The fundraising models that drive nonprofits were designed for a world that no longer exists.
The ways people communicate, connect, and learn have changed dramatically in the last 20 years. A new digital world has emerged that is bending over backwards to gain - and keep - our attention. This new world is marked by constant connectedness, hyper-personalized streams of communication, and online communities inhabited by members of our own tribe.
Donors in this new world want to know that their time and money are truly making an impact. They want to give as part of a community. They want to be part of a movement.
At the same time, today’s giver has become less trusting of impersonal institutions. They feel alienated by nonprofit-centric direct response fundraising. They EXPECT personalized, authentic connection to your cause.
But most nonprofits struggle to provide the community and connection their donors desire.
Our current crisis started in the mid-2000’s. In fact, there was an 18% drop in the number of individuals who gave to nonprofits between 2006 and 2015.
It’s no coincidence that this timeframe corresponds with the rise of Facebook (2004), Twitter (2006), the iPhone (2007) and a host of software platforms designed to deliver a barage of personalized marketing messages.
This drop in donors is the direct result of nonprofits’ inability to raise support from everyday donors who have come to EXPECT a deeper personal connection to their cause.
And yet everyday donors are the heart of nonprofit giving. They provide sustained revenue, volunteerism, and advocacy that your nonprofit needs in order to flourish.
Unfortunately, today’s nonprofits are handcuffed to outdated fundraising models that reserve personal connections for a select few major donors. These models force fundraisers to rely on impersonal, unresponsive fundraising tactics for everyone else. Instead of creating connection, traditional tactics alienate your donors and create distance between the donor and their impact.
The days of sending impersonal direct response marketing and hoping for a 3% response rate are over. This model has become intolerable for your donors.
We need a new approach. We need to reimagine fundraising.
Push tactics designed to steal attention
Trust not total reach
Pull not push marketing
Relationships not transactions
Responsive fundraising responds to the needs of each individual, builds trust, and breaks down the barrier between the donor and the impact they are creating.
Instead of blasting out impersonal mass communication that interrupts your donors and steals their attention, responsive fundraising combines modern technology, data intelligence, and donor-centric giving experiences to foster personalized conversations with every donor.
Connecting with each person in a contextual way allows you to suggest the right next step, at the right time, increasing donor loyalty. This grows generosity and helps you do more good.
The responsive approach to fundraising provides the personal connection and meaning that donors desire. The result is recurring generosity at a sustainable cost to the nonprofit.
In other words, Responsive Fundraising allows you to step into this new hyper-connected world and build authentic relationships with everyday donors.
Responsive fundraising is your nonprofit’s growth strategy. It helps you grow relationships, grow giving, and grow the good you’re doing in our world.