Be honest. When it comes to your nonprofit\u2019s digital strategy, does it sometimes feel like you\u2019re flying by the seat of your pants?<\/p>\n
If so, you\u2019re not alone.<\/p>\n
It seems as though \u201cwinging it\u201d is the name of the game in today\u2019s connected world. According to the 2019 Digital Outlook Report, it\u2019s not uncommon for nonprofits to question what they\u2019re doing.<\/p>\n
If you look carefully at this year\u2019s responses and start to read between the lines, a new pattern emerges: one woven by \u201cI don\u2019t know\u201d and \u201cI don\u2019t have this info.\u201d You see, this year\u2019s survey revealed nothing as much as the gaps in our knowledge.<\/em><\/p>\n Yikes!<\/p>\n Okay, so we know there\u2019s a lack of information out there, and maybe a lack of direction. The question is: how do we get our digital strategies on track?<\/p>\n Let\u2019s dive into the findings and key takeaways from the 2019 Digital Outlook Report.<\/p>\n The Digital Outlook Report is an annual report sponsored by Care2, a social network for good, HJC, a digital fundraising agency, and NTEN, a national network dedicated to nonprofit technology. Each year, hundreds of nonprofit staff members talk about the ways they use technology in the workplace, and the results are compiled into this report.<\/p>\n Past reports tackled subjects such as an organizational structure\u2019s impact on technology, dealing with limited resources, and creating digital game plans.<\/p>\n The 2019 report deals with the questions many of us have about digital marketing, including: What information should you share and how do we work together with others in the organization to share it?<\/p>\n To ensure accurate representation of the entire nonprofit climate, survey respondents come from various nonprofit environments throughout the United States, Canada, UK, and Europe.<\/p>\n There were numerous takeaways from the report, but these six findings are particularly important for nonprofits.<\/p>\n The great news is that most of us are using our time wisely. Our sector is following digital trends like investing more time into video content, website optimization, user experience and storytelling for social media.<\/em><\/p>\n The 2019 Digital Outlook Report starts on a high note; nonprofits are listening and responding to advice on current trends. We\u2019re investing in videos and other storytelling content, ramping up our social media presence, and creating websites that are optimized for mobile.<\/p>\n Although nonprofits are notoriously slow to change, the report shows that nonprofits are adapting with the times, and aren\u2019t being left in the wake.<\/p>\n Action Items<\/strong><\/p>\n Consumers in every sector are demanding a more personalized experience. Therefore, it was surprising to see that the most malleable way to give, peer-to-peer fundraising or P2P, is not being embraced by 44% of respondents.<\/em><\/p>\n While nonprofits are keeping up with *most* digital trends, many seem to lag when it comes to peer-to-peer fundraising<\/a>.<\/p>\n Why? Survey respondents noted factors like technology limitations and budget restrictions as major hurdles. Some even said that they haven\u2019t yet found the right\u00a0peer-to-peer fundraising tool\u00a0<\/a>to meet their organization\u2019s needs.<\/p>\n The power of peer-to-peer fundraising is real. It\u2019s a great technique to help build a stronger community of supporters by engaging them in the fundraising process, raising money, and inspiring a new audience of supporters. At this point, \u00a0most donors expect some form of peer-to-peer, so it\u2019s important not to overlook it.<\/p>\n Action Items<\/strong><\/p>\n Sadly, in our attempt to get some standard ROI metrics for how organizations are performing with Facebook, we received an overwhelming amount of \u201cI don\u2019t know\u201d answers. The data we did receive was incomplete and wildly inconsistent.<\/em><\/p>\n It\u2019s impossible to improve your digital marketing strategy without knowing your current results. Unfortunately, many nonprofits don\u2019t monitor basic analytics such as website views and social media clicks, let alone those that track your marketing ROI.<\/p>\n Analytics can help you determine whether to invest more heavily in Facebook ads, or focus on promoting your peer-to-peer fundraising website. They can help you understand your website conversion rate (are people taking action on your website?) and where your audience comes from.<\/p>\n Data is basically nonprofit gold.<\/p>\n Not tracking your analytics wastes time, money, and opportunities to learn and understand your supporters.<\/p>\n Action Items<\/p>\n There\u2019s no point investing in digital if you don\u2019t have well-coordinated teams who are not only fluent in the technology they use, but also cooperative with each other.<\/em><\/p>\n Although the marketing and fundraising roles at smaller organizations are sometimes combined, in most cases, two separate people or departments handle these roles.<\/p>\n And while it\u2019s true that a fundraiser\u2019s role of raising money differs from a marketer\u2019s task of communicating, both parties must be on the same page when it comes time to reach out to supporters.<\/p>\n If you\u2019re not on the same page, your donors may hear mixed messages or, even worse, no messages at all.<\/p>\n Action Items<\/strong><\/p>\n In 2015, nearly 73% of respondents only had 10-20% of their marketing budget earmarked for digital strategies. In 2019, that number was much higher. Some organizations are spending 100% of their 2019 marketing budget on digital.<\/em><\/p>\n Considering how important digital marketing has become for nonprofits, it makes sense that budgets are following suit. There was also a slight increase in the percentage of nonprofits with staff dedicated to digital strategy (64%, up from 58% in 2018).<\/p>\n While nonprofits are taking this shift toward digital more seriously, hurdles arise when it comes to getting the funding. Knowing how much funding to ask for and what strategies to invest in is difficult, but necessary.<\/p>\n Action Items<\/strong><\/p>\n Assessing the relationship between your team and those tools is really important. Is it a good match? Do your people need something that operates differently? What if the tech you want doesn\u2019t even exist?\u00a0<\/em><\/p>\n Not all nonprofit marketing tools are created equal. Plus, everyone you work with or reach out to has digital preferences. For some, Facebook reigns supreme when it comes to online interactions. Others steer clear of social media and focus on email.<\/p>\n Regardless, you need to use the right tools to reach your supporters. Survey supporters to learn which platforms and systems they use. From there, consider how your systems are helping you meet your end goal of raising money and building a community of supporters.<\/p>\n The 2019 Digital Outlook Report wants nonprofits to ask: Is the tech we are using or thinking of implementing going to serve the end users\u2019 needs and capabilities?<\/p>\n Answer this question, and you\u2019re on your way to a stronger digital strategy.<\/p>\n Action Items<\/strong><\/p>\n The bottom line is that nonprofits are learning to adapt to a new digital environment, but we\u2019re still questioning whether or not we\u2019re doing it all \u201cright.\u201d Taking the time to evaluate your strategies and ensure they\u2019re meeting the needs of your staff and supporters is a good place to start.<\/p>\nWho? What? Why? Breaking Down the 2019 Digital Outlook Report<\/h2>\n
6 Significant Findings That Matter in 2019<\/h2>\n
1. We\u2019re Following Current Trends<\/h3>\n
\n
2. We\u2019re Wary of Peer-to-Peer<\/h3>\n
\n
3. Analytics are Vital<\/h3>\n
\n
4. Fundraising + Marketing Teams Must Collaborate<\/h3>\n
\n
5. Digital Spending is Up<\/h3>\n
\n
6. Use the Right Tools<\/h3>\n
\n
What\u2019s Next?<\/h2>\n