Is it Time to Revisit your Brand’s Key Messaging?
In 2020 charities and non-profits may need to consider a larger brand audit or at a minimum re-visit messaging. Teams will be asking how to highlight key messages and values to create a unique story – one that inspires, engages, connects to help us reach our goals?
In 2020 you will need to be bold, ambitious and different. Review your key messaging to ensure it tells people not only who you are and why it matters that you exist – but what they can do to be a part of your vision. 2020 will not be the year to play it safe or you will risk getting lost in all the clutter.
3. Privacy by Design – Ensure you are Earning Donor Trust.
Like any other relationship, non-profits can strengthen their connection with donors or members by effectively communicating in a way that’s meaningful and personalized for them. This requires an understanding of your supporters and how they like to be engaged. Technology is now making it easier and cheaper to connect all the information donors are providing across different online and offline channels. CRM databases are able to integrate information like preferred channels, reasons for giving / areas of interest and where to best influence donor/member acquisition or retention. All of this additional data means we also need to have a proactive plan in place to ensure we build data security, privacy and retaining donor trust into our marketing practices. It’s not enough to just train staff to not use an email list older than 10-days (to ensure compliance with Canadian CASL legislation). In 2020 teams will need to identify opportunities to secure the trust in donor/member brand experiences as part of every marketing campaign.
Research shows consumers are willing to exchange data for personalized experiences, but they are also quick to leave a brand if they believe the company is not handling their data responsibly. Research also shows “trust”, which many NFP brands often track as part of a brand health assessment, is not perceived by consumers as the same as “privacy protection”. So if your company is just checking the “compliance” boxes and leaving that governance work to the IT team, the Marketing team is missing opportunities to build donor / consumer trust. Earning “Trust” will be key to driving engagement moving forward.
In 2020 teams need to revisit their consumer/donor/member journey maps that identify all the potential touchpoints and view them through the lens of data privacy and potential impact. Teams can then ensure that marketing processes include basic questions like:
- Are we gathering new data, transferring data, etc. Where is the information being stored? Have we informed the individual of our processes and intent? Are we using it for anything we didn’t originally communicate or intend to?
As teams celebrate the new year and look forward to working on new and innovative ways they can improve their marketing communications, we hope our reflections on what continues to trend helps you Re-Think, Re-Imagine or Re-Start your 2020 campaigns.
All our best for 2020.
#2019 – 5 Key Trends we will be discussing in 2019
#2018 – 5 Key Cause Marketing Trends