Do you want to grow your nonprofit? If so, these are very exciting times! Giving USA reported that the US has surpassed pre-recession levels for the first time in seven years. In 2014, Americans donated an Estimated $358.38 Billion to Charity in 2014; Highest Total in Report’s 60-year History.
What can you do to make sure your nonprofit shares in this philanthropic trend of increased giving?
1. Give your constituents the choice to give online through smartphones, tablets, and desktops.
As of October 2014, 64% of American adults own a smartphone (Pew Research Center). In addition, according to KPCB’s slideshare “Internet Trends 2015 - Code Conference”, American adults are NOW spending more time on mobile devices (51%) than desktops (42%). If you are not offering people the ability to contribute to your cause through both desktop and mobile devices, you are missing out on donations and engagement. This should be your priority!
2. Create Peer to Peer (P2P) campaigns.
At its core, a peer to peer campaign strategy converts your donors into evangelists who fundraise and communicate your mission (mostly via social media) to their network of friends and family. Not only are you exponentially growing the amount of people that hear your message, but also the amount of people who actually listen, pay attention and trust your message. You will then be leveraging the existing relationships your donor has with his/her network of friends. Bottom line, more people are willing to give, because a friend asked them to.
P2P campaigns are very effective in acquiring a new and younger donor base. As of Q1, 2015, millennials comprised more than 33% of the workforce (Pew Research Center). So this is definitely a group that you want to target. As mentioned in my previous blog: Nonprofits, Engage w/Millennials: The 3 Musts, this generation has a social conscience and are ready to make a difference. However, they want to do it on their terms. Since 64% of millennials prefer to fundraise via peer to peer fundraising (walk/run/cycling events), start enlisting them as your ambassadors.
3. Evaluate whether you have the manpower to run a #GivingTuesday campaign.
GivingTuesday follows Black Friday and Cyber Monday as the day after Cyber Monday. Formulating and implementing a #GivingTuesday campaign takes time and effort to do it right. Please check out my blog article Step by Step Guide to Creating a #GivingTuesday Strategy to figure out whether this should be part of your end of year campaign this year. As approximately 33% of all US donations happen in December, this is worth considering. If you can’t participate this year, definitely start making plans to do so early next year.
Are you ready to engage your donor base more effectively through mobile technology, P2P, and #GivingTuesday campaigns? Contact us and we will help you.