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Falls in charitable donations create new challenges for marketing professionals

Recently the charity sector has found itself facing unprecedented challenges influenced by the cost of living crisis. Donations have taken a big hit, making it essential for charities to cut costs while also maintaining high-performing marketing teams to maximize their efficiency. This delicate balance has created a double-edged sword, one that demands strategic decisions in both recruitment and marketing efforts. 

In this blog, we explore 3 key areas of expertise that marketing candidates should possess to thrive in this challenging landscape.

Flexible Giving: Adapting to Donor Needs

One of the prominent trends reshaping the charity sector is flexible giving. As the cost-of-living crisis continues to strain people's finances, donors are seeking greater flexibility in their giving options. They want to contribute to causes they care about while being able to adjust their donations based on their changing circumstances. This means that charities must adapt and allow donors to make alterations, ideally with a simple click of a button.

Marketing professionals working in the charity sector must be attuned to this shift. They need to develop strategies that cater to this need for flexibility, offering donors various giving options that allow them to contribute comfortably and adjust their support as necessary. Crafting persuasive and engaging campaigns that highlight the ease and adaptability of donations will be crucial in attracting and retaining donors. 

Social Media: Targeting the Right Platforms

The significance of social media in attracting new donors is undeniable. However, the evolving preferences of different generations have made it essential for charities to select the right platforms for their target audiences. Gen Z, for instance, predominantly uses platforms like TikTok and Snapchat. To maximize their impact, charities must consider who their target audiences are and, if appropriate, shift resources away from traditional platforms like Facebook and direct them toward these newer, more youth-centric platforms.

For marketing professionals, this means staying up-to-date with the evolving social media landscape. Being well-versed in the latest trends and platforms, as well as understanding the nuances of each platform's audience, is crucial. Where appropriate, crafting content tailored to the preferences of the younger generation, and developing campaigns that resonate with their values and interests, will be a key strategy for success. 

Email Marketing: The Power of Personalised Outreach

Email marketing remains a cornerstone of online fundraising, responsible for a significant portion of revenue. According to Salsa, organizations are six times more likely to get a click-through from an email than from Twitter. Furthermore, three in five marketers claim that email marketing provides the greatest return on investment (ROI), as reported by the platform Emma.

Marketing professionals in the charity sector must harness the potential of email marketing to engage with donors effectively. Personalized and engaging emails that tell a compelling story, provide updates on the impact of donations, and show gratitude to donors can be a powerful tool in retaining and increasing donations. Understanding the art of segmentation and tailoring messages to different donor groups can make all the difference in fundraising success.

Hiring talented marketing professionals to thrive

The hiring and retention of high-performing marketing professionals is crucial if charities are to navigate these turbulent times. Flexible giving, social media, and email marketing have all changed the way charities connect with their donors. For charities to thrive, it's essential to hire marketing professionals who are well-versed in these trends and capable of adapting to evolving donor preferences. These professionals must understand the dynamics of flexible giving, target the right social media platforms, and leverage the power of email marketing. In doing so, charities can continue their vital work while ensuring they remain financially sustainable, even in the face of economic challenges and shifting donor behaviours.

Connect with us for hiring support and further insights into the Charity & Not-for-profit sectors.

If you are looking for your next move, check out our latest opportunities here.

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