Author: Franz Malten Buemann

It’s tricky being a nonprofit marketer. You’re often left wondering if it’s okay to spend part of the money on marketing your fundraisers, or if you should just spend it all on the cause itself.

However, marketing — especially for nonprofits — couldn’t be more vital for the betterment of your beneficiaries. By raising awareness and engagement, nonprofits can achieve their goals and make a real difference in the world.
Use these nonprofit marketing statistics to inform your marketing strategy and maximize your budget in 2023 and beyond.
Table of Contents

Why Marketing Matters for Nonprofits
Nonprofit Marketing Trends
Which Nonprofit Marketing Channels Generate Results
Nonprofit Social Media Statistics

Why Marketing Matters for Nonprofit
Nonprofits that invest in marketing can have more of an impact. They’re able to get their nonprofit organization in front of more people.
“Nonprofits have to use marketing tools and tactics to tell their stories, spread their impacts, and garner support from the greater community,” says Joshua Fields, co-founder of the nonprofit The Next Step Programs.
“The more connected we are with the community, the more families we reach, the more services we provide, and the more resources we can generate.”
Setting aside a budget for marketing can increase the impact of your message, the money your raise, and the number of volunteers you have. Other benefits include:

Raising awareness for your mission.
Attracting new donors and supporters.
Building relationships with current donors and encouraging donor retention.

To effectively build your strategy, you’ll need to understand the landscape of nonprofit marketing. We’ll explore essential trends in the next section.

Nonprofit Marketing Statistics
The State of Philanthropy

In 2021, giving grew by 4%, even with challenging economic conditions.
Memberships still matter. Cultural nonprofits generated 53% of their online revenue from memberships, while Public Media generated 100% from memberships.
45% of donors are donating to crowdfunding campaigns that benefit nonprofits.
56% also donate through online stores that benefit NPOs. Consider creating an online store for your nonprofit if you don’t already have one.
NFTs are taking off as a way to raise money for your nonprofit. Unsilenced Voices sets up NFT art competitions for the girls in their program to draw/paint pictures. The nonprofit mints and sells them to fund school tuition, supplies, and lunch for the girls.
Nonprofits raised $78 for every 1,000 fundraising messages sent.
Partnerships, social media challenges, and user-generated content remain some of the most effective ways to gain funds. Use your social media channels to amplify people already supporting your organization.

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Which Nonprofit Marketing Channels Generate Results

Most donors are more inspired to give when email marketing or social media is the communication medium (26% and 25% respectively). Meanwhile, other media generate 12% of donations.
On average, nonprofits increased digital advertising budgets by 19% in 2021 to reach new and existing audiences.
Nonprofit email list growth is on the rise. Email list sizes increased by 7% in 2021, compared with 4% and 2% in the previous two years.

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If you haven’t already, dive into events. Events with peer-to-peer fundraising converted at 47%. This is the highest rate of all campaign types, according to research from Classy.
Nonprofits invested 19% more in digital advertising in 2021 compared to 2020.
Search ads (Google ads for example) deliver the biggest return on ad spend ($3.72) while display and social media generated $0.59 and $0.57, respectively.
The average cost per click sits at $2.99 for social media ads, up to $3.68 for video, and $3.72 for search advertising.

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Nonprofits Social Media Statistics

Donors between the ages of 18 and 29 increased the amount they donated during the COVID-19 pandemic. Of these donors, one in four wants social media communication from nonprofits.
48% of social media platform donors give on Facebook. That’s double the impact of Instagram (24%), and other platforms at less than 10% each.
Mobile apps, Facebook, social media, and text messages are the most popular ways for Gen Z and Gen X to donate.
Donors like to give through social media fundraising tools too. 32% have donated through Facebook Fundraising Tools and 89% of those say they’ll do it again.
Pay attention to TikTok. The platform directly contributed $7 million in donations to nonprofits using the app.
Social media and constant communication won’t work for every age group. Boomers and Gen Xers prefer quarterly or yearly communication to monthly or weekly.

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How Users Want to Make Donations

Users on desktop devices donate 76% of total revenue and perform 65% of total transactions.
55% prefer to donate online using their credit or debit cards — a cue that digital marketing is important.
Make sure you have multiple ways to donate on your website. The average one-time donation was nearly 1.5x more when nonprofits offered ACH, PayPal, and digital wallet payments.
HubSpot found that Gen Z prefers to donate via Facebook, social media, texting, or mobile apps.
Meanwhile, millennials prefer texting or app-based donations.
The number one reason Gen X may choose not to donate to an org is an outdated website.

Making the Most of Your Strategy
One thing remains constant with these stats: Data-based decisions are more important than ever.
Invest in a nonprofit technology that tracks and provides visibility for all your data. Be sure to stay up-to-date with the nonprofit marketing world and trends shift.

Are you in the process of updating your resume? Whether you’re applying for a new job, switching industries, or re-entering the workforce after time away, having an up-to-date and polished resume is essential.

But even the most experienced professionals make mistakes on resumes that can cost them the job.
Here are 10 critical, yet often overlooked, resume mistakes job seekers should watch out for.

Grammar Mistakes
Unrelated Job Experience
Resume Length
Distracting Design
Lack of Personalization
Lies or Exaggerated Claims
Personal Information Disclosure
Jargon
Unprofessional Email
Missing Contact Information

1. Grammar Mistakes
Your resume is likely the first impression you’ll make on a hiring manager. One surefire way to get yours in the “Reject” pile is by having grammar mistakes throughout.
The reason why this is so important is that it speaks to your attention to detail and can hurt your credibility as a candidate. Mistakes can also be distracting to readers – you risk them focusing on your mistakes rather than the value of the content itself.
Proofreading will be key in preventing mistakes on your resume. You should also:

Run it through a writing app like Grammarly, Hemingway Editor, or Microsoft Word, which will underline typos, awkward sentences, and more.
Have a friend review your resume.
Walk away from your resume for at least an hour and come back to it with fresh eyes.

2. Unrelated Job Experience
You know the worst kind of storyteller? The one who keeps stopping along the way to add meaningless details that only distract from the core story.
Your resume is telling a very important story. If a piece of information isn’t supporting this story, remove it. This can be job experience, skills, and hobbies.
“But what if I’m making a career switch or have limited experience?” In either of those cases, focus on highlighting transferable tasks and skills – i.e. areas where your desired and past jobs intersect.

3. Resume Length
Some studies suggest that hiring managers spend less than 10 seconds reviewing a resume.
With a very little window to grab their attention, you want to consolidate your resume and ensure it only includes the most pertinent information.
The rule of thumb is to limit your resume to one page. With clever formatting, there’s a lot you can fit on there without it looking busy.
On the flip side, say you have limited job experience, you should still aim to fill up that page. Include details on your educational background and inclusion in relevant clubs and organizations. You can also include projects that you have created or contributed to.

4. Distracting Design
With resumes, less is often more. Although creative design can grab a hiring manager’s attention, if it’s too busy, they will struggle to focus on the content.
Distraction design includes:

Multi-colored resume – Instead stick to one color, two at most with the second serving as an accent color.
Picture of yourself – Leave that for your LinkedIn page and fill that space with more relevant experience/skills.
Unusual font – Stick to the classics like Arial, Helvetica, and Tahoma. They’re easy to read and professional.
Down-top design – Eye-scanning studies have found that in the West, people read using an F or E pattern. Design your resume with this in mind, unless your resume will be designed for a non-Western audience.

5. Lack of Personalization
One of the worst things you can do when job seeking is sending the same resumes out to every company.
To increase your chances of moving to the next round, personalize your resume based on the job description. Better yet, have several resume buckets based on the type of role you’re looking for.
Say you’re looking for a content strategist role but you’re also open to senior content writer and content lead positions. In that case, have three versions of your resume, with targeted keywords for each position.
For a strategist role, your resume will focus more on your skills in content ideation, optimization, and execution whereas a lead position may focus on your leadership and collaborative skills.

6. Lies or Exaggerated Claims
When you’re crafting your resume, your goal is to present your best self. You select action words and highlight your highest-impact work.
But there’s a key difference between highlighting your strengths and inflating them.
In such a competitive job market, the temptation sure is there. But the truth is, exaggerating or lying will only harm you in the long run. The first harm is that you risk getting hired for a job you’re underqualified for, which is a waste of time for both you and your employer.
The second reason is that it’s a fireable offense and if your employer realizes you lied about something on your resume, they reserve the right to terminate your employment.
The truth is always the best way to go.

7. Personal Information Disclosures
Your resume can be seen by hundreds of people while you search for a new role. With that in mind, safety should be a priority.
This means not putting any personal information such as:

Home address – Only provide city and state.
Demographic information such as age, sex, political and/or religious affiliation

Leaving these details out will also prevent bias from hiring managers as they review your resume.

8. Jargon
Although it may seem like a plus to include industry jargon in your resume, this could be a big mistake.
Jargon can confuse and distance readers from what it is you are trying to say, making your resume fuzzy and hard to understand. Rather than using terms that may be exclusive or exclusive to certain situations, try conveying your skills and experiences in simple language so they come across with clarity.
This will help get your personality across without any room for misinterpretation or confusion.

9. Unprofessional Email
Everything in your resume has to power to work for or against you. Something as small as an email address can be the decider between you going in the reject pile and you moving to the next round.
In this day and age, creating a new email address is free and simple. Take the time to create one with just your first and last name, adding numbers and/or your industry if the username is already taken.
A professional email speaks to your professionalism and if it contains anything inappropriate – even if done out of humor – it could cost you the job.

10. Missing Contact Information
You’ve done all the hard work to craft the perfect resume, the hiring manager is impressed and wants to reach out to you.
But they can’t reach you because you:

Forgot to list your contact information.
Have a typo in your email address or phone number.
Have an outdated email address or phone number that no longer works.

Don’t let missing or inaccurate contact information be the reason why you don’t get the job.
There you have it – 10 mistakes to avoid in your resume along with tactics to use to get you in the door.

I just hired a new head of marketing. He killed the interview! When I asked him how he prepped for the interview he sent me this article: https://www.driveway.app/blog/how-to-automate-your-growth-marketing-funnel Just thought I’d share for anyone who needs it submitted by /u/Jealous_Sink_9009 [link] [comments]

Every company has a unique set of customers, so there’s no one-size-fits-all formula for designing an optimal website, crafting the most compelling copy, or building the most effective product.
This is where A/B testing tools come in, where you can use them to test and optimize your website or app design, copy, product, and, most importantly, create an experience tailored to customer needs. Read on to discover high-quality A/B testing tools that will help you discover what your unique set of customers prefers. 
What makes a great A/B testing tool?
Before we jump into the top A/B testing tools, let’s talk about the features you should look for in an A/B testing tool. Look out for: 

A/B Tests: The tool should, as a baseline, offer A/B testing. Some have additional capabilities, so consider what else is offered if you’re looking for a more inclusive tool. 
Required Skills: Some tools require technical knowledge to build and launch tests, while others have easy-to-use builders for any ability. Some offer both but make sure your tool supports your skillset. 
Segmentation Capabilities: Your A/B test tool should offer segmentation and targeting abilities to target your preferred audience groups. 
Statistical Analysis and Reporting: The significance of your test results is an essential part of your test, so you want the tool you use to calculate the significance of your results and provide other metrics like ROI and CRO. 
Testing Options: You want the tool you use to offer client or server-side testing, depending on your needs. 

If you’re running more complex tests and will make code-based changes, you’ll want the tool to support server-side testing.
If you’re running less complex tests for something like page layout, you’ll want client-side testing. 

Integrations: Your preferred tool should sync with the software and tools you already use to ensure a seamless process. 

Beyond that, all tests should be flicker-free, meaning there is no lag in load time that can affect your visitors’ user experience on your site. Below we’ll go over 15 of the best A/B testing tools, their capabilities, and a standout feature that helps you pick a tool that works best for you and your needs.

1. HubSpot & Kissmetrics’ A/B Testing Kit [Featured Tool]
Price: Free
Don’t know where to start with A/B testing? This tool may be just what you need.
Download the kit for free to get started with A/B testing in your business. 
HubSpot’s A/B test tracking template is a how-to guide for instruction and inspiration in an easy-to-use spreadsheet, so you don’t need to make complex code changes or calculations. And it comes with a statistical significance calculator to help you understand if your tests were wins, losses, or inconclusive. 
It’s ideal for businesses just getting started with A/B testing or for companies that need a way to track their existing tests.
2. Google Optimize
Price: Free
Google Optimize, part of Google Marketing Platform, offers tools to help you improve your website and create personalized experiences for your audience segments. 

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What we like: It’s natively integrated with Google Analytics, helping you seamlessly learn about your experiments and the most effective tests. 

Key Criteria:

A/B, multivariate, and split URL testing. A/B, multivariate, and split URL testing. 
Easy to use no-code visual editor, but developers can use a more sophisticated code editor if needed. 
Customize your tests based on your visitor requirements and user attributes. 
Bayesian statistics to calculate significance and in-depth analytics explain your test performance and processes. 
Flicker-free client-side testing and server-side is available for more complex projects.
Integrations with other Google solutions like Analytics, Google Ads, Firebase, and AMP.

Landing Page A/B Testing Tools
3. Freshmarketer
Price: Starts at $19/month for A/B testing features
Freshmarketer is a powerful tool to test, target, and validate your experiments and track revenue. 

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What we like: Session replays give you unique views into how individual users interact with your website, helping you to identify problem areas and design A/B tests to better meet customer needs. 
Key Criteria: 

Conduct A/B and split tests. 
Use an intuitive editor to create different versions of your website easily, or use advanced coding modules to build more complex tests. 
Design experiments for custom audience segments. 
Detailed reports show conversions over time, revenue tracking for each version, and the significance level achieved with your tests. Heatmaps also offer unique insight into visitor behavior. 
Client and server-side testing. 
Integrations with 3rd party tools.

Web Testing Tools
4. VWO
Price: Contact for pricing
VWO is an A/B testing and conversion rate optimization tool for enterprise brands. 

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What we like: VWO has powerful integrations that allow you to push data into your external tools to connect your platforms and streamline your processes. 
Key Criteria: 

Create and run multiple A/B, multivariate, and split URL tests simultaneously and automatically drive traffic to the best-performing variations. 
Intuitive point-and-click visual editor, a code editor is available for more complex changes and tests. 
Import audience segments from your third-party tools or use pre-defined segments to run your tests. 
SmartStats offers in-depth reporting on the outcomes of your tests (like conversion rate), and Bayesian statistical analysis helps you understand the significance of your results. 
Flicker-free client-side testing with asynchronous loading and server-side testing offered with VWO FullStack.
Integrations available for your preferred tech stack.

5. Optimizely
Price: Contact for pricing
Optimizely is a digital experimentation platform for enterprise marketing, product, and engineering teams. 

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What we like: Optimizely’s standout feature is the ability to run unlimited concurrent experiments, ensuring you’re always testing and iterating to create the most powerful customer experience. 
Key Criteria: 

Run powerful A/B and multi-page experiments. 
Build your experiments with a visual editor, no in-depth coding or developer required. 
Customize your experiment segments with key factors like location or customer demographics. 
Optimizely Stats Engine runs statistical confidence analysis and gives detailed reports on the results of your experiments. 
Use synchronous timing to run flicker-free experiments on the client side, or use Optimizely Full Stack to run server-side tests. 
Integrate with your preferred tools.

6. Omniconvert
Price: Starts at $167/month
Omniconvert is a CRO platform with an A/B testing tool to run tests on desktop, mobile, and tablet. It’s best for ecommerce businesses. 
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Key Criteria:

Run A/B tests to see how site visitors interact with different elements of your site on the devices your audiences use. 
Easily create and modify your tests with your preferred coding language, or use a visual editor to create tests without needing a developer.
Choose from 40 pre-set segmentations (like traffic source or geolocation) to target your preferred segments. 
Learn the statistical relevance of your tests using Frequentist or Bayesian statistics. 
Client-side testing. 
Integrate with your preferred tools.

7. Crazy Egg
Pricing: Starts at $24/month
Crazy Egg is a website optimization software that helps you easily test variations of your site pages with a single snippet of code. Its cost makes it ideal for small businesses.

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What we like: Its Snapshots feature gives you a side-by-side comparison of your detailed reports to learn how your changes and optimizations compare. 
Key Criteria:

Build A/B and split tests for your website, landing pages, product pages, and more. 
Use the test creator to quickly and easily build your tests. 
In-depth reporting helps you learn about the results of your tests, like Confetti Report to understand clicks and Heatmaps to learn where visitors focus their attention. 
Flicker-free client-side testing.
Integrates with your preferred apps and tools.

8. AB Tasty
Price: Contact for pricing
AB Tasty’s conversion rate optimization software helps your teams build and run A/B tests, split tests, multivariate tests, and funnel tests. 

 
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What we like: You can set goals for your experiments, so your data reports help you focus on the exact conclusions you’re looking for. 
Key Criteria:

Conduct A/B, split, and multivariate tests, as well as multi-page testing. 
No code and low code visual editors to build your tests. 
Create unique experiments for any subset of your audience or choose from pre-configured templates. 
Bayesian statistics to calculate the significance of your results in an ROI analytics dashboard. 
Client-side testing.
Integrates with your existing analytics tools.

9. Convert
Price: Starts at $599/month
Convert is a testing and web personalization software with high-quality experiment tools. It’s best for agencies and CRO experts. 

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What we like: 40+ audience segments available in a drag-and-drop builder so you can ensure you target the exact audience you want. 
Key Criteria:

A/B testing, split testing, multivariate testing, and multipage tests. 
Code free visual editor makes it easy to start your experiments, and tech-savvy users can use the advanced code editor. 
40+ audience segments included in a drag-and-drop builder for custom audience targeting. 
In-depth insight into your tests CRO, ROI, AOV, and result significance is calculated with Frequentist statistics. 
Flicker-free client-side testing and server-side testing is available in beta mode.
90+ integrations.

10. Adobe Target
Price: Contact for pricing
Testing your website is essential, but what if you have other channels you want to test? Adobe Target helps you do exactly that.

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Key Criteria:

A/B and multivariate testing for images, copy, and UI, and run test variations across the web or mobile apps, IoT, and single page apps. 
Set up tests using a guided workflow, or savvy developers can use the advanced code editor. 
Develop personalized customer profiles for experimental targeting. 
Reports for key metrics like ROI and revenue, and significance is calculated with Frequentist methods. 
Client and server-side testing, flicker-free.
Various third-party integrations.

11. Kameleoon
Price: Contact for pricing
Kameleoon helps you build web experiments to learn more about your audience groups and what experiences they prefer. 

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Key Criteria:

Unlimited A/B testing. 
Smart graphics editor helps non-tech users build impressive tests, but a code editor is available for developers. 
Import audience segments from the tools you already use or select from 45+ native targeting criteria to launch tests. 
A results dashboard displays statistical significance using Bayesian or Frequentist statistics. 
Flicker free experiments on the client side, or use Kameleoon Hybrid to run server-side tests.
30+ integrations.

12. Convertize
Price: Starts at $59/month
Convertize helps you design A/B tests to learn the most about your audiences and maximize conversions. 

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What we like: A library of 150 A/B testing ideas to choose from, which is beneficial for those not sure where to get started or simply looking for inspiration. 
Key Criteria:

A/B testing to compare the performance of two versions of a page. 
SmartEditor makes it easy to create experiments with no coding required. 
Personalize your test audiences by segments and key behavior. 
In-depth reports for conversion rate and ROI, and the Hybrid Statistics Engine uses Frequentist and Bayesian statistics to calculate the significance of your results. 
Lightening Mode avoids flickering during client-side testing. 
Integrations available. 

13. Zoho PageSense
Price: Starts at $20/month
Zoho PageSense is an affordable solution to learning about your site visitors’ behavior and preferences, so you can build personalized experiences.

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What we like: Zoho PageSense’s forecasting tool estimates conversion rate trends for each of your variations so you can make changes and updates before tests are completed.
Key Criteria:

A/B and split URL testing. 
Edit your website’s mobile, desktop, and tablet versions with an easy-to-use visual editor. 
Choose from pre-set audience segments or customize your own to target audiences and learn what works best for specific visitors. 
A detailed reporting dashboard guides you through test performance and automatically calculator significance using Frequentist or Bayesian statistics. 
Asynchronous code snippet for flicker-free client-side experiments and server-side testing is also available. 
Third-party integrations available. 

Mobile and App Testing Tools
14. Apptimize
Price: Contact for pricing 
Apptimize is a high-powered tool that helps you experiment with your audiences and make choices that maximize engagement and revenue. 

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What we like: It’s built for application and mobile device testing, meaning that its tools are ready to help you create high-quality mobile A/B tests. 
Key Criteria:

A/B testing for iOS and Android devices. 
WYSIWYG editor helps non-technical users build A/B experiments; developers can use a code builder. 
Segmentation tools help you target your preferred audience segments. 
Robust reporting helps you learn the effectiveness of your tests and what resonates most with your audiences. 
Client and server-side testing and an anti-flicker code snippet reduces flickering. 
Integrations with analytics tools. 

15. Oracle Maxymiser
Price: Contact for pricing
Oracle Maxymiser helps you conduct advanced website testing to ensure you create the most effective websites and mobile apps for converting users. 

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Key Criteria:

A/B and multivariate website and mobile testing. 
Visual editor makes it easy for non-technical users to set up and experiment with a single line of code. 
Create custom audience profiles for effective segmentation. 
Insights help you learn more about clicks, conversions, and the effectiveness of your experiments. 
Client-side campaigns to deliver your flicker-free tests or server-side testing for more significant tests.
Integrations available.

Editor’s Note: This post was originally published in July 2019 and has been updated for comprehensiveness.

 

Welcome to HubSpot Marketing News! Tap in for campaign deep dives, the latest marketing industry news, and tried-and-true insights from HubSpot’s media team.
Over the past decade, being a content creator has evolved from a side hobby to a viable career path. 
While many content creators have made a successful pivot into entrepreneurship, creator Tabitha Brown has taken things to a whole new level effectively building a lifestyle empire from social media videos.
Brown first gained momentum online in 2017 when she posted a viral video on Facebook raving about the TTLA sandwich from Whole Foods, eventually becoming a brand ambassador for the grocery chain.

In 2020, she created a TikTok account sharing vegan cooking videos and inspirational pep talks, and her content took off. With over 9 million followers and counting across Instagram and TikTok, she now has a variety of offerings including:

The Tabitha Brown Collection at Target
Donna’s Recipe, a haircare line
An all-purpose seasoning blend called Sunshine in partnership with McCormick 
Two bestselling books
A children’s show on YouTube

…and she isn’t stopping there.
Earlier this week, her collection at Target expanded to include plant-based grocery items and quickly sold out in several stores and online. Her haircare brand recently launched a new line and is now available in Ulta stores, and she has a third book coming in March 2023. 
Differentiating Factors Contributing to Brown’s Success
How did she do all of this in five years? There are a few key factors that have helped Brown dominate so many avenues.
Consistency and Familiarity
Brown has stayed consistent in creating content related to the plant-based lifestyle niche. Even as her platform grows, she maintains a sense of familiarity. Users know when they see a new post from her they will likely see plant-based food ideas, an uplifting talk, or both.
Authenticity
She’s authentically herself. Much of her draw is attributed to her warm personality which shines through in every piece of content she creates, and can’t be imitated.
Connection to Audience
Brown leans into unique lingo which creates a sense of closeness with her audience and she’s created products that directly relate to these unique terms. For example, she’s referred to her hair as “Donna” for years, so her haircare line “Donna’s Recipe” makes sense for her brand.

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by Tabitha Brown (@iamtabithabrown)

She also frequently uses her favorite spatula named “Sheena” in her cooking videos, so adding a spatula called “Sheena’s Cousin” to her Target line creates a tangible connection to members of her audience who want to cook like her.
Timing has also played a role in Brown’s success. 
Though she’d been creating content for years, her TikTok account started taking off in March 2020 when many people were consuming more content than ever before due to the onset of the pandemic. With so much uncertainty about what was to come, viewers were drawn to Brown’s positive outlook and comforting demeanor. 
Brown created a foundation of trust with her audience and continued growing her influence through a series of aligned offerings and partnerships that invite users to participate in her lifestyle alongside her.
Marketing Snippets
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