Each year, it seems to get harder for charities and not-for-profit organisations to raise enough money to meet the growing needs of Emerging Trends for Not-for-Profits in 2016their particular cause. Whether it’s changed economic circumstances, greater competition for the same pool of money, or the growing scepticism towards charities, fundraising is now an even tougher business. So what can non-profits do to adapt to these challenges?
If your organisation’s website isn’t mobile-optimised in 2016, it could cost you. With over 60% of online users browsing the web via their mobile device, and a change to the way Google ranks websites (higher if they’re mobile-enabled), it won’t matter what marketing efforts you employ if your website isn’t mobile-optimised. Mobile giving is also here to stay and will only increase over the coming years, so make sure all your communications are mobile-friendly and you’re ready to accept donations via a tablet or smartphone.
Maintain the trust
Unfortunately, community trust in charities has been eroded by the growing number of news stories outlining waste and corruption. Cynicism is also rife when it comes to billionaire philanthropists. More and more donors are now demanding to know how their money is being spent. In fact, donors will give more if they’re given the opportunity to fund specific projects or outcomes. So think about ditching or at least reframing your general fundraising requests for appeals that fund specific projects.
The rise and rise of subscription giving
Subscription or recurring giving has become a very popular and effective way for charities to increase lifetime donor value, gain higher donor loyalty rates and improve return on investment. Monthly giving programs not only help build cash flow and a stronger relationship between donors and organisations, they make it easier for donors to give more annually. On average, recurring donors tend to give 42% more in one year than those who donate one-off gifts. Retention rates also increase dramatically, with over 80% of monthly donors reaching the one-year mark.
Changing the conversation to “philanthropy”
In 2016, we’ll continue to see a shift in the conversation and attitudes of not-for-profits and charities, from “fundraising” to “philanthropy”. Whether it’s just semantics or not, people view the word “philanthropy” as having a higher calling to their human nature, evoking more noble thoughts and feelings. On the other hand, “fundraising” has been somewhat tarnished by the immediacy of direct response messaging and communicates a sense of pushiness. Internally, “philanthropy” also has the power to motivate people, from volunteers right up to board members, while “fundraising” is unmoving with its transactional overtones.Whatever challenges your charity or not-for-profit faces, being agile and staying informed will help you avoid any potential pitfalls and maximise the opportunities.