Are Your Fundraising Efforts Aligned With Charitable Giving Trends?
The pandemic has increased the need for people to rely on nonprofit services. The virus has led to increased levels of unemployment, eviction, food insecurity, domestic violence, mental illness, and substance abuse. Families are grieving the loss of loved ones. Medical bills and lost wages are affecting the lives of more than 30.5 million Americans who have contracted COVID-19. At the same time, the pandemic has had adverse effects on nonprofit finances. The charitable giving habits of donors have changed, health and safety risks for staff and volunteers have increased, and fundraising events have had to be canceled or scaled back.
According to Giving USA’s 2020 Report on Philanthropy, total charitable giving in 2019 reached nearly $450 billion, a 4.2% increase from 2018. Even though it was a tough year, the Blackbaud Institute Index 2020 Charitable Giving Report revealed charitable giving for the calendar year 2020 increased by 2% from 2019. Repeat and potential donors are still out there willing to help, but nonprofits may need to refocus their fundraising efforts this year. The latest trends can help your nonprofits target their fundraising audience in the right way.
Respect Your Donors’ Physical Space
The current atmosphere makes it tough to pull together full-scale events, such as galas or auctions, or to organize walks, runs, or rides in support of a charitable cause. Even with vaccines on the rise, people aren’t ready for large social gatherings yet, so nonprofits need to think small in 2021. Your nonprofit can respect donors’ needs and concerns by hosting a virtual event, such as an online auction. You can also host hybrid events that offer donors the flexibility to choose whether they would like to participate remotely or in-person.
Follow Your Donors’ Passions
In general, donors are emotionally driven to help with targeted relief to solve an immediate need. Many donors have given or redirected their charitable contributions to causes related to COVID-19. If your organization can help with targeted COVID-19 relief efforts, you may consider Fund-a-Need donation drives to boost your donor engagement.
From 2018 to 2019, charitable giving by corporations increased by 13.4% (Giving USA). Over the years, consumers have become more selective in choosing the for-profit entities they do business with based on their social impact. Consequently, corporations have become increasingly aware that forming associations and making charitable contributions can improve their business. By partnering with a corporation that matches employee donations, your organization can receive two donations for the price of soliciting one.
Know Your Donors’ Digital Habits
More time at home due to government-mandated closures and working remotely has increased the average amount of time people spend online. Like all businesses, your nonprofit’s online presence matters more now than ever. Ensure your website and social media present your cause well and provide quick and easy ways for donors to support your organization. Many online donors become repeat donors year over year. The 2020 M+R Benchmarks Study showed that 39% of donors who made an online gift in 2018 also made one to the same nonprofit in 2019. You can also use your website and social media to educate donors about the tax incentives available for charitable contributions.
Use social media to circulate your fundraising efforts. According to a study by LendingTree, roughly 52% of Gen Z (ages 18 to 23) and 45% of millennials (ages 24 to 39) surveyed said they donated to a cause in 2020 after hearing about it on social media. Consider creating mobile-responsive donation pages as well. In 2020, an estimated 28% of online donations were made using mobile devices (Blackbaud Institute Index).
Offer Opportunities for Recurring Giving
In 2019, nonprofit revenue from monthly donations rose by 22% compared to 2018, and revenue from one-time gifts rose by 8% (M+R Benchmarks). The average automatic recurring monthly donation in 2019 was $25, and the average one-time donation was $111 (M+R Benchmarks). That means donors who make automatic recurring monthly donations gave about three times as much throughout the year as one-time donors. Since more and more donors are signing up for monthly giving programs, offering one can be a great way to increase your annual fundraising dollars.
Contact Livingston & Haynes
The professionals at L&H understand your industry and the financial and operational challenges you face. My team provides the accounting, auditing, tax, and advisory services nonprofit organizations need to stay true to their missions, maintain their tax-exempt status, and continue serving the public. Contact me today to talk about your fundraising strategies.
by Wendi Haynes, CPA
Wendi Haynes, CPA, serves as Livingston & Haynes’ Managing Partner and has been with the firm for over 30 years. Wendi has extensive experience providing accounting, auditing, tax, and advisory services for nonprofit organizations, small businesses, and employee benefit plans.