Looking Ahead to 2015 and Beyond

The economy
It’s been a sluggish recovery with employment, housing, manufacturing and retail all struggling to get back into pre-2008 growth mode. But somewhat healthier numbers in consumer confidence and a still surging stock market point to the reopening of fundraising doors. Look for growing optimism on the economy to encourage aggressive new acquisition efforts as donors feel ready to take on new responsibility. Major gifts are due for a long-awaited surge as well, which not only adds to the net revenue but also improves ratios.

Put a brand-aid on it
In 2015, successful nonprofits will no longer accept brand and social-media campaigns that generate buzz but no bucks. Without the economy to blame for soft revenue, nonprofits will insist that all communications campaigns work together to generate net revenue. Branding will remain vital to nonprofits — as long as it supports fundraising as well as program goals.