So what can we look forward to in 2009?
Who knows what technology, not to mention the economy, will bring in 2009? But given the developments of 2008, it’s clear that nonprofits will, increasingly, leverage the power of relationships (through social media, e-mail, in-person requests, text messaging and more) to spark action around issues using new technologies. What will make these projects succeed or fail will be the creativity of their concepts, the urgency and content of their appeals, the commitment of their audiences, and the worthiness (from the donor’s point of view) of the ask. This is tried-and-true fundraising, really — just using newer, cooler gadgets.
What might be different is this: As communicating online gets easier and cheaper, organizations can look forward to developing more personalized appeals to specific segments of their lists. Niche appeals will become more and more viable for smaller organizations with the brain space to tackle them. FS