Forbes: Three Major Nonprofit Trends For 2017

Forbes.com, Gloria Horsley, 12/13/16

From operations and technology to marketing and fundraising, there are many trends shaping the nonprofit sector that I’ve seen firsthand at my own foundation and in the strategy we’ve laid out to achieve in 2016.

It’s important to start looking ahead to the new year when you are in the throes of annual budget planning. With that in mind, here are some of the areas our organization is focusing on based on key trends that your nonprofit may also want to consider:

Humanize Your Marketing

Many marketing trends for traditional businesses have become important for nonprofits too, which also need to improve engagement with their audiences and donors. While we have to be sensitive in terms of the stories we share, storytelling will become one of the most important marketing tools for us in 2017 because it provides a way to connect with the emotions that help drive donor engagement and ongoing support. Our audience is then able to feel how they are assisting those that come to our nonprofit for help and that then drives them to continue providing financial support and time.

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Live streaming video is a great way to tell these stories as well, using Periscope, YouTube Live, and Facebook Live. Another approach for this authentic storytelling is user-generated content. We plan to make this an even larger portion of our content marketing in 2017 just for the very fact that it offers a way to personalize those stories and have them resonate more with our audience.

Influencer marketing will also take on a larger role, as we can rally advocates of our nonprofit organization to endorse what we are doing with their social circles. The result is that the trust that these circles place in these influencers can move them to act and become donors and volunteers themselves. Next year will be about identifying those influencers and then building up relationships with them to create awareness.

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