Looking Ahead to 2015 and Beyond
Ice bucket
In the nonprofit world, 2014 will be known as the year of the Ice Bucket Challenge. In a remarkable public relations coup, one organization both learned and demonstrated how social media can be marshaled to combine the raising of both awareness and revenue. Expect to see lots of imitators in 2015. The true test of a trend’s long-term worthiness will be in whether it can combine awareness and fundraising to create measurable growth and increased revenue. Watch for answers to the question that will turn a trend into a tradition: How well do efforts like these translate to
donor retention?
Tom Harrison is the former chair of Russ Reid and Omnicom's Nonprofit Group of Agencies. He served as chair of the NonProfit PRO Editorial Advisory Board.
