Trends & Insights to Guide Year-End Giving

As political campaigns turn up the heat leading to the mid-term elections, you’ll need to find new and creative ways to get your message heard. In this episode, Nicholas and Leah chat about the trends and topics they’re seeing as 2022 closes in on the busiest time of the year for nonprofit. Here are some of the key takeaways: Create a unified message across channels. To cut through all the noise and draw people’s attention to your cause, focus on your messaging. Specifically, create a unified message to foster a connection between donors and your organization. Share good news. Don’t fall into the negativity trap; try to also share the good things happening within your cause. Donors want to know where their dollars are going and the impact they’re making. Focus on stewardship. Use data to learn as much about your donors and prospects as possible, then put a personal spin on your stewardship efforts. Ensure that all messaging connects your work to what’s relevant and urgent in their minds. Use search ads to acquire new donors. There’s limitless opportunity with digital search and social media ads. You’ll spend less money in these spaces and reach a larger segment of your donors and constituents. Make online giving easy. Donors today appreciate multiple payment options. Ensure your website is optimized to receive payments by credit or debit card, payment vendors like PayPal and Venmo, and even cryptocurrency. Your site should also be easy to use. Let data drive direct mail. Given supply chain issues, direct mail continues to get more expensive. Don’t lean on this form of outreach simply because it’s what you’ve always done; rather, look at data to see your donors’ communication preferences and prioritize mailing those who are most responsive via mail. Reach younger generations. A one-size-fits-all approach won’t work for Millennials and Gen Z, so segment your donors by age and craft messaging that will resonate. Focus on social media but be authentic.