The document outlines key trends for 2016, emphasizing the influence of millennials on nonprofit and association marketing strategies. It highlights the importance of storytelling and personalization in engaging younger donors, who are more likely to support causes they perceive as impactful. Additionally, it calls for data-driven approaches to marketing and content strategies to enhance donor retention and acquisition.

1. 11
Key Trends for 2016 Keynote
David J. Neff
@daveiam #AUDCtrends
Abila Partner Rally 2016

2. Your Clients’ Donors and Members
2
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3. It’s changing. Are they ready?
3
S E C T I O N O N E
3
1940
-
1960
77m
1960-
1980
Generation X
1980-
2000
Millennials
61m
92m
http://www.goldmansachs.com/our-thinking/pages/millennials/
Baby Boomers

4. The Millennials
4
S E C T I O N O N E
4

5. The Millennials Have Less to Spend
5
S E C T I O N O N E

6. www.501derful.org 6
One last piece of news for your clients…
S E C T I O N O N E
http://www.gallup.com/poll/181289/majority-employees-not-engaged-despite-gains-2014.aspx
Less than one-third (31.5%) of U.S. workers were
engaged in their jobs in 2014. The average is up
nearly two percentage points from 29.6% in 2013.
A majority of employees, 51%, were still "not
engaged" and 17.5% were "actively disengaged"
in 2014.
51% not
engaged
17.5%
actively disengaged

7. So What do They Care about? What’s the good news?
7
S E C T I O N O N E
7
STORYTELLING ACCESS DIGITAL GIVING BACK
For Millennials,
storytelling is key.
The story behind
the story is very
important for them.
They are the
“behind the scenes”
This generation is our
most wired yet. They
truly grew up staring
at screens for better
or for worse. But
don’t assume they
know the tools.
Millennials crave
access, not
purchase, of
things like homes,
cars, TVs and
others.
Millennials prefer to
use their personal skills
when giving to charity
according to the
Millennial Impact
Report. 77% of
millennial employees
said they are more
likely to volunteer if

8. Driving Added Revenue through Storytelling
8
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9. Association and Nonprofit Revenue Objectives?
9
S E C T I O N T W O
9
Retention New Revenue

10. www.501derful.org 10
Thanks to Google, this is how your average member or donor finds your client.
4.1million searches every minute 24/7/365
http://www.intel.com/content/www/us/en/communications/internet-minute-infographic.html

11. Who is your average member/donor?
11
S E C T I O N T W O
Mapping the new “Member Journey” requires insights into behavior and
smart use of emerging platforms, personalization and targeting
Number of Donors
Meet Joe, a next generation member/donor.
Joe is a millennial… he’s an up and coming professional who has limited time and money
to give to his causes. He’s heavily influenced by friends recommendations but has a
strong passion to support organizations that he perceives as making an impact on the
wider world. He is career minded and very active when not working.
More copy…
Awareness &
Consideration
passive
active
Evaluation
& Donate
Engage
Experience
passive
active
passive
active
passive
active
passive
active
A powerful
video is shared
by Joe’s friend
on Facebook.
The video moves
Joe to research
the cause, read
some blogs and
he makes a small
donation.
Joe receives regular
e-mails and is
encouraged to join
the community or to
volunteer.
Joe is invited
to volunteer
and gets an up
close and
personal look
at the cause.
With Joe’s
background,
he earns a
position on the
Junior board
and is supports
several events.
Advocate
passive
active
At the event,
Joe learned
more still and
now advocates
for the cause.
KEY ENABLER:
Awareness
programs
KEY ENABLER:
Personalized
content
KEY ENABLER:
Targeted comms
KEY ENABLER:
Tailored
experiences
KEY ENABLER:
VIP/Insider
access

12. How do we reach these audiences?
S E C T I O N T W O
Through giving them the right content, at the right time that’s entertaining or
educational. Some goals for content strategy include the following:
• Brand awareness
• Thought leadership
• Lowering the cost of member acquisition
• Enhancing customer service
• Better member retention and up-sell
Plan to increase
content marketing
budgets in 2015
50%
Marketers saying
it’s the most
crucial strategy
for driving
results.
56%30%
Of Marketers don’t
have a plan as of
2015
https://contently.com/strategist/2015/04/21/infographic-2015s-biggest-content-marketing-trends/
12

13. Who’s doing content marketing right?
13
S E C T I O N T W O
Each issue of the magazine is published in
English, Dutch, and German, and features
between 11 and 13 different multimedia
stories, each of which is contained on a
single-page digital spread—think of it as an
interactive e-magazine.
“A lot of brands will get into content
marketing and want to produce the
content themselves,” Marriott said.
“They’ll spend millions of dollars
building a studio. They’re going to
shoot film, all this stuff. What
happens? You get in your own way.
Then it becomes an ad. You start
inserting your product. It’s a turn-
The Texas Medical
Association

14. Personalization will Drive Revenue and
Readership
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15. What is personalization? Why is it important?
15
S E C T I O N T H R E E
Much like content marketing, personalization is all about delivering the right content at the
right time. In fact they go hand in hand. Your clients need a solid content marketing
strategy before they attempt personalization.
https://foundationcapital.com/assets/whitepapers/DotCMO_whitepaper.pdf
http://www.futuristgerd.com/2013/08/19/nice-future-of-advertising-cartoon-by-tom-fishburne/

16. Your client’s members actually want this…we swear!
16
S E C T I O N T H R E E
Of Brands fail to
use personalized
content, but know
they should.
56%
Customers want
personalized
website content
and will volunteer
information.
58%
Customers want to
know how and why
you are
personalizing
content for them.
http://www.cmo.com/articles/2015/2/18/mind-blowing-stats-personalization.html
74%
Frustrated by
content on Website
that doesn’t apply
to them.
60%
62% Adults under 34 are
willing to share their
location for more
relevant content.
http://www.ironpaper.com/webintel/articles/statistics-on-marketing-personalization/#.Vs

17. Because of shifting behavior, mobile technologies and social media, today donors are a part of
interconnected networks and are behaving differently today. It is a mess.
Expert opinions
Word-of-mouth (WOM)
Engagement
Reflection
ValidationEmotion
Compare
Give
Share
New
consideration
Re-engagement
Repeat
gifting
Allegiance Action
Passion
Observation
Discovery
Organization
Strength
Join
Discover Engage
Pre-
commitment
Exploration
Commitment
Post-
commitment
Awareness
Consideration
Evaluation
Advocacy
Experience
Join/Renew
Bond

18. Who’s trying to do this right?
18
S E C T I O N F O U R

19. Start simple. And build from there.
19
S E C T I O N F O U R
https://www.optimizely.com/ab-
testing/?otm_source=Google&otm_medium=cpc&otm_content=wiabt&otm_campaign=G_WW_Search_Shiva&_bt
=49929938492&gclid=Cj0KEQiAxrW2BRCFidKbqKyq1YEBEiQAnMDWxjS7RqEc1KEC5qDhum72Ot1pABlKrQ-

20. Who’s really in charge? VP of Marketing vs VP
of IT
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21. What are the key trends to notice?
21
S E C T I O N T H R E E
$1 trillion on
marketing in
2014
https://foundationcapital.com/assets/whitepapers/DotCMO_whitepaper.pdf
Technology
was about
1% and
advertising
comprised
about 50%.
10x in 10
Years from
$12b to
$120b on
tech

22. What’s driving this change?
22
S E C T I O N T H R E E
22
1970s 1980s
CFO
Tech vendors like
SAP, Oracle, and
JD Edwards
empowered CFOs to
better manage
buyouts,
outsourcing, and
increasingly
global operations.
Sales VP
Citrix, VMware, and
Symantec gave CIOs
the ability to
improve efficiency by
consolidating and
improving the core IT
infrastructure. CDO/CXO
The Chief Digital Officer
is beginning to be
enabled by a true focus
on the customer.
1990s 2000 2020
This continues a trend, developed over the past few decades, where each successive
wave of technology has disrupted a new line of business and catapulted its executive
into new places.
Siebel, Scopus, and Vantiv
helped sales VPs
grow the topline.
CIO

23. Do your clients have the right people in the wings?
23
S E C T I O N T H R E E
Hire Math People, not Mad Men. Data and proving the ROI of your clients websites, ad spends,
content marketing, search marketing and mobile apps should be their priorities for 2016 and
beyond. When you look at your clients current marketing team, does it reflect this?

24. Key
Takeaways
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25. Key Takeaways
25
S E C T I O N F I V E
25
What are they doing to recruit and retain
Millennials?
Do they have a content strategy to reach
their audience?
If the Website is their number one asset,
do they know who the audience is?
If member/donor retention and driving
new revenue are key, have they adapted
their content and web site for that?
Is there a plan in place to test to
determine what works best? To
personalize content for the modern
member/donor/constituent?
Is your client changing with the times? Is
it becoming data driven versus gut
instinct? (VP of Marketing vs VP of Digital
or VP of Experience)

26. Q&A
A U D C 2 0 1 6
@daveiam
#AUDCtrends