The sluggish United States economy is affecting millions of people across the country. We are all searching for areas to cut back and save money. Non profit organizations are feeling the pitch as well, finding it increasingly difficult to raise funds. An estimated 29 percent of individuals say they will decrease their charitable giving this fall, according to a study conducted by the Grizzard Communications Group.
Only 13 percent of the 500 individuals surveyed said that they planed on increasing their giving from the previous year. An important consideration for non profits becomes who are these people and how do I reach them. Respondents between the ages of 25-34 are the most likely to increase their giving the study found. Gizzard’s vice president and senior strategist, Terry Barber, emphasizes the importance of attracting these young philanthropist. Younger people usually don’t have as much invested in the stock market so they are less affected by falling stock prices. People age 25-34 are also less likely to have families and mortgages.
Reaching this younger audience will require non profits to rethink their marketing strategies. Those organizations that take advantage of the new media will be more successful than those organizations that don’t have an online marketing strategy.
Social marketing is key to reaching people between the ages of 25-34. Non profit specific sites like change.org and idealist.org are a great place to get your organizations message out and increase donations. Not only will you introduce your organization but also start a conversation about what your organization can achieve with their support.
Non profit marketers must rethink how they are delivering their message online. A great new technology is online video and web users have responded to this medium in a profound way. YouTube’s non profit program and GoodTube.org are video sites specific to non profit organizations and chartable causes.
Videos allows people to connect more emotionally with your organizations cause. You are no longer limited to text and photographs, you can now take potential donors where you work and introduce them to who they can help.
Blogging is another new technology non profit organizations should take advantage of to start a conversation about their organization.
The best thing about all these new technologies, they are all accessible and affordable. The people you reach with these mediums are not only younger but they are seeking out causes to support.
I would love to here is any success stories of non profit organizations that have incorporated blogging, videos or social networking into their marketing.
