It's the start of a new year and we've just looked at five high-tech trends and five nonprofit tech trends. While it's fun predicting all the trends in technology, we believe it's also important to remember best practices to ensure we're using technology effectively.
Here are three best practices that are essential to a nonprofit’s success:
Content Marketing and Content Curation
The traditional marketing “spray and pray” approach is no longer effective. The lines between online and offline are blurring even more with the fact that your supporters are connected to the internet nearly 24/7. They are receiving more information than ever before and at a faster rate too. Good content marketing and curation is the best way for your nonprofit to build brand loyalty and engage with your supporters, as it will make you stand out from the crowd.
Need a practical example? Facebook recently changed their page algorithms so only ‘important’ posts are seen by the user. This means even if someone liked and followed your page, your posts may not be displayed because Facebook deemed it as ‘unimportant’. How does Facebook determine what is important? It depends on how many likes and shares the post has received. How do you get people to like or share your posts? Produce content that is valuable to your supporters.
While content marketing and curation speaks to the content you produce, targeted communications addresses the people you deliver the content to and how you deliver it. An easy example of targeted communications would be sending your supporters an email update, as opposed to mailing an update letter, because they said they prefered online communications.
Targeted communication is the best way to foster relationships and loyalty en masse. Each organization should segment their supporter base (ie. loyal donors, active volunteers, and even prospects) and talk to them appropriately:
- Loyal volunteers and donors don’t want to read “Let me tell you about our mission and why you should help …” because they already know about your organization
- Prospects don't want to read “Dear friend, as you may know ...” because they have no previous affliation with you.
Data Informed Decisions
Making decisions based on relevant and reliable data will help your nonprofit market better, operate better and perform better overall. There’s much to be said about what it means to data informed, so if you’re interested in learning more, check out Alyson Murphy’s “Making Data Informed Decisions” presentation on SlideShare.