Not-for-profit marketers are being asked to do the same job against worse arithmetic. Social costs around 20 per cent more than a year ago, the average piece of content gets 1.6 seconds of attention, and it still takes 18 to 20 touch points to move someone from considering a cause to funding it. This guide pulls together our session for not-for-profit marketing and content teams: what is happening to attention in the sector, and what to change in your content to hold it.
What’s inside
- The attention maths has changed. Why spending your way out is not available to the sector.
- How Australians give has flipped. And six moves for your next campaign.
- Three jobs for every piece of content.
- Build once, cut many ways. One production, every channel.
- Prove it with people, not numbers.
- The journey does not end at the ad. Plus a scorecard for your own campaign and five things to take away.
Who you’ll hear from
- Bridie McKenna Parry, Head of Content & Social at World Vision Australia, who leads the team behind the 1000 Girls campaign
- Zoe Mulcahy, Director of Strategy at The Garden
- George Glover, co-founder and CEO of The Garden
Want to score your last campaign against it? Try the Donor Attention Health Check.