Communication

Mohammad Anas Wahaj | 31 jul 2017

2017 'Consumer Email Habits Report: What Do Your Customers Really Want', a study of 1003 online respondents commissioned by Campaign Monitor and conducted by Market Cube, finds that nonprofit email marketers are lagging behind peers, and the preferences of constituencies, in their ability to provide personalized, relevant messaging. 81% of consumers in the report want touches of personalization in emails they receive from nonprofits. In terms of relevancy of emails to supporters and potential supporters, nonprofits lag behind substantially with only 42% respondents stating that they regularly receive relevant emails. Andrea Wildt, chief marketing officer for Campaign Monitor, says, 'Email personalization can be based on either personal demographics or behavior - how an individual is interacting with an organization...personally relevant emails resonate better with recipients - building a trust that is sometimes hard to foster when recipients are bombarded with so many contacts from so many senders.' According to Ms. Wildt, 'Nonprofits struggle to provide personally relevant emails due to overall lack of ability to capture data and use that data to segment. Resources available to nonprofits are often far more modest than those of retailers.' Further complicating matters for nonprofits is the disparate ways various age groups interact with emailed material. Ms. Wildt suggests, 'Nonprofits must take a multi-pronged approach to marketing (using different tactics/strategies/technologies to target specific age groups)...They are just not quite as mature at leveraging some of the technology. There is so much noise that nonprofits really need help cutting through. The competition for donors' wallets is still fierce.' Read on...

The NonProfit Times: Marketers Not Giving Consumers What They Want
Author: Andy Segedin

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Mohammad Anas Wahaj | 20 jun 2017

Social media is a great digital marketing tool for businesses to connect and engage with customers, and for internal communication. Integration of social media within customer relationship management (CRM) modules can help to draw, close and create repeated engagements with customers. Inputs from different social media platforms can assist in lead generation and also set up post-sale engagement with customers. Following are some advantages of social media to businesses - (1) Business professionals can find and engage with peers and customers. (2) Responding to customer complaints, obtain feedback and engage with other customer communication has become much common on social media platforms. (3) Sales people seeking prospects and leads can utilize professional networks on platforms like Linkedin. (4) Companies with robust social media strategy can counter and overcome issues before they transform into crisis due to viral nature of social media. (5) Social media can be utilized as an effective recruitment tool. Somesh Misra, VP at Deskera, a global cloud-based ERP and CRM provider, says, 'In fact, CRM providers are developing functionalities in order to deliver the benefits of Enterprise 2.0 and built-in Web 2.0 technology. Embedding innovative features such as activity feeds, conversation threads, chatbots, etc. into CRM applications could open doors to new and immense possibilities in the field of software development as well as integrated digital marketing.' Read on...

DATAQUEST: Five ways social media can strengthen your customer relationship management
Author: Muqbil Ahmar

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Mohammad Anas Wahaj | 26 apr 2017

John Murphy, founder of Interbrand, first coined the term 'branding' in 1985 in his book 'Branding: A Key Marketing Tool'. He explains the value of brands and branding and its evolution through the years. According to him, 'Our view of a brand 25 years ago was quite prosaic and utilitarian. We viewed it as a business asset whose purpose was to enhance the earnings of the brand owner. We saw a brand as a product or service, or business, which had developed a personality that was appealing to consumers. This is still mainly true today, but with the development of branding has come a great deal of over-elaboration. Much of what is being offered by branding consultants today seems to be deliberately over-complicated...A good consultant makes the complicated simple, not the simple complicated.' He adds, 'A further trend, which I dislike, is to view branding as a kind of religious or life-enhancing process...It amazes me that brands, things developed to benefit their owners, have acquired such reverence. In practice, branding's reach has expanded greatly over the last quarter century, but the fundamentals have not changed much at all; and a great deal of the increased sophistication of the brander's art is illusory.' He cautions, 'Just remember that a brand is a differentiated product or service, or company, with a distinct persona. Treat it carefully and appropriately in order to reflect and enhance this persona. Even if you develop the most wonderful brand in the world, you may still suffer business failure. On its own, a brand can never guarantee business success; conversely, without a brand, business success may prove impossible.' Read on...

Campaign: Branding might be everywhere, but it's as simple as it ever was
Author: John Murphy

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Mohammad Anas Wahaj | 28 mar 2017

As crowdfunding becomes a mainstream strategy for individual fundraisers and nonprofit organizations, it becomes imperative to understand the industry trends that provide best fundraising results, and have potential to continue into the future. Christopher Moore, Marketing Mixologist at Floship, shares important trends shaping the industry and shows how to incorporate these ideas in crowdfunding campaigns - (1) Diverse Crowdfunding Platforms: Assess crowdfunding needs. Select the right platform to get specific target audience. Niche platforms are now available. (2) Nonprofit Crowdfunding Campaigns: Many crowdfunding websites are specific to nonprofits. It's easier for nonprofits and charitable organizations to meet their fundraising goals through crowdfunding. The benefits include - Expanded social reach; High speed fundraising; Low-risk giving. (3) Fully Customizable Fundraising Experiences: Fundraising process is becoming more customizable. Campaigns could be specifically designed and promoted. Ways it is happening is - Brandable campaign pages; Fundraising model flexiblitiy; Variety of sharign options. (4) Crowdfunding Campaigns Paired with Events: Events add a real-world component to the online campaign. It boosts the fundraising potential. Following ideas can be used - Pick the perfect theme; Include a variety of fundraising activities; Simlify event registration. (5) Highly Visual Campaigns: To make an impact on online donors include videos, photos, graphics and to-the-point campaign story. Read on...

Business 2 Community: 5 Crowdfunding Trends That Are Here to Stay
Author: Christopher Moore

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Mohammad Anas Wahaj | 28 jan 2017

Creating long-term and sustainable partnerships between businesses and nonprofits, can play a valuable role in tackling social challenges facing communities. Hussein Farah, founder and executive director of New Vision Foundation, explains how nonprofits can build partnerships with corporations and derive benefits from these meaningful relationships for the communities they serve - (1) Have a strong and relevant mission that provides distinctive value to the community and relates to the values of a corporate partner and identifies it as a significant contributor. (2) Leadership of nonprofits should effectively and compellingly communicate the mission to the corporate partner. Strong marketing effort is required that embodies the mission and displays business sense. (3) Nonprofits should create a solid board that assists in dissemination of its value proposition on a peer-to-peer basis. Boards that include corporate members would be more effective in negotiating the terms of partnerships. Moreover, nonprofits must be clear in their expectations from corporate partners, who should beforehand know their resource commitments. Read on...

Star Tribune: Building partnerships between corporations and nonprofits can produce big payoffs
Author: Jack Militello

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Mohammad Anas Wahaj | 09 jan 2017

According to eMarketer's Sept'2016 ad spending forecast, digital will overtake TV ad spending this year for the first time (Digital - US$ 72.09 billion; TV - US$ 71.29 billion), and will represent 36.8% of US total media ad spending. Scott Symonds, MD of media at AKQA, 'In 2017, digital will become the single largest media investment channel, passing television for the first time...digital is no longer just a test or an innovation budget. It needs to be expected to work as hard or harder vs. every other investment channel.' Experts from across the industry suggest ways digital marketing will evolve in 2017 - (1) Artificial intelligence gets smarter: Tom Edwards, Chief Digital Officer at the agency within Epsilon, says, 'From leveraging machine learning to accelerate sentiment analysis and domain-specific insights to cognitive computing solutions that automate experiences without human intervention to the rise of voice-based user experiences that will continue to expand in 2017 to deep learning that will fundamentally change how brands approach SEO to predictive API's that will expose access to predictive models to further create seamless experiences for consumers, cognitive and intelligent systems will play a key role in how we approach marketing in 2017.' (2) Measurement takes priority: Brigitte Majewski, an analyst at Forrester Research, says, 'The fundamentals have to take priority. Measurement and data are the only way for marketers to get control of a situation they have completely lost control of. They have to understand what part of the mix is truly working and that takes measurement...Once marketers get control of their measurement and connect the dots with the data, they can really start to do orchestrated branded experiences told in a sequence that makes sense.' (3) Turning up the volume: Audio-driven experiences will become mainstream in 2017. Trevor Guthrie, Co-founder of Giant Spoon, says, 'Giant Spoon believes the rise of voice-based AI - Google Home, Amazon Echo, etc. - will have a profound impact on computing and how consumers interact with technology. The next wave of computing will be driven by voice, and clients need to begin to build a voice strategy for their brands.' (4) Reestablishing trust: Forrester's Majewski says, 'The biggest difference in 2017 is going to be a focus on transparency. But now marketers have gotten much smarter and they can legitimately ask hard questions that they might have let pass before. They will really dig into the numbers from agencies and platforms - they are not going to let things slide.' (5) A clearer picture for digital video: AKQA's Symonds says, 'As video becomes untethered from television in terms of its primary investment opportunity or most likely viewing occasion, we believe it will continue to have exciting emerging opportunities in and around the space including augmented and virtual reality, 360 video, live video, programmatic innovations, etc.' (6) Social pivots back to sharing: David Song, MD at Barker, says, 'It will no longer be about paid, earned, and owned social but rather, how a consumer engages with a brand through its social channels. Social channels are and will continue to become more important than client websites.' Epsilon's Edwards says, 'Marketers will need to shift their strategy from one of personification of the brand to a seamless experience that is about simplifying and predicting needs while also empowering consumers to create their own stories.' (7) Cleaning up the landscape: Anna Bager, SVP and GM of mobile and video at Interactive Advertising Bureau, says, 'The days of static display banners are numbered. Consumer expectations for rich, relevant ad and content experiences are growing.' Gabe Weiss, digital experience and transformation leader at SapientNitro, says, 'I feel like there's been a significant maturation of understanding within leadership that the old-normal approaches no longer work. They have bought into designing approaches that work for their brand and for their customers. They will be more committed to delivering their messaging in all forms of content and fragmented channels to make an impact. They will offer engaging and unique experiences and not just yell at their audiences.' (8) Getting the message: IAB's Bager says, 'In the U.S., the rapidly evolving messaging space represents a tremendous opportunity beyond social media platforms to engage with consumers in a native way.' (9) Mobile evolves into people-based marketing: Kurt Hawks, SVP of cross-device and video, at Conversant, says, 'Additionally, as the digital and physical worlds continue to converge, a focus will be placed on the intelligent and responsible use of location data to better understand and anticipate consumer needs and track in-store visits. Mobile will finally evolve from a device to a set of behaviors that inform people-based marketing.' Giant Spoon's Guthrie says, 'We're finally starting to see UIs truly built for mobile instead of just converting what we're used to on desktop. I don't simply mean 'make it vertical' or 'make it short and snackable.' A few companies are completely reworking the structure - not just the details of the content pieces.' (10) Looking towards a post-broadcast, post-digital future: Giant Spoon's Guthrie says, ' The digital media bubble will pop this year. Media will bifurcate into massive networks that roll up many properties for scale and synergy or niche publications charging premium prices based on the strength of their brand. Media's middle class of independent venture-backed digital publishers will either get acquired or fold.' Jeff Liang, Chief Digital Officer at Assembly, says, 'Digital marketers can no longer think inside the box to reach and engage with digital consumers effectively. They must quickly adapt to how audiences are using new forms of digital media to avoid getting lost in the sea of change.' Read on...

Marketing Dive: 10 ways digital marketing will evolve in 2017
Author: Chantal Tode

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Mohammad Anas Wahaj | 30 oct 2016

According to Mapp Digital's whitepaper, 'Consumer Views of Email Marketing', more than 98% of consumers, aged 18-64, check emails at least one to three times a day. The survey for whitepaper included a national panel of 1765 consumers between the ages of 18-64, 70% had a household income of over US$ 35000 and participants were evenly distributed by gender and geographic region. The findings point out the importance of age in receptiveness of email marketing. Nearly 2/3rd (64%) of respondents aged 55-64 said that they will delete email, as opposed to 38% of 18-24 year-olds. 91% aged 18-24, and 83% aged 25-34 said that they use smartphones to view emails. It suggests that for effective email marketing, optimize for smartphones. Mike Biwer, CEO of Mapp Digital, says, 'Email marketing is still very relevant to brands, specifically for the hard-to-reach 18-34 year-old audience. The survey results suggest that this group of consumers are engaging with fewer brands on a more intimate level. Millennials and Gen Y are strong audiences for email marketers, but now more than ever, the email marketing experience needs to cater to what they want and how they want it.' Read on...

Enterprise Innovation: Email marketing still vital for targeting young US consumers
Author: NA

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Mohammad Anas Wahaj | 19 sep 2016

Comedian John Oliver in one of the recent episode of 'Last Week Tonight' on HBO described journalism industry's 'dire straits' and analyzed the depressing financial state of journalism in 2016 and the subsequent tendency for news outlets to focus on stories that get the most traffic. Moreover, he emphasised the importance of traditional reporting via newspapers that often get quoted by TV news channels. He says, 'It's pretty obvious without newspapers around to cite, TV news would just be Wolf Blitzer endlessly batting a ball of yarn around. The media is a food chain which would fall apart without local newspapers.' On the current financial situation of journalism, falling print advertising revenue and digital journalism, he says, 'A big part of the blame for this industry's dire straits is on us and our unwillingness to pay for the work journalists produce. We've just grown accustomed to getting our news for free and the longer that we get something for free, the less willing we are to pay for it...If journalists are constantly required to write, edit, shoot videos and tweet, mistakes are going to get made. It is clearly smart for newspapers to expand online. But the danger in doing that is the temptation to gravitate towards getting the most clicks.' Read on...

the guardian: John Oliver examines journalism's many problems: The blame is on us
Author: Adam Gabbatt

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Mohammad Anas Wahaj | 09 sep 2016

Journalism industry faces numerous challenges and is going through a difficult phase, as comedian John Oliver recently expained in his show on HBO. But there is also a ray of hope as the demand for good content is high and there is need of editorial skills. Journalism aspirants, who aspire to be Bob Woodward or Carl Bernstein, may not feel happy about it though. Kayvan Salmanpour, chief content officer at digital marketing agency iCrossing, says, '99% of brands struggle with content because they publish without an editorial mindset. So I think (editorial is) hugely important - now more than ever.' He explains what brands can learn from media companies when it comes to content and suggests the following - (1) Hire an editor in chief who can have ultimate control of the content produced and can assure it's quality. Content represents the brand. (2) Create an editorial mission statement before anything else. There is need for clarity of objectives and everyone in the organization should be aligned to it. (3) Put the audience first as compared to brand/product first. Create content that is audience focused. Find the intersection between what the audience wants to read and what the brand stands for. (4) Don't try to be everything to everyone. Good content fits seamlessly between the brand and its target audience. It may even require conducting psychographic studies of the target audience and thinking about their habits in excruciating detail. Read on...

The Drum: Journalists, take heart - Content marketing needs you
Author: Lisa Lacy

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Mohammad Anas Wahaj | 20 aug 2016

Social media provides ease of connecting and sharing information with ones network and communities. Peer-to-peer (P2P) fundraising works towards bringing the supporters and their networks together for financial contributions. Social media can be an effective tool to reach donors and networks to fulfil nonprofit's fundraising goals. Following 8 strategies can be utilized to successfully implement social media into P2P fundraising campaign - (1) Optimize online components - Ensure that all fundraising pages are functional, user-friendly and mobile responsive; WHY: Strong online fundraising gives a positive signal to supporters. Social media is an extension of online fundraising. Having a strong online background is needed to support individual fundraisers that may lack technological expertise; WHAT: A clear, straightforward, and simple fundraising page. A platform that allows individual fundraisers to create their own giving pages. Active social media accounts. (2) Tell a cohesive, simple story - Telling a story about the recipients of your aid is the perfect way to engage with social media while reaching your donors; WHY: Compelling stories add value to your nonprofit. They connect people to people, generating an emotional response that can lead to action; WHAT: An individual or a community to focus your story. An interview with your chosen subject. An accompanying photo. A short, postable format. (3) Use a multimedia approach - Pictures, videos and sound, capture our attention. They offer the user a diverse, vivid experience, one that can connect supporters more directly to the cause; WHAT: High-quality content. A posting schedule. (4) Strategize for each platform - Nonprofits often post the same content to each site with little adjustment. For maximum effectiveness the approach should differ for each platform; WHY: Different social media platforms offer different opportunities for engagement, and likewise, different opportunities to reach your donors in meaningful ways; WHAT: Hashtags. Character-limit copy. The right language. Specific calls to action. (5) Post, share, tag, and like - Active social media presence gives positive signals. It also helps in tracking the online conversations regarding the campaign; WHY: Liking and sharing supporters' fundraising milestones and accomplishments shows supporters that you're engaged with their work and appreciate what they've done for your mission. Posting the campaign's success at regular intervals inspires individual fundraisers to keep working toward long-term goals; WHAT: A social media coordinator. Tracking tools. The rules of operation. (6) Set goals for your fundraisers - Set goals in a way inspires your supporters and anyone who stumbles upon your campaign; WHY: Clearly displayed goal will show the supporters the level of progress they have made and how much more is needed. Similarly, an individual goal establishes each individual fundraiser's role in the campaign. Setting clear goals is the only way for your supporters to meet your expectations; WHAT: Fundraising metrics. Fundraising thermometers. Integrate fundraising goals into user-friendly pages for clear communication at different stages. (7) Provide toolkits to supporters - Right materials and tools helps to keep message consistent and clear for supporters and their networks; WHY: Providing toolkits helps supporters create the most effective tasks. Provide templates to easily relay the message; WHAT: Suggested copy. Images. Suggested posting schedule. Background information. (8) Generate friendly competition - Needed to push the campaign reach its goal within time and even go beyond its goal; WHY: Competition inspires to work effectively with vigour. It's easy for family and friends to get caught up in the fun and donate more to see their own reach the goal and get on top; WHAT: Leaderboards. Badges. Recognition. Read on...

Crowdfund Insider: 8 Social Media Strategies for Nonprofit Peer-to-Peer Fundraising
Author: Abby Jarvis

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