The Evolving Digital Landscape
Your nonprofit is still the same, but everything around you is changing at an alarming pace, none more so than in technology. To remain current and in people’s minds, you need to adapt and remain flexible to the changes going on around you. Your goals are the same, but perhaps they're bigger, and more ambitious in 2025. What you may have noticed is that it's becoming increasingly hard to be seen amongst the noise and the new faces popping up relentlessly in our feeds.
You’ll need to adapt to new platforms, and new technologies, and remain vigilant in creating new content, and not just text, but video, short, or long-form and remain informed with your mind open to other emerging trends.
Some of the problems faced by non-profits could be a lack of resources for investing in the latest technology, keeping up with rapid changes, and perhaps a lack of expertise within your organisation. Training is crucial - but where does the money come from when you’re busy trying to raise donations for your own important causes?
Maintaining Brand Consistency While Keeping Your Marketing Fresh
It's important to always remain consistent with your brand story and your overall brand message. Keeping this in mind while you refresh your marketing materials will help you avoid losing sight of what you’re doing and who you’re doing it for. It’s crucial to remain true to the brand, making sure that your brand identity and core message are the same - regardless of whichever new platform or new media you’re using.
Emphasis on storytelling and a uniquely human narrative has never been more important in the ever-growing era of AI-curated content. It’s important, therefore, to find fresh opportunities to tell stories from different perspectives. Last week we talked about the importance of storytelling for nonprofits and this week is a gentle reminder. You can remain true to your existing brand and tell newer, fresher stories. Update existing stories from donors, or people you’ve helped in the past to create a fresh impact and encourage your audience to donate or raise funds themselves, finishing off with a strong call-to-action (CTA).
Connecting with Target Audiences Through Compelling Storytelling
As we’ve already seen, storytelling is a really powerful way to connect with our core target audiences. Utilising authentic stories straight from the people you’ve helped, or from donors who’ve raised funds, or even from your own team can have an immense impact on those you’re trying to reach. Consider strong headlines and subheadings to grab people’s attention and keep them reading.
Don’t use generic messaging, tailor your content to the audience and use real-life experience to connect with readers. It will resonate on a much deeper level. Earlier I used the term ‘uniquely human.’ There is nothing so unique as the human voice and the experiences unique to each person. By communicating authentically - that is both truthful and honest, people will be more likely to act on your words than if you rely too much on marketing hype and generic content. Make it engaging and relatable and you’re halfway there.
Measuring Marketing Impact and Demonstrating Value
How do you know your marketing efforts are having any impact or how can you be sure you’re demonstrating value?
Always allow time to assess the impact your message is having, and check in with those involved, e.g. donors. Is your message clear enough, or could you be doing something better?
Keeping in mind that resources and budgets are tight for some nonprofits, do try and find a way to develop systems for measuring your campaign successes and evaluate your fundraising so far. Try to develop methods for tracking your progress which will help you gain a better understanding of your marketing and campaign performance.
In Summary - Navigating the Future: Embracing Change for Nonprofit Marketing Success
As we’ve seen, marketing landscapes change, and flexibility and adaptation are crucial to survive and remain in people’s minds. This is true of all businesses, but especially important for nonprofits who are raising donations during a time of economic upheaval with new governments in many countries across the world.
There are several key challenges ahead, not least of them being the rise of AI-generated content. In the short term, this can be a cure-all for busy heads and smaller budgets that are constantly being squeezed. But in the long-term, it will lead to creative stagnation that could eventually lead to less impact and fewer donations. AI is great in the right hands. For those who’ve been trained in its use it can be an amazing time saving tool, especially when its used for research. But as a solution for creating all content, the ‘cut-and-paste solution’ won’t make your nonprofit stand out in the way it needs to in the coming years.
Staying ahead and abreast of the many changes, remaining uniquely human, and speaking to donors, investors, and team members from first-person experience will help overcome challenges in the years ahead. Stories told uniquely using the power of storytelling (and written by REAL people) will help you forge a stronger path forward.
We can’t close our eyes to the rapid changes in technology, it’s going to play a critical role in all our lives and will shape how nonprofits market in the long-term. Yes, it’s better to embrace it with an ‘adapt or die’ attitude than remain a Luddite. Your goal is to reach a wider audiences and amplify your message to as many people as possible. Remember video is also a form of content that can be utilised successfully and has the power to reach a wider audience. Consider using both text and video to cater to the different ways your audience enjoy consuming content.
Remember:
Craft authentic and compelling narratives
Use storytelling to reach your audience to build trust and encourage engagement
Use real-life experiences to demonstrate who you’ve helped and why you matter
Consider a people-first approach - you’re appealing to humans, so treat people as if they are, rather than as faceless statistics
Refresh your marketing materials to reach a wider audience and to help adapt to the changing digital landscape
Try to remain true to your brand’s mission and vision
Remain consistent to avoid confusing your audience.
Your survival and ability to make an even bigger impact in 2025 may rely not only on your ability to adapt to changes in the digital landscape, but on your mastery of storytelling so that you reach a wider audience. This could help you raise even more money and secure funding over the coming years.
2025 could be your year - if you let it.
Need help with your digital marketing for the new year, I'm looking to start new projects from January 2025 onwards.
However, until the end of the year I have room for smaller projects, individual web pages, articles, blogs and copyediting. If you have something you're struggling with, that you need an expert pair of eyes on I have room up until the Christmas break.
So, if you have something you need to get off your desk I'd love to help, so don't hesitate to let me know by dropping me an email.
I work with anyone who helps neurodivergent people or with any other disabilities. I'm interested in assistive tech, nonprofits and therapists.
I specialise in web page and individual web pages, content in the form of case studies or articles and I also work with clients on brand story strategy and personal branding.
If you're not sure if I can help you, get in touch and we'll see if there's a good fit.
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