03/12/2019

The days of mass communications are over. Today, people expect a more personalized marketing approach. Consider your own experience—for instance, when you get recommendations from Amazon or other online shopping websites based on your browsing or shopping history. Customized marketing can be quite lucrative. Infosys found that 86% of shoppers said personalized marketing impacted their purchases. A recent study by Evergage revealed that 88 percent of marketers say their target audience

12/20/2018

As we begin a new year, it is a perfect time for nonprofits to review their marketing and communications strategies and determine what’s been most effective. And there’s no time like the present for a fresh, creative outlook. To strengthen your outreach, consider the trends and assess how you could best utilize those to reach your organization’s specific goals and needs, whether that’s raising awareness, being a thought-leader, or increasing support and fundraising. Here are three marketing

09/03/2018

Nonprofits do amazing work, often while working with far fewer resources than their for-profit counterparts. Those at the helm put in serious effort, because they believe in the mission, but there are only 24 hours in a day. Sometimes, it’s just not possible to touch everything--or even most things--on the “to do” list.   In that context, it’s easy to see why some nonprofits can put branding on the bottom of the priority list. But ignoring branding could undermine your mission in unforeseen

05/11/2018

This blog was published in NonprofitPRO. Due to the popularity of mobile devices and information readily available at the touch of a finger--social media marketing is a powerful outreach tool for nonprofits to leverage. The pervasiveness of petitions, the emergence of movements like #BlackLivesMatter and #MeToo, and the increase in fundraising options provide a way for organizations to raise visibility, activate, and engage audiences online. A Classy report found the rise in mobile giving and

03/15/2018

Fundraising is never easy, and more than ever, nonprofits are facing tougher challenges.  The fundraising landscape has become more crowded, but less abundant.  We’re seeing a steady increase in visibility of charities–more crowdfunding platforms, campaigns for natural disasters, tragedies, and political action groups. In addition, the National Council of Nonprofits estimates that charitable giving will shrink by $13 billion or more each year due to the decrease in itemized deductions caused by

01/02/2018

This piece also appeared in NonProfit Pro. Nonprofits might find it difficult to prioritize marketing–especially if budgets are tight and resources limited. However, there are ways to maximize your marketing dollar and not sacrifice the opportunities to promote your mission.  Even a small investment can pay off: time and time again I’ve seen how marketing significantly impacts a nonprofit’s ability to get greater support, in volunteers or funding; expand their donor base; create key