This list below is a compilation of research and personal insight into what technology and trends will be influencing and impacting the nonprofit sector in 2011 and beyond. Tell me what you think.
1. Tell Your Story with Video for Maximum Impact
Organizations are following in the footsteps of the local weather channels. To support their reports they request for their audience to send in real life/real time video footage of the storm in their neighborhood. This has turned everyone into a storm chaser. The same is true for telling the stories of your nonprofit organization. Think of this in terms of organizations of you being what I call “story chasers.” By encouraging supporters to submit videos of their own experiences they provide you an inbound stream of testimonials that could be used on your website, microsite or in an e-mail campaign for fundraising. The possibilities are endless.
2. Multi Channel Direct Response Fundraising = Offline and Online Integration
Online is the fastest growing fundraising channel for nonprofits. Recent industry reports show online fundraising grew 30% – 40% over last year. While some of the growth is driven by international affairs organizations and disaster relief, other nonprofit sectors were also strong. Environment /Animals and Human Services organizations each reported 30% and Education and Public/Society Benefit organizations also showed strong growth.
3. Badges and Widgets used for Fundraising and Advocacy on Personal Weblogs
Average online donation size has grown to average $90 – $100. One important reason online is growing as a channel is that the average online donation has consistently increased and has about doubled over the last four years. Research also shows that online donors are less expensive to acquire and more valuable over time. And with the explosion of widgets and badges for personal websites, those loyal to your brand and cause will only increase your exposure.
4. Website Navigation Expectations from Donors
I attended a recent seminar where the speaker used examples of well known websites where once the donor has made the worthy decision to give they often have to spend over 30 minutes filling out account and payment information, with some sites requiring up to 14 clicks just to give a $30 dollar donation. That can only frustrate your donors and the likelihood of a repeat gift, especially through that channel is slim to none.
5. Major Donors are Embracing Online Research
Major donors are going online to research your organization both by the first impression they get from your website and then they review your financials at websites like Charity Navigator. The competition is fierce to be a worthy cause with financial accountability. Check your stats and manage your reputation. It takes more than a qualified seal on your site to satisfy today’s major donors.
6. Best Practices of Social Media
It was recently told to me by a potential client that they heard that, “We can just hookup a Facebook donation page and raise $35,000 overnight. Not quite. It is important to find someone in your organization that can create a master strategy for your social media efforts. Get some outside input, too. And don’t forget to find a way to measure your ROI.
7. Beyond a Button to a Strategic Path
Landing Pages and Microsites are the talk of the town and getting people to take you up on your call to action is the key. It is important that each and every time you communicate with your constituents you are taking them down the desired path not only for their affinity and interests, but also for your organizations current needs. Everybody wants to be a part of something greater than themselves, so how about making that easy for them to accomplish? If you don’t, they will just move on to the next worthy cause.
8. The Right Tools to Support Your Strategy
Having the right online communications tools can make or break your organization. I recently attended a conference breakout session on the best practices of online communication. At the end of the session everyone was thoroughly equipped with ideas, but not with tools. I wanted to help everyone in the room, but could not clone myself in time. I asked the same question to the three people I did talk to afterwards: After a presentation of that quality on online communication, I bet you have a ton of ideas that you are ready to apply when you return home to your nonprofit organization. What tools are you going to use to accomplish all of these great ideas? Each of them replied, “I have no idea.” To which I replied, “2Dialog, the company that I work for, provides to tools you need to accomplish your ideas.” As you can imagine, I did not have to offer my business card, they asked for it. There were 72 more people in that room and thousands around the world, who are in the same boat. Does that describe you or someone you know? If so, please reach out to me. You will find my business card and contact information above. I look forward to hearing from you.
Sources that inspired this post:
2Dialog, PayPal Blog, Metropolitan Group
