Healthcare Trends for Non-profits
Facebook Fundraisers, Facebook Stickers, and Instagram Stickers are three resourceful social media tools for non-profit donations. Some successful healthcare campaigns by non-profits are ice bucket challenge, extra life, and Movember/no shave November. Some trends in raising donations for non-profits are targeting Gen Zers, e-mail marketing, and recurring giving.
Resourceful Social Media Tools for Non-Profit Donations
- Facebook Fundraisers is one of the "most popular and effective online donation platforms" used by individuals and non-profits to quickly launch and promote fundraising campaigns.
- The platform contains set up features such as "campaign page, fundraising goal, and a deadline", and also tracks supporter engagement.
- When donations are made, the non-profit organization receives the donation either from Facebook directly, Network for Good, or PayPal Giving Fund.
- Non-profit organizations can raise funds on Facebook by adding the fundraiser sticker to a story on Facebook.
- To access this tool, the non-profit organization has to register for Charitable Giving tools and create a story with a fundraiser sticker.
- Clicking the sticker directs people to the fundraiser page on Facebook. 100% of every fund raised through this channel goes to the non-profit organization.
- Non-profit organizations can raise funds on Instagram through the donate button on Instagram Business accounts or donation stickers in Instagram Stories.
- To be eligible to receive donations through this channel, the non-profit organization needs to be registered for Charitable Giving Tools, link their Instagram and Facebook accounts, and also migrate their Instagram account to a business account.
- There is no commission deducted from funds raised through this channel with 100% of the generated funds going to the non-profit.
Successful Healthcare Campaigns by Non-Profits
Ice Bucket Challenge
- The Ice Bucket Challenge was a wildly successful campaign that was launched by the ALS Association in 2014.
- It required people to pour a bucket of ice and water over them, nominate others to join in the challenge, and donate to the campaign.
- The campaign aimed to support researches toward eradicating Amyotrophic lateral sclerosis (ALS).
- A press release by ALS Association in 2016 stated that the campaign enabled the association to identify a "new ALS gene, NEK1, which now ranks among the most common genes that contribute to the disease, providing scientists with another potential target for therapy development."
- ALS Association positioned this campaign in a funny way which contributed to the success of the campaign. Seeing how people react to a bucket of ice and water being poured over them was fun to watch. There’s also the social pressure aspect that involved challenging someone to participate in the campaign by tagging them to a video on social media.
- It was reported that the campaign raised over $115 million with so many people participating in the campaign.
- The Extra Life campaign was launched by the Children’s Miracle Network Hospital — a non-profit organization that is focused on improving and saving the lives of children in North America.
- The campaign was designed with a fun factor that involves gathering "thousands of gamers from around the world to play video competitions in support of the hospital."
- Participants set peer-to-peer fundraising targets for themselves to support the hospital when they sign up for the campaign. They play games online, encourage their friends and family to donate to their fundraising, and also recruit others to join their team.
- The campaign has raised over $70 million since its inception in 2008.
Movember/No Shave November
- The Movember Foundation created this campaign to raise funds to support research for "prostate cancer, testicular cancer, mental health, and suicide prevention."
- The campaign challenges men not to shave at all for No Shave November or to grow a mustache for Movember. Participants would then donate what they could have spent on grooming during the month to the American Cancer Society.
- The organization positioned the campaign with a mixture of fun and positive peer pressure. The campaign has lasted for over ten years with lots of repeat donors from year to year because people find fun in participating in the campaign. It’s easy to convince people to participate in the campaign since "a lot of men want an excuse to grow out their facial hair for a full month, and some families have even made it a tradition to take a photo with everyone’s full facial hair at their Thanksgiving dinners."
- In 2015, the campaign raised over $16 million from the U.S. alone.
Trends in Raising Donations for Non-Profit
While these trends are not specific to healthcare marketing related to non-profits, they are general marketing trends to raise donations for non-profits.
Targeting the Gen Z
- Millennials are the largest part of the current workforce in the U.S. However, non-profits are beginning to target the Gen Zers which accounts for about 27% of the U.S. population and are expected to make up 40% of the U.S. consumers in 2020.
- They are sometimes called the 'iGen' which "denotes the digital and cloud natives that make up this generation."
- A 2017 Global Trends in Giving Report hinted that Gen Zers are interested in charitable giving to different causes including youth, animals, and human services. They are also willing to serve as volunteers.
- While the majority of this generation is yet to join the workforce, they are "very motivated to do 'good' and give back."
- To engage this population, non-profits need to adopt a concise and attention-catching approach, focus on mobile fundraising channels, and utilize visual content to tell captivating stories.
- Global e-mail users are projected to hit 4.1 billion by 2021. Also, e-mail has a "median ROI (Return On Investment) of 122% — over 4x higher than other marketing formats including social media, direct mail, and paid search".
- A report by Dunham & Company hinted that 26% of online revenue is generated through e-mail. The report also stated that in 2018, 28% of donors were willing to donate through e-mail.
- According to Donorbox, young people are beginning to limit or step away from social media citing reasons such as "wasted time, ‘false’ presentation of life, stress and pressure to be perfect, desire to form meaningful real-life connections, and more."
- E-mails are cost-effective and have become much more visual than it was before. It is less distracting and easy to control than social media. As such, the best channel to reach the group of young people that are taking a break from social media is through e-mail.
- To reach this audience, the e-mail marketing strategy would have to be top-notch with a clear call to action, compelling subject line, high-quality visuals, and captivating storytelling.
- According to Global Trends in Giving Report, 26% of Gen Xers are motivated to give by e-mail. For millennials and baby boomers, it is 23% and 19% respectively.
- Many donors tend to set up a recurring donation whereby a pre-determined amount of money is donated regularly.
- It could be monthly, bi-monthly, or yearly, in any case, it ensures a steady stream of income for the non-profit organization which would have a large positive impact on the organization's long-term financial sustainability.
- Recurring donors can give more, be more engaged, and keep giving. However, recruiting "recurring donors or converting one-time donors to recurring donors" would be difficult for most non-profits.
- To engage this target audience, the non-profit would have to invest in online donation software such as Donorbox, promote the recurring giving program, and communicate with donors through e-mail and social media.