Nonprofit Connect: 12 Fundraising Trends to Watch in 2012

The overwhelming adoption of digital
technology and social media has
fundamentally changed our way of life.


The way we communicate,
share information, shop, learn,
experience entertainment …


and even find love has
undeniably evolved.


1. More Strategic Use of
Social Media


2. Mobile Marketing
Continues
To Grow


Your Brand
is in
Their Hands


Location-Based Apps


In-App Campaigns


3. Search Engine Optimization
Gets More
Complex


It’s not just Google anymore


4. A More Strategic
Use of QR Codes


The Salvation Army
Address, Address
Address, Address
City, ST, 00000-0000

The Salvation Army
Address, Address
CLetter Date Address, Address
City, ST, 00000-0000

Mrs. John Q. Sample
Address Address CLetter Date
Address Address
City, ST 00000-0000

Mrs. John Q. Sample
Address Address
Address Address
City, ST 00000-0000
Dear <Salutation>,

“I was at my lowest point,” Stacie says. “I felt hopeless.”

When someone like Stacie comes to us in need, she often feels Dear <Salutation>,
hopeless. Life has dealt her hard blows, and she doesn’t see a way out.
“I was at my lowest point,” Stacie says. “I felt hopeless.”
This feeling of hopelessness seems to escalate during the winter
season. If it’s not one thing going wrong, it’s another. And another. And When someone like Stacie comes to us in need, she often feels
another. That’s how Stacie felt when she arrived at our doors . . . hopeless. Life has dealt her hard blows, and she doesn’t see a way out.
To see Stacie tell
Frightened and hungry, Stacie appeared before us. Her 100-pound This feeling of hopelessness seems to escalate during the winter
frame was fragile, but her face revealed strength. It was clear she had season. If it’s not to thing going wrong, it’s another. And another. And
her story go one
been through a lot. another. That’s how Stacie felt when she arrived at our doors . . .
bit.ly/StaciesStory
To see Stacie tell
or scan the above code.
When Stacie was only 15 years old, she faced the streets. Alone. Her Frightened and hungry, Stacie appeared before us. Her 100-pound her story go to
mother was struggling with addiction and abandoned her. It seemed frame was fragile, but her face revealed strength. It was clear she had
been through a lot. bit.ly/StaciesStory
things couldn’t get any worse . . . until they did.
or scan the above code.
Stacie began to follow in her mother’s footsteps. She was surrounded When Stacie was only 15 years old, she faced the streets. Alone. Her
by crime, drugs and alcohol — it was all she knew. But when Stacie mother was struggling with addiction and abandoned her. It seemed
discovered she was pregnant, she knew something had to change. “I things couldn’t get any worse . . . until they did.
knew this was not what God wanted,” Stacie says of her addiction.
Stacie began to follow in her mother’s footsteps. She was surrounded
We provided Stacie with the support she needed to rebuild her life, like by crime, drugs and alcohol — it was all she knew. But when Stacie
food, shelter and encouraging words. She connected with others facing discovered she was pregnant, she knew something had to change. “I
knew this was not what God wanted,” Stacie says of her addiction.

(over, please) We provided Stacie with the support she needed to rebuild her life, like
food, shelter and encouraging words. She connected with others facing

(over, please)

Hopelessness Stops Here!
YES! I want to ensure that hopelessness stops at
The Salvation Army’s doors. Enclosed is my gift of:
$<> $<> $<> Other $ _____
I’ve written a special prayer request on the back of this card.
I’d like more information about The Salvation Army.
To make your gift using your credit card, please complete YES! I want to ensure that hopelessness stops at
the back of this form. The Salvation Army’s doors. Enclosed is my gift of:
The Salvation Army
I’ve written a special prayer request on the back of this card.
Address, Address
Address, Address
$<> $<> $<> Other $ _____ I’d like more information about The Salvation Army.
Mrs. John Q. Sample City, ST, 00000-0000 make your gift using your credit card, please complete
Address Address To
Address Address the back of this form.
City, ST 00000-0000 The Salvation Army
Address, Address
Address, Address
000319392 N3ESB SU001124 D Mrs. John Q. Sample City, ST, 00000-0000
Address Address
Address Address
City, ST 00000-0000

000319392 N3ESB SU001124 D

The Salvation Army
Address, Address
Address, Address
City, ST, 00000-0000

Mrs. John Q. Sample
Address Address
Address Address
City, ST 00000-0000

Rekindle the fiRe of hope today!


http://vimeo.com/36039601


5. Image Blogs for A Cause


6. Accepting
that Silo

Major
Direct Mail
Fundraising is

Online Fundraisin

Gifts
Publi
Ineffective

c Relatio

g
ns


7. Data Drives Everything

Direct
Marketing
Evolves


— Targeting
— Segmentation
— Personalization
— Integration

8. Be Donor Centric


Donor Fatigue
Will Be More
Pronounced


9. Content is King


INFOGRAPHIC
A very basic definition of the infographic is just two
words: VISUAL COMMUNICATION.
If part of an article or blog post contains numbers,
dates, locations, measurements or comparisons, it
probably could be taken out of the written word and
reformatted into an infographic.


10. Transparency &
Accountablity
Before they make a gift,
the first place 62% of future
donors go is to your website
to learn more about
your organization.
(Russ Reid, Heart of the Donor)


11. Cause Marketing
is on the Rise


12. Politics!


Tammy Nigus, P.D.M.
Vice President — Creative Services
Summit Marketing
8515 Bluejacket
Lenexa, KS 66214
tammy.nigus@summitmarketing.com


Nonprofit Connect: 12 Fundraising Trends to Watch in 2012

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Nonprofit Connect: 12 Fundraising Trends to Watch in 2012