Myths and truths about reaching and engaging people across generations to inspire them to give, advocate, and volunteer. Research and trends around giving patterns and preferences, how and where each generation spends time on mobile devices and social media, and the types of messages they prefer. Also touches on the value of leveraging your own CRM data, as well as data from other places, to really customize your messages to be in the right place, at the right time, with the right message to create inspired action. Presented by Amy Neumann (@CharityIdeas) for Advance Ohio, in partnership with BVU, November 16, 2016.

1. Generational Marketing for Nonprofits
– MythBusters Edition
ADVANCE OHIO
November 16, 2016
Amy Neumann
Nonprofit & Technology Development
November 16, 2016

2. 2
AGENDA
MYTHS AND TRUTHS ABOUT WHO LIKES WHAT, BY GENERATION
MYTHS AND TRUTHS ABOUT WHO IS PAYING ATTENTION WHERE
MYTHS AND TRUTHS ABOUT MESSAGING: HOW DATA CAN BE YOUR
BEST FRIEND
Q & A

3. WHO LIKES WHAT, BY GENERATION

7. I N S E R T P H O T O H E R E
7
• Donors engaged and giving through multiple channels
return 46% more value
• Online donations are trending up by more than 30%
YoY
• Email results in 1/3 of online fundraising revenue
• Giving through social media grew more than any other
channel from 2014-2015
• Most nonprofits cite Facebook as the most effective
engagement platform
• The average individual, one-time online gift is $102
NONPROFIT INDUSTRY TRENDS
Source: 2016 M+R Benchmark Study

8. 2005

9. 2013

11. https://www.blackbaud.com/nonprofit-resources/generational-giving-report-infographic

16. 16
• Younger generations—particularly Millennials—
are as philanthropic as older generations. The
challenge for nonprofits is to compel these
relatively younger donors to support their
mission repeatedly and over time.
• Younger generations distinctly value
transparency; 60% decide to donate based on
whether they can see their gift’s impact
NONPROFIT INDUSTRY TRENDS – GENERATIONAL GIVING

19. WHO IS PAYING ATTENTION WHERE

27. “Social Media” (and Content)
Social media = people.
It’s the same thing humans have done since the
dawn of time – connecting.
Being where people are, when they are, how they
prefer, with the information they want. On a
phone...a computer...a tablet...at work, at home,
anywhere.
People tend to universally like certain things: to be
entertained, to learn, to save time, to save
money, to be ahead of the curve, to feel
inspired, to help others, to share, to grow.
How does yourTwitter strategy fit into the humanness of marketing?

29. https://www.linkedin.com/pulse/smile-amazon-helps-your-nonprofit-get-free-money-amy-neumann?trk=prof-post

30. - Blackbaud, 2015 Charitable Giving Report

31. 42% = amount of potentially wasted
marketing without a mobile-friendly site
60%+ of all online
activity is now mobile
Google says up to
70% of people
abandon non-mobile
sites on their phones
almost immediately

35. CONTENT AND MESSAGING:
HOW DATA CAN BE YOUR BEST FRIEND

36. https://www.youtube.com/watch?v=RP4abiHdQpc
https://www.youtube.com/watch?v=RP4abiHdQpc

37. Talk About What People Want To See or Read –
Not What You Want To Talk About

38. For Content About You:
Who do you want to reach?
What do you want them to know?
What do you want them to do?
(And think about FAQs)

40. Places to Find Ideas
• Borrow inspiration from people already doing a good job – ask your
friend Google for suggestions like:
• Best blogs on x topic
• Case studies best content on x topic
• Case studies best social media for x industry
• Industry leaders for x topic (or industry)
• Who’s popular for that topic or industry on Twitter? Pinterest?
Facebook? LinkedIn? What do they talk about? What content gets the
most interaction (retweets, likes, etc.)?
• Who has a blog on that topic or in that industry with articles that get
shared a lot? Which articles do best?

41. Useful, Helpful, Relevant = Good Content
• Try to keep the conversation 80-90%
about what interests your audience - and
only 10-20% about your organization
• Sharing content that is relevant, helpful
and useful to people who might give,
advocate or volunteer is most productive.
• What does your audience care about that is
only slightly related to your nonprofit?
• You can also talk about things all
humans are interested in.

42. Creating Great Content Ideas
 Evergreen
 Lists
 Quotes
 Community
 How To’s/ Hacks
 Topical/Trendy
 News
 Entertaining/Inspiring
 Educational
 About Us/Promotional/Testimonials
 Contests
 Questions
 Polls

43. Other Creative Types of Content
• Infographics
• Memes
• Guides
• Videos
• eBooks
• Book or Product Reviews
• Visual Instructionals (step
by step photo how-to)
• Link/Resource Pages
• Case Studies
• Podcasts
• Interviews
• Guest Posts/Content
• Research
• DIY

44. 44
LEVERAGE YOUR RESOURCES — MAXIMIZING YOUR DATA
VIDEO
SOCIAL
MEDIA
DISPLAY
CONTENT
MOBILE
YOUR
CRM/EMAIL
DATA
YOUR
WEBSITE
DATA
ADVANCE
1ST & 3RD
PARTY DATA
ADVANCE OHIO
DATA MANAGEMENT
PLATFORM

45. 45
• Once your data is ingested into a Data Management
Platform and matched, it can be used to reach current
and potential audiences by:
• Serving messages directly to the audience of
individuals matched within the DMP.
• Creating audience profiles using your database’s
behaviors to help you understand who your current
audience is and what messages to serve them.
• Building look-a-like audiences using those attributes
to find additional similar people who may also be
interested in giving, advocating, or volunteering
BENEFITS OF DATA INGESTION
Source: 2016 M+R Benchmark Study

46. “…Three quarters of
nonprofits are investing
in paid marketing online,
including paid search,
retargeting, and text and
display ads.”
- NTEN 2015 Nonprofit Benchmarks Report
http://www.nten.org/article/2015-nonprofit-
benchmarks-report-2/

48. 2
SUMMARY
THERE ARE COMMON TRAITS AND DISTINCT DIFFERENCES
AMONG AUDIENCES
ALMOST EVERYONE SPENDS LOTS OF TIME ONLINE, INLCUDING ON
SOCIAL MEDIA AND ON MOBILE DEVICES
PEOPLE WANT MESSAGES TO MAKE SENSE TO THEM – DATA CAN HELP
DETERMINE HOW TO DO THAT WELL
Q & A

50. 50
T h a n k y o u .
Amy Neumann
Nonprofit & Technology Development
Presentation will be available at:
http://www.slideshare.net/amyne
umann