The COVID-19 pandemic changed a lot about the world and how we approach virtually everything. Here are two things I learned during that time about connecting with new audiences and existing stakeholders that will have a lasting impact on me.
When I heard about a wonderful new study from Neon One, called “Donors: Understanding the Future of Individual Giving,” I was so excited. It pulls together a bunch of other studies into one easy-to-read document, with lots of graphs, charts and insights from fundraisers and thought leaders in the industry.
A CEO listed 60 to 100 people she knew who either had given some financial support already or could give if asked. The very funds this good CEO needs are right in front of her. But she cannot, no matter how hard she tries, reach out and access them because she actually thinks that it will offend the donor.
Recently, I presented at the Faith and Fundraising Conference in Milwaukee for about 400 in-person attendees. It was so wonderful to see people I hadn’t seen in a few years.
There have been several discussions about subscription giving and sustainers. In my view, some aspects absolutely apply, but not all of them.
The motivation that gets someone to take the first step to support an organization (donating or volunteering) is quite different from their motivation to continue to be engaged. We do not need any further proof of this than the lousy retention rates that nonprofit organizations suffer year after year.
With in-person events forced to move to virtual, the nonprofit industry has seen a complete change in operations over the last two years. Now, hybrid events are thriving as a way to provide the best of both worlds. During this transition, nonprofits are turning to new event software and tools to create the best experience for their audiences.
When you think of your brand, it can feel like a nebulous concept sometimes, right? You show up at your organization every day to fulfill a mission, to fill a need and to create opportunity for yourself and others around you. But is that your mission (your “why”) or is that your brand? And where does marketing come into the mix?
A major gift caseload is not just a bunch of donors who meet a certain giving or capacity criteria. Current giving and capacity play into the selection of a caseload pool. From this pool, you should qualify the donors who want to connect. Your caseload will have donors of different economic quality, which is why you should tier your caseload so you know where to spend your time.
America is a very giving nation, and individual donors are leading the way. Americans gave more in 2020 than in 2019. In fact, of the record $471 billion contributed in total, about 80% were from individuals. However, despite growing giving dollar totals, there is a individual donor problem.
