Now marks a great opportunity for non-profits to look forward to the trends of the future. With 2018 safely behind us and 2019 shaping up nicely, it’s a good time for non-profits to reflect not only on what’s already worked but also what trends might increase our effectiveness for the future.
Here are but two of the many trends defining 2019 for the non-profit industry. They include hyper-personalized marketing and the utilization of tech in donation and marketing efforts.
Hyper-personalization is the way of the future. It’s been ushered in by huge companies such as Netflix, Uber, and Amazon. Now, it’s become less of a convenient quirk and more of an expectation for today’s consumers. This is especially true for younger consumers.
The truth is that consumer demand for hyper-personalization spans industries. So, what does this mean for the non-profit sector? It can mean many different things, dependent on how non-profits choose to embrace the trend.
Hyper-personalization means creating marketing that speaks to the characteristics of a particular donor in order to craft a unique message. The goal is to make a donor feel as if they’re being personally addressed.
For example, a thank you note can talk about what event a donor attended or if this is their first donation. A component of hyper-personalization is learning better ways of using the data we gather about our donors.
If done right, this form of marketing can help generate loyalty from donors and may even help non-profits secure coveted reoccurring donations.
Better Utilization of Technology
Emerging forms of technology are already defining 2019. This is the case for the non-profit sphere as well.
Non-profits are utilizing various forms of technology in many different ways. Robots and Artificial Intelligence (AI) are increasingly important within our society, and the non-profit community.
Some non-profits are using chatbots which are a form of AI. These chatbots can chat with potential donors and even accept donations on behalf of organizations. These chatbots can also help share the story of an organization and how donations will go on to benefit society. This can be an invaluable form of marketing for non-profits.
AI can also help organizations better understand the data. For example, the non-profit Crisis Text Line utilized data to learn that searches for “ibuprofen” were 16 times more likely to indicate the need for emergency services than the term “suicide”. This example shows that AI can help us understand data in a way that can seriously impact the services we provide.
The technology being utilized by non-profits doesn’t only include AI and robots. Non-profits are finding more and more ways to make use of existing technology. This may mean using social media, e-mail, text, video editing apps, and even 3D printing.
These are but two of the many important trends that are helping shape the non-profit sphere for the better. Non-profits will need to continue adapting to and even adopting some of the changes we’re seeing in society at large. It is through this that non-profits can maintain relevance and help engender loyalty from its donors.
Process Donation helps non-profit organizations manage their donation process and increase their donations. Contact us for more information.