STEP 5

Stay Relevant With Your Audience

There’s a lot going on in today’s fast-paced world. With so much on our minds, limited attention spans and the rise of information fatigue, nonprofits need to work harder than ever to cut through the noise and stay relevant to their audiences. 

And what better way to beat the news cycle than by embracing it? 

Before designing or launching your nonprofit marketing plan, ask yourself whether there are any current trends or news items you should incorporate into your strategy. 

Known as newsjacking (no, this is not illegal), this tactic can work wonders for strengthening brand awareness by leveraging common keyword searches and letting your audience know your cause is current and that you’re actively staying engaged in society.

Classic newsjacking is most effective on social media, where a growing number of people are turning for news and information. In fact, about half of U.S. adults say they get news from social media. However, you can also leverage news and trends through your blog, email marketing and website, especially with the growing dependence on digital news consumption.

Between new federal and local legislation, world conflicts and other widespread stories, there are plenty of news items that your organization can leverage to increase its relevance. Find stories that are most relevant to your cause and use them to bolster your organization as an authority on the topic.

EXAMPLE: Oreo’s Famous “Blackout Ad”

One of the most infamous examples of newsjacking occurred during the Super Bowl XLVII in New Orleans. After a faulty relay caused a power outage for a few minutes, Oreo responded with a real-time Twitter post that lit the internet on fire.