The global pandemic has meant 2020 is far from ‘business as usual’.
The behaviours of everyday people have changed. In our work with not-for-profits across Australia, we’ve had a look at how supporters are responding to COVID-19, and how this affects the organisations they support.
Here are some important things we’ve found.
Source: McKinsey & Company
What this means: It’s no surprise, consumers across the globe are flocking online to buy things, connect with people and entertain themselves. And this shift is shared across all age groups.
Action: If you haven’t already, invest in a detailed digital strategy. Start by building your digital vision (that is, what you want your organisation to achieve through digital) and use that to guide the digital tactics you will prioritise over the long term. If you need help with this, our Digital Academy has a great session on building your strategy from the ground up.
Source: Google (buyer behaviour August 2019 vs August 2020)
What this means: This important demographic for not-for-profits is now learning about products online, using search engines like Google. You must be present (on page one) while they are searching.
Action: Invest in search engine optimisation and search engine marketing so that your new and existing supporters can find you while researching. Ensure your pages are designed in a way that is easy to read and minimises the number of pages or buttons the user needs to click through to learn about you.
What this means: Australians are flocking to online video to cure their boredom or learn something new. And they intend to continue this beyond COVID-19.
Action: Consider allocating your media budget to channels such as YouTube or catch-up TV for awareness-based objectives. Create video content that stops the thumb scroll and tells your story. For ideas on how to create video while social distancing, read this article.
What this means: Customers aren’t paying attention to half of the ads being served to them. Advertisers will need to work hard to create engaging and personal content that will get noticed.
Action: Use a tool like empathy mapping to understand the things your supporters care about, the channels they use and the messages that will cut through to them. Then, use this to build compelling creative.
What this means: Despite an initial downturn in ad investment, businesses across the globe are now seeing the value in investing in Facebook advertising. However, the number of people using the platform continues to outrun ad spend.
Action: Take advantage of cheaper cost per results on social media advertising. Invest in a CRM to segment your database by donor value (active, lapsed, mid-level, etc.) or other variables. Then, target these lists in Facebook using their Custom Audiences feature, or target new audiences using Lookalikes.
Source: McKinsey & Company
What this means: Word-of-mouth is powerful, even online in the midst of a pandemic.
Action: Where applicable, consider building an influencer strategy into your campaigns or always-on. At ntegrity, this was a strategy we used for The Salvation Army, who used micro-influencers to spread awareness for their Red Shield Appeal.
What this means: Digital has played an important role in substituting offline revenue during the pandemic for not-for-profits.
Action: Continue to explore new digital opportunities for revenue, and ensure you have things like Google Analytics and financial modelling in place to track the impact of digital.
Source: McCrindle Research
What this means: Despite the financial impacts of the global pandemic, Australians are still willing to give where relevant. Consider, however, the future impact of reduced government support and unemployment rates on your supporters’ willingness to give to you.
Action: Invest in acquiring new donors right now through to Christmas, and ensure you have a proper onboarding journey in place to build loyalty with your donors. Having loyal donors is what will protect you in a faltering economy. You can download the full guide on nurturing and growing loyal supporters here.
Consider weaving the implications of these statistics in your digital approach in 2020 and beyond. If you need assistance in digital marketing, reach out to us at ntegrity.
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