By this time surely you have emerged from your holiday daze and are hitting the ground (and the treadmill) running. It’s “get ‘er done” time. You are focused, on task and on point…2014 is going to be your year! Here are three-ish infographics that are likely influencing your 2014 cause marketing efforts – if not, they probably should be. Are these opportunities on your radar for 2014?: #GivingTuesday, Millennials, Content Marketing
#GIVINGTUESDAY
You should definitely have #GivingTuesday on your To-Do list for 2014. It’s a simple -yet powerful- idea. #GivingTuesday was created by 92Y to signify Opening Day for the holiday giving season, similarly to how Black Friday and Cyber Monday famously kick off the holiday shopping season. Global charities, families, businesses, community centers, students and more come together to ignite this social good movement around generosity.
In 2013, its second year, the average donation was an impressive $142.05, a 40% increase in average gift size year-over-year. Online giving skyrocketed on #GivingTuesday 2013, up 90% from 2012. #GivingTuesday trended on Twitter for 10 hours straight and averaged 11,208 tweets per hour. This movement is on fire.
You can learn more on this topic from my previous blog post about #GivingTuesday –including tips and links to resources to help you optimize your organization’s participation.
2013 MILLENNIAL IMPACT REPORT
According to www.themillennialimpact.com: “The Millennial Impact Research is the most comprehensive research on Millennials age 20-30 and how they connect, involve and support causes. The intent of the research is to understand engagement preferences of the next generation of donors, volunteers and leaders.”
The infographics below present insights gathered by Achieve from an online survey distributed to Millennials through 14 research partners. This study, for the first time, included usability testing of nine nonprofits’ online presence, including video feedback. The 2013 Millennial Impact Report provides a guide for organizations to better understand this generation, immerse them in the cause, and maximize the impact of their interest, time, and giving.
They broke out their Infographic into three parts for easier consumption, enjoy!
CONTENT MARKETING
Consumers, particularly Millennials, are increasingly purpose-driven. This paradigm shift in consumer orientation combined with the recent explosion of technology and social media has opened up a world of opportunity for brands and causes to engage with consumers around social impact efforts. Purpose-driven content marketing strategies offer an opportunity to meet consumers where they are with content they care about. This Infographic takes you through some of the research driving this trend.
Content marketing, as defined by The Content Marketing Institute, is the practice of creating relevant and compelling content in a consistent fashion to a targeted buyer, focusing on all stages of the buying process, from brand awareness through to brand evangelism.
NOTE: You can learn more industry terminology by downloading For Momentum’s Cause Marketing Terminology Field Guide here.
