With everything going on right now, I'm talking with a lot of our International Nonprofit clients about their digital fundraising.
Obviously this is not business as usual. January 2020 seems like 3 years ago. The ground has shifted under our feet and we all need to re-think and re-plan.
Here are some thoughts... (would love to hear yours too)
Feeling sorry for all the face to face fundraisers and street fundraising agencies out there. Hope you can weather this storm. This model is over (for now) and so fundraising teams will be scrambling for other opportunities to replace this income.
Those organisations who have a large amount of Regular Monthly Donors (have invested in this model) are in a much stronger position.
If organisations do not adjust goals and targets for fundraising (down) there could be a lot of short term thinking, bad decisions and work panic/burnout happening.
Expecting Digital + DRTV fundraising to be increasingly important for the next few months. Also events to be replaced by virtual challenges. Think “stay at home” Facebook Challenges (like fitness challenges)
Expect some big fundraising "activations" with big partnerships (e.g. Facebook with a few big charity partners) that take a lot of attention and share of wallets.
Situations in the world (Wars, Refugees, malnutrition, access to water, healthcare - loved ones with cancer etc) are not going away. These need funding, so there is a very strong case for support - especially committed/regular monthly support so organisations can plan.
People will be frustrated by not being able to go out as much. They will be looking for ways to spend their disposable income (they will not be spending as much outside the home) online. Entertainment (Netflix, Apple TV etc). Nonprofits need to be thinking how they can get a share of this spend by offering a way for people to stop the boredom.
We expect existing paid digital media programmes to take a hit as the Newsfeed is swamped with Coronavirus chatter. CPMs will get higher and conversion rates will drop. The thing that can help work against these trends is great creative and new ideas. The secret is testing a lot of different concepts as quickly and cheaply as possible.
It's time to get back to basics. Stop doing digital fundraising activity that doesn't work. Focus on the foundations - optimisation, engaging and serving your existing supporters. Time to shift from focussing on top-line revenue to net returns (profitability)
Would love to hear your thoughts too…