Just as our society is continually in flux, so are our nonprofit philanthropic organizations. If your organization doesn’t keep up-to-date with the trends, your fundraising capabilities may diminish, so it’s important to be aware of current trends. Here’s a look at a few of this year’s trends and how you can harness them for your cause.
Playing to Your Audience
Nonprofits are already familiar with the philanthropic preferences of millennials; after all, they are currently the largest portion of the workforce; however, no is the time to start looking to the future. The next generation of donors referred to as Gen Z will be here before we know it, so now is the time to begin looking at how to garner their attention. Some things to keep in mind:
- Meet Gen Z where they’re at. They’re digital natives, so mobile is the name of the game. Ensure that your website and donation page utilize responsive design, which allows it to load quickly and look good on mobile devices.
- Keep it short and simple. Gen Z tends to have a short attention span; so if you want to get their attention, get to the point, and be engaging.
- Visual appeal. Visual-based social media platforms like Instagram are popular with Gen Z. Utilize authentic images, gifs, and videos to gain their attention and tell a compelling story. Provide real-time visual reporting to let them see the exact impact their engagement has.
Personalize Marketing
If you want your fundraising efforts to gain traction, you’re going to need to appeal to donors individual preferences. As our society increasingly interacts with sophisticated new technologies that allow for an immersive and hyper-personalized approach, donors will come to expect that type of interaction everywhere, including nonprofits. Here are some ways to make sure your organization gets personalization right:
- Utilize social media to gain insight into your audience and make recommendations that are personalized for them. Take demographics and generational data into account when deciding where and how to craft your message.
- Refine your message to fit your audience’s philanthropic preferences. Ask individuals that consistently participate in volunteer activities to volunteer their time with your organization rather than make a donation and vice versa. Make your “ask” personal.
- Consider trying personalizing fundraising campaigns to align with the interests of your donors. Peer-to-peer fundraising strategies, such as dance-a-thons and bike-a-thons, can allow you to capitalize on donors’ interests.
Go for Consistency Over Amount
Nonprofits would do well to build long-term relationships with donors and focus on recurring monthly giving. According to the National Council of Nonprofits, on average, recurring donors give 42% more over the course of a year than one-time donors. So how can you encourage recurring giving?
- Make sure donors are aware of your recurring giving program and provide ample opportunities for them to sign up. Frequently showcase recurring donors and post about your program on social media and including a link in organizational newsletters.
- Engage with recurring donors through social media and monthly newsletters, showing them exactly where their money is going. Highlight the impact that a recurring donation can have.
Often a nonprofit organization’s success depends on its ability to adapt and learn. An awareness of trends in donating and volunteering can allow your organization to remain steadfast in your mission and thrive.