The Right Moves
My favorite fundraising trend right now is social media, because it levels the playing field for all nonprofits and can give us such a wonderful glimpse into the lives of our donors. I wish telemarketing would go away!
My favorite fundraising trend right now is monthly sustaining gifts. I would like to see pennies taped to direct-mail letters just go away.
My favorite fundraising trend right now is too hard to pick. I would like to see the silver-bullet mentality just go away.
My favorite fundraising trend right now is the focus on donor retention. I would like to see continually upping the premium ante in acquisition just go away.
What do you anticipate as we head into 2012?
Nonprofits, especially small ones, are going to continue to look for the "holy grail" somewhere in online fundraising. There's so much attention being invested online, and figuring out how to monetize social media remains a focus. I don't see this changing. What I do see changing is nonprofits getting more balanced, adding back some offline activities that were scaled back in the lean years. Figuring out the right mix is essential, as is adjusting that mix as needed to fit the ever-changing reality. This means more midterm adjustments to long-term plans.
Nonprofits will HAVE to get smart about diversifying their revenue through social enterprise and rely less on traditional funding sources.
We are crawling slowly out of the hole, with an ever-so-slowly improving environment — except for those fundraisers who are unable to put their donors first. They will be in a recession for the rest of their careers.