The Future of Nonprofit Marketing: 4 Trends to Watch

Whether you’re engaging monthly donors or promoting matching gifts, every nonprofit marketer shares the same goal: to create and share memorable content that inspires viewers to get involved with a worthwhile cause. Despite this common motivation, the success of individual marketing campaigns relies heavily on how marketing experts adapt winning formulas to capitalize on new opportunities.

Let’s look at the power of leveraging marketing evolution in practice. Remember the ALS ice bucket challenge, the viral sensation that raised millions of dollars in research funds? The ALS Association became a household name by jumping on a flourishing marketing opportunity—user-generated content on social media.

However, given the fast-paced nature of marketing and online trends, keeping up with new developments can be challenging. To help, we’ve compiled a list of the top marketing trends to look for so you can consistently put out the most resonant appeals.

1. Increased Use of Artificial Intelligence and Automation

You likely already know artificial intelligence (AI) is transforming many areas of nonprofit life, from fundraising events to marketing. AI is controversial due to its nuanced use cases and implications, but there are ways to leverage it that can further your goals.

AI is far from a miracle solution for executing marketing campaigns. AI is best used to streamline your processes instead of creating content. Otherwise, you could alienate your supporters, who expect human-centric, emotionally moving content. Furthermore, some AI features simply aren’t advanced enough for quality content. For instance, AI image generation isn’t refined enough yet to produce consistent and professional results, so avoid using it as the backbone of your visual identity.

That said, AI isn’t going anywhere, so you should evolve your tech stack where it feels appropriate to do so. For instance, AI can help with:

• Developing highly specific, segmented content journeys

• Brainstorming ideas for content

• Tracking and reporting on advanced marketing analytics

• Predicting marketing trends and performance

To ensure your content retains a human touch, communicate your expectations for AI use across your team.

2. Gen Z Continues to Grow as Supporters

With over 84% of Gen Z expressing interest in supporting nonprofits, your organization has an extremely promising audience to engage through targeted marketing. As Gen Z joins the workforce and gains wealth, they’ll be even more likely to support you, making them important prospects for future giving. 

However, speaking to this group requires a different approach than speaking to older generations. Here are some tips for marketing your nonprofit to Gen Z:

• Promote other ways to give. While Gen Z earns money, they likely won’t have as much to give as Gen X or millennials. eCardWidget suggests promoting low-cost, convenient ways to give back, such as volunteering or using charity eCards. Also, market opportunities to make donations go even further, such as leveraging donation matching programs. 

• Use short-form video media. Even though TikTok's future is uncertain in the U.S., short-form media across platforms like Facebook and Instagram garner engagement. For these videos, get creative and post dynamic content. You might share a snippet of an interview with a beneficiary, a recap of your nonprofit's silent auction, or behind-the-scenes footage of volunteers or staff in action.

• Add new social media features to your strategy. Stories have been around for a while, but platforms add new features so users can interact with content more. Be on the lookout for new ways to teach Gen Z about your cause, such as quizzes and polls.

• Take online trends into account. If you notice a meme or trend making the rounds online, consider joining in with your own unique flair. Anything funny or relatable is more likely to make a positive impression on Gen Z and prompt them to follow you.

• Incorporate user-generated content. Through social media, user-generated content is a great way to invest people in your mission. You could start your own trend of user-generated content by adopting a memorable hashtag. You could even encourage employees to create content to be featured on your organization’s platforms. This amplifies your mission and celebrates employees' contributions in a meaningful way.

Don’t be afraid to target Gen Z directly in calls to action. Invite them to become part of your story so they can start to make a legacy in the philanthropic space. They’ll appreciate your attention to their unique preferences.

3. Continued Strategic Partnerships with Other Orgs

Nonprofits have joined forces with other charitable organizations or businesses to further marketing goals, and there’s no sign of this strategy losing steam. These partnerships allow you to leverage cause marketing. 

According to Double the Donation, cause marketing is a “marketing [campaign]...carried out by a for-profit business to advance a charitable cause or better society.” These marketing campaigns benefit both the nonprofit and the business by providing access to an entirely new audience and improving their reputation. 

If you’re already participating in cause marketing, follow these tips to future-proof your tactics:

• Engage with influencers for marketing. Influencers can expand your nonprofit’s reach, and partnering with a business gives you even more leverage to strike a partnership. Ask your collaborators about their existing connections and if you can add them to your strategy.

• Diversify your partnerships. While cause marketing usually refers to businesses and nonprofits, you can achieve similar results by partnering with other nonprofits. You could leverage this opportunity to expand your brand awareness to fellow nonprofits and charities.

• Show appreciation. Maintaining relationships with existing partners is easier than forging new ones, so regularly show appreciation for their collaboration. For instance, you might offer small gifts as a token of your gratitude.  

To find the right partners, engage with those who share your values. For instance, an environmental nonprofit should only work with other organizations with a green thumb instead of polluters. 

4. Continued Use of Direct Mail

While most of the trends discussed above rely on digital platforms, direct mail is still a favorable marketing strategy for many organizations. In fact, it could give you a competitive edge. Your audience probably receives hundreds of digital communications a day, but how often do they get a postcard in the mail?

Reap the highest return on your investment in direct mail by:

• Prioritizing audiences that prefer paper communications. While printing and sending direct mailers to everyone in your audience can be costly, you can send just a portion of them your mailers. Don't know who those folks might be? The Grassroots Analytics Direct Fundraising Mail team can help!

• Combine direct mail with digital channels. Get the best of both channels by integrating QR codes and other digital media conduits into your direct mail communications.

New to the ins and outs of direct fundraising mail? Grassroots Analytics has a team of expert mail fundraisers to help you at any stage of a direct fundraising mail program -- whether you're just starting out and printing in house, or you have a full fledged monthly mailing program. We offer data solutions, custom projects for any mailing needs, and full service programs that include everything from copywriting, to art, to printing, to delivery.

In conclusion, marketing can help you boost donor retention and remain relevant in your community, but only if you stay on top of trends. There could be new updates in the immediate future, so build in time every week to research any new opportunities!