Giving never grows old, but the older we get, the more likely we are to give to a charity. 23.8% of 15-24s are willing to donate or have donated to a charity, in contrast to 61.5% of 65+ adults.
Through economic shifts, demographic interests and digital platform expansion, giving is always in fashion. New methods which help raise giving initiatives throughout each audience segment are revealing themselves to help drive donations.
1. The Benefits of Open Banking for Nonprofits
Open banking can help reduce the cost of fundraising via card payments, and some of the most historic charities in the country are now embracing digital innovation to improve processes.
Jo Kerr, director of impact and innovation at Turn2Us, a UK charity fighting poverty, believes that tools like open banking “have the potential to support organisations who give grants to individuals in need”.
Good examples come from companies such as Monzo, with its “charity pots”, are demonstrating how banking firms could help people incorporate regular charitable donations into their overall spending. This has opened up donations to a new, younger audience.
Open banking has been revealed to be a pragmatic tool for efficiency in the Not-for-profit sector. In particular, integrating charitable giving as part of platforms tracking customers’ spending habits could be useful in giving people a sense of how much they spend on charity. If people understand what their overall expenditure is, that might help overcome some of those barriers about people thinking they don’t have enough money to donate.
Source: The Third Sector
2. Creating easily approachable content
With more and more interaction online, charities need to be creative to cut through the digital noise.
All Response Media envision demand for easily consumable content like podcasts and livestream videos that are accessible on a variety of devices, allowing for multi-tasking, and can be reformatted for accessibility. This observation is also true for charity brands looking at different ways of interacting throughout the day-to-day life of donors.
Getting closer to people through content comes through really understanding your audience and the emotions that encourage a site visitor to donate. Following Variety’s Children Charity web page example, inclusive stories with personable perspectives make the difference when it comes to content in the Not-for-profit sector.
3. Telethons without TV
Over the past decade, the sums generated by the biggest traditional broadcast telethon events, while still substantial, have fallen as viewing habits have changed.
The rise of online streaming services and multiple screens in a household means people are less likely to sit down together at an appointed time and spend the whole evening watching the same single TV show.
For future large scale events in the sector, charities need to give viewers more choice as to how and when they access the content, allowing them to curate their own evening. It’s a nice way for people to feel like an interactive occasion rather than just a one-way broadcast of information from the organisation to them. All Response media see a new progressive trend in this thread that charities are advised to follow.
Source: The Third Sector
4. Not-for-profit marketing recruits volunteers
Not-for-profit marketing isn’t just for funding, it also drives capable personnel who believe in your cause to your organisation. Regardless of industry or size, all organisations in the sector benefit from volunteers, and marketing your organisation can help bring in new hands.
Volunteers are twice as likely to donate as non-volunteers considered the upgraded level of engagement and interaction with the cause.
Recruiting volunteers in Third Sector organisations expresses a proliferous value for brand engagement. It has the potential to open new levels of conversation, awareness and drive more ambassadors to discuss the future of donations, evangelising messaging in an uplifting and organic way.