Conversion optimisation, or improving donation flow to raise more money; the ability to engage with Millennials; donor retention and treating all donors as if they are major donors; online and mobile fundraising; and, the ability to share stories in a very visual way will be the top fundraising trends for 2015.
That’s what Rich Dietz, senior product manager for digital fundraising for Abila Software in Austin, Texas predicts.
‘2015 will be a big year and a transitional year for the nonprofit sector as business-minded tactics slowly gain ground and organisations think about increased growth versus simply being sustainable,’ said Dietz.
‘Engagement strategies will reach new levels as Millennials continue to emerge in importance and nonprofits think about the best way to interact with their supporters.’
This is a business practice that many small businesses have adopted recently and will work well for nonprofits. Conversion optimisation revolves around measuring, testing and optimising the donation flow to raise more money.
As Millennials enter the workforce and have money to spend, organisations will
need to put strategies in place to best
engage this demographic.
Many follow a different path to becoming a donor than is traditionally done and nonprofits will need to adapt to these differences.
By tracking donor engagement, organisations will be able to further segment their appeals, personalise their outreach to donors, significantly increase donor loyalty, improve lifetime value, and treat all donors like major donors.
2014 was the tipping point for more web traffic coming from mobile devices than desktop computers. According to Pew Research Center, more than 90% of all Americans own a cell phone.
Web posts with visuals drive up to 180% more engagement and research indicates people process visuals 60 000 times faster than text.
‘The nonprofit sector must continue to evolve and keep pace with behavioural changes we see in society,’ said Dietz. ‘Organisations that embrace new ways of thinking, streamline their databases, create visual stories and adjust their engagement approaches will be successful.’