In whatever way 2018 unfolds, we anticipate a year of change in giving across the board—including the extension of patterns we’ve been observing for the past few years, as well as the continued rise of new trends that emerged in 2017.
It’s also important to note that in any given year, fundraising trends and success for nonprofits are influenced by specific political, social and environmental factors such as those highlighted here.
2017: The year in fundraising…
- Backlash against Trump’s agenda sparks the rise of the activist rage donor…
- Natural disasters drive donations to help victims of hurricanes from Texas to Puerto Rico, wildfires in California, mudslides in Colombia, a monsoon in Bangladesh and earthquakes in Mexico…
- Donor-advised funds continue to outpace other forms of individual giving…
- Changes in U.S. tax law have many charities concerned about a decline in annual giving in 2018.
As we begin a new year, here are a few of the trends we’re watching closely at Schultz & Williams:
Relationship fundraising remains on the rise.
Direct response and front-line fundraising used to see the fundraising landscape differently, but with the emergence of online channels, the growing use of video content, and the ability to capture and manage robust data sets, these previously divergent views of donor-relationship building are becoming more closely aligned. As channel focus and an “ownership” mindset fall away, the opportunity for real collaboration across silos is growing. A great resource for navigating this convergence is SeaChange Strategies’ fantastic study Inside Out Fundraising.
Donors are creating their own ways to give.
Not only do donor-advised funds (DAFs) have a clear economic advantage, they also reflect a movement towards individual ownership in giving decisions. DAF gifts tend to be larger, locally focused and indicative of a likelihood for repeat giving over time. Yet they can complicate (and sometimes frustrate) our fundraising plans. “Donor Advised Funds: 8 Things Fundraisers Should Know” on Jay Love’s Bloomerang blog provides some important tips to keep in mind when it comes to DAFs.
People are predictable.
While data can tell you how they give, behavioral science helps fundraisers understand why they give. A quick primer on using behavioral economics in managing giving metrics (as well as in structuring asks and other fundraising activities) can be found in Nick Ellinger’s blog post “The Behavioral Science of Fundraising Metrics” and in “6 Simple Behavioral Economics Lessons Every Fundraiser Should Know” by Caryn Stein on LinkedIn.
In addition, a terrific resource for understanding the emerging trends in philanthropy is Nonprofit Quarterly Editor Ruth McCambridge’s article “Changes in Giving Patterns: Understanding the Dialectics”, which breaks down the dynamics at play between our desire for community and our drive to be individuals—and how this can affect fundraising.
What fundraising trends are you observing, and how are you altering your plan of action to address them? We’d love to hear from you.
