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

Marketing your nonprofit can be challenging.

Fortunately, learning from others who have already been involved with nonprofit marketing, capitalized on trends, and found success can be helpful when developing your own strategy.

In this post, discover insights and expert advice from HubSpot’s 2022 Nonprofit Marketing Trends Report that will help you build the brand awareness you’re looking for.

Download Now: Nonprofit Marketing and Fundraising Trends for 2022 [Free Report]

Nonprofit Trends to Watch in 2022

1. Collect donations on social media platforms with native donation features.

TikTok has grown in popularity for non-profit organizations to reach audiences and collect donations. In fact, nearly 75,000 in-app donations were made in 2021 in support of various organizations and causes.

Its donation feature is a native tool on TikTok, so it’s valuable for non-profits looking to use it, as you can reach your target audience on the platforms they already use instead of targeting – them by a donation path outside the application. The image below shows the donation CTA on the Malala Fund’s TikTok profile.


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Other platforms like Instagram and Facebook have charitable giving tools, and Twitter recently launched a profile tip option that nonprofits can take advantage of to connect donations to a profile.

2. Promote user-generated content.

User-generated content is content created by your audiences that is related to your business. So, for example, someone who posts a picture on Twitter wearing sportswear from a company.

According to HubSpot’s recent report, user-generated content is valuable to nonprofits and is a must for 2022. When taking advantage of this trend, a best practice is to share user-generated content in the groups you donate to support Doing so is beneficial because sharing a first-hand story from those affected by what you do demonstrates the results of your efforts and can inspire those you reach out to know that you are actively making a difference.

3. Personalized and segmented campaigns to generate donations.

Targeting is essential for all businesses because consumers expect to see content related to their interests. When it comes to nonprofit marketing, this can dictate the strategies you use to raise funds for your business.

HubSpot’s Nonprofit Marketing Trends report highlights the following statistics when it comes to reaching your audience:

Putting the above statistics to work might look like sending text message donation campaigns to Gen X audiences and creating a social media donation challenge on TikTok to reach your 18-29 year old audience. You can also segment CTAs on your website based on the user’s age and past donation behaviors, or send different email newsletters based on how recipients interact with your business.

4. Collaboration with other companies.

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

A key point for nonprofits is to develop partnerships with businesses relevant to the causes you support. For example, Bed-Stuy Strong is a mutual aid network of neighbors in the neighborhood that supports other residents. It hosted a free winter market for community members and partnered with the Brooklyn Packers and Tamales of Hope to distribute food to attendees.

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However, it’s important to note that your partnerships don’t need to be with other nonprofits. If you can develop a relationship with a relevant local business that can promote your cause, you can still build awareness and spread your message.

6. Experimenting with NFT.

Non-Fungible Tokens are unique pieces of digital content that cannot be replicated and belong exclusively to the person who purchased them.

It’s an emerging channel for non-profits, but if you want to get involved, you can partner with artists who can create NFTs relevant to your business and host virtual auction events where you can sell them to people and use the benefits to support your business. cause

NFT4GOOD was a collection of 88 influential Asian American and Pacific Islander NFT cards. Each NFT purchase gave the buyer exclusive ownership rights to one of the cards, with all proceeds going to the NFT4Good Community Fund to support Asian American organizations. NFTs generated $80,000.


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towards you

When creating your strategy, consider the strategies and trends on this list that other nonprofits are already leveraging. If you choose to use them, you’ll find yourself engaging in conversations with your target audiences, driving donations, and making an impact for the communities you support.

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