A Look Back — and Forward
MacLaughlin: I predict a significant performance gap between organizations that have embraced donor-centric fundraising using multichannel engagement and those that have continued along with how they have always done things. We are now living in the age where outcomes trump outputs. The organizations most likely to thrive in the next 10 years will have invested in this way of thinking.
Church: People under the age of 50 will be great donors, and USPS will still be here.
Barden: I suspect there will be fewer nonprofits due to mergers and an inability to raise enough money as large-scale programs to acquire donors are too costly (i.e., DRTV, direct mail) and lower-cost options do not generate enough new donors to cover losses due to attrition and weaker acquisition. The ones that are growing in 10 years will be focusing on multichannel (both “old-fashioned” and newer tools) and donor cultivation methodologies.
Kirchoff: Can we get to a place where we truly are where the donor is when they want to give? What does the “Jetsons” world look like for fundraising?
Peters: More one-to-one, live with more donors, even smaller-gift donors — telephone, Skype, personal chats and e-mails.
Grow: Recently I got an e-mail from Publishers Clearing House that had my address in the subject header and contained detailed directions, including a map, to the florist closest to my home! While I found that level of personalization more than a little intrusive, I’d love to see fundraisers use data, personalization and technology to connect with donors on a deeper level. What brings our donors joy? We all want to change the world. How can we satisfy our donors’ need to make a difference?
Grams: Asking Siri to make your donation for you.
Jowdy: That in the U.S. and beyond we will make real inroads in increasing the number of donors and funds raised, and that we will elevate our profession in performance and perception.