As January unfolds, the Masterworks team has been analyzing recent digital ads and trends that helped certain ads excel. While the holidays may have concluded, the lessons learned from these trends continue to hold relevance throughout the year, offering valuable insights into the art of digital fundraising.
Trend #1: Seasonal colors
Ads embracing a seasonally green background captivated donors and prospects alike, calling to mind the hope and promise of the Christmas season. This can apply to any holiday or seasonal campaign you are running.
Trend #2: Nostalgic imagery
Sprinkling the magic of the Christmas season into ads with elements like holly and pine branches lent a touch of nostalgia for the season, helping to create an emotional connection with the donor that resonated with the generosity and warmth of the holiday spirit.
Trend #3: Billboard-style ads
Billboard-style ads and embracing the power of photography drove results. You can do the same by leveraging visual storytelling to let your ministry’s work shine and ensure that your message stands out amidst the digital noise.
Trend #4: Bold typography
Short, bold typography turned ads into a captivating narrative. Look for ways to harness the power of concise messaging to evoke emotion and drive action, compelling donors to engage with your ministry.
Trend #5: The Power of "URGENT"
We saw overwhelmingly that the inclusion of the word "URGENT" drove response and revenue (for one ministry an urgent ad boosted performance by more than 800% over ads without this messaging). It resonated with donors and drove them to action on behalf of ministries they care about.
While not everything is, or should be, urgent (and your ministry’s financial need may not be), the needs of those you serve are. To the mother escaping domestic violence, it’s urgent. To the family living on the streets, it’s urgent. Urgency is also something that motivates donors — your supporters want to help, they want to give where there is a need. By clearly presenting the need your ministry has, donors are able to fulfill their philanthropic goals by giving to you.
While the holidays are over, we expect these trends to continue to resonate with donor and prospect audiences — during the next holiday season and beyond — and can easily be applied to digital fundraising throughout the year.
Looking for ways to optimize your organization's online fundraising? We’d love to talk with you about these trends and more! Email me at kwilliams@masterworks.agency.
