10 Current Trends in Digital Marketing That Will Shape Your Cooperative Communication for the Next Year

ABOUT ME
Mom of 2
Author, Storytelling in the Digital Age: A
Guide for Nonprofits and How to Build and
Mobilize a Social Media Community for
Your Nonprofit in 90 Days
Business owner for 11 years
Former Development and Marketing
Director at small shops
Get the slides and other materials:
https://JCsocialmarketing.com/cca-
institute/
WWW.JCSOCIALMARKETING.COM

WHAT WE WILL COVER TODAY:
10 digital marketing trends that will shape cooperative
communications for the next year;
A framework to evaluate the trends and decide which ones
to pursue (or, how to combat shiny object syndrome!);
A peek inside Julia’s battle-tested digital toolbox of tools
and apps to help you streamline your digital marketing.

WHY ARE
YOU HERE?
To gain information that will help you make
informed, strategic decisions about new ways
to grow your cooperative this year (and
beyond).
To network with others in your shoes and get
their advice.
To get inspiration and new ideas to bring back
to your office

MY GOALS FOR YOU
TODAY:
To feel more confidence and clarity
navigating these emerging trends in
communication.
To get you excited about the possibilities
and opportunities presented by digital
technologies – not overwhelmed and
intimidated.
A lot of what we learn in digital marketing
involve new tools. It’s how you put them
to use that really matters.

THE DIGITAL
LANDSCAPE
My trusted sources:
Pew Research Center
HubSpot
eMarketer’s US Social Media Usage
Report 2020

BUT MY AUDIENCE IS
OLDER…
Never assume that older generations don’t
participate online!
“Baby Boomers (born 1946-1964): They
make up 34 percent of the nation's annual
donor base, but they contribute 43 percent
of all gifts made by individuals.
While they still engage with nonprofits
through direct mail, their online giving and
social media use continues to spike.”
Source: Classy
This Photo by Unknown Author is licensed under CC BY-NC

DATA INSIGHTS
CHANGING BEHAVIOR
% who say the following are main reasons for using digital tools and
social media
Because my friends
are on them
To stay in touch
with my friends
To network for work To follow celebrities
or celebrity news
To research/find
products to buy
2015: 37%
2018: 31%
Trend: -16%
2015: 44%
2018: 40%
Trend: -9%
2015: 22%
2018: 24%
Trend:+9%
2015: 15%
2018: 19%
Trend:+27%
2015: 23%
2018: 30%
Trend:+30%
Source: Pew Research Center

SOCIAL MEDIA INFLUENCES
CONSUMER BEHAVIOR (AND
THUS, DONOR BEHAVIOR)
Consumers who are influenced by social media
are four times more likely to spend more on
purchases.
Social media and online shopping shortened
the customer journey.
Social media amplified the impact of social
proof or word-of-mouth.
Social media influencer marketing remains one
of the most effective ways to reach your
audience.
Source:
https://www.searchenginewatch.com/2020/1
1/20/how-social-media-influence-71-
consumer-buying-decisions/

10 DIGITAL
MARKETING
TRENDS THAT
WILL SHAPE
NONPROFIT
COMMS IN
2021

ARTIFICIAL INTELLIGENCE
AND CHATBOTS ARE HERE,
AND NONPROFITS NEED TO
GET ON BOARD.
What is a chatbot and
how does it work?
“A chatbot is a service,
powered by rules and
sometimes artificial
intelligence, that you
interact with via a chat
interface. The service
could be any number of
things, ranging from
functional to fun, and it
could live in any major
chat product (Facebook
Messenger, Slack,
Telegram, Text Messages,
etc.).”
Source: The Complete
Beginner’s Guide To
Chatbots

WHY SHOULD WE CARE ABOUT
CHATBOTS?
A quarter of all downloaded apps are abandoned after a single use.
Only instant messaging bucks the trend.
The market’s leading duo, Facebook Messenger and WhatsApp, which
is also owned by Facebook, are nearing one billion monthly users
each.
Many teenagers now spend more time on smartphones sending
instant messages than perusing social networks.
The Economist – Bots, the next frontier

HOW TO USE
THEM?
They can make our lives
easier!
Top benefits of
chatbots are:
24-hour service (64%)
Instant responses to
inquiries (55%)
Answers to simple
questions (55%)

RESOURCE
S TO LEARN
MORE
ABOUT
CHATBOTS:
Pinterest board (free to access): AI and
Chatbots for Nonprofits
Beth Kanter wrote an illuminating op-
ed for The Chronicle of Philanthropy on the
age of automation and it implications for
organizations.
Kanter also compiled a great list of
chatbots that organizations can study,
research, and use for ideas and inspiration.

AI AND VISUAL SEARCH

AI AND VISUAL SEARCH
Visual search uses artificial
intelligence technology to
help people search through
the use of real-world
imagery, rather than
through text search.
When customers undertake a
visual search, they look for a
product with a photo or other
image instead of the
keywords normally used in
search engines.

HOW IS VISUAL
SEARCH USED?
When customers undertake a visual search, they
look for a product with a photo or other image
instead of the keywords normally used in search
engines.
Shoppers can take a picture of something they
want to buy, upload it to the visual search engine
of their choice—such as Google Images or
Pinterest Lens—and immediately see visually
similar items available to purchase.
Shortened path from search to conversation
Integrating online and offline experiences
Social proof and word of mouth
Easy tracking and measuring of success

EXAMPLE: TARGET
Target integrated Pinterest’s
visual search tool, Pinterest Lens,
into its own mobile app.
From inside a Target store,
customers can snap a picture of
any product and the app will pull
up similar items.
Action Step: Integrate Pinterest’s
Save button into your website to
make your products as easy to
find as those of leading brands.

POPULAR VISUAL
SEARCH ENGINES
Google Lens
Pinterest Lens
Amazon Camera Search
Snapchat
eBay’s visual search
features

“ALEXA, TELL ME
ABOUT THE INTERNET
OF THINGS.”
The Internet of Things,
or IoT, refers to the
billions of physical
devices around the
world that are now
connected to the
internet, all collecting
and sharing data.
These include the
helpful virtual
assistants we have on
our phones, in our
watches, and inside our
homes.
This Photo by Unknown Author is licensed under CC BY-ND

ALEXA AMAZON SKILLS
The National Audubon Society – Audobon Bird
Songs
The NRDC and the Ad Council – Save The Food
Mayo Clinic – Mayo Clinic First Aid
The American Heart Association – American
Heart
You can create your own Alexa skill for free at:
https://developer.amazon.com/alexa-skills-
kit/tutorials

THE NATIONAL AUDUBON SOCIETY
– AUDOBON BIRD SONGS
Do you ever see a bird in your backyard and wonder what it sounds
like? Ask Alexa to play back the songs and calls of over 600 North
American bird species from our library of over 2,000 high-quality
audio recordings from the library of Lang Elliot & Associates.

LIVESTREAMING

LIVE
STREAMING
Beats the algorithm – gets
more engagement and
views.
Puts people into the
action, in the moment.
The video can be
repurposed after the
livestream ends –
embedded on a blog,
uploaded to YouTube.

HAVE YOU
HEARD OF
TWITCH?
Have you heard of Twitch? No?
It’s the most popular livestreaming platform in the world.
Launched in 2011 by Justin Kan and Emmett Shear, the
online video platform is comparable to sites like YouTube
or Vimeo, except that it focuses exclusively on live video.
15 million users tune in to watch an average of 1.5 hours
of Twitch live streams each day.

LIVESTREAMIN
G FOR
ORGANIZATION
S
During Suicide Prevention
Awareness Month, the Seize
the Awkward campaign ran a
three-day Twitch event to
raise funds for their mental
health work.
More info: Going Live: How
Nonprofits Are Reaching
Younger Donors by Streamig
Games Online

HOW TO USE
LIVESTREAMING TO
BUILD COMMUNITY
Choose the platform
where you have the
biggest and most
engaged audience. You
can stream to multiple
platforms using tools like
Streamyard and Restream.
What’s the format.
Scheduled or
spontaneous? Interview-
style, panel, one person?
News update, story,
behind-the-scenes?
Promote it beforehand
and afterwards.
The Essential Guide to
Nonprofit Live Streaming
Video

INTERACTIV
E
EXPERIENCE
S THROUGH
AR AND VR.
AR – Augmented Reality
VR – Virtual Reality
Rhodri Davis of the Charities Aid Foundation
calls VR and AR for nonprofits “empathy
machines” and Mark Zuckerberg calls these
technologies “the holy grail of social
experiences”.

360-
DEGREE
PHOTOS
Augmented reality experiences like 360-
degree photos are exploding in popularity,
especially on Facebook.
This is where you can place yourself at the
center of the experience and use “360
Photo” through the Facebook app to take a
full 360-degree panorama.
https://facebook360.fb.com/360-photos/

Climate activists from 350.org today conducted a virtual march to project the photos more than 500 frontline communities,
activists, students, artists, churchgoers, and other advocates for climate action at the Bantayog ng mga Bayani Memorial in
Quezon City.
The virtual march is part of the Rise For Climate global day of action on September 8, which includes over 700 other actions in 88
countries.
www.jcsocialmarketing.com

EXAMPLES:
Visit Philly – 360-degree
virtual tour:
https://www.youvisit.com/tour
/visitphilly
Four Walls –
https://www.rescue.org/four-
walls
Beginning –
https://youtu.be/SelvUz8Zr3k

EPHEMERAL
CONTENT AND
STORIES
Ephemeral content is content
– videos and photos – that
disappear after 24 hours.
Snapchat
Instagram Stories
Facebook Stories
Twitter Fleets
LinkedIn Stories

BENEFITS OF
STORIES
Stories are incredibly popular and run
in chronological order – no algorithm
here!
Stories put a more human face on
your nonprofit and make it more
accessible.
Stories create a sense of urgency and
relevancy by sharing photos and video
snippets as they happen – your
followers don’t want to miss a thing.
The benefit – we want to be connected
to the causes and people we follow
every day!

HOW TO USE
THEM
Use them to share:
Behind-the-scenes perspective
News and announcements
Campaigns
Events
Statistics
Helpful educational info

THE TIKTOK
REVOLUTION
TikTok was the second most-downloaded
app last year, with 1.5 billion downloads.
What works best on the app:
TikTok is built for music
Humor
Entertainment
Surprise
Relatability

WHY PEOPLE
LOVE IT
Very accessible – anyone can
set it up and use it in just a few
seconds.
Low-fi video focused on
transitions, video effects, and
sound, more than it is on filters
that change your body.
Audience generosity and
engagement.
Easy-to-do creative concepts.

INSTAGRAM REELS
VS. TIKTOK
If you’re looking to reach a Gen Z
audience, TikTok may be the place to be.
If you’re looking to buffer up your
Instagram strategy and grow your
following there, Instagram Reels is a
great place to get more visibility and
exposure.
The TikTok “For You” Page (FYP) (the
algorithm) is very customized to your
interests, whereas the Instagram Reels
Explore Page is a “melting pot” of
content.

INFLUENCER
MARKETING
AND
TAKEOVERS

WHAT IS
INFLUENCE
R
MARKETING
?
Influencer marketing is a type of social
media marketing that uses endorsements
and product mentions from influencers.
It works because of the high amount of
trust that influencers have built up with
their following.

WHAT IS AN INFLUENCER?
Individuals that have a dedicated social following and are viewed as trusted
sources of information. (There is not required number of fans and followers to be
an influencer.)
This translates into social proof for what you are selling, advertising, promoting.

AUTHENTICITY IS
BACK!
Taylor Lorenz wrote an
article in The
Atlantic forecasting a more
‘authentic’ trend driven by
the network’s youngest
users that strives to return
to what Instagram used to
look like when your feed
was just friends.
Lorenz wrote, “While
Millennial influencers
hauled DSLR cameras to
the beach and mastered
photo editing to get the
perfect shot, the
generation younger than
they are largely post
directly from their mobile
phones.”

TAKEOVERS
FROM YOUR
COMMUNITY
MEMBERS

HOW TO USE THIS TREND
Research is the first step. Choose which platform you want to focus
on.
Set a budget if you plan on working with people with large followings.
Decide on goals and message. How will you know success?
Does the influencer already post about similar things to your service?
Are they legit?
Have they worked with similar brands before?
Reach out to them and see what happens!

AUDIO ONLY
PLATFORMS
Clubhouse
https://www.joinclubhouse.c
om/
Twitter Spaces
https://help.twitter.com/en/
using-twitter/spaces
Live Audio Rooms on
Facebook
Example of fundraising on
Clubhouse:
https://www.clubhouselovest
exas.com/

HOW TO USE AUDIO
PLATFORMS
Marketing and communications are all about
building trust.
Be seen as an indispensable, go-to resource in
your industry!
Optimize your brand bio. What are people
searching for? You only have a short time to
grab them and get them interested.

HOW TO USE
AUDIO
PLATFORMS
Listen and participate –
join the rooms and
conversations where your
target market is.
Start a Room or
Conversation in your
niche.
Collaborate with others to
reach new audiences.

TRENDS
COME AND
GO

MY RECOMMENDATIONS
TO FUTURE-PROOF YOUR
COMMUNICATIONS
Meet your donors
where they are, not
where you want them
to be.
Make every interaction
as frictionless (and
clear) as possible.
Always consider the
DONOR POV first when
revamping your
website, writing that
email welcome series,
and sharing content on
social media.

MY RECOMMENDATIONS TO
FUTURE-PROOF YOUR
COMMUNICATIONS
Focus on building your email list with
people who sign up and want to be there.
Create a strategic plan to move your social
media fans and followers to your email list.
Do not worry about unsubscribes! They
just weren’t that into you anyway. 

MY RECOMMENDATIONS
TO FUTURE-PROOF YOUR
COMMUNICATIONS
Don’t get
overwhelmed.
The only constant in
online marketing is
that it’s constantly
changing.
Platforms come and go.
Focus on building a
real community that
will follow you no
matter where you set
up shop.

FOR EVALUATING
THE BEST
PLATFORMS FOR
YOU
(OR, HOW TO
COMBAT SHINY
OBJECT SYNDROME!)

DO NOT
START WITH
THE TOOLS.
“Getting on Facebook”
“Start tweeting”
“Get 5,000 fans”
THERE ARE NOT GOALS –
they are tactics to get to
your goals

KNOW WHO
YOU WANT
TO REACH.

TWO MAIN AUDIENCE SEGMENTS:
The people who
are already with
you and have an
interest in what
you do.
The people you
need to reach
and to engage in
order to
accomplish your
goals.

KNOW YOUR
CURRENT
AUDIENCE.
What do your supporters really value?
What do they want to know more about as
related to our nonprofit and our work?
What motivates them?
What drives them to participate?

IDENTIFY WHO YOU NEED TO
ATTRACT.
Why is this target audience important –
specifically, how will they help you
accomplish your goal?
What might they already know about
you?
What may drive them to take the action
that you want?
Where do they get their information?
What else is important to them in
creating a meaningful life and how can
your nonprofit fit in?

DON’T “CUT
THROUGH THE
CLUTTER”.
A better question:
How do we cultivate, nurture, and inspire
a wildly passionate group of supporters
that actually care about what we do?

WHAT IS THE INCENTIVE FOR YOUR
AUDIENCE?
Follow you on Facebook – what’s in it for them?
Join your email list – what’s in it for them?
Visit your website – what’s it in for them?
How can your digital comms entice and inspire
participation?

WHEN YOU KNOW
WHAT YOU WANT TO
ACHIEVE AND WHO
YOU NEED TO REACH,
YOU CAN CHOOSE
YOUR CHANNELS.

HOW TO CHOOSE?
Which online platforms
will help us reach our
target audience and get
them to take the action
we desire?
Those are the
platforms and channels
that you focus on.
Don’t be afraid to
break up with social
media platforms that
aren’t working!

CREATE A LIST OF CONTENT
TOPICS.
Stories – staff, donor,
volunteer, client,
community
Stats and data that
shed light on the issue
and show me it’s a
problem worth solving
Behind-the-scenes Upcoming events
Milestones
Cause and awareness
days
News stories How-to posts
Inspirational quotes

CREATE A
LIST OF
CONTENT
TYPES.
Live video
Pre-recorded video clips
Photos
Graphics
Infographics
GIFs
Articles

ALSO – HAVE
FUN!!!!

BATTLE-
TESTED TOOLS
Canva –
https://about.canva.com/en_i
n/canva-for-nonprofits/
Animoto –
https://animoto.com/business
/non-profit
Lumen5 –
https://lumen5.com/pricing/
WordSwag mobile app –
http://wordswag.co/

BATTLE-
TESTED TOOLS
Hootsuite –
https://hootsuite.com/pages/l
anding/non-profit-discount-
application
Buffer –
https://buffer.com/nonprofits
Later –
https://docs.later.com/billing-
and-accounts/does-later-
have-nonprofit-discounts

3 KEYS TO DIGITAL MARKETING
SUCCESS
Confidence – in your voice, in your mission, and in
taking risks.
Consistency – showing up regularly for your
community (especially when you aren’t asking for
anything).
Creating content that people like to watch, read,
share, comment on. Follow the 80/20 rule!

BE
PROACTIVE
– NOT JUST
REACTIVE.
Now is not the time to let people forget that
your cooperative exists.
Now is the time to show people how
effectively you stand for your mission and
your community – both when your physical
doors are open and when they are closed.

QUESTIONS?
LinkedIn:
https://www.linkedin.com/in/juliacam
pbell/
Website:
www.JCSocialMarketing.com
Get the slides and other materials:
https://JCsocialmarketing.com/cca-
institute/

10 Current Trends in Digital Marketing That Will Shape Your Cooperative Communication for the Next Year

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