[January 06, 2015] |
|
Abila Highlights Key Nonprofit Fundraising Trends to Watch for in 2015
Abila,
the leading provider of software and services to nonprofits and
associations, today shared its predictions that will have the biggest
impact on fundraising for nonprofits in 2015: conversion optimization,
or improving donation flow to raise more money, will be an emerging
trend; the ability to engage with Millennials will be key; donor
retention and treating all donors like major donors will be essential
for organizations; online fundraising and mobile continue to be
important; and the ability to share stories in a very visual way.
"2015 will be a big year and a transitional year for the nonprofit
sector as business-minded tactics slowly gain ground and organizations
think about increased growth versus simply being sustainable," said Rich
Dietz, Abila's senior product manager for digital fundraising.
"Engagement strategies will reach new levels as Millennials continue to
emerge in importance and nonprofits think about the best way to interact
with their supporters."
Key Fundraising Predictions for 2015:
-
Conversion Optimization: Organizations will begin to think
about how to better convert existing website visitors versus simply
attracting new visitors. This is a business practice that many small
businesses have adopted recently and will work well for nonprofit
organizations. Conversion optimization revolves around measuring,
testing and optimizing the donation flow to raise more money.
-
Millennial Engagement: According to Brookings, Millennials will
make up 75 percentof the workforce by 2025. As Millennials enter the
workforce and have money to spend, organizations will need to put
strategies in place to best engage this demographic. Many follow a
different path to becoming a donor than is traditionally done and
nonprofits will need to adapt to these differences.
-
Donor Loyalty and Lifetime Value: Tracking donor engagement
will be crucial. Organizations will spend more time analyzing
characteristics and behaviors of all of their constituents-not just
major donors-to better understand what drives their giving behavior.
By tracking donor engagement, organizations will be able to further
segment their appeals, personalize their outreach to donors,
significantly increase donor loyalty, improve lifetime value, and
treat all donors like major donors.
-
Online and Mobile: Online and mobile have played an
increasingly key role for organizations the last few years, and that
will continue in 2015. Social will play a key role in the "attention
economy," and responsive design will be necessary to allow supporters
to access an organization's website at any time from any device. 2014
was the tipping point for more web traffic coming from mobile devices
than desktop computers. According to Pew (News - Alert) Research Center, more than 90
percent of all Americans own a cell phone.
-
Storytelling Becomes Visual: Creating a narrative and sharing a
story has always been important for nonprofits to successfully engage
donors, but doing so in a visual way is becoming essential.
Organizations will have to find creative and innovative ways to engage
supporters in a world full of distractions, and visual components are
key. Web posts with visuals drive up to 180% more engagement and
research indicates people process visuals 60,000 times faster than
text.
"The nonprofit sector must continue to evolve and keep pace with
behavioral changes we see in society," said Dietz. "Organizations that
embrace new ways of thinking, streamline their databases, create visual
stories, and adjust their engagement approaches will be successful."
Additional Media
About Abila
Abila is the leading provider of software and services to associations
and nonprofit organizations that help them make better decisions,
execute with greater precision, increase engagement, and generate more
revenue. With Abila solutions association and nonprofit professionals
can use data and personal insight to make better financial and strategic
decisions, enhance member and donor engagement and value, operate more
efficiently and effectively, and increase revenue to better activate
their mission. Abila combines decades of industry insight with
technology know-how to serve more than 8,000 customers across North
America. For more information, please visit www.abila.com.
[ Back To TMCnet.com's Homepage ]
|