6 Nonprofit Marketing Trends that All Marketers Should Know About [HubSpot Data]


In today’s digital world, where technology is constantly evolving, it is important for nonprofit organizations to stay ahead of the game when it comes to marketing. Innovation is crucial to staying relevant and engaging with your target audience.

Nonprofits can no longer rely on traditional marketing methods; they must be creative and think outside the box to break through the noise and reach their donors.

Innovation in nonprofit marketing involves experimentation, taking risks, and trying out new strategies to see what works. It means being open to change and adapting to new technologies and trends. By being innovative, nonprofits can create more meaningful connections with their supporters and inspire them to take action.

Nonprofit Trends to Watch in 2023

Trend 1: Storytelling and impact videos

One of the most effective ways to connect with potential donors is through storytelling. People are more likely to donate when they feel a personal connection to a cause or organization. Nonprofits can use storytelling to create emotional connections with their supporters and share the impact of their work.

Impact videos are a great way to showcase the work of a nonprofit and share the stories of those who have been impacted by their work. These videos can be shared on social media, websites, and at events. By sharing compelling stories, nonprofits can inspire action and encourage people to donate.

Trend 2. Accepting donations on social media platforms with native donation options.

TikTok is becoming a popular platform for non-profit organizations to connect with audiences and receive donations. This year alone, the app has seen nearly 75,000 donations made in support of a variety of causes and organizations.

non-profit donation trends

The donation feature on TikTok is a built-in tool that can be incredibly useful for non-profit organizations. By using this feature, you can easily connect with your target audience on the platform they are already using, without having to redirect them to a different website. Take a look at the Malala Fund’s TikTok profile, and you’ll see the donation call-to-action prominently displayed.

Different platforms like Instagram and Fb have charitable donation instruments, and Twitter just lately launched a profile tipping possibility that nonprofits can leverage to attach donations to a profile.

Trend 3: User-generated Content and Social Media Activism

User-generated content and social media activism are becoming increasingly important in nonprofit marketing. People want to feel like they are a part of something bigger than themselves and social media provides a platform for them to share their support for a cause.

Nonprofits can encourage user-generated content by creating campaigns that encourage people to share their stories and experiences.

This can include things like hashtags, photo contests, and social media challenges. By creating opportunities for people to share their support, nonprofits can amplify their message and inspire others to get involved.

*According to HubSpot’s recent report, user-generated content is valuable for nonprofits and is a must-have for 2023. When leveraging this trend, a best practice is to share user-generated content from the groups you support.

Doing this is beneficial because sharing a direct story from those impacted by what you do demonstrates the results of your efforts and can inspire those you reach out to contribute because they’ll know you’re actively making a difference.*

Trend 4. Personalization and segmentation

Personalization and segmentation are becoming increasingly important in nonprofit marketing. People are more likely to engage with content that is tailored to their interests and needs.

Nonprofits can use data to segment their audience and create personalized content that resonates with them.

By segmenting your audience, you can create targeted campaigns that speak directly to their interests and motivations, this can help increase engagement and donations. Personalization can be as simple as including a donor’s name in an email or as complex as creating custom content based on their giving history.

HubSpot’s Nonprofit Marketing Trends report calls attention to the following statistics when it comes to reaching your audiences:

Trend 5: Influencer partnerships and collaborations

Influencer partnerships and collaborations can be powerful tools for nonprofit marketing. Influencers have large followings on social media and can help increase the visibility of a nonprofit. By partnering with influencers who align with your mission and values, you can reach a new audience and inspire them to donate.

Collaborating with other nonprofits and organizations can also be beneficial for nonprofit marketing. By working together, nonprofits can leverage each other’s resources and reach a wider audience. Collaborations can also help to create more impactful campaigns and events.

“HubSpot’s report says that, in 2021, nonprofits partnered with tech companies, local restaurants, influencers, and other nonprofits to leverage the power of community to build brand awareness and support for the causes they champion”.

Trend 6: Virtual fundraising events and peer-to-peer fundraising

Virtual fundraising events and peer-to-peer fundraising have become increasingly popular in the wake of the COVID-19 pandemic. With social distancing measures in place, nonprofits have had to find new ways to engage with their supporters and raise funds.

Virtual fundraising events can include things like online auctions, virtual galas, and webinars. These events provide an opportunity for nonprofits to connect with their supporters and raise funds from the comfort of their own homes. Peer-to-peer fundraising can also be a powerful tool for nonprofits. By empowering supporters to fundraise on their behalf, nonprofits can reach a wider audience and inspire more donations.

Implementing these trends in your nonprofit marketing strategy

Implementing these trends in your nonprofit marketing strategy can help increase engagement and donations.

However, it is important to keep in mind that not all trends will work for every organization. Nonprofits should experiment and test different strategies to see what works best for their audience.

It is also important to have a clear understanding of your target audience and their interests and motivations. By knowing what drives your donors, you can create more effective campaigns that resonate with them.

Measuring success and adapting to change

Measuring the success of your nonprofit marketing efforts is crucial to understanding what is working and what is not.

Nonprofits should track key metrics such as engagement rates, donation amounts, and website traffic. This data can help inform future marketing strategies and ensure that resources are being used effectively.

It is also important to be open to change and adapt to new trends and technologies. Nonprofits should be willing to try new things and take risks in order to stay ahead of the game.