70 Nonprofit Trends for 2015

Richard Perry, founding partner, and Jeff Schreifels, senior partner, Veritus Group
2. An increase in accountability and measurement of fundraising, program and management effectiveness as the donating public demands more transparency and reporting on how their giving made a difference.

Rich Dietz, senior product manager, digital fundraising, Abila
3. Donor loyalty and lifetime value: Tracking donor engagement will be crucial. Organizations will spend more time analyzing characteristics and behaviors of all of their constituents — not just major donors — to better understand what drives their giving behavior. By tracking donor engagement, organizations will be able to further segment their appeals, personalize their outreach to donors, significantly increase donor loyalty, improve lifetime value and treat all donors like major donors.