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10 Trends to Define Marketing for 2014

Wednesday, 13 November 2013 15:51

trendsReady for 2014? Mike Haskell at SourceLink.com surveyed 10 professionals for their takes on where marketing will go in 2014 – he’ll devote a blog post to each in the coming weeks. For a preview, visit SourceLink, but in the meantime, below are some highlights we think are relevant to the nonprofit fundraising market:

 

  • Understanding customer behaviors and preferences will lead to sophisticated micro-marketing campaigns, and marketers will then be tasked with modeling content creation and communications strategies based on how content is being utilized. We agree. Digging deeper into your data allows us to tailor our communications and outreach to supporters, engaging and communicating with them based on their preferences (channel/timing/messaging) – leading them to further bond with your organization.
  • An overarching theme through several of the interviews was the extreme importance of mobile marketing. Consumers now have the ultimate choice of whether to engage with a brand, cultivating an environment of permission. Nonprofits should get ready to dip a toe into this pool – testing messaging and timing to find the mix that is right for them without breaking the bank.
  • 2014 brings the realization that IT and Marketing cannot be siloed, as their strengths will make each other stronger and will account for the weaknesses in the other, as the “right and left brain” come together. We could not have said it any better.

Top 5 Takeaways from DMAW Digital Day

Wednesday, 23 October 2013 10:28

Digital-Day-Forum-300x172
1. Mobile email use is growing quickly, so now is the time to focus on mobile-friendly email design. Skinnier, single-column designs with touch-friendly calls to action, large fonts, and streamlined messages all add up to a better mobile experience for your supporters. And like other direct marketing channels, it’s important to test different components (e.g., subject line, snippet text, call to action) to improve performance. 


2. Consider cross-channel analytics to get a better sense of how direct mail acquisition lists are working for your organization. Is match-back analysis showing that donors are receiving your mail, but giving online? And does that factor into the direct mail list performance?

 

3. A key point from a session that covered testing, mobile design, and sustainer lightboxes: When rolling out mobile strategy, make sure to test mobile-responsive donation forms and landing pages between web-driven and email-driven traffic – results might be different!

Blackbaud recently released their long-awaited online benchmark study. In addition to the highlights presented at the NTEN conference and referenced in our NTC wrap up post, here are some other tidbits worth highlighting:

Seen and Heard - April 2013

Monday, 29 April 2013 16:51

Here’s what we’ve seen and heard online recently:

2013 eNonprofit Benchmarks Study is Here!

Wednesday, 27 March 2013 14:13

The annual eNonprofit Benchmarks Study, authored by M+R Strategic Services and NTEN, was released today and has some really interesting findings. We’re still digging into the details, but wanted to share some top-level findings from the report.

Seen and Heard - March 2013

Tuesday, 26 March 2013 13:26

Here’s what we’ve seen and heard online lately:

Seen and Heard - February 2013

Thursday, 21 February 2013 15:23

Here’s what we’ve seen and heard online recently:

DMAW Annual Meeting Wrap-up

Tuesday, 12 February 2013 14:26

I attended the Direct Marketing Association of Washington’s (DMAW) annual meeting recently, and came away with some interesting opinions on where the US economy is heading, and how consumers will react – all critical information for direct marketers.

 

Anirban Basu, Chairman and Chief Executive Officer at Sage Policy Group, Inc., delivered a spirited and fascinating keynote address. He’s an economist, and took us through the ups and downs of the past few years, where we are now, and where we are going, economically speaking:

Seen and Heard - January 2013

Tuesday, 22 January 2013 12:07

Here’s what we’ve seen and heard online this month:

Online Fundraising Year-end Review

Tuesday, 15 January 2013 10:39

As we continue to draw conclusions from Avalon clients’ online fundraising year-end results, here are some overall impressions:

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