NONPROFIT
KEEPING UP WITH DONOR BEHAVIORS By Lorie Williamson, owner, Blue Pencil LLC
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onprofit organizations have had to “pivot” and “adjust” so often in recent times that even reading these words may make you cringe. Therefore, I promise, you will not see these words again for the remainder of this article. With the shifting your organization may have been forced into when it comes to fundraising, there’s a payoff for all your hard work. Several trends are emerging when it comes to keeping up with donor behaviors to continue bringing in revenue for nonprofits; trends that will continue far into the future. As we make our way through a second year of the pandemic (another cringe-worthy word), nonprofit fundraising efforts have been an interesting mix of strategies. In her online article for America’s Charities on January 20, 2021, Ronita Mohan expresses an undeniable move towards “digital channels, human connections and increased flexibility, mainly because of the increase in remote working.” Let’s look at the top trends taking shape for nonprofits this year and how organizations can boost fundraising efforts now and in the future.
Digital fundraising
The nonprofit sector has experienced success using online channels for years, but with social distancing, Mohan notes it became the primary source of donor communication in 2020. The ability to successfully engage with donors last year has resulted in an expectation that digital fundraising will remain as a major strategy in 2021, and in the future. Learning how to best utilize digital touchpoints between nonprofits and donor bases – to convert engagement into dollars – will be a key trend for several years.
Diversify
Concentrating all your fundraising efforts in just one area can be very risky, so be sure to diversify the ways you are generating revenue. Explore new opportunities and keep your options open. A few ideas to consider when looking to diversify your fundraising streams include social media ads, workplace giving, crowdfunding campaigns, peer-to-peer campaigns and virtual events. Examples of highly popular and profitable digital fundraising include Giving Tuesday campaigns, gift matching drives and hashtag campaigns. Incorporating live video and a social media presence are common and will help increase donor reach and increase revenue.
Engage donors with social media
When it comes to a social media presence, nonprofits will need to remain strong this year. Encourage comments and actively
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With the shifting your organization may have been forced into when it comes to fundraising, there’s a payoff for all your hard work. Several trends are emerging when it comes to keeping up with donor behaviors to continue bringing in revenue for nonprofits; trends that will continue far into the future. engage with your followers via posts, videos (especially live videos) and blogs on a regular basis. Additionally, take full advantage of any analytics tools to learn the best times to post to achieve the most engagement.
Workplace giving
Workplace giving has gained momentum, especially during the pandemic, as more employers offer matching donations for their employees. The wonderful thing about these programs is the engagement with employees, helping them feel more connected to their jobs and their communities.
Crowdfunding
The Council of Nonprofits’ online resource guide explains how crowdfunding can reach a much more diverse audience and allows for sharing via social media and links to giving portals. Peer-to-peer fundraising is a multi-tiered approach to crowdfunding. Individuals set up fundraising pages for your organization to share with family, friends and community members. A live crowdfunding event puts the talents of your spokesperson to great use by sharing their pitch for your organization. One of the top benefits of any type of crowdfunding is the ability for donors to ask questions and offer feedback, thus building a relationship with your nonprofit. Be sure to take the time to investigate the multiple websites available for crowdfunding. Cost, collection of donor information and state fundraising regulations are all important aspects to take into consideration. continued on page 12
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