2023 Key Marketing Trends for Not-For-Profits

November 27, 2023

As we wrap up another busy year, many NFP marketers are counting down the days until the summer holiday break in the hopes of a rest, and a quieter 2024!  Ha! We know the truth – that NFP marketers work at a fast pace, that 2024 will also be busy, and you’ll need to continuously manage resourcing challenges against an evolving marketing landscape

So to help you stay competitive and relevant, and hopefully get ahead of the game in 2024, here are five key not-for-profit marketing trends we’ve seen in 2023 that you’ll want to continue to focus on next year.


Trend 1: Digital Dominance

One of the most significant trends in Not-for-profit marketing is the continued dominance of digital marketing. Due to the cost-effectiveness of digital channels and the ability to target, NFPs love digital marketing in all its forms – advertising, emails, newsletters, socials and others.

Digital channels like social media and email have been essential for fundraising and outreach for several years now, especially since the rise of consumer choice in the NFP landscape. However we are seeing more not-for-profits utilising digital advertising, creating digital-only campaigns. Organisations are utilising activities like digital billboards and Catch-Up TV to drive brand awareness and supporting this with social media advertising, content seeding, Google ads and SEO to drive leads.


Trend 2: Video Marketing 

The momentum of video content has continued due to the fact that NFPs can create cost-effective and compelling content that resonates with their audience and encourages them to take action – from choosing services to fundraising or participating in social awareness campaigns. NFPs can leverage video to tell their stories, demonstrate purpose and emotion, and connect with their audience on a deeply personal level.

Videos work wonders for NFPs as they can be easily shared and used across a large number of platforms – such as social media, digital advertising and websites – but also at events and as part of onboarding. They are a reusable creative asset that drives maximum exposure.


Trend 3: Personalisation and Segmentation

Personalisation is no longer a luxury; it’s an expectation. Customers and supporters want tailored experiences, whether they’re choosing to access one of your services or supporting your Not-for-profit cause.

NFPs are personalising their communication by sending targeted messages to donors based on their history and preferences. They show appreciation by acknowledging their past support and suggesting opportunities for continued engagement. All of this is being done in a personal way, thanks to better data management.

NFPs are also investing more in segmenting their marketing across relevant B2C and B2B audiences. The messages and actions that NFPs have for these audiences are different, and while any marketing and communications need to be consistent in terms of the brand and voice, the message and ask needs to be tailored and relevant to the audience. NFPs are investing in segmented marketing approaches which is helping them to stay relevant with various audiences.


Trend 4: Sustainability and Social Responsibility

NFPs have traditionally used their social purpose in their marketing, and over the years have continued to strengthen this positioning in order to stand out. As more for-profit organisations also adopt the practice of incorporating purpose, sustainability and social responsibility into their marketing efforts, it makes it harder for NFPs to stand out.

Many not-for-profits are also upping the ante, and championing issues beyond their core purpose, including sustainability and aligned social causes. NFPs are taking real action when implementing marketing – like choosing environmentally friendly merchandise.

They too are using their voice and influence to create change. NFPs are taking a public stance on broader social inclusion and equity issues, like Australia Day, The Voice Referendum, and LGBTIQA+ inclusion actions. Taking a stand and championing causes is helping them receive broader recognition in the market and reaching people they ordinarily wouldn’t.

NFPs are navigating a marketing landscape that’s heavily influenced by digital channels, video content, personalisation and social responsibility. Adapting to these trends is crucial for staying competitive and connecting with your target audiences effectively. By embracing these marketing strategies, NFPs can stand out in a dynamic and ever-changing marketplace.


If you need strategic marketing services, from a team that gets NFPs, then please get in touch via to talk about how we can help you kick off the new year with marketing that has an impact.

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