As we’re fast approaching #GivingTuesday and the height of the year-end giving season, many nonprofit organizations are kicking their fundraising and marketing efforts into high gear. While nonprofits traditionally feel pretty optimistic about donations coming in during year-end, this year is anything but traditional.
2020 has thrown a number of curveballs our way — from the pandemic that continues to significantly impact our country to the presidential election, which we are all still anxiously awaiting the results of. As a result, many individuals, businesses and organizations have felt the financial stress that COVID-19 has left — salary cuts, staff layoffs, business shutdowns. So, the big question nonprofits may be asking is, “What will this year-end look like?”
While many people have been financially impacted one way or another due to the pandemic, donors will continue to give what they can when they truly believe in a cause. New survey findings from The Nonprofit Alliance and RKD Group indicate that 80% of people plan to give the same as or more this December compared to last December, and 20% plan to reduce their giving. But it’s important to note that 61% of donors who plan to give more in December have already given more in 2020 than in 2019. Conversely, 72% who plan to give less in December have already given less this year. Overall, 77% of donors have given the same or more in 2020 than in 2019.
Seeing this data, report authors suggest that nonprofits can use segmentation to create strategies to address these groups in different ways with messaging, ask arrays, offers and more.
It’s clear that the pandemic has affected individual giving. Here's how, according to the survey:
- 48% of those who plan to give more in December have above-average concern about COVID-19 and health impacts vs. 22% of those who plan to give less.
- 65% of donors who plan to give more in December had their personal health impacted “somewhat” or “a lot” by COVID-19.
- 74% of donors who plan to give more in December had their family’s or a friend’s health impacted “somewhat” or “a lot” by COVID-19.
- 88% of donors who plan to give less in December had their personal financial situation impacted “somewhat” or “a lot” by COVID-19.
- 71% of donors who plan to give less in December had their employment status impacted “somewhat” or “a lot” by COVID-19.