A Navigational Tool for Non-Profit Fundraising
2020 handed out more challenges than any of us care to think about. But we must do exactly that. As always, challenges provide opportunities for adaptation and give birth to innovation, neither of which are unfamiliar to non-profits. Fundamentally though, while everything from communications to operations to fundraising changed logistically, the missions of organizations held steadfast – remaining as important (or even more so) as ever. In the wake of the year that we’ll never forget, it’s time to remember the importance of looking forward.
I recently had the privilege of hosting an Executive Round Table. We discussed the trends in innovation and philanthropy that developed as we navigated our way through a global pandemic. I was joined by Alan Alvarez of Miami Bayside Foundation and Nicole Kaufman of Breakthrough Miami, who offered incredible advice based on their own adaptations over the past year. We talked about what has worked, as well as what hasn’t, and what best practices they have used in their own organizations. In our quest to keep each other educated, I have compiled the top trends of philanthropy.
Before we dive in though, let’s dispel a myth. Over the past year, it has become widely assumed that donors are no longer giving due to the pandemic. However, this is simply NOT the case. In fact, Fidelity Charitable recently surveyed individuals with average annual philanthropic donations of $500-$1000. Their eye-opening findings include that:
● 54% planned to maintain giving levels in 2021
● 25% of donors planned to increase in 2021
These statistics are provided with a caveat. Keep in mind that it’s important that we interact with donors (and EVERYONE) with empathy during these times. Despite the promising numbers, you don’t know an individual’s specific capacity to give. But by using an empathetic approach, you can at least begin a conversation.
Now, let’s talk more about the trends we discovered:
The Top Five Philanthropy Trends of 2021
- Communication is key. Organizations have had to shift programming, operations, and stewardship efforts. It’s simply the reality we are living in at the moment … and that’s okay! The key to all the adjustments is communication. Ultimately, people want to stay informed. So, have the conversations … this is what we are doing, this is how we’re adjusting, these are the changes you may see. But in the end, remind them that you are still impacting the same amount of (or even more) people. Ensure that they understand that the one consistency you have is the MOST important one – touching as many lives as possible.
- Meet your team and donors where they are. They’re all adapting too. Ask them what they want or need and meet them where they are. While Zoom fatigue is real, it does not mean everyone suffers from it. Don’t assume that no one wants to participate in another online event because they’re online all day. Candor goes a long way to find out who is comfortable to meet in person and who is not. That level of candor also builds confidence and trust. One tip is to survey your group to find what works best for them. While most corporations are still virtual, some people are open to meeting in small groups, outdoors, with proper precautions. Creativity is key to ensure you make it comfortable and worth their time.
- Thrive online. The pandemic heightened our need for consuming information. Fortunately, information has never been easier to provide. Photos and videos can be captured right through our smartphones to tell an organization’s story – ones that showcase the work experience and those who have been impacted. Sharing it all on social media, along with metrics to show how you are moving the needle, demonstrates that your organization is healthy and thriving. This online connection to the programs and organization helps to keep your donors engaged and motivated.
- Organizations must set realistic expectations. With the current climate, it is far too challenging to navigate the next six months, let alone the next year. We cannot predict where we will be twelve months from now, so annual goals are just not possible. Instead, start examining, and sharing, your metrics on a month-to-month basis. It’s also easier to motivate your team and donors with short-term goals in this way. Small wins have now become big wins – talk about motivation!
- Overcommunication reduces miscommunication. We are missing those frequent casual pieces of conversation that happen in passing in an office environment. Overreporting and oversharing can be a successful approach with virtual communication. In order to stay mission-focused, many organizations have shifted to more frequent touchpoints – morning roll calls, morning motivations, using different themes for calls, being intentional about agendas, afternoon recaps, weekly overviews … the list goes on.
The reason? It’s important to build in intentional space for connection. Think creatively about how to engage your team and donors, and provide as much information as possible.
Keeping these trends and tips at the forefront of your thoughts will help guide you through 2021. Make no mistake, the future of philanthropy is bright. All we need is an occasional shift of perspective to give us a fresh outlook. We can use this as an opportunity to hit the reset button – review what we’re doing, what works, what doesn’t, and revamp based on our findings. It’s also important to be forgiving of ourselves at this time – no one is expected to have all the answers, let alone in an unprecedented global event. And now, it’s time to turn the page on the pandemic. With all of the changes, keep focused on the things that remained the same – people, authenticity, your unique positioning, mission, and strengths.
For more information about the 2021 trends, feel free to reach out to our team at hello@thewinwoman.com Until next time, keep Building Your BADASSERY.
