In today’s fast-paced digital arena, new marketing trends seem to pop up every week. It can be tempting to jump on every new technique or platform, and it might even feel like you have to adopt every new tool or risk falling behind (...exhausting). Adapting to trends is important, but it should never mean compromising the integrity of your mission. It’s all about balance—staying mission-driven while adapting to new trends means keeping your values front and center as you find creative, modern ways to reach your audience.
Here are a few objectives to consider to keep your mission in focus as you embrace trends thoughtfully:
Evaluate the Relevance of Each Trend
With so many trends out there, it’s easy to get caught up in what everyone else is doing. But just because something is popular doesn’t mean it’s the right fit for your organization. Instead, consider if the trend is relevant to your audience and if it aligns with your values.
Key Questions: Does this trend feel authentic to our mission? Will this trend help us communicate our mission more effectively?
A quick pros-and-cons analysis can be a helpful exercise to see if a trend truly adds value to your efforts. Think about whether it enhances the way you’re already connecting with supporters or if it could be more distracting than helpful. Taking a little time to evaluate lets you adopt trends that are the best fit for your organization and keep you mission-focused.
Pursue Engagement Over Visibility
Visibility is great, but engagement is even better. Trends that encourage interaction, such as video Q&A sessions, interactive streaming, or even simple polls, help you build deeper connections with your supporters. These types of trends give your audience a chance to connect with you on a more personal level, creating a community around your cause.
Key Questions: What does this trend tell our audience about who we are as an organization? Will this trend allow us to connect with our audience, or does it only add content to be consumed?
Look for trends that allow people to interact with you meaningfully. For example, if you find that video content is trending, consider live “behind the scenes” videos that show your team in action or highlight stories from the people you’re helping. Or, rather than simply posting a trending hashtag, consider hosting a livestream where you share updates or answer supporter questions in real-time. By focusing on trends that promote genuine engagement, you foster stronger relationships with your supporters.
Adapt Your Messaging, But Don’t Change Your Message
Adapting to a new trend doesn’t mean you have to change your message. Instead, think of how you can creatively tailor your core mission to fit different formats. For instance, if short-form video content is popular, find ways to distill your mission into bite-sized, powerful stories. The key is to adjust your approach to fit the trend while keeping the heart of your message intact.
Key Questions: Are there unexpected parts of our organization that this trend can help highlight? How can we use this trend to communicate beyond the trend?
Choose language, visuals, and media clips that fit the platform’s style while reflecting your organization’s values. This allows you to reach your audience effectively and consistently without compromising the integrity of your message. Using trends as tools to enhance your message, rather than dilute it, keeps your mission at the forefront while staying current.
Seek Input from People Who Matter
Your community’s input can be invaluable when it comes to deciding which trends to adopt. You might be surprised when you realize what resonates with your specific audience versus what’s trending in general. Invite your supporters to share their preferences, and consider using their feedback to guide which trends you pursue.
Key Questions: Is this trend something our target audience is already engaging with? How can we better reach the people who already engage with us?
A quick survey or poll can give you helpful insights into what trends your audience is most interested in. For example, you could ask if they prefer short videos, longer stories, or blog content. Not only does this keep you in touch with your supporters’ preferences, but it also makes them feel more involved in your organization’s growth. Getting input from your community keeps them engaged and shows that you value their opinion as part of your mission-driven efforts.
Anchor Your Boundaries in Your Core Values
Before jumping into a new trend, it’s essential to be clear about who you are and what you stand for. Having a strong sense of your organization’s mission and core values keeps you focused and ensures you don’t end up swayed by trends that don’t actually serve your goals. Think of your mission as your ship’s rudder—it’s what guides every decision and action you take, especially when it comes to marketing trends and outreach. Not every tactic or approach will align with your mission or ethics, and that’s okay. Decide on your “lines in the sand” so you know when a trend is no longer worth pursuing.
Key Questions: What specific, non-negotiable aspects of our mission should remain untouched? Are there marketing tactics we want to avoid?
By setting boundaries, you avoid chasing trends that might feel inauthentic and stay true to what makes your organization unique. Once you keep your mission in mind, you’ll find it easier to sift through trends and identify the ones that truly support your goals.
Assess and Course-Correct Regularly
Adopting trends is not a one-time decision. Just as trends change, so should your approach. Assessing and refining your trend-related efforts regularly allows you to see what’s working, what’s not, and what adjustments might be needed. This also helps you avoid “mission drift”—the risk of straying from your core purpose due to external pressures.
Key Questions: How has this trend impacted our engagement and visibility? Are our supporters responding positively?
Hold quarterly check-ins to review your progress. Discuss what’s been effective, what could be improved, and if any trends should be added or let go. This proactive approach keeps you responsive to changes without compromising your mission. Frequent assessment helps you stay both current and mission-driven, ensuring you’re making the most out of trends that support your organization’s purpose.
By balancing creative adaptation with a steadfast commitment to your mission, you can connect with your audience in ways that are current, effective, and meaningful. Staying mission-driven means making choices that reinforce your values at every step, even as you try new things. Remember, adapting doesn’t mean abandoning your roots; it’s simply finding ways to keep your mission relevant in today’s world. Trends will always come and go, but a clear, purposeful approach will always keep your organization on course.
