• Nonprofit Learning Lab

Fundraising in 2022 and Beyond

This is a guest blog post from Utopia Entertainment.


With supporters of ~Web 3.0~ promising a world dominated by cryptocurrency, NFTs, and the metaverse, and words like “decentralized,” “open-source,” and “blockchain” making increasingly common appearances in everyday conversation, it’s hard to ignore just how integral technology has become to our lives. Perhaps it’s not surprising, then, that some of the most important trends for nonprofits to be aware of revolve around technology. In this article, we’re going to highlight some of those trends and take a look at what nonprofits should expect in 2022.


VIDEO REIGNS SUPREME

It's hard to overstate how important video is. In fact, it accounts for over 80% of all traffic on the internet. The numbers don't lie:

  • 39% of people who watch a video look up the accompanying organization within 24 hours

  • 57% of people who watch a video for a nonprofit go on to make a donation

We know producing a video can be a daunting project, but it's absolutely worth it. A well-produced video on your website encourages people to stay there longer (the average user spends 88% more time on a website with video options), including video in your social media posts makes them more likely to be shared (12x more likely, to be precise), and, perhaps most importantly, video allows you to connect more effectively with potential donors. It allows you to tell your story, engage viewers emotionally, and enroll people's hearts in your cause.


SOCIAL MEDIA IS A MUST

In the United States, nearly 75% of the population actively uses social media, with the number skewing even higher for younger generations. Countless organizations have demonstrated that it can be an invaluable tool for highlighting community needs, mobilizing supporters, and affecting change. Children's Miracle Network Hospitals, for example, has generated millions of dollars through their ongoing livestreaming campaign. Through social media, you can:

  • Raise issue awareness

  • Promote a giving campaign

  • Showcase volunteers in action

  • Build and engage your community

To make the most effective use of social media, it’s best to focus on a few platforms specifically. Ask your existing supporters where they’re usually active, and allow that to influence your marketing strategy. While Facebook is still the undisputed leader in the space (with nearly 3 billion users worldwide), Gen Z is more likely to be active on Tik Tok or Instagram.


MONTHLY GIVING IS ON THE RISE

Subscription-based service models are becoming more prevalent. Instead of buying an album, we pay for Spotify. Instead of renting a movie, we pay for Netflix. This trend is something nonprofits should take note of, too.

  • They’re often a more budget-friendly way for donors to give

  • They’re a more reliable source of income for nonprofit organizations

  • The annual value of monthly donors is nearly 3x that of one-time donors

Even if you don’t go out of your way to ask for it, monthly giving should at least be an option for your donors. Feature it on your website, include it in your newsletter, and make it generally accessible.


CONNECTION IS MORE IMPORTANT THAN EVER

For all the good it does, for all the doors it opens, our technology-oriented world can be alienating, too. Donors want a relationship that doesn’t feel transactional; where they’re worth more than an automated thank-you email. Look for ways to connect with donors outside of your yearly gala. Call them up, invite them to brunch, create lower-commitment opportunities for them to engage with your organization.


And when you do meet with donors, don’t spend your time selling to them. Ask questions. What moves them? What’s their story? Why do they give? Not only does this help foster a genuine connection between you and your donors, but it can also give you valuable insight into what motivates them. Plus, you may want to highlight their stories in an email or marketing campaign; the things that inspire someone to give you their time and money can be as profound and moving as the things you’re able to do with it.


VIRTUAL AND HYBRID EVENTS ARE HERE TO STAY

Even though 2021 saw the return of live events, virtual and hybrid aren’t going anywhere. Most of the events we’re booking in 2022 are hybrid, and for pretty clear reasons:

  • They’re more inclusive and accessible; people can attend, at their own convenience, no matter where they are

  • Millenial and Gen Z donors expect digital options

  • A single event can become content long-term

The world had to adapt, quickly, to accommodate virtual meetings, virtual events, virtual everything. Now that it has, the unrivaled flexibility offered by virtual and hybrid experiences continue to make them an obvious choice for many nonprofits.


FINAL THOUGHTS

Our current, always-changing landscape can make keeping up with important trends difficult, but hopefully this guide can serve as a useful jumping-off point for your research. The future isn’t slowing down, and sometimes the difference between success and failure is as simple as knowing which way the wind is blowing. We’re wishing you the best of luck in 2022, and if you’re ever looking for video production, event production, or coaching and guidance services, you can visit us at www.utopiaentertain.com.



64 views