We recently wrapped up a full day of learning and sharing at the ANA Nonprofit Growth Summit: Innovate to Impact. The day promised attendees the opportunity to discover new tools, strategies and impactful solutions to enhance their missions’ effectiveness, and it did not disappoint. VDX.tv has worked with nonprofits for over 20 years, helping to enhance fundraising efforts and bolster donor trust and retention year over year. Our omni-channel video solutions, backed by VDX.tv’s managed service support, have become an essential tool for nonprofit marketers striving to maximize their media impact and drive meaningful engagement.
From the power of long-tail marketing to the importance of data-driven fundraising, it's clear that growth-oriented nonprofits are thinking beyond just short-term goals. A standout moment in the first session was hearing about the Alzheimer's Association's shift from 'Memory Walk' to 'Walk to End'—a powerful reminder that rebranding can set the tone for future success. Angela Timashenka Geiger, BrainsOn Counsel Founder, challenged the audience, saying it’s not just about outperforming last year’s numbers or the total signups you capture, but the long-term impacts of your work.
Angela cautioned that in digital marketing, nonprofits often focus too narrowly on tallying impressions and campaign metrics, neglecting to consider the downwind impacts of their efforts. At VDX.tv, we recognize that outside of campaign performance, it’s important to take into account advertising’s impact on measures like brand perception, opinion, customer behavior, and attention – all of which provide greater insight into the true effectiveness of a campaign.
The importance of using data-driven strategies to enhance fundraising efforts and the power of sharing community efforts in driving donor trust and retention were key points as well. Catharine Holihan, the VP of Direct Marketing at American Cancer Society and a data-lover like our team, discussed the importance of choosing the right language in marketing campaigns for non-profits — the right word choice can lift response rates by 5% according to her studies! It's these small, intentional, data-backed adjustments that can make all the difference during key periods. Another test run by Houlihan’s team showed that QR codes in direct mail decreased returns by 8%; however, the presence of QR codes in media increased lift in website visits. At VDX.tv, we've observed similar trends, where integrating QR codes into TV and video ads has significantly boosted engagement and site traffic, demonstrating how small, data-driven adjustments can have a big impact on nonprofit marketing efforts.
With the event having taken place in Atlanta, just down the street from the Georgia Aquarium, it was a treat to hear from the institution’s Dan Dipiazzo, Chief Marketing & Experience Officer. Dan spoke about how the aquarium is focusing messaging on educating visitors and Georgia residents about its nonprofit work—like Operation Beluga where their team rescued two beluga whales from a war-ravaged area of Ukraine. The aquarium is only able to fund its mission to work on behalf of all marine life through ticket sales and donations. Next year is the Georgia Aquarium’s 20th anniversary and Dan and team are hard at work strategizing how to leverage marketing in new ways to not only recognize and celebrate the support from their patrons but also to diversify revenue streams to continue their mission.
It’s clear that the future of nonprofits lies in balancing innovation with the impact we want to create. Angela ended the day by reminding all participants that audiences want stories that highlight an organization’s mission, showing the real, relevant content that gives them a “wow” moment.
VDX.tv is committed to helping nonprofits amplify their stories, engage their audiences, and achieve their goals. Reach out to hello@vdx.tv to explore how we can collaborate with your organization on impactful campaigns that resonate and drive meaningful results.
