MarketingSherpa – Nonprofit Marketing: What you can learn from B2B and consumer marketing
At B2B Summit in Boston, I was having dinner with MarketingSherpa Research Analyst Jeff Rice, and I asked him, “What question did you receive most often on the LEAPS Certification Email Workshop tour?” I was expecting it would be about relevance or deliverability, list building or list segmentation. What he said really caught me off guard. …
“Our biggest question is from nonprofit marketers. They want to know what B2B and B2C tactics are effective for them.”
Excellent question. Here are a few tactics that B2B and consumer marketers use regularly that can work especially well for nonprofits. …
Mobile – Find them where they are
More people will be using mobile devices to connect to the Internet than personal computers by 2015, according to IDC. But that trend is already true among poorer populations that cannot afford home Internet access or computers. In fact, there are 5.2 billion active mobile phone subscriptions in the world, according to Infonetics, but only 1.2 billion personal computers.
So while mobile might be an equally good choice for nonprofit and for-profit campaigns that seek a simple conversion (donation or purchase), mobile is an especially good choice for nonprofit advocacy campaigns aimed at a disadvantaged audience.
“With the increase in smartphone usage, we now have the ability to reach underserved communities with valuable election information where digital access is scarce,” said Chrissy Faessen, Vice President of Communications and Marketing, Rock the Vote.
“We can connect with young people, provide a voter registration form and send them a text message on Election Day with all the information they need to cast a ballot. Our research has shown anywhere from a 2-4% increase in turnout rates by sending these SMS messages on the day of an election.”
Beyond advocacy, you can tie mobile in to a specific event to drive action or donations. But when you time the call-to-action can be key.
“Using mobile for fundraising is more effective when used at the end of an engaging experience than at the start of an event,” said Dorrian Porter, CEO, Mozes, mobile audience engagement company used by Rock the Vote. “Linking mobile fundraising with an action – vote or inspiring content or prizes – has much more value for consumers than simply a request for a donation.”
Social media – Tap into their passion
When you look passed the technology, social media is really just a mechanism for people to express themselves and connect with each other about things they are passionate about.
So while consumer marketing companies have certainly leveraged these emerging media well, the opportunity is even riper for nonprofit marketers. After all, many people are much more passionate about state parks than, say, State Farm.
That said … that penchant for passion does not mean social media is a slam dunk for nonprofits.
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