7 fundraising trends to look out for in 2021
Mirror, mirror on the wall, what does 2021 have in store for us all?
Don’t know the answer? We don’t blame you. If the last year has shown us anything, it’s that things can change. Quickly. Vaccines might be rolling out, but with the country now under Lockdown 3.0, the coronacoaster is far from over. That does not mean you shouldn’t plan, but it does make the process a little harder. So what will charity fundraising look like in 2021? Sadly, we don’t have a magic mirror. But we do have 25 years’ experience working with charities and non-profits, and this year, we think we’ll see the sector:
1. Say helloooo to digital fundraising
With lockdown measures in place across the UK – and, well, everywhere really – one thing we can be sure about is that digital fundraising is here to stay. From digital campaigns to online charity shopping and virtual events, it’s great news for all the technology purists out there. COVID-19 has opened a new virtual fundraising world, and with fundraising trends in 2020 showing even the most reluctant of charities the wonders that digital holds, we think this is one trend that’s here to stay.
2. Create new space for hybrid events
Just because charities have embraced the world of online giving doesn’t mean personal contact is redundant. Human beings are social creatures, and after months of lockdown you can be forgiven for craving some personal contact. Digital fundraising has opened a lot of doors, but it would be short-sighted to close the others. It is not the new normal, it is part of the new normal, and we think that as restrictions relax we’ll start seeing more hybrid fundraising events. It’s the best of both worlds. Taking the connections and live experience of in-person events and adding a virtual element – one that invites and engages a broader, digital audience.
3. Renew its focus on supporter experience
Regular readers will know that one of the true silver linings of COVID-19 are the extra miles charities have gone to support their donors and beneficiaries. Taking this lesson forward to 2021, we want this year to see an even greater focus on cultivating donor relationships. Whether it’s a well-timed thank you, handwritten note, random act of kindness, virtual meet-up or digital ‘check-in’, COVID-19 has helped charities humanise and understand their donors. More than just data, the more fundraisers talk to the people behind the gifts, the better – and more durable – their donor relationships will become.
4. Get (or stay) social
Okay, so technically it’s a type of digital fundraising, but social media warrants its own entry. Why? Because social media is about so much more than just the ask. It isn’t just a channel to cross in your next charity fundraising campaign. It’s about conversation and engagement. Experience. The truth is, with so many parts of people’s lives locked down, social media is a must for charities. It is a way to build your community, to share stories, photos, videos and messages with people everywhere. It’s a way to engage, to get people involved, and build relationships with charity donors. That doesn’t mean you have to be on every single platform. Go where your supporters are. Not quite sure what to say? Our A-Z of social media and tips to maximise social media fundraising are great places to start.
5. Embrace Artificial intelligence (AI)
The problem, of course, is that delivering a good supporter experience takes time. And time is a resource most fundraisers are more than a little short of. Could Artificial Intelligence be part of the answer? It might sound a bit space-age, but actually AI is more common than you might think. Take chatbots, for instance. Chatbots are automated software that can be trained (programmed) to understand questions and perform simple tasks. Just like a person. Whether yours is there to answer questions, poll supporters, share information or tell stories, chatbots offer charities and non-profits a new way to engage supporters and drive donations. That doesn’t mean you put an end to human communications. But artificial intelligence could be the digital fundraising tool you need to enhance it.
6. Keep up with cashless charity donations
From online giving to contactless payments, cashless charity donations have been on our radar for a while. Quick and convenient, it’s easy to see why the consumer world has gone this way. With COVID-19 bringing fears of cash-based transmission and shining a magnifying glass on digital fundraising techniques, cashless technology makes donating easier than ever before (provided it’s used well, of course). That’s why we think cashless giving is a trend that’s here to stay.
7. Go back to basics with Direct mail
And finally. It might feel a little old-fashioned compared to the technological wonders of digital fundraising, chatbots and cashless giving, but direct mail still has a role to play. Did you see the surge in Christmas card sales this year? We have been locked down for months, and yes, we’re excited to see the postman. It’s even more exciting if he has post! Giving people a much needed break from screens and social media, the tactile, physical and personal nature of direct mail makes it the perfect fundraising tool for lockdown times. It doesn’t need to be flashy. With Royal Mail offering wholesale incentives to eligible businesses and charities, a well-written letter landing on the right doormat at the right time, might be just what you – and your donors – need.
We know it isn’t easy to turn theory into action. But despite all the challenges the sector has faced this last year, we have watched organisations turn digital corners and make creative moves in a way that hasn’t been seen before. We can’t promise you an easy year. But we know you’ve got what it takes to find your way through. To navigate the landscape, reshape and rebuild your charity fundraising for the better. We’re here to help. We love sharing fundraising insights, tips and tricks on our blog every week, and adding new webinars and resources to our Learning Hub to help build your digital fundraising skills. And of course, our team is always working to stay ahead of the digital fundraising game – making sure our products give you everything you need to ride the coronacoaster and start building back better.
