The nonprofit sector is changing. That’s hardly a
groundbreaking observation—of course it’s changing, as it does every year—but
this time, something feels different.
Beneath are the five Trends for non-profit brand:
Trend# 1:
The demand for more strategic storytelling. Numbers numb, but the
stories get stored. Stories create emotional connections with target audiences
and smart social impact organizations are securely on the storytelling
bandwagon. With this boost in the amount of storytelling for social impact
comes the double-edged sword that traditional techniques are now falling flat.
The bar is higher than ever before to create strategic stories that have a purpose,
interesting characters, and a hook that drives people to not just watch but
also take an action.
Trend# 2
The influence of currency. Nonprofits are
understandably in a perpetual fundraising mode. But to view current or
prospective supports only for their possible monetary donations is a
misunderstanding. The social impact sector must remember that social media’s
empowerment of the individual means anyone can—and is—an influencer among his
or her circle of friends and family. That type of influence is a new, powerful
“currency” that shouldn’t be underestimated.
Trend# 3
The rise of the social strategist: The smart communicators and marketers who combine both head and heart
to create social impact, through nearly 60 interviews with expert practitioners
representing organizations and companies like Doctors without Borders,
Chipotle, and many in between, The Social
Strategist Project (Created by CSIC Fellow John Trybus) uncovers insights about the
skills and traits necessary to be an impact-driven communicator.
Trend# 4
Consumerization: The notion of
consumerization—that technology and business models are originating in the
consumer space versus the enterprise—is a driving force in the non-profit
sector, and will accelerate. Just as they do in the commercial arena, today’s
constituents expect you to “know” them. Therefore non-profits must continue to
segment their engagement strategies and provide a more personalized and
rewarding experience—powered by technology—in order to attract and retain donors
and volunteers. The capability to truly understand your constituent from a
“360” view, build lasting relationships and effectively communicate mission
impact that is important to them will set many non-profits apart.
Trend# 5
One-to-One Major-Gift Fundraising: This is the most traditional, tried-and-true strategy, and it works
like gangbusters! Eighty percent of all giving in the U.S. comes from
individuals. And of these folks, roughly 20 percent will provide 80 percent of
a non-profit’s annual fundraising, on average. So this shouldn’t be
controversial. Yet many non-profits think major-gift fundraising isn’t for
them. A 2015 survey by Boomerang, a donor software provider, shows we’re losing
money and/or building shaky foundations with these strategies. Two-thirds of
all household charity in the U.S. comes from the top 3 percent of U.S.
households. It simply makes sense to follow the money. Commit this year to
getting your piece of the pie!
CITRON is an innovative fundraising and
communications agency that works exclusively with non-profits. We work in
three areas – build the brand, raise funds & training – to
help organizations reach supporters, build awareness and raise money. It
works only with non-profit organizations and therefore we understand and
empathize their special needs and challenges. We aim to be supportive partner to our NGO partners at every step of their journey
No comments:
Post a Comment