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Since 2010, fundraising trends have changed rapidly. Many changes took place due to the rise of technology and the growing impact of the internet. Other changes are directly related to cultural and social shifts.
The non-profit / donate industry is constantly evolving. Large non-profit organizations stream live from their office and add GIFs to their Instagram stories, landlines are no longer there, donors give their phones via Android Pay while they travel to work by train, and organizations are asked for evidence of their impact via Facebook Messenger. And the speed with which this happens is amazing.
It seems that not-for-profit organizations are not all ready for these rapid and unpredictable changes.
In 2019 it is important that you have a clear fundraising plan and that you areaware of the possibilities.
By thinking ahead and keeping abreast of the trends around you, your non-profit organization is ready for 2019.
The 8 most important fundraising trends of 2019 that have an impact on non-profit organizations:
Fundraising Trend # 1: Watch the Generation Z
The world has been talking about millennials for years. Although non-profit organizations must continue to hear millennials, since they are the majority of current donors, it is now time to investigate the Z generation .
It is about people born after 1996, they make up an estimated 27 percent of the population.
They are sometimes referred to as "iGen," a term that indicates the digitally skilled group of this generation. Gen Z is good for a quarter of the population and will be good for 40% of all consumers by 2020. Understanding this group will be crucial to succeed in 2019 and the coming decade.
The Global Trends in Giving Report 2017 reported that Gen Z members are interested in giving to many different charities. The best-scoring categories include youth, animals and humanitarian aid. Gen Z members are committed to charity and willing to help as volunteers.
Although the majority of Gen Z is not yet active on the labor market, they are highly motivated to do 'good' and give it back. Be authentic - however, the digitally capable group of Gen Z can quickly determine whether an organization is genuine.
What can you do?
Be brief and powerful : This generation is growing up with access to an incredibly large amount of information, many of which are not relevant to their lives. To survive, they learn how to quickly filter and sort information. They are also skilled in blocking marketing sounds. To win their attention, you give them a fascinating and direct experience with short and powerful messages.
Mobile mobile mobile : Gen Z is the first generation that is only mobile. Members o f Gen Z spend a lot of time on their phones and prefer to do all online activitiesthat way. Your website and donation page must both be optimized for mobile.
Visuals are important . Gen Z spends a lot of time on visual-based platforms such as Instagram. When trying to communicate with Gen Z, it's important to mimic these platforms and create and use authentic images. In addition to photos and videos, infographics are also a great tool for passing on data in a visual and understandable way. Use visuals to tell fascinating stories.
Fundraising Trend # 2 :From generalization to hyper-personalization
Donors are increasingly expecting a hyper-personalized and tailor-made approach. Tech giants such as Netflix and Amazon use advanced new technologies to make recommendations while browsing their sites. Netflix has even shared how they not only use individualized viewing history, but also use static images from movies to show different cover images to different users to appeal to the most diverse tastes.
It seems that as a society we also expect this level of sophistication in our interactions with the rest of the world. In 2019, this expectation will increasingly also apply to charities.
It is no longer enough to use one generic marketing strategy for a varied group of donors.
According to the Trends In Personalization of 2017, 96% of respondents think that personalization contributes to building customer relationships, while only 45% agreed that marketers apply personalization well. It is more important than ever to appeal to different demographic groups in society.
What can you do?
Make the "question" personal . Do not propose a donation of € 50 to a potential donor who can donate millions. Do research before you ask a question, especially if you approach potential donors individually.
Pay attention to the donation page . Get to know your audience before you send personal messages. Choose projects and formulations that you already know will best suit the donor base.
Personalize your reporting : When you communicate with various donors, online or offline, specialize the reporting. Take into account generation differences and other demographic data.