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Nonprofit Fundraising Trends in 2024

I recently enjoyed a Qgiv presentation hosted by Nonprofit Tech for Good with Wendy Mercurio, Content and Education Specialist at Qgiv, who explored nonprofit trends for 2024. 

For many in the nonprofit world, some of these will seem familiar. But there is plenty of updated information that nonprofits will benefit from IF they implement them in a full and professional way…AND if they stay with their own brand personality. 

Be true to who you are and adapt the strategies to fit you, not the other way around.

Now, no list would be complete without first looking at the impact of AI. So many of us have overcome the shock of the rollout that took the world by storm early in 2023, and many—including me and my recent certification as an AI Prompt Engineer—have embraced its influence. Used right, AI is a great resource. But it’s not the solution or a human replacement. Remember that people still need people.

AI in Fundraising

From an automated “Thank you for your donation” to interactive chatbots, AI is becoming integrated into the fabric of many nonprofit organizations.

But there’s always more. AI can offer dynamic giving amounts, create donor prospect research, and tailor the experience of your donors and supporters, leading to increased engagement and giving. 

Who doesn’t need that?

AI assists with grant writing, social media posts, and content creation. But be assured, the output text isn’t without error. AI-generated content often requires extensive editing and modifying to meet your needs, so don’t make the mistake of posting what ChatGPT, or Bard, or CopyAI, or whatever other AI platform you try spits out. 

So, if AI content isn’t the answer to your content needs, why use AI? 

Mercurio sums it up.

  • Free up your limited time and allow you to focus on other tasks

  • Make data-driven decisions

  • Increase efficiency and save money

Like many things, there is a time and a place for it.

Even with the growing use of AI, donors want real humans and genuine personal connections. It’s in us to want human contact. Don’t let the easy use of AI replace the genuine interactions we need, and never underestimate the value of donor relations.

Recurring Donors and Giving Flexibility

According to Qgiv’s Sustainable Giving Report, most organizations are supporting recurring gifts 

Your donors are feeling the effects of inflation 

  • 73% of fundraisers are hoping to gain additional recurring donors 

  • 55% are hoping to retain their current recurring donors 

  • Top strategies to obtain recurring donors are targeted asks (46%) and specific campaigns (41%). 

  • 27% of donors have no strategies to obtain recurring donors

The New Year’s glow is shining brightly on the pivotal role of recurring donors and the flexibility in giving. 2024 presents a unique frontier where nonprofits can harness the power of recurring donations to not only simplify the giving process but also adapt to the prevailing trend of "subscription spending." This shift towards recurring donations is not merely a response to current times; it's a strategic move that stands to redefine fundraising practices and donor engagement.

The ongoing cost-of-living crisis has amplified the need for flexibility in giving. By embracing giving plans and recurring donations, nonprofits can ease the burden on donors, making contributions more manageable amidst challenging economic circumstances. This approach isn't just about convenience; it's about nurturing robust and enduring relationships, particularly with younger donors. The strategy of recurring donations allows for increased touchpoints with donors, fostering stronger connections and driving higher retention rates and engagement—a crucial factor in sustaining the organization's mission.

Implementing strategies begins with framing recurring donations in ways that resonate with potential contributors. Storytelling, coupled with tangible amounts, forms the bedrock of encouraging commitment from donors. Ensuring accessibility by creating dedicated web pages for recurring donations, integrating them seamlessly into communication channels, and optimizing for mobile devices are key steps to facilitate recurring giving. Planning for donor retention becomes paramount to continually engage and maintain support from these valuable recurring donors, laying the groundwork for sustained funding.

The focus on recurring donors and offering giving flexibility isn't just a passing trend—it's a strategic evolution for nonprofits seeking sustainability and enriched donor relationships in the dynamic landscape of charitable giving. By embracing this shift, organizations can navigate the ever-changing terrain of fundraising with confidence, securing ongoing support for their noble causes in the years ahead.

Peer to Peer Fundraising

Peer-to-peer fundraising is the collaborative effort where supporters, whether donors or volunteers, spearhead campaigns on behalf of a nonprofit organization, encouraging their networks to contribute to a cause or fund. This approach, fueled by personal connections, presents an opportunity to significantly elevate fundraising endeavours.

The utilization of peer-to-peer fundraising and crowdfunding offers nonprofits a chance to extend their outreach far beyond their immediate networks. This not only serves as a robust marketing tool but also acts as a magnet for attracting new donors. The current climate demands innovation, making peer-to-peer fundraising a timely and compelling solution.

The readiness of younger generations to engage in peer-to-peer fundraising is evident, with 84% of Generation Z, 79% of Millennials, and even Gen X expressing willingness to participate. Engaging these demographics strategically, making campaigns mobile-friendly, and curating a strong social media presence becomes essential for success. Collaborating with adept copywriters becomes crucial, given the audience's keen awareness and interaction with social platforms, highlighting the need for a compelling digital narrative.

In essence, peer-to-peer fundraising in 2024 transcends mere fundraising efforts; it's about cultivating deeper authentic engagement, leveraging technology, and harnessing the collective power of dedicated supporters across generations to advance the noble missions of nonprofits.

Unconventional Donors

Unconventional donors, such as influencers, celebrities, and Gen Z, wield significant potential to reshape and amplify fundraising efforts for nonprofits. These unconventional groups offer novel avenues to expand outreach and elevate fundraising endeavours through their unique influence and digital inclinations.

Influencers and Celebrities: Unlocking Impactful Partnerships

Engaging influencers and local celebrities may seem unlikely, but establishing partnerships with these figures can be more accessible than perceived. Selecting individuals whose personality aligns with the organization's ethos is key. Leveraging existing relationships among staff, board members, or volunteers can serve as a launching pad for collaborations. Strategic planning and simplifying their involvement are pivotal for successful partnerships.

Gen Z: A Philanthropic Force with Digital Savvy

Gen Z is a highly motivated demographic eager to support philanthropic causes. Remarkably, a third of them view their philanthropy as a legacy. Their inclination toward scrutinizing organizations through impact reports and online presence underscores the importance of a robust digital footprint. Catering to their preference for digital payments and offering opportunities for engagement in peer-to-peer fundraisers becomes crucial for tapping into their philanthropic spirit.

Attracting and retaining Gen Z donors necessitates aligning strategies with their preferences. Optimal mobile accessibility across donation platforms and regular, engaging updates are imperative. Involving them in peer-to-peer fundraisers not only empowers their active participation but also nurtures deeper connections with the cause. Recognizing the significance of long-term relationships with these "philanthro-kids" emphasizes the need to cultivate these bonds for sustained support.

Digital Wallets

Forbes presents a compelling case for the burgeoning significance of digital wallets. Over half of Americans (53%) now prefer digital wallets over traditional payment methods, with nearly half (47%) indicating increased spending through digital wallets. Moreover, a significant 51% of consumers express a willingness to discontinue patronage with merchants that don't accept digital wallet payments.

This coming year will witness digital wallets taking center stage, particularly among younger and tech-savvy demographics. Their adoption signifies a surge in donor trust and safety, driven by the unparalleled ease of use and convenience they offer. A streamlined checkout process associated with digital wallets not only enhances user experience but also reduces the likelihood of donation abandonment, establishing them as an indispensable tool for facilitating seamless and secure transactions.

Digital wallets have swiftly evolved from being a preferred payment method to an essential feature that underpins modern transactional experiences. Their increasing popularity and the convenience they offer are poised to revolutionize nonprofit fundraising strategies, providing an avenue for enhanced donor engagement and streamlined financial transactions.

The Future is Now

The future of fundraising for nonprofits in 2024 is intertwined with embracing technological innovations and adapting to evolving donor preferences. From fostering lasting relationships with recurring donors to engaging influencers, celebrities, and the philanthropic force of Gen Z, nonprofits are poised to unlock tremendous potential by aligning with these unconventional strategies. Contact me today to begin copywriting for 2024. Together, we journey into the new era of fundraising with messages that are engaging and authentic to your organization.

Quiet Copywriting

Curiosity | Authenticity | Simplicity | Integrity


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