A Five Part Series:
2020 Fundraising Trends – Where are they now?
So far in 2020, we have experienced everything from killer hornets, the Sahara Desert dust cloud, a pandemic, no sports, home schooling, virtual meetings and graduations, cultural unrest, massive unemployment to a toilet paper shortage – in part four of this series we take a closer look at how these factors are impacting philanthropy.
- Include Digital in your Acquisition Strategy — We live in an interconnected world; your donors expect you to communicate with them through various channels. Research indicates that messages delivered in multiple channels gain more attention than single-channel campaigns. Additionally, messages delivered via direct mail are strong motivators for online giving.
Giving Tuesday Now that occurred on May 5, 2020, is an excellent example of why including digital as part of your acquisition strategy is essential. The GivingTuesday organization announced preliminary results from the event – more than $503 million raised in the U.S. on that day. Which is roughly as much as the normal Giving Tuesday event raised in December 2019. These newly adopted tactics and integrated ways of planning, collaborating and campaigning are prime to become standard operating procedures to reflect this more uncertain, ever-changing digitally driven world.
Additionally, Dr. Una Osili, in her annual Giving USA report for 2020, indicated, Nonprofits are taking advantage of the current environment to streamline both their internal and external communications. By being forced to adapt to digital channels, nonprofits are innovating naturally and in ways that are enhancing their relevance with their constituency groups. From video platforms like Zoom to social media platforms like TikTok, nonprofits are finding new ways to engage stakeholders. The results could be better Peer-to-Peer (P2P) fundraising campaigns, heightened efficiencies in staff communications and more.
- Employee Sentiment & Corporate Giving — An expanding variety of giving options reinforces the upward trends in corporate philanthropy. Employees and consumers alike are making decisions based on the social impact and philanthropic activities companies make. Additionally, companies are starting to see the financial benefit of this emerging movement.
Throughout the COVID-19 crisis, it is inspiring to see the many ways companies are giving what they can to those in need. From Joanne Fabrics giving away supplies to the crafting community to make masks to Ford Motor Company shifting production to produce ventilators. Allbirds and Crocs provided shoes to healthcare workers, and distilleries such as Tito’s and Bacardi produced large quantities of hand sanitizer.
But it has not just been in-kind gifts. According to Forbes in early May, “Verizon had committed more than $54 million in cash and in-kind contributions to nonprofits, had not laid off any of its roughly 135,000 employees, had offered extra compensation for full-time employees still working in the field or offices and held back on cutting service for 16 weeks.”
Other philanthropic donations highlighted in the Forbes rankings include “AT&T’s $10 million donation in support of online learning resources and the Starbucks Foundation‘s contributions totaling more than $3 million to the likes of the United Nations Foundation‘s COVID-19 Solidarity Response Fund and Give2Asia.”
We have seen this trend continue with some of the biggest companies donating to anti-racism campaigns. On June 15, Apple announced a $100 million commitment to advance racial equality and justice in the United States and globally.
Corporations and philanthropy have come together, uniting whenever possible to bring relief, resources and sometimes just kindness where they’re needed most.