How to adapt marketing to the new normal

This year demands fresh thinking in fundraising marketing if charities are to grow their revenues and continue to meet increased demand for their services. For a variety of reasons, there has never been a more important time to review and adapt current approaches. How do you go about this? Here are three different perspectives when looking at what to consider: the now, the near future and the next steps.

The now – mind the inflationary gap

The last two years have seen charities being forced away from historic fundraising bankers, such as face-to-face giving and events, due to Covid restrictions. To help mitigate the corresponding loss of income, many charities took advantage of valuable discounted TV ad pricing and capitalized on the opportunity to reach ABC1 audiences who were newly stuck at home.

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