What's going on? With a month of 2022 behind us, here are my predictions for the fundraising climate this year:
- The good times will continue to roll, but not as much. The amazing fundraising results of the last two years are drifting back toward normal. For most fundraisers, 2022 will not be as strong as '20 and '21 -- but still stronger than 2019. (Details here
- Offer-based "real" fundraising and hybrid events will continue to replace events. This is good news, as organizations discover how to get out from under the burden of events that are often a poor investment. I've seen a number of organizations port whole events into direct mail and digital channels -- and meaningfully improve net revenue and donor retention. If you have events that have been eating up time for questionable return, consider putting that time to real fundraising or making your event a hybrid.
- The shift toward digital will slow down. Online giving has jumped way up in during the pandemic, probably driven by traditional donors trying it for the first time and learning that it really works for them. I think the ongoing shift to digital will go back to its normal slower pace.
- The Great Resignation will stay with us. It will hurt organizations that are bad workplaces. But it can help for those that really build powerful pro-employee cultures and become the places those resigners seek. Getting the best people on your team can make a huge difference!
- Nonprofits will keep looking for excuses not to connect with donors. This "trend" has been with us forever, and is not likely to go away. Far too many nonprofits seek ways of not engaging with donors -- because it's hard work, because they don't like or understand donors, or because "that's not how we do it here." Switching to donor-aware fundraising from organization-centric messaging can dramatically increase revenue. It's something any organization can do, but most don't.
