Nonprofit predictions for 2012

Online and new media will continue its rise in influence, and the effects of donor fatigue will become more evident in 2012, according to research from US fundraising experts Convio.

Donor fatigue and the continuing rise of online and new media were just two of the five predictions made by Convio in a report looking at the key trends for the not-for-profit sector in 2012.

Convio also suggested:

• Donors will increasingly rely on referrals from friends, family and co-workers to make their decisions;
• Supporters and donors will want to define and customize how they are communicated with; and
• Multi-channel marketing will play a more considerable role in not-for-profit communication.
• Convio founder and chief strategy officer Vinay Bhagat said not-for-profits must continually adapt to changes in both consumer behavior and new technology in order to be successful.

“Respecting donor communication preferences and leveraging low cost channels and outreach strategies to their full potential are critical success factors,” said Mr Bhagat.

The top prediction for 2012 was that online and new media channels will continue their rise, a prediction based on Convio’s 2010 holiday giving survey which showed online fundraising up by 40% from 2009.

Convio also attributed this prediction to the rise of mobile devices capable of accessing the internet, and the move by many older donors to the online medium.

The group also predicted that marketers will push donors with increasing intensity, which will result in donor fatigue. It suggested that tailored communications that resonate with donors will be a key factor in not-for-profits successfully gaining attention.

Mr Bhagat said that world events will also make 2012 a challenging year for nonprofits, who would have to adjust to changes to be successful.

“The macro economy in 2012 will certainly continue to pose challenges for fundraisers, and in the United States the presidential election will likely play a role in the mindshare game. This only increases the need for nonprofits to adapt to changing consumer preferences and to capitalize on new opportunities,” he said.

“Greater emphasis on strategy, organizational alignment and process design will be applicable to all nonprofits, large or small. Essentially, being more sophisticated and savvy when it comes to supporter engagement won’t be just ‘nice to have’ – it will be a necessity.”