Further Fridays!

Inspiration, Insights, Fun

February 10, 2023

 

How Will AI Disrupt Google Search?

Here are some possibilities but as you consider them be sure to read all the way to the bottom!

As AI technology advances, it is expected to change the way we search for information on Google. Here are a few ways in which AI may disrupt Google search:

1)  Personalized search results: With AI, Google will be able to deliver search results that are specifically tailored to each individual user based on their search history, preferences, and other personal data.

2)  Natural language processing: Google will be able to understand more complex and nuanced search queries, which will make it easier for users to get the information they need.

3)  Improved image and voice search: With AI, Google will be able to provide better image and voice search capabilities, making it easier for users to find information using these methods.

4)  Predictive search: Google will be able to use AI to predict what users are searching for, and deliver relevant results before they even complete their query.

5)  Enhanced e-commerce search: AI will help Google improve e-commerce search by providing more accurate product recommendations and making it easier for users to find the products they need.

Overall, AI has the potential to significantly enhance the user experience on Google, making it faster, easier, and more effective to find the information we need.

As you ponder these ideas, be aware that they were totally generated by ChatGPT! Notice how a lot of context and possibilities have been overlooked. AI, especially in it’s new publicly-accessible form, is very exciting but humans are going to play a key role in how it is utilized and shaped.

More to come….!

 

January 20, 2023

 

Thwarting the ‘Red Wave’

With the environment on the line in the 2022 Congressional elections, Further worked with Greenpeace USA to strategically reach swing & Latino voters in key districts and see seats flipped in our climate’s favor.

See how paid media impacts election success

January 6, 2023

 

Search Costs Are Increasing

As we close out the 2022 Giving Season, the Further team has been busy understanding trends and determining what they mean for 2023. One of the more notable trends we’ve seen is an increase in advertising costs — particularly search.

Can search success sustain in 2023?

  • Look to your organization’s donor data to drive decisions and do not over-react based on frenzy or emotion. When the need arises act quickly, appropriately, and decisively.
  • Other fundraising programs are more directly at risk than digital to near-term revenue loss (ex. face-to-face, special events, etc.). Some clients have been asking us how much more scale digital can provide if spend is temporarily re-allocated from those at-risk programs to digital. If you would like to have this discussion, we are happy to provide sound guidance.
  • Begin talking with your leadership teams about the likelihood that fiscal year revenue budgets will be challenged by this crisis. The hardest part will be when they ask “By how much?”, which we do not currently know. But raising the issue now will give you more credibility in a few weeks when we have more data and can be more specific. If there’s any advice to give, it’s that leadership should try to scale back on non-essential expense as soon as possible—because there will be a revenue impact in the coming months.
  • Some clients are asking us to undertake budget reprojections with multiple scenarios. We respectfully suggest that the exercise is merely a guessing game at this point and therefore not of significant value. That said, if you are getting pressure to reproject early on, please reach out. We are here to help.
  • We are hearing mixed feelings on whether to speak to the Coronavirus or to lay low for the time being. In our view, this depends on the nature of your organization. If you can fundraise with empathy and authenticity then, by all means, do so. For instance, if you are a service organization serving vulnerable populations it makes sense to fundraise around the increased demand for your services. If you are an animal rescue org, it might be tone-deaf and insensitive to try to tie-in to the crisis.
  • Regardless of your degree of tie-in, now is a good time to review all automated messages and email series to ensure the language does not appear tone-deaf or inappropriate to the current situation.
  • No matter what your organizational mission, let the data dictate the degree to which you alter strategy. Further did not begin to see an impact on fundraising performance for our clients until last Thursday (March 12
    th)
    despite Coronavirus being in the news for several weeks and the stock market being highly volatile. In uncertain times, we are keeping a sharp eye on leading metrics such as site traffic and social comments.
  • Expectations are that internet use will remain strong or increase as more people self-quarantine and businesses work from home. Your audience

    will

    be online, it’s a question of their giving mindset during this situation. Our job is to be authentic and attentive to their fears and generosity at the same time and in proportion.
  • Look to your organization’s donor data to drive decisions and do not over-react based on frenzy or emotion. When the need arises act quickly, appropriately, and decisively.
  • Other fundraising programs are more directly at risk than digital to near-term revenue loss (ex. face-to-face, special events, etc.). Some clients have been asking us how much more scale digital can provide if spend is temporarily re-allocated from those at-risk programs to digital. If you would like to have this discussion, we are happy to provide sound guidance.
  • Begin talking with your leadership teams about the likelihood that fiscal year revenue budgets will be challenged by this crisis. The hardest part will be when they ask “By how much?”, which we do not currently know. But raising the issue now will give you more credibility in a few weeks when we have more data and can be more specific. If there’s any advice to give, it’s that leadership should try to scale back on non-essential expense as soon as possible—because there will be a revenue impact in the coming months.
  • Some clients are asking us to undertake budget reprojections with multiple scenarios. We respectfully suggest that the exercise is merely a guessing game at this point and therefore not of significant value. That said, if you are getting pressure to reproject early on, please reach out. We are here to help.
  • We are hearing mixed feelings on whether to speak to the Coronavirus or to lay low for the time being. In our view, this depends on the nature of your organization. If you can fundraise with empathy and authenticity then, by all means, do so. For instance, if you are a service organization serving vulnerable populations it makes sense to fundraise around the increased demand for your services. If you are an animal rescue org, it might be tone-deaf and insensitive to try to tie-in to the crisis.
  • Regardless of your degree of tie-in, now is a good time to review all automated messages and email series to ensure the language does not appear tone-deaf or inappropriate to the current situation.
  • No matter what your organizational mission, let the data dictate the degree to which you alter strategy. Further did not begin to see an impact on fundraising performance for our clients until last Thursday (March 12th) despite Coronavirus being in the news for several weeks and the stock market being highly volatile. In uncertain times, we are keeping a sharp eye on leading metrics such as site traffic and social comments.
  • Expectations are that internet use will remain strong or increase as more people self-quarantine and businesses work from home. Your audience will be online, it’s a question of their giving mindset during this situation. Our job is to be authentic and attentive to their fears and generosity at the same time and in proportion.

  • Look to your organization’s donor data to drive decisions and do not over-react based on frenzy or emotion. When the need arises act quickly, appropriately, and decisively.
  • Other fundraising programs are more directly at risk than digital to near-term revenue loss (ex. face-to-face, special events, etc.). Some clients have been asking us how much more scale digital can provide if spend is temporarily re-allocated from those at-risk programs to digital. If you would like to have this discussion, we are happy to provide sound guidance.
  • Begin talking with your leadership teams about the likelihood that fiscal year revenue budgets will be challenged by this crisis. The hardest part will be when they ask “By how much?”, which we do not currently know. But raising the issue now will give you more credibility in a few weeks when we have more data and can be more specific. If there’s any advice to give, it’s that leadership should try to scale back on non-essential expense as soon as possible—because there will be a revenue impact in the coming months.
  • Some clients are asking us to undertake budget reprojections with multiple scenarios. We respectfully suggest that the exercise is merely a guessing game at this point and therefore not of significant value. That said, if you are getting pressure to reproject early on, please reach out. We are here to help.
  • We are hearing mixed feelings on whether to speak to the Coronavirus or to lay low for the time being. In our view, this depends on the nature of your organization. If you can fundraise with empathy and authenticity then, by all means, do so. For instance, if you are a service organization serving vulnerable populations it makes sense to fundraise around the increased demand for your services. If you are an animal rescue org, it might be tone-deaf and insensitive to try to tie-in to the crisis.
  • Regardless of your degree of tie-in, now is a good time to review all automated messages and email series to ensure the language does not appear tone-deaf or inappropriate to the current situation.
  • No matter what your organizational mission, let the data dictate the degree to which you alter strategy. Further did not begin to see an impact on fundraising performance for our clients until last Thursday (March 12
    th)
    despite Coronavirus being in the news for several weeks and the stock market being highly volatile. In uncertain times, we are keeping a sharp eye on leading metrics such as site traffic and social comments.
  • Expectations are that internet use will remain strong or increase as more people self-quarantine and businesses work from home. Your audience will be online, it’s a question of their giving mindset during this situation. Our job is to be authentic and attentive to their fears and generosity at the same time and in proportion.

If you would like to speak one-on-one about fundraising trends and benchmarks, opportunities, or risk-management ideas for your digital program please provide your contact information below.