This is a testing time for nonprofits: Within the COVID Pandemic, demand for nonprofits' excellence in programs and services is rising. Meeting the increasing demand leaves many nonprofits fighting for resources and struggling to connect with people. With social distancing, in-person events canceled, and social channels to reach out, nonprofits’ digital capabilities are becoming increasingly important to attract and retain donors.
End of February this year, at the beginning of the Corona outbreak, Salesforce Cloud and digital Marketing automation leader, has been presenting its second edition of the Nonprofit Trends Report. According to the report, most nonprofits find themselves in a backlog of adapting and embracing technology. Two-thirds of respondents said that the technology they use at home is more productive than what they use at their nonprofit. Three quarters said to have a CRM system in place, but only half of it use it to engage through social and digital channels.
In an increasingly digital world, measurement and testing are the basis of marketing success. To reach the highest potential impact, nonprofits have to set and track timely data of their marketing goals. However, less than one-third of surveyed organizations measured email deliverability, social influence, or marketing conversion at all.
Even though times are tough, the current situation is presenting an opportunity to engage with inspired individuals, Salesforce concludes in the Trends Report. More than ever, nonprofits have an opportunity to engage hearts and minds, inspire people to take action, measure their impact, and manage their entire mission. As expectations change, so must the social sector’s approach to serving people and achieve their mission.
So, what is shifting for your nonprofit organization, and how does technology support its ability to fund and your organization's mission? I am looking forward to showcasing your story. Contact me at podcast@ngo-research.org.
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I am Daniel Schwenger, a digital marketing specialist and YouTube Influencer in Geneva/Switzerland. I help thought leaders and business owners to set up their home studio for high-quality video streams and to get into the right mindset, look good on camera and gain trust, engagement and clients.
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