With cryptocurrency crashing before most people understand how it works and generative AI platforms like ChatGPT seemingly materializing overnight, it can seem like the digitization of our day-to-day lives has hit the gas pedal. Data from McKinsey & Company shows that the COVID-19 crisis accelerated the share of digital customer interactions. It makes sense. When you have to use your smartphone to buy toilet paper, you learn to adapt quickly.
We also know that many people in the United States were more generous during the prolonged crisis, with pandemic-inspired charitable giving reaching record highs, especially among religious organizations. These two shifts combined helped lead to a transformation in philanthropic activities as nonprofits saw a greater percentage of donations — especially from new donors — transact through digital channels.
The age of consent and trust
The acceleration of digitization has gone hand-in-hand with growing data privacy concerns. Pew research found that a majority of Americans “think their personal data is less secure now, and believe it is not possible to go through daily life without being tracked.” The study goes on to show that “81% of Americans think the potential risks of data collection by companies about them outweigh the benefits.” These concerns are shared by donors as well. Data from Barna’s Meet the Digital Donor study, show that “two-thirds of analog donors (66%) trust online giving tools to protect their information.”
Policy makers and big tech have taken notice. Since the Cambridge Analytica scandal was uncovered in the spring of 2016, we’ve seen comprehensive data privacy laws enacted in the EU, California, Colorado, and Virginia, with bills introduced at varying stages throughout the United States. Facebook possibly dealt the biggest blow to data privacy in online advertising when its iOS 14 update made it possible to opt out of tracking.
Content and context: privacy-compliant ways to move forward
Balancing these concerns and changes — including the recent removal of religion-based targeting on platforms like Facebook — has left many Christian organizations seeking new strategies to continue their digital donor growth through effective and ethical advertising.
One privacy-compliant approach that has been highly effective for our digital media clients is partnering with endemic publishers — websites that specialize in creating content for Christian audiences and offer targeted advertising opportunities in relevant environments. By placing advertising with publishers that understand the unique needs and interests of the Christian community, nonprofits can reach their target audience without relying on intrusive data collection methods. This approach respects user privacy by delivering relevant ads from Christian organizations built for Christian audiences, providing value to both the advertiser and the publisher.
Another effective strategy for Christian organizations is contextual targeting. This programmatic approach increases the service area of your digital media by targeting ads based on the content of the site. While the site may not specifically cater to a Christian audience, the content of an article or post could qualify someone as being interested in your organization’s cause. For instance, an article on the rising number of people experiencing homelessness would be good contextual targeting for a rescue mission. By targeting the context instead of the person, this approach is highly relevant while remaining non-intrusive.
We’d love to help
Masterworks has a brand-safe, scalable digital advertising solution that allows Christian organizations to connect with audiences that share their values. I’d love to connect with you to discuss how we can get hundreds of millions of impressions each month for your cause.
Contact me here:
mneigh@masterworks.agency
