Thursday, February 16, 2017

2017 Trends Offer Good News for Fundraisers

While 2017 is starting as a year of uncertainty, especially in politics, a recent CauseVox post by staff writer Tina Jepson spotlights 10 fundraising trends that offer good news and opportunities for nonprofit marketers in 2017. Donation forecasts are upbeat for individual, corporate and recurring giving, Jepson shares. Philanthropy Outlook 2016 & 2017 predicts that an increase in individual and household income will help to boost fundraising efforts for nonprofits, charities, and NGOs by as much as 3.8% in 2017. Plus, with Gross Domestic Product and business savings on the rise, total corporate giving is predicted to rise by 4.7% in 2017. And monthly giving, which accounts for 17% of online revenue, also will continue increasing per the 2016 M+R Benchmarks report. At the same time, donor retention rates are at the highest rate since 2008 at 45.9%, and nonprofits and charities clearly should make retention a marketing priority to capitalize on this powerful fundraising engine, Jepson notes. Another positive for fundraisers is the growth in donor data as digital interactions—websites, e-mail, social media and now the Internet of Things (IoT)—combine with traditional channels such as direct mail to generate a wealth of information about existing and potential donors. So a key goal for 2017 is to gather, analyze and use actionable data effectively. Meanwhile, on social and mobile marketing fronts, nonprofits face challenges as well as opportunities. Social media platforms, including Facebook, now are promoting organic content prioritizing audience friends and family over nonprofit messages so that effective social media marketing will need to rely more on purchased ads and targeting of key demographics. And any nonprofit that hasn't invested in mobile optimization of websites and e-mails is missing a key donation source: Mobile giving makes up 17% of all online giving now and is projected to rise further in 2017. For suggestions on maximizing the fundraising impact of each trend, see our complete post at