When nonprofits were suddenly forced during the pandemic to pivot their fundraising models from tried-and-true stakeholder engagement strategies, it was clear the days of traditional donor engagement were over and new solutions would need to fill their role. More than a year later, many nonprofits were able to maximize their impact during these difficult times by transforming their donor engagement strategies and updating their digital experiences.

As the world reopens and nonprofits plan for a post-pandemic reality, Wilks Communications Group has analyzed industry data, listened to what the experts have predicted and uncovered five important trends in the nonprofit space.

1. Donor-centric Fundraising

In 2021 it is time to meet donors where they are at – on their phones. Funding appeals in monthly newsletters and at costly galas can be augmented through an easier, faster, and smarter way of fundraising. In this digital age, smartphones are used by 72.7% of people in the United States alone, from mobile banking to social media.

Fundraising strategies should include sending text messages, posting regularly on multiple social media channels, optimizing the website for mobile phone usage, investing in email marketing campaigns and accepting donations in mobile-giving platforms such as Apple Pay or PayPal. This ensures you are reaching as many donors as possible and providing them with the ease of a one click donation.

2. Increased Focus on Digital Experiences 

The virtual events that were popularized and polished by nonprofits over the past year provided an online platform to connect with even more donors, supporters, benefactors and other key stakeholders from around the world, all at one time and in one place. The opportunities for engagement become endless when you take the experience online.

For example, our client Living Water International just launched a “Connection” platform. This technology invites you to learn about the water crisis through real people, real stories, and real experiences with elements of sound and videography that transport supporters through a virtual portal right to Living Water clients in Africa.

3. Diversity, Equity and Inclusion Matter 

Because they operate for a public or social benefit, nonprofits must reflect the broad diversity of the society at large by embracing diversity, equity and inclusion. Nonprofits must value and seek inclusive leadership and staff to represent the populations they serve and the array of volunteers that comprise their organization. Executive leaders should also look to address the diversity of their board and encourage other organizations to follow suit. Being a diverse organization will become a more important selection criterion in securing public or private foundation funding in the future.

4. Corporate Volunteerism is on the Rise 

In 2017, America’s Charities released a study showing 71% of corporate employees believe it is imperative or very important to work for a company that supports giving and volunteering. Since then, many corporations have stepped up and begun walking the walk by actively participating and volunteering for like-minded nonprofits not only to improve their image but also recruit employees who value corporate volunteering.

As a result of this growing trend in corporate volunteering, we anticipate continued growth in volunteer programs and corporate partnerships in 2021. Nonprofits can capitalize on this trend and partner with local or like-minded corporations to provide volunteer opportunities for your nonprofit.

5. Virtual Employee Engagement 

With the hybrid work model likely to continue well beyond the pandemic, the 9-5 office life is the way of the past. Nonprofits will benefit from leaving this “norm” behind and introduce flexibility with work schedules and encourage working from home as part of the permanent company culture. Not only will this attract new hires and help retention rates, but it may even resonate with certain donors as it shows the organization cares for the health and well-being of their employees.

With deep expertise launching strategic marketing and communications initiatives for nonprofit organizations, WCG is on the pulse of key trends in the not-for-profit space. To learn how we can support your nonprofit in unique and creative ways, contact us at hello@wilksgrp.com.